Estudio de la Alfarería de Jatumpamba para la Creación de un Sistema de Branding para Fomentar el Rescate Artesanal : Caso Práctico Elaboración de PacKaging.

Abstract

This research focused its study on Jatumpamba pottery in Cañar Province to create a system of branding (brand) and packaging (packaging) to promote the craft rescue, based on the collection of information related to the manufacturing process of the pottery, using interviews with potters of the community, as well as research of the current situation and its relation to this ancient work; graphically subsequently broken pottery pieces to achieve the construction of abstractions in order to diagnose the most representative craft identification features with cañari symbolic criteria, and color; for this survey to the target audience whose outcome set 78% the mountain to be a trait like pottery and 70% of warm color shrine was applied. The inquiry screened positive results to branding (brand) with an 80% acceptance as for the packaging (container) with a 90% approval by persons qualified in the area of high culture and design criteria. Upon completion of this work was deduced to position a product in the minds of consumers must prioritize his own image and corporate identity that includes the implementation of branding strategies in order to generate better marketing and distribution of the product. The similar implementations of this research to other local craft products are recommended.