Estrategias de branding para el reconocimiento de la avícola Benjamín en la ciudad de Ambato

Benjamin Poultry has been dedicated to the production and marketing of poultry products, such as fresh eggs in different sizes, chicken feed and the sale of organic fertilizer, for 5 years. Throughout its history, it has managed to position itself in the local market thanks to its commitment to quality; however, it faces challenges in terms of brand recognition and differentiation from the competition. This project focuses on a complete analysis of the company's consumers, both wholesalers and retailers, in order to establish branding strategies that reinforce its presence in the market and increase its competitiveness. The results of the research show that the lack of a consolidated visual identity and the limited investment in promotional strategies have impacted the growth of the company. Therefore, it is proposed the development of branding strategies adapted to the needs such as: the creation of visual identity, attractive advertising material and digital content strategies to strengthen the link with current consolidated customers and also attract new consumers. As a result, a branding strategy was designed that not only seeks to differentiate the company from its local competition, but also to consolidate its presence through coherent visual materials and effective communication strategies. The implementation of a renewed visual identity, accompanied by graphic materials adapted to different channels, will allow for a stronger connection with the target audience and a better perception of the brand.

• Main Author: Tipán Ortiz, Wellington Sebastián (author)
• Format: bachelorThesis
• Published: 2025
• Subjects: BRANDING; ESTRATEGIAS DE BRANDING; AVÍCOLA; RECONOCIMIENTO; VISIBILIDAD DE MARCA
• Online Access: https://repositorio.uta.edu.ec/handle/123456789/44014