Identidad de Marca y Estrategia de Comunicación Publicitaria para un supermercado en la ciudad de Cuenca

Abstract

This technical report delineates a comprehensive branding and advertising strategy designed for a municipal supermarket in Cuenca, Ecuador. The primary objective is to engineer a robust visual and narrative system that distinguishes the establishment within the retail sector. By leveraging attributes such as local provenance, food sovereignty, and commercial efficiency, the proposal positions the supermarket as a high-value alternative to established private retail chains. Adopting a qualitative-descriptive methodology, the research integrated a benchmarking analysis of seven key competitors, a digital advertising audit, and focus group sessions. The findings indicate that consumers in the Puertas del Sol district (middle and upper-middle socioeconomic strata) prioritize convenience, product freshness, and transparency. A critical insight emerged regarding the primary barrier to entry: the perception of "institutional coldness" frequently associated with public sector management. To neutralize this friction, the strategy is anchored in brand anthropomorphism through the "Sra. CUMA" persona a figure designed to humanize the institution and serve as an emotional bridge between rural producers and urban consumers. The study concludes that successful market positioning hinges on a professional visual identity that elevates the perceived quality of fair- trade commerce. Furthermore, the proposal ensures project sustainability through an optimized advertising investment of $300 to $350 per week, guaranteeing a consistent and impactful reach within the target demographic.