Estrategiad de posicionamiento en entornos digitales para la marca MISHÁ de la empresa Balance Products

Abstract

Abstract:This thesis, titled "Positioning Strategies in Digital Environments for the Mishá Brand of Balance Products in Ecuador," presents a study aimed at analyzing and proposing positioning strategies for the Mishá brand in the digital environment. The research focuses on an Ecuadorian company in the wellness products sector, using a strategic and digital communication approach. It explains the main opportunities and threats facing the brand on digital platforms such as social media and the brand s websites. Accordingly, this thesis proposes a positioning model that includes a digital marketing tactic, the development of relevant content, user interaction and engagement, and finally, online reputation management. By studying the behavior of Ecuadorian consumers and understanding how to better communicate the brand s valued attributes, the goal is to expand the brand s presence and competitiveness in the Ecuadorian market. The research employs a mixed-methods approach both quantitative and qualitative to support a legitimate and realistic proposal that addresses the brand s needs.