Gestión de branding y fortalecimiento institucional de la Cooperativa de Ahorro y Crédito “Sin Fronteras”, parroquia Santa Clara, cantón Cayambe, año 2025

Abstract

This research analyzes branding management and its impact on the institutional strengthening of the Sin Fronteras Savings and Credit Cooperative, located in the parish of Santa Clara, Cayambe canton, during the year 2025. The study is based on issues related to weak brand management, limited institutional visibility, and the absence of formal marketing strategies, factors that have affected the cooperative's positioning and competitiveness in the local financial market. Using a mixed-method approach, surveys were conducted among the population in the sector, interviews were held with managers, focus groups were organized with employees, and direct observation of institutional practices was carried out. The results highlighted the need to implement actions such as modernizing the visual identity, strengthening institutional communication, making strategic use of digital media, and training staff to align the brand with the values of trust, responsibility, and commitment. Finally, a proposal for institutional branding strategies is put forward with the aim of improving brand perception, generating greater trust among members, and strengthening the cooperative's position within the community. This study helps to demonstrate the importance of branding as a key tool for institutional strengthening and the sustainability of savings and credit cooperatives in local contexts.