Modelo de branding con uso de tecnologías para el Consorcio de Lácteos de Tungurahua
This thesis proposes a technology-based branding model to strengthen the identity of the Tungurahua Dairy Consortium, an important dairy production region in Ecuador. Dairy companies, located in rural areas, benefit from proximity to dairy farms, reducing logistics costs, however, their sales are co...
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| Format: | bachelorThesis |
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2025
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| Accés en línia: | https://repositorio.uta.edu.ec/handle/123456789/44147 |
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Afegir etiqueta | Sumari: | This thesis proposes a technology-based branding model to strengthen the identity of the Tungurahua Dairy Consortium, an important dairy production region in Ecuador. Dairy companies, located in rural areas, benefit from proximity to dairy farms, reducing logistics costs, however, their sales are concentrated in urban areas of leading provinces such as Cotopaxi, Tungurahua and Chimborazo. The problem identified is the poor management of the brand identity in the Consortium, as there is a weak projection of corporate values, making it difficult to associate the brand with its mission and purpose, and the communication of these elements is not effective, limiting the emotional connection with consumers. The project proposes to develop a branding model that integrates technologies to improve visibility and positioning, reinforcing the visual and narrative identity of the brand, in order to achieve sustainable growth in the dairy sector. |
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