Administrative and Market Analysis of Multiservicios Campoverde: Branding Strategies for the Search for Positioning
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Abstract
This study analyzes the administrative and market performance of Multiservicios Campoverde, with the aim of proposing branding strategies to strengthen its positioning in the local market. Through a qualitative methodology, including surveys and literature review, internal capabilities and consumer perceptions were examined. Results show that service quality, responsibility, and trust are key attributes that define the brand's current image. The study highlights the importance of integrating digital communication channels, emotional branding, and sustainability practices to improve customer loyalty and competitive differentiation. The conclusions point to the need for a unified brand management strategy supported by data-driven performance metrics and customer-centric initiatives to ensure sustained growth and recognition in the service sector.
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Evelyn Lisbeth Beltran-Romero, Universidad Técnica de Machala - Ecuador
0009-0008-4206-1676
Student of the Business Administration program, currently in the seventh semester and nearing the completion of her academic training. Currently working on the publication of her first scientific article. Committed to academic excellence, with a focus on contributing to the development of market strategies.
Mayerli Lizbeth Rodriguez-Velasque, Universidad Técnica de Machala - Ecuador
0009-0002-0586-8812
Student of the Business Administration program, currently in the seventh semester and nearing the completion of her academic training. Currently working on the publication of her first scientific article. Committed to academic excellence, with a focus on contributing to the development of market strategies.
Liana Carola Sanchez-Cabrera, Universidad Técnica de Machala - Ecuador
0000-0002-1867-0876
Coordinator of the Business Administration Degree, she is responsible for guiding and supporting students in their academic career. With extensive experience in the field and a deep commitment to teaching, he provides advice and guidance to students, promoting the personal and professional growth of each of them.
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