Estrategias de branding para fortalecer el reconocimiento de Credillanta Wasi en la ciudad de Ambato

Abstract

Branding helps give personality to a brand through various strategies designed to communicate its value to consumers. In today's digital and highly competitive environment, brand positioning is essential for any company. Credillanta Wasi is a microenterprise that, despite having operated for approximately 20 years, still lacks a defined identity, causing its advertising graphic materials to be developed empirically. The objective of this project is to develop a series of branding strategies aimed at strengthening Credillanta Wasi's visibility at the local level. To achieve this, bibliographic and field research methods were applied, including surveys conducted with individuals between 25 and 35 years old, as well as interviews with professionals from different fields, such as graphic designers specialized in branding and marketing, in addition to representatives of similar companies, in order to gather their perspectives and recommendations for the development of the project. The results show that the logo is a key element of brand identity, as there is a positive relationship between its ability to differentiate the brand, the trust it generates, and its memorability among the public. A distinctive and recognizable logo facilitates the association with the brand name and helps convey trust; however, this perception also depends on other factors, such as the company's reputation, user experience, and the quality of the products or services offered.