Design of brand management strategies for corporate improvement in small technology distribution companies in the Gran Bulevar shopping center

Abstract

The main objective of this study is to examine the relevance and application of brand identity in the corporate sphere. To achieve this,
three specific objectives are proposed: identify applications to improve brand identity, describe improvement opportunities based
on surveys, and design a comprehensive strategy to improve brand identity. The methodology used is quantitative and descriptive,
with a non-experimental design. A structured survey will be used aimed at small technology marketing companies in Cúcuta,
Norte de Santander, Colombia. The target population consists of 40 companies, and 36 are expected to respond to the survey. The
results reveal several tools to improve brand identity and corporate performance. Among them, the staff training and development
programs stand out, which improve the quality of service and brand perception; designing a strong visual identity, including logos and
consistent print materials; customer loyalty programs through discounts and rewards; and participation in events and sponsorships,
which increase visibility and emotional connection with the target audience. It is essential to implement a comprehensive strategy
that contemplates the redefinition of the visual image, optimization of corporate communication, improvement of the customer
experience and strengthening of market positioning. Many companies lack a defined branding strategy, so developing it is crucial
for consumer recognition and loyalty. By applying these strategies, companies can improve their market presence, increase brand
recognition and build deeper relationships with their customers, ensuring long-term sustainable growth.