The document summarizes a branding project for Complejo Satori, a family recreation center in Quito, Ecuador. It discusses how branding is crucial to the organization's success by differentiating its products and building trust with customers. It outlines how the team is supporting the brand through social media posts highlighting the brand promise of family time. It also discusses how the organization can leverage its brand through user-generated content and attracting new audiences. Metrics are provided showing growth in Facebook followers and post interactions from April to May. Customer replies thanking them for their support of the brand are also mentioned.
The document summarizes a branding project for Complejo Satori, a family recreation center in Quito, Ecuador. It discusses how branding is crucial to the organization's success by differentiating its products and building trust with customers. It outlines how the team is supporting the brand through social media posts highlighting the brand promise of family time. It also discusses how the organization can leverage its brand through user-generated content and attracting new audiences. Metrics are provided showing growth in Facebook followers and post interactions from April to May. Customer replies thanking them for their support of the brand are also mentioned.
The document summarizes a branding project for Complejo Satori, a family recreation center in Quito, Ecuador. It discusses how branding is crucial to the organization's success by differentiating its products and building trust with customers. It outlines how the team is supporting the brand through social media posts highlighting the brand promise of family time. It also discusses how the organization can leverage its brand through user-generated content and attracting new audiences. Metrics are provided showing growth in Facebook followers and post interactions from April to May. Customer replies thanking them for their support of the brand are also mentioned.
The document summarizes a branding project for Complejo Satori, a family recreation center in Quito, Ecuador. It discusses how branding is crucial to the organization's success by differentiating its products and building trust with customers. It outlines how the team is supporting the brand through social media posts highlighting the brand promise of family time. It also discusses how the organization can leverage its brand through user-generated content and attracting new audiences. Metrics are provided showing growth in Facebook followers and post interactions from April to May. Customer replies thanking them for their support of the brand are also mentioned.
Members: Kleber Armendáriz, Dalis Chungandro, Andrey Garcés, Nayeli Miranda & Karla Recalde.
Define Brand Resonance of the organization based on the Brand Resonance Pyramid. Describe the following information:
● Is branding crucial to the organization’s success? Yes / No, explain why?
Yes, because through Branding the company can show the value of its brands and from it can have benefits such as: the differentiation of its products from those of its competitors, obtaining trust, reputation and values that are the basis of relationships long-term with your customers. All this generates repurchases and recommendations that are key to the wealth of the brand. For the consumer, a value brand makes decisions easier, provides clear and defined options to choose from, builds trust, and is through which the customer shows how he wants to be seen in front of others. Consequently, Branding must precede marketing activities to clearly define the identity and reason for being of the brand, and thus achieve the identification and preference of its customers.
● How are you - as a team - supporting the organization to create a strong and positive brand? As for the brand management of the Complejo Satori, we have always sought to highlight its brand promise, which is to spend quality time with the family, which means that all branding has been done focusing on fulfilling that promise. That is why, as our target audience is the families of Quito and its surroundings, what we propose is that they can enjoy our facilities and spend a pleasant time with their family. In general, families are large and that is why we launch promotions on special dates or holidays, for example, having the initiative to promote family union, Satori Complex has promotions for family groups, or for birthdays. On the other hand, another element of branding is positioning. In this area, what we are doing is reactivating Complejo Satori communication with its clients; we are doing it through Facebook posts organically and through the website. Bearing in mind that positioning is understanding your market, what your consumers need and want; for example, through our website we have implemented an electronic mailbox in which customers can leave us their requirements and suggestions, in this way, thanks to the feedback they provide us, they help us improve as a company to provide a quality service according to the customer needs.
● How can the organization leverage its brand?
Having a positioned brand gives a positive impression of the company among customers, reliability and consideration of the company's name as a trusted one. In this way, the consolidated brand will speak for itself, since a well-positioned brand grows thanks to the voice of its own customers. We can take advantage of the brand to get and retain new customers, by having an already known brand, what we can do is make use of guest content in which we must create very valuable content for the audience and share it on blogs in the sector that are already recognized. In this way, we can attract new audiences and create a good first impression on them.
Publish at least 6 entries until:
1. May 7th midnight (3) - (0.75 pts) - A 2. May 16th midnight (3) - (0.75 pts) - B
Remember now you know the 7 steps** on how to create engaging posts on Instagram in particular. Please pay attention to the content and relationship with the company products and company image. Measure & track # of followers / likes / views. Account
Social account Facebook
Number of Followers 5106 in April 5106 in May
Number of views 365 500
Number of views 345 528
Posts
The publications were made on the profile, which were attractive to the viewer, containing direct and quick information to understand. We relied primarily on Facebook posts, and relied primarily on offers, for new consumers
As can be seen in the table above, we made 6 posts on the Facebook page of Complejo Satori, from May 6 to 18. In the first publication, a service that we provide stands out, such as food, being the first publication that was well received by the public. The other publications were made in order to promote discount offers, 2x1, etc. They were also well received. In addition to this publication, on April 14, a 2-for-1 offer in admission to the Complex was published, the same one that obtained a great score. Reply at least to 5 users/ customers thanking for their support (following your account, buying your offers, suggesting new customers) and provide evidence of these
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