Estrategia de posicionamiento de marca para la organización MIGA S.A.S.

Abstract

This document describes the communication project applied in the organization MIGA S.A.S. from its diagnosis to its evaluation. This project is made with the purpose of contributing to the construction of organizational communication that is given through social networks such as Instagram and addresses in its development other aspects that were found in the diagnostic stage. A mixed methodology was used to obtain both qualitative and quantitative information through techniques such as interviews, surveys and opinion polls. In addition, during the whole process, theoretical positions were taken into account regarding concepts relevant to the project such as brand, branding, organizational culture, organizational structure, among others. Among the results found, there was a significant growth in the social network of Instagram, which was the focus of the development of the strategies proposed for this pilot project which responds to the purpose of contributing to the construction of the communication area of the organization leaving a positive impact on it.