Estrategias de branding para el reconocimiento de la marca de Helados Dany's en la ciudad de Ambato

Abstract

This project aims to design a strategic branding plan to strengthen the recognition and positioning of Helados Dany's, a microenterprise with 14 years of experience in Ambato. The central focus is on building a coherent corporate identity, integrating visual, narrative, and experiential elements that reflect its artisanal origins, local roots, and commitment to quality. The research is based on qualitative and quantitative methods, including surveys of Ambato consumers, interviews with the owner and key stakeholders, and competitive benchmarking with local brands (such as Helados Extra Fino, INDUFANNY, and Bogatti) and national benchmarks. These inputs allowed for the identification of critical gaps: visual inconsistency, lack of brand narrative, inactive digital presence, and low emotional connection with young audiences. As a result, a comprehensive branding system is proposed, consisting of: A renewed visual identity (logo, color palette, typography, and graphic applications). An authentic brand narrative that highlights its family history, ice cream tradition, and connection to Ambato. A functional and attractive packaging redesign aligned with current health standards. A digital content strategy for social media focused on engagement, local storytelling, and the promotion of typical flavors (such as Salcedo ice cream or Andean fruits). The expected results include an increase in spontaneous registrations, a better perception of quality and authenticity, and a stronger emotional connection with young consumers and families in Ambato. Furthermore, this project seeks to become a replicable model for other local food SMEs that, despite offering quality products, lack effective branding strategies in an increasingly competitive and digitalized market.