Branding corporativo para generar valor en los productos agrícolas y turísticos de la parroquia Cañi, cantón Colta

Abstract

The present study about a corporate branding plan was aimed at design strategies to create a brand positioning for the Gobierno Autónomo Descentralizado (GAD) located in Cañi, canton Colta, publicizing the agritourism offered by the parish, generating a recognition in terms of its rural tourism activity, this being a fundamental pillar for project the products and tourism that the Cañi parish offers to the world. For the development of this research, the methodologythat was applied was a qualitative research approach and quantitative granting several tools that allowed to collect information to achieve thoroughly analyze the situation of the parish, the techniques and instruments used were in the first place the interview, which was applied tothe parish technician to know which are the strengths and weaknesses of the GAD in Cañi parish and a survey directed to the economically active population in order to know the currentsituation in the parish in relation to agritourism and its influence on the market, The results obtained showed the need for the parish to create a brand that identifies the Cañi parish to differentiate from others, this parish is rich in diversity the the only problem is the ignorance of the population about its tourist attraction. For this reason, it was recommended to the GADin Cañi parish to implement the proposed branding plan, as the strategies designed are aimed at creating and positioning the brand to help to generate value in terms of agricultural and tourist products offered by the parish to make a difference from the competition and position the parish within the market.