Espejo, L. (2018). El branding y su relación con el Brand Equity de la empresa Panificadora Universal en la ciudad de Trujillo, en el año 2018 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/14032
Espejo, L. El branding y su relación con el Brand Equity de la empresa Panificadora Universal en la ciudad de Trujillo, en el año 2018 [Tesis]. PE: Universidad Privada del Norte; 2018. https://hdl.handle.net/11537/14032
title = "El branding y su relación con el Brand Equity de la empresa Panificadora Universal en la ciudad de Trujillo, en el año 2018",
author = "Espejo Fernández, Lizeth",
publisher = "Universidad Privada del Norte",
year = "2018"
ABSTRACT The present thesis has as research problem to what extent the Branding is related to the Brand equity of the Universal Bakery, in the city of Trujillo, in the year 2018, formulating a hypothesis to investigate that the Branding has a positive and significant impact on the Brand Equity of the Universal Bakery; for this, a quantitative study was carried out, of the correlational or causal research type and the research design is non-experimental of a cross-sectional nature; having as instrument the survey form through the application of a questionnaire, in order to gather all the necessary information provided by the clients of the Universal Bakery from 20 to 65 years of age of the district of Trujillo of the socioeconomic level A, B and C. The result of the research study was that branding is not appreciated by 22% of the target audience of the Universal Bakery and Brand Equity is regularly valued with 54%, rejecting the research hypothesis that Branding does have a positive impact and significantly in the Brand Equity. Finally, it turns out that there is no significant correlation, however, because the company does not have a high position in the market is made aware that it must use some communication strategy to strengthen its branding which is a very little appreciated variable, as well as reinforcing the attributes of the products and improving their quality of service to increase and maintain their high Brand Equity.
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