Análisis de posicionamiento y valor de marca de la Cámara de Turismo del Azuay y planteamiento de estrategias de mejora de desempeño de marca para el año 2014

Abstract

This research aims to determine planning strategies for the development of the corporate brand Chamber of Tourism of Azuay, identify their strengths, weaknesses, by internal and external analysis of the institution in order to set strategies that allow us to achieve having a greater corporate positioning in the tourism market; with the aim of strengthening the tourism sector in the province through its two core competencies promotion and training. This is important to diagnose the failures in the market that the brand owns and skills that allow us to determine successful development in brand positioning, to ensure the soundness and institutional identity and thus allows up brand positioning with respect to their applying competitors related to the field of public relations knowledge, publicity, because at present it is important to have a corporate image that reflects what the institution is, what you want to give people, because this will be his biggest test.