Reactivación de la marca de fruticultores del GAD parroquial San Antonio de Bayushig de la provincia de Chimborazo.

Abstract

The main objective of this project is the reactivation of the brand of fruit growers of the Decentralized Autonomous Government (GAD ) of the San Antonio de Bayushig parish, Chimborazo province. A documentary investigation was carried out that allowed information collection and a field investigation to determine the positioning strategies of the current situation of the factory. The factory problems have analyzed the lack of a commercial brand with the respective graphic line it was determined the distribution of the different products it offers. Within the proposed proposals, the design of visual identity was developed, application of basic graphic pieces, through analytical - synthetic and deductive methods, the digital survey was applied to the managers and verbal to the residents of the Bayushing sector, for reasons of health emergency due to coronavirus. It identified that social networks are currently the most effective means for brand positioning to fruit growers in the parish of San Antonio de Bayushing, it informs about all the products produced on the factory, also positions it through strategic planning. For the design of the commercial brand, Bruce Archer's methodology was applied for a structured result applying three analytical - creative, and execution phases to create a significant brand for the people. It concluded that by applying the positioning strategies, the factory will be present in the mind of the consumer, therefore, the application of this plan recommends based on the technical aspect considered a competitive and growing company in the market.