Browsing by Author "Bustillos Salazar, Daniel Alejandro"

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    El branding, una estrategia de valor para el cannabis como medicina natural
    (Universidad Técnica de Ambato. Facultad de Diseño y Arquitectura. Carrera de Diseño Gráfico Publicitario, 2021-09-28) Bustillos Salazar, Daniel Alejandro; Nájera Galeas, Carlos Enrique
    The present research seeks to build positive perceptions of Cannabis natural medicine through branding and value strategies in the current environment, a problem that has been present over time because its value, benefits and risks are not known. These debates have been mainly due to politics, religion and current social problems due to the immaturity and irresponsibility in their consumption. At present in many countries, they have legalized Cannabis as a therapeutic medicine for catastrophic diseases or incurable conditions with which palliative therapies are required, currently on the market there is cannabidiol oil (CBD), a drug that is obtained under a prescription for therapeutic purposes or food supplement, however in Ecuador this type of product is not very noticeable since the production, processing and commercialization of Cannabis as medicine is not yet normalized, due to the fact that it is still seen as a threat due to consumption. premature and the absence of truthful information of the product like medicine. Therefore, the importance of the correct use of branding, to influence the change in perception in this case about this plant, cannabis, demonstrating that an identity and the construction of a solid and well-established brand can transform erroneous ideas into knowledge and truthful information that will open the doors for many enterprises, companies, industries and pharmaceutical centers that will promote different products from the use of this medicinal plant and thus benefit health, reduce aggressiveness, benefit legal trade and reduce the black market or contraband .