El Branding en el Sector industrial de Muebles de la provincia de Tungurahua

Abstract

The furniture sector of the province of Tungurahua is dedicated to the production and sale of furniture, offering diferent lines, framed in a depth and an amplitude, this sector has been emerging Little by Little, being tus conformed according to the INEC 2010 by 328 artisans. However we have taken an organization like a case study the furniture company ALEX of the city of Pelileo parish Huambaló constituted 16 year ago and is currently in the stage of growth. For this reason the present research Project has as objective to realice a plan of branding for this case study because the company does not have a corporate identify The majority of customers come have been recommended or arrive by coincidence of the desire to buy a piece of furniture also say that the only thing they recognize is the name so the name was kept and a logo update. The proposal that was made is conformed according to a previous study as is the survey, interview and focus group, a corporate identity manual was created that reflects the corporate identity with a defined concept but also we have seen the possibilityof applying promotional strategies, Price and positioning and one of them to give greater emphasis will be the positioning strategy that gives a communication plan to position the Brand in the mind of the consumer and to make it sustainable we will apply indexes such as positioning, customer satisfaction and percentage anual sales.