“El Branding y su incidencia en la Diferenciación de la empresa Promacero del Cantón Pelileo, Provincia de Tungurahua”.

Abstract

Promacero is a company dedicated to the commercialization of products hardware wholesale and retail, the main venue is located in the Canton San Pedro de Pelileo, parish Pelileo, located in the streets May 24 and Fellowship, in operation since 2000 and currently has a branch in Canton Baths, the business owner is Mr. Edison Pozo Roberto Villafuerte.

The importance of this paper is certain that the branding (Brand Management) is a strategy for growth, development and expansion, deep strategic and economic implications, and therefore the responsibility of management to contribute to overcoming several business objectives.

Data obtained from field research applied to business customers Promacero indicate that it is important to manage the brand (branding), allowing you to improve your rankings to its direct competitors. While the brand is recognized in your area, marks its competitors are also so this must be corrected immediately.

For the company Promacero Canton Pelileo is indispensable unification of linguistic criteria and graphs, using a manual image to improve the positioning of the company Promacero Canton Pelileo, Tungurahua Province, which contains the guidelines for the use and application of elements and signs that make up the Institutional Graphic identity