Browsing by Author "García Pilla, Carlos Gabriel"

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    Branding estratégico en el posicionamiento de los Helados La Catedral como ícono tradicional en la ciudad de Ambato
    (Universidad Técnica de Ambato. Facultad de Diseño y Arquitectura. Carrera de Diseño Gráfico Publicitario., 2022-09-21) García Pilla, Carlos Gabriel; Ruiz Pérez, Christian Gabriel
    The objective of this project is to generate branding strategies to achieve the positioning of a traditional brand in the city of Ambato "Helados La Catedral", which has a history of more than 35 years serving artisanal paila ice creams with a unique flavor. Strategies have been proposed that according to experts are a trend and that are currently the most viable channels for disseminating information and promoting a brand. The objective is to highlight the star product and its founder, being considered an authentic character of the city, with a message that strengthens the client-brand relationship. Information has been collected through the qualitative-quantitative method, conducting surveys and interviews to obtain supporting information for this project. It was detected that the brand in question has a low level of publicity and promotion, for which it is feasible to implement branding strategies to position itself as a characteristic icon of the city.