Branding estratégico en el posicionamiento de los Helados La Catedral como ícono tradicional en la ciudad de Ambato

Abstract

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.