Creación de marca y desarrollo de branding corporativo para una avícola de la ciudad de Cuenca, Ecuador

Abstract

Currently, the brand of a product or company is important, because it allows being known itself by the public and the environment in which it competes. However, in the city of Cuenca, it can be seen that many businesses do not have a graphic identity which hinders their growth in the market. Based on the aforementioned, in this work, a poultry company has been chosen, which lacked these means to reach its consumers. Therefore, as a general objective, it was proposed to create the brand and corporate branding for this business. That is why, the Bruce Archer methodology was proposed, which allowed to carry out this process in an adequate way through the analytical phase, creative phase, and executive phase. Regarding the analytical phase, the necessary information that was obtained on the poultry industry is presented, as well as conceptual bases and some business counterparts, which were taken as reference. In relation to the creative phase, the brand proposal and corporate branding of the business were developed, which was based on the "brief", which was conducted to the owner of the poultry farm. Concerning the last phase, a projection of the brand application and corporate branding created was carried out, in the different resources that the poultry company has. Succinctly, what was attempted with this project was to create a brand that goes in accordance with the established target audience. Moreover, it allows the business to differentiate itself from the competition, and the brand can persist in the minds of consumers. Thus, it helps the business position itself in the local market, and in the future, it can expand to the national market.