BRAND STORYTELLING PARA EL POSICIONAMIENTO ESTRATÉGICO DE LA MARCA CHOCONAR EN LA PROVINCIA DEL GUAYAS

Abstract

The design was traditionally a tool under which companies used to focus on the search for specific solutions to specific problems. With the arrival of the Strategic Design this vision was renewed, allowing to identify the attributes of the companies, determining their personality and conceptualizing their traditional field, in a disciplined way. This research focuses on the execution of a branding proposal for the Choconar brand - handmade chocolate bar made in the province of Guayas, Naranjal canton, created through the Popular and Solidarity Economy (EPS) - using tools such as storytelling, design thinking, among others, in order to recognize their problems to transform them into objective solutions that contribute to their development and assessment. Additionally, by raising the information, you can recognize the needs of the target audience of the brand, as well as their tastes, feelings, etc., to identify the best promotion strategy that will be used to prepare the proposal, with the objective of that the brand reaches its goals and increases its participation in the market, which will allow it to develop its identity with differential value against its competition; and, project a fresh and solid image towards your clients or future clients.