Propuesta de un plan de posicionamiento evaluando la identidad de la marca «Instituto del Corazón de Bucaramanga S.A» en colaboradores y el posicionamiento en las empresas responsables de la contratación en Santander

Abstract

The objective of this project is to formulate a positioning plan aimed at employees and companies responsible for contracting in Santander, evaluate the objective of the project is to formulate a brand positioning plan in the EAPB, it is a non-experimental descriptive cross-sectional study . The results of the evaluation of the identity of the brand that the environmental vector requires further intervention and in the face of the positioning of the ICB has a minimal difference in the patient safety attribute. The proposed airplanes: Strengthening the position in the client's mind, Appropriating the unoccupied position and Repositioning the competition. It is concluded that the ICB must focus all the efforts of the commercial area in the implementation of the proposal because the strengthening of the brand is not an option but a business survival decision.