ESTRATEGIA DE POSICIONAMIENTO DEL CANTÓN CHAMBO, EN EL CONTEXTO NACIONAL

Production and tourism are a great source of economic income and social development that aim to attract and generate a destination. This research aims to propose a strategy for positioning the Chambo canton in the national context. So, the Anholt index and ethnographic methodology application contribute to a greater focus on the environment's needs. The research topic tries to define the visual identifiers, taking into account the natural and artificial attractions under branding strategies that differentiate neighboring populations. In the first instance, the information gathering instruments were applied, later the results were analyzed to determine the compositional laws that the productive and tourist brands of the Chambo canton should have, and through the communication background, the creation of brand characters linked to them and to the target public was determined as a territorial branding strategy. The visual identifiers were captured in graphic pieces accompanied by value proposals that will strengthen communication to obtain positioning within the national market. As a result of the investigation, two brands were obtained with their respective use and application manuals on various supports, which contain technical parameters in the design area that should be considered at the time of application for greater understanding.

• Autore principale: Coello Guapi, Katherin Azucena (author)
• Altri autori: Garzón Orozco, Eddy Israel (author)
• Natura: bachelorThesis
• Lingua: spa
• Pubblicazione: 2020
• Soggetti: Branding; Posicionamiento; Marca territorial; Personaje de marca
• Accesso online: http://dspace.unach.edu.ec/handle/51000/7103