Propuesta de un diseño de marca para posicionar a la Empresa Andees perteneciente al cantón Guano, provincia de Chimborazo

Abstract

This Project aims to design a Brand in order to position the Andees Company; it is located in Guano Canton, at Chimborazo province, through the creation of a corporate manual which can help to differentiate it from the competition. The market study was carried out in which the results obtained from this research are: the brand is not positioned, the sport that they more practice is football, the cloth that more acquired are capris by convenience, the cost and it is fashion, also was carried out a SWOT (Strengths Weaknesses, Opportunities and Threats) analysis, so in the proposal is intended to give a social acknowledgement to the digital advertising strategy such as: flyers, giant print, Facebook and promotion as: agreements with businesses, caps, pencils, agendas and a packing. As a result of this research work to implement the manual of identity as colors, typography, imagotipo, correct uses of visual identifier it will get the positioning of Andees brand in the local market, increasing the profitability for the company and generating a greater market share. It is recommended to apply each strategy raised as: bid each of their products with the mark established in the corporate manual, making promotions in the sales points, keep competitive prices without neglecting the quality of the product, also clothing shall be manufactured in the finest fabrics, embroidery, finished with their visual identifier and the use of social networks such as Facebook.