Identity and Corporate Image to consolidate positioning in the market for Construction García Villegas Engineering

• Virginia García

  Universidad José Antonio Páez, San Diego, Venezuela

  https://orcid.org/0009-0009-7868-4055

• Aylin España

  Universidad José Antonio Páez, San Diego, Venezuela

  https://orcid.org/0009-0002-1557-8801

In a competitive business environment, having a well-defined corporate identity and image is crucial for standing out from the competition and effectively communicating the company’s values and mission. Corporate identity reflects the personality and essence of a company, creating emotional connections with customers and generating trust and recognition in the market. Additionally, it facilitates internal communication, aligning all members of the organization around common values and goals. This project focuses on Constructor Garcia Villegas Engineering, which, despite its extensive experience in the construction sector, faces challenges in its positioning due to the lack of a strong corporate identity and image. This is evident in the inconsistency of its visual materials and its limited ability to grow in new markets. The absence of a clear identity not only affects its positioning but also its expansion. The research aims to develop a strategic plan and a corporate identity manual to help the company establish a strong and recognizable image in the industry. This study is relevant because it highlights the importance of building an effective corporate identity to solidify market positioning and adapt to an increasingly competitive environment. Through a strategic approach, solutions will be proposed that enable the construction company to stand out and differentiate itself, thereby enhancing its competitiveness and growth opportunities.

1. Virginia García , Universidad José Antonio Páez, San Diego, Venezuela

   Licenciada en Mercadeo de la Universidad José Antonio Páez.

2. Aylin España, Universidad José Antonio Páez, San Diego, Venezuela

   Doctora en Ciencias de la Educación.

• pdf (Spanish)

Copyright (c) 2025 Virginia García , Aylin España

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

ISSN:2244-7857

Depósito Legal: ppi200902CA3925