Brand storytelling: propuesta de diseño estratégico para el posicionamiento a través de historias y experiencias para la marca Coco Express en la ciudad de Guayaquil.

Abstract

The research presented here addresses the creation of a strategic design proposal for positioning through Storytelling and experiences for Coco Express in the city of Guayaquil. The objective of this project was to spread a brand in the market, position it as a leader and put it in the minds of direct or indirect consumers. The construction of the Coco Express brand through its elements generates an added value that provides a memorable effect. And its importance lies in contributing formal data that support and validate the practices of Storytelling and branding in the current situation.