Imagen corporativa y su relación con el posicionamiento del mercado en la empresa JO LÓPEZ, Período 2020.

Abstract

The corporate image refers to all those graphic and visual elements that a company or entity has or should have, no matter how large or small it may be, this image seeks recognition, identification and distinction between other companies. Given this, the present work proposed to develop a corporate image for the company JO LÓPEZ, the same one that is dedicated to the production and sale of fishmeal and soluble fish, oil and fat and other aquatic animals for animal feed, which does not have nor has it had, to date, an image that identifies it and thereby verify the relationship it has with market positioning. For which, the development of a theoretical framework was proposed that shows a diversity of concepts related to the subject, as well as the application of several instruments such as an interview with the manager / owner of the company and a survey of employees and clients, results that after a Detailed analysis proposed the design of a proposal, which leads to the identification and positioning of the company in the local market.