Diseño de una propuesta de branding de los productos de Gualaceo basados en el tejido ancestral Ikat, para su fortalecimiento en el mercado.

Abstract

The objective of the present degree work was to design a Branding proposal for the products of the Gualaceo canton based on the ancestral ikat fabric, for its strengthening in the sale. It was based on the ethnographic method previous to an investigation to obtain all the necessary information to then carry out Moodboards which specifies that: the first was the compilation of the process of the ikat technique, the second was the designs of the clothing items made using the technique and third the products exhibition. The purpose of whiteboards is to consider specific data for a Coolboard, which is the sum of the three Moodboards mentioned. As a first step through the attributes resulting from the Coolboard the branding strategy was made which start from the phase one in which the elements of the product, the characteristics are summed, in this way to know the preferences, preferences; focus on a public who helped in the creation of the new verbal identifier for the brand, through graphic design It was possible to apply knowledge for applications such as: Business Cards, tags, packaging, advertising panels, etc. Subsequently we proceed to the marketing strategies focused to strengthen, maintain the identity for the creation of a fan page, cultural packing, and events of products exhibition; in which the variety and exclusivity are known. In conclusion, the proposal of branding through a theoretical and practical support allows the ikat technique to be strengthened it is recommended that the established strategies should be applied because they have a thorough and creative process.