Brand management and digital marketing in agricultural sector companies’ case: Ambato-Tungurahua

Abstract

Introduction: This study is based on the low positioning of the brand in twenty-five companies in the agricultural sector in the city of Ambato, and digital marketing. Objectives: Therefore, the importance of brand management and digital marketing in the agricultural sector in the city of Ambato is proposed as an objective, and to evaluate what tools with current trends have been used. Methodology: The qualitative approach was used for the explanatory development of the studied reality, which reflected the need to measure and predict the research problem, taking 160 respondents as a sample, 49% mentioned having a feeling of trust in brands, the 73% that must include personality and identity, 73% greater attention to tastes and values, 74% contain differentiated characteristics and 72% must use digital platforms and social networks to advertise. Results: Consequently, the importance of trust is considered as a feeling of perception of brands, as well as quality, availability, geographic location, color, weight, size, supplies, continuous training for sales and production, generating original and reliable products. Conclusions: Digital marketing tools will contribute to the sector to achieve business interests and goals, opening multiple opportunities for a better connection with the client. Study area: Administration