Branding como estrategia para la fidelización de clientes de microempresas de Guayaquil

Abstract

Microentrepreneurs may consider the application of Branding as something reserved for large companies and not know how to implement it effectively to improve their image, market positioning and achieve customer loyalty. The objective of this article is to analyze Branding as a strategy for customer loyalty of microenterprises in Guayaquil. For this study, a descriptive investigation was used with quantitative techniques, which allowed the fundamental purpose of this work to be correctly analyzed, and the method applied was the analytical-synthetic, since it began from the situation caused by the application of Branding as a strategy for the customer loyalty, focusing on reality to gain a proper understanding of what microenterprises do and how their customers perceive it.