Análisis de la percepción de los cuencanos sobre la imagen de marca de la Corporación Mucho Mejor Ecuador

Abstract

This research focused on the analysis of the perception of the brand image of the Mucho Mejor Ecuador Corporation in the population of Cuenca. The process was carried out using a descriptive methodology with a mixed quantitative and qualitative approach. For the quantitative part, the perception of the people of Cuenca was analyzed through surveys. For this point, an almost equal participation between men and women was obtained. On the other hand, for the qualitative part, the observation technique was used on the Corporation's Web portal and the construction of the SWOT matrix. Elements of the Corporation's brand image were determined, which in turn made it possible to analyze the level of positioning and to examine the recognition of the people of Cuenca of the Mucho Mejor Ecuador Corporation's brand image. The population of Cuenca has a positive perception of the brand image.