Marketing Digital como estrategia para el posicionamiento de la marca de chiflería Zambrano, Manta.

Abstract

The objective of this paper is to evaluate the impact of digital marketing as a strategy for the positioning of the Chiflería Zambrano brand in the Manta, Ecuador market. Through the implementation of Aaker's brand identity model, it is analyzed how the dimensions of brand identity influence customer perception and satisfaction, and how these variables impact the company's positioning. To do so, a quantitative methodology was used, with a non-experimental design and a descriptive approach. Data collection was carried out through surveys based on the Likert scale, applied to a sample of Chiflería Zambrano customers. The study variables were digital marketing and brand positioning, with their respective evaluation dimensions, which included elements such as presence on social networks, digital interaction, service quality, brand recognition and preference, among others. The results obtained indicate that the digital marketing strategy implemented by the company has had a positive impact on the perception of the brand by consumers. The dimensions of Aaker's model, such as relevance, authenticity and differentiation, turned out to be the most influential in customer satisfaction. Likewise, it was observed that digital promotions and interactions on social networks contribute significantly to the positioning of the brand in the local market. It concludes with the importance of adapting digital marketing strategies to the needs of the target audience, reinforcing the brand's values through coherent and personalized campaigns. It is also recommended to continue with the constant monitoring of consumer preferences, which will allow Chiflería Zambrano to remain competitive in a constantly evolving market.