Estrategias de marca en el posicionamiento de la empresa carrocera COPSA de la ciudad de Ambato

Abstract

This research project is aimed at the COPSA company located in Ambato. It has been working in the metal industry since 2002. Currently, this institution does not have a proper brand management; as result it didn’t obtain an expected position. In the highly competitive market it’s easy to see the development of the current situation of the company and the parameters that influenced to achieve a desired positioning.

For the development of the project, collect instruments were applied such as: surveys and interviews, which allowed to identify the within and outside problems of the company. This research revealed the need to establish communicational tools, which with a strategic properly management could achieve an expected business positioning.

A strategic communication plan was developed in which it is possible to establish strategies that solved the identified problems in the research, which is the corporate identity, internal communication and the image that the company shows to the main incident factors. Graphic communication products were developed based on each of the strategies proposed.

Therefore, this project allows to contribute to the field of graphic design with communication tools that focus on the institutional management of identity to achieve an efficient image in a specific market, making a company takes a good position in it.