Percepción empresarial de las estrategias de Branding en pequeñas y medianas Empresas de Guayaquil: Un estudio de casos

Abstract

This project analyzes the business perception perspectives on branding strategies in Small and Medium Enterprises (SMEs) in Guayaquil, using a case study approach to identify their challenges, opportunities and benefits. The main objective of the thesis was to analyze the perception that the business sector of Guayaquil has on branding strategies, in order to promote a greater appreciation of this discipline in SMEs. The project is based on the hypothesis that a limited or erroneous perception of branding by entrepreneurs reduces its implementation, limiting the growth and positioning of SMEs. The justification lies in the importance of branding as a strategic factor for business sustainability and differentiation in competitive markets such as Guayaquil. The development of the project included the collection of data through interviews with representatives of seven local SMEs and the analysis of four case studies. The results showed that many SMEs in Guayaquil consider branding as synonymous with advertising, specifically on social networks, which reflects a lack of knowledge of its comprehensive scope. However, companies that have invested in comprehensive strategies experienced greater brand recognition and strengthened customer loyalty. These differences underline the importance of understanding and applying branding beyond its superficial aspects. This project contributes with a guide that seeks to strengthen communication between branding professionals and entrepreneurs, helping them to adopt strategies tailored to their specific needs. This not only improves the positioning of brands, but also boosts their sustainability in the competitive local market. Keywords: Branding, SMEs, Business perception, Brand strategies.