Diseño de Plan de Posicionamiento de marca en entornos digitales para la marca Shibumi en el Distrito Metropolitano de Quito

Abstract

Abstract: This project aims to design a brand positioning plan for Shibumi in the digital environments of the Quito Metropolitan District's gastronomic market. Thanks to its innovative and unique offering, Shibumi has managed to stand out with current customers compared to its competitors, but it faces limitations in its digital communication and reach to new potential consumers. The research methodology employs a mixed approach, using both qualitative and quantitative methods, to identify a series of strategies in digital environments, detect customer perceptions, and detail actions related to social media and SEO/SEM positioning. Among the most relevant findings, the importance of audiovisual content, storytelling, and a positive user experience on websites stands out. Finally, a series of strategies are proposed focused on strengthening and positioning Shibumi's digital brand through organic and paid content campaigns, collaborations with influencers and partner brands, and improvements to its website, seeking to consolidate the brand's positioning in the city's gastronomic market.