Estrategias de branding para el posicionamiento de la marca Anya Store en el cantón La Maná
DOI:
https://doi.org/10.62452/t5v5zh16Keywords:
Branding, brand positioning, visual identity, brand communication, social networksAbstract
The objective of this study was to analyze the impact of branding strategies on the positioning of the Anya Store brand in the canton of La Maná. A quantitative, descriptive and correlational design was used, applying a structured questionnaire to 200 customers of the store, validated through content analysis and pilot test. Data collection was carried out between March and April 2025. For the analysis, descriptive statistics, correlation and regression were used, in order to determine the incidence of the branding dimensions (visual identity, perceived value, communication and loyalty) on the level of positioning. The results revealed a high perception of visual identity and consistent communication on social networks. The correlational analysis indicated significant positive relationships between brand identity and positioning, as well as between perceived value and positioning. The regression model explained 54% of the variance in positioning, highlighting visual identity as the main predictor, followed by brand communication and perceived value. The fidelity was not significant. It is concluded that the branding strategies implemented contribute significantly to the positioning of Anya Store in the minds of consumers in the canton of La Maná. It is recommended to strengthen the coherence of the visual identity and diversify the communicative actions on digital platforms to optimize positioning. The study is limited to the geographical area of La Maná and to Anya Store customers; It is suggested to replicate the research in other locations and expand the sample to generalize the findings. Future research could explore qualitative variables linked to brand engagement.
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Copyright (c) 2025 Antony Alexis Bonilla-Casillas, Paola Patricia Marín-Naranjo, Fabian Xavier Martínez-Ortiz, Neuval José Villegas-Barros (Autor/a)
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