Developing a branding strategy proposal for protecnic

Abstract

This master’s thesis presents, as its main objective, the development of a branding strategy proposal for a Spanish SME called Técnicas y Aplicaciones Productivas S.L., mainly known as Protecnic. It is widely believed that branding is an essential task that should be taken into account by any type of company in order to experience a faster growth, both at national and international levels. However, this is not the case of Protecnic. That is the reason why this proposal starts from a deep external and internal business analysis to locate the company in the market, followed by a more specific research on its current brand status, and concluded with the branding strategy proposal itself, which includes suggestions of modifications and new features to build a consistent, coherent and successful brand for Protecnic.