Importance of branding to consolidate the positioning of a corporate Brand

Abstract

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.