La Marca y la Cuota de mercado de la empresa Tejidos Argüello en la ciudad de Ambato.

Abstract

The company "Fabrics Arguello" in the city of Ambato, is a company with 35 years of experience in the manufacture and marketing of clothing only and exclusively of wool clothing, uniforms and sweaters for educational and corporate institutions, caps, pants, scarves and sporting equipment, with high levels of quality, despite the time of existence in the market the brand is not possessed, as managers of the company have neglected a fundamental aspect that is the trademark of the company, without taking into account that It is essential for efficient operation of the company in the market economy. It is for this reason that this research has focused on a comprehensive analysis of internal and external environment of the company "Arguello Fabrics" in order to establish strategies for positioning and brand recognition by consumers and increase market share and thus the profits of the company. The data obtained from field research applied to external customers of the company "Fabrics Arguello" indicates ignorance of the brand. It is for this reason that the creation of a corporate identity manual is proposed, which will serve as a strategy to achieve brand positioning in the market, being an essential tool for the company to increase market share, thus improving the economic situation of the company.