Branding como estrategia de posicionamiento en la empresa de aluminio y vidrio Caso Cer Glass
Fecha
2021-09
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El actual trabajo de investigación abordó el tema del estudio del branding como una estrategia de posicionamiento en el mercado, el mismo que se aplicó sobre la empresa de aluminio y vidrio Cer Glass. Para esto fue necesario realizar un estudio completo acerca de temas que comprenden la marca y el posicionamiento; a su vez se realizaron encuestas a la población cercana al sector donde está ubicado el establecimiento. Los resultados obtenidos reflejaron la necesidad de implementar una imagen a la empresa incluyendo el logotipo, línea gráfica y manual de marca. De esta manera con una imagen sólida que refleje los valores de la organización, los usuarios podrán reconocer fácilmente su servicio y la empresa podrá ganar posicionamiento en el mercado y mejorar evidentemente su economía.
Palabras
The current research work addressed the subject of the study of branding as a positioning strategy in the market, the same that was applied to the aluminum and glass company Cer Glass. For this it was necessary to carry out a complete study on topics that include the brand and the positioning; In turn, surveys were conducted with the population close to the sector where the establishment is located. The results obtained reflected the need to implement an image to the company including the logo, graphic line and brand manual. In this way, with a solid image that reflects the values of the organization, users can easily recognize your service and the company can gain market positioning and obviously improve its economy.
The current research work addressed the subject of the study of branding as a positioning strategy in the market, the same that was applied to the aluminum and glass company Cer Glass. For this it was necessary to carry out a complete study on topics that include the brand and the positioning; In turn, surveys were conducted with the population close to the sector where the establishment is located. The results obtained reflected the need to implement an image to the company including the logo, graphic line and brand manual. In this way, with a solid image that reflects the values of the organization, users can easily recognize your service and the company can gain market positioning and obviously improve its economy.
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Palabras clave
BRANDING, POSICIONAMIENTO, IMAGEN CORPORATIVA, LOGOTIPO
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