Brand Management to Improve the Positioning of the ”Commercial Encalada” Company

Abstract

Abstract This article focuses on the development of a branding proposal for the company "Comercial Encalada" with the aim of improving its position in the Quito market. The idea is to create a corporate identity that allows the company to connect with its customers and differentiate itself in the market. A deductive method was used for market research, which means that the conclusion was drawn based on premises that are assumed to be real. Thus, the PEST, RMG, and SWOT analysis were carried out and information from various bibliographic sources on branding and marketing were compiled to conclude. Of note, the economically active population of Quito was used to obtain the study sample, resulting in 384 people surveyed. The main issue2s identified through the market research were the lack of recognition of the "Comercial Encalada" brand in the Quito market and the preference of consumers for the presentation of the products on the hanger rather than the price. We conclude that every company needs not only a brand design that allows the entity to distinguish itself from its competitors but also interactive brand management that, along with other marketing strategies, manages to create a perspective of unique value in clients in a way that they prefer the services and/or products of the company over those of the competition.

Keywords

• branding, marketing, brand design, positioning.