Creación de marca a partir del gentilicio guaytambito de la ciudad de Ambato y aplicación en un sistema de packaging para la producción frutal de la ciudad.

Abstract

In this degree work, the main objective was the creation of the Guaytambo brand and application in a Packaging system that promotes the fruit products of Ambato city. This bibliographical and field research compiled the relevant information to the native person of Ambato "Guaytambo", the fruit production of the city and the needs of the merchants and users, going back to a historical and synthetic technique that makes the information specific to the project. According to the research, surveys were made that determined to be aware of a number of fundamental aspects in the creation of the brand, different packaging systems to make know which are the most suitable for sale, the attraction that can generate the main buyers and the advertising media to which the merchants and customers are more closely linked at present. These results are reflected in the graphic elements, developed in correct functionality, which have been validated with different types of surveys, determining a qualitative analysis of the satisfaction they have generated and the changes coming from them. A media plan for advertising was focused on billboards as well as social networks. It is concluded that "Guaytambo" brand developed as a reinforcement in the redolence of the fruit production of Ambato city significantly improves the sales growth of the merchants and allows the client to have a tangible element that is impregnated in his mind to comimg purchases. It is recommended that merchants should support themselves on these graphic elements that promote in a better way their fruit production, their arduous effort and dedication.