Español

Abstract

The project includes the creation of a brand of banana-derived foods, and is intended to change the traditional way of consumption, providing added value to this fruit. It has been considered the current situation of the Association of Farmers 3 de Julio located in the canton El Guabo, province of El Oro, is a recognized exporter and marketer of bananas in the sector that currently has a surplus of fruit supply, opportunity that has It has been used by the company to produce banana-derived foods. We want to enhance these products through the development of a brand, which has been created from a study, which considers the citizenship of Machala, as a strategic point for The sale of products: Chocobanano, banana cake, soft ice cream, jam and cookies. They were analyzed to determine the main attributes such as personality and highlight relevant aspects of the brand, the name and graphic development were defined. The branding plan defined the media where the brand will be advertised, highlighting digital media as the main channel. Likewise, the creation of the media plan that allows the brand to be managed properly.