Análisis de estrategias de BRANDING implementadas por CLEAN and SERVICES a sus clientes en la ciudad de Guayaquil
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Fecha
2019-04
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
Clean and Services es una empresa la cual ha estado presente en el mundo de los
servicios de limpieza hace varios años, a pesar de este tiempo, el manejo que se le ha dado a
la marca es desconocido debido a la falta de un estudio que defina si existe el convencimiento
de los usuarios a lo ofertado por la compañía. Por esta razón el objetivo del presente estudio
fue analizar las estrategias de branding implementadas por Clean and Services a sus clientes
en la ciudad de Guayaquil. Mediante las encuestas realizadas a los usuarios y la entrevista al
propietario se determina que la estrategia de branding realizada por la compañía no está bien
direccionada, presentando falencias en el nombre y logotipo, estos no causan el impacto
deseado, esto es demostrado porque los clientes poco logran asimilar su significado,
generando que sea de fácil olvido. Esto también demuestra que la compañía no ha logrado
posicionarse en un puesto más alto, limitando de esta manera al desarrollo de la misma
principalmente debido a la falta de conocimientos de marketing y sus ramas de la persona
encargada del branding en la empresa.
Clean and Services is a company which has been present in the world of cleaning services for several years, despite this time the management that has been given to the brand is unknown due to the lack of a study that defines if there is the conviction of users to what is offered by the company. For this reason, the objective of this study was to analyze the branding strategies implemented by Clean and Services to its customers in the city of Guayaquil. Through the surveys made to the users and the interview with the owner, it is determined that the branding strategy carried out by the company is not well addressed, presenting faults in the name and logo, these do not cause the desired impact shown because the clients cannot assimilate their meaning, generating that it is easy to forget. This also shows that the company has not managed to position itself in a higher position, thus limiting the development of its mainly due to the lack of marketing knowledge and its branches of the person in charge of the company's branding.
Clean and Services is a company which has been present in the world of cleaning services for several years, despite this time the management that has been given to the brand is unknown due to the lack of a study that defines if there is the conviction of users to what is offered by the company. For this reason, the objective of this study was to analyze the branding strategies implemented by Clean and Services to its customers in the city of Guayaquil. Through the surveys made to the users and the interview with the owner, it is determined that the branding strategy carried out by the company is not well addressed, presenting faults in the name and logo, these do not cause the desired impact shown because the clients cannot assimilate their meaning, generating that it is easy to forget. This also shows that the company has not managed to position itself in a higher position, thus limiting the development of its mainly due to the lack of marketing knowledge and its branches of the person in charge of the company's branding.
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Palabras clave
DIFUSIÓN DE MARCA, ESTRATEGIAS DE BRANDING, MARKETING, POSICIONAMIENTO
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