Browsing by Author "Doménica Guillén Calle"

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    Diseño de plan de branding para la Empresa Moliendo Aroma Cafetería, en la ciudad de Cuenca
    (Instituto de Tecnologías Sudamericano, 2020) Doménica Guillén Calle; Clara Mendoza Rodríguez
    Moliendo Aroma Cafetería, is a company that has been present for three years in the basin market, it’s located in Paucarbamba avenue and Luis Moreno Mora, they are selling breakfast and coffee in the morning. Branding is a complex process that includes the creation, development and construction of a brand; it goes beyond the opinion of the people, it is the soul of a company, the tangible and intangible, in general terms can be defined as the heart of the company. Consequently, it is essential to establish the strengths, weaknesses, opportunities and threats to focus on the factors that can have the greatest impact on the cafeteria to help us make the best possible decisions and actions. The thesis responds to a field research level in which the survey technique was applied, this technique will serve as the basis for the analysis of the brand strategy for Moliendo Aroma Cafetería. It is intended to give readers a material in which we can learn about a Brand Plan, its strategies, objectives and tactics. The findings found detect if the company enjoys a good positioning, if the brand transmits the value it has.