Importancia del branding para consolidar el posicionamiento de una marca corporativa
This article highlights the importance of branding to consolidate the positioning of a corporate brand. The present study was applied to the users of the Physiotherapy Clinic KAMB and to a sample of inhabitants close to the entity, with the purpose of knowing the criteria of perception that they hav...
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| Language: | Spanish |
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2020
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| Online Access: | https://dialnet.unirioja.es/servlet/oaiart?codigo=7847135 |
| Source: | Killkana sociales: Revista de Investigación Científica, ISSN 2528-8008, Vol. 4, Nº. 2, 2020, pags. 9-18 |
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Killkana sociales: Revista de Investigación Científica, ISSN 2528-8008, Vol. 4, Nº. 2, 2020, pags. 9-18
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Spanish
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Branding
marca posicionamiento renovación identidad consultorio fisioterapéutico KAMB Branding brand positioning renewal identity physiotherapy clinic KAMB |
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Branding
marca posicionamiento renovación identidad consultorio fisioterapéutico KAMB Branding brand positioning renewal identity physiotherapy clinic KAMB Maza Maza, Ronald Leodan Guaman Guaman, Benito Danilo Benítez Chávez, Alexandra Solis Mairongo, Gustavo Importancia del branding para consolidar el posicionamiento de una marca corporativa |
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This article highlights the importance of branding to consolidate the positioning of a corporate brand. The present study was applied to the users of the Physiotherapy Clinic KAMB and to a sample of inhabitants close to the entity, with the purpose of knowing the criteria of perception that they have on the brand. The problem is that the office has a visual identity that was created empirically and under the pressure of having a trade name, in addition there is little professionalism in the management of the brand, since its logo and advertising structure does not conceive the essence of the company. Therefore, the general objective is to analyze the importance of the renewal of a corporate brand for the Physiotherapy Clinic KAMB in the city of Manta, through the use of strategic branding resources that will project its positioning in the market. For this reason a quantitative research was carried out, applying the technique of the survey that was divided into two sections, one for patients and another for citizens. According to the results of the research, there is a minimum positioning where the vast majority of people surveyed say they do not recognize the brand, moreover, users and the population strongly believe that this must go through a process of renewal, to differentiate it from the competition and at the same time become something fresh, innovative, expressive and interactive, which has presence, recognition and visual aesthetics, since the current does not represent these characteristics. It is necessary to consider a branding strategy to project, strengthen and give value to the brand.
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Article
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Maza Maza, Ronald Leodan
Guaman Guaman, Benito Danilo Benítez Chávez, Alexandra Solis Mairongo, Gustavo |
| author_facet |
Maza Maza, Ronald Leodan
Guaman Guaman, Benito Danilo Benítez Chávez, Alexandra Solis Mairongo, Gustavo |
| author_sort |
Maza Maza, Ronald Leodan
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| title |
Importancia del branding para consolidar el posicionamiento de una marca corporativa
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| title_short |
Importancia del branding para consolidar el posicionamiento de una marca corporativa
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| title_full |
Importancia del branding para consolidar el posicionamiento de una marca corporativa
|
| title_fullStr |
Importancia del branding para consolidar el posicionamiento de una marca corporativa
|
| title_full_unstemmed |
Importancia del branding para consolidar el posicionamiento de una marca corporativa
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| title_sort |
importancia del branding para consolidar el posicionamiento de una marca corporativa
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| publishDate |
2020
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https://dialnet.unirioja.es/servlet/oaiart?codigo=7847135
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1709753881206980608
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dialnet-ar-18-ART00014456912021-04-09Importancia del branding para consolidar el posicionamiento de una marca corporativaMaza Maza, Ronald LeodanGuaman Guaman, Benito DaniloBenítez Chávez, AlexandraSolis Mairongo, GustavoBrandingmarcaposicionamientorenovaciónidentidadconsultorio fisioterapéutico KAMBBrandingbrandpositioningrenewalidentityphysiotherapy clinic KAMBThis article highlights the importance of branding to consolidate the positioning of a corporate brand. The present study was applied to the users of the Physiotherapy Clinic KAMB and to a sample of inhabitants close to the entity, with the purpose of knowing the criteria of perception that they have on the brand. The problem is that the office has a visual identity that was created empirically and under the pressure of having a trade name, in addition there is little professionalism in the management of the brand, since its logo and advertising structure does not conceive the essence of the company. Therefore, the general objective is to analyze the importance of the renewal of a corporate brand for the Physiotherapy Clinic KAMB in the city of Manta, through the use of strategic branding resources that will project its positioning in the market. For this reason a quantitative research was carried out, applying the technique of the survey that was divided into two sections, one for patients and another for citizens. According to the results of the research, there is a minimum positioning where the vast majority of people surveyed say they do not recognize the brand, moreover, users and the population strongly believe that this must go through a process of renewal, to differentiate it from the competition and at the same time become something fresh, innovative, expressive and interactive, which has presence, recognition and visual aesthetics, since the current does not represent these characteristics. It is necessary to consider a branding strategy to project, strengthen and give value to the brand.Este artículo realza la importancia del branding para consolidar el posicionamiento de una marca corporativa. El presente estudio fue aplicado a los usuarios del Consultorio Fisioterapéutico KAMB y a una muestra de habitantes cercanos a la entidad, con la finalidad de conocer los criterios de percepción que ellos tienen sobre la marca. La problemática consiste en que el consultorio tiene una identidad visual que se creó de manera empírica y bajo la presión de tener un nombre comercial, además hay un escaso profesionalismo en el manejo de la marca, puesto que su logotipo y estructura publicitaria no concibe la esencia de la empresa. Por ello, el objetivo general es analizar la importancia de la renovación de una marca corporativa para el Consultorio Fisioterapéutico KAMB de la ciudad de Manta, mediante el uso de recursos estratégicos de branding que permitirá proyectar su posicionamiento en el mercado. Por esta razón se realizó una investigación de tipo cuantitativa, aplicando la técnica de la encuesta que estuvo divida en dos secciones; una para los pacientes y otra para los ciudadanos. Según los resultados arrojados por la investigación, existe un mínimo posicionamiento donde la gran mayoría de personas encuestadas, dicen no reconocer la marca, a más de ello, los usuarios y la población consideran contundentemente que esta debe pasar por un proceso de renovación, para que se diferencie de la competencia y al mismo tiempo se convierta en algo fresco, innovador, expresivo e interactivo, que tenga presencia, reconocimiento y estética visual, puesto que la actual no representa estas características. Es necesario que se plantee una estrategia de branding para proyectar, fortalecer y darle valor a la marca.2020text (article)application/pdfhttps://dialnet.unirioja.es/servlet/oaiart?codigo=7847135(Revista) ISSN 2588-087X(Revista) ISSN 2528-8008Killkana sociales: Revista de Investigación Científica, ISSN 2528-8008, Vol. 4, Nº. 2, 2020, pags. 9-18spaLICENCIA DE USO: Los documentos a texto completo incluidos en Dialnet son de acceso libre y propiedad de sus autores y/o editores. Por tanto, cualquier acto de reproducción, distribución, comunicación pública y/o transformación total o parcial requiere el consentimiento expreso y escrito de aquéllos. Cualquier enlace al texto completo de estos documentos deberá hacerse a través de la URL oficial de éstos en Dialnet. Más información: https://dialnet.unirioja.es/info/derechosOAI | INTELLECTUAL PROPERTY RIGHTS STATEMENT: Full text documents hosted by Dialnet are protected by copyright and/or related rights. 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