Análisis de estrategias de posicionamiento de marca utilizadas por partes de las empresas medianas en el área de la construcción ubicadas en Quito en los año 2019 y 2020

Abstract

This project aims to conduct an analysis of brand positioning strategies used by medium-sized companies in the construction area located in Quito between 2019 and 2020. Over the years, the Ecuadorian economy has experienced various structural adjustments that have influenced the growth of several economic sectors, especially the construction sector. Increased public spending can maintain liquidity in the system and stimulate growth in both fixed and total investment and household consumption The construction industry needs a lot of people every step of the way. As such, the sector is a very important part of the economy associated with engineering activities. As a result, it is possible to create many new jobs, integrate different social sectors to revive the economy, contribute to national production and create value. From another point of view, we analyze the importance of brand positioning that companies in the construction sector achieve. It is the foundation of your marketing strategy. How to present your organization's advice and image so you can have a clear and sharp place in the mind of your target market.