Gestión de branding para generar reconocimiento de la feria agropecuaria artesanal para el Gobierno Parroquial de cacha, cantón Riobamba

Abstract

The present study called "Branding management to promote the artisanal agricultural fair for the parochial government of Cacha, located in Riobamba city", was oriented to fulfill the objective of creating a branding management to boost the fair in order to provide producers and artisans of the parish with an identity and create more job oportunities for the population. The study was developed through a qualitative and quantitative methodology, through a documentary and field process to the active economic population that provided reliable internal and external information. Through a structured questionnaire, the consumers' profile was obtained, verifying their preferences as a target market, which are presented as shortcomings and potentialities for the development of the brand and its strategies with the purpose of generating identity and recognition. Therefore, it was concluded that the population of Riobamba city ignores the customs of Cacha due to the lack of communication and promotion of activities, so it is recommended to apply this branding management model with the proposed strategies in order to promote the identity and positioning of the artisan fair in Cacha.