Diseño de marca e identidad corporativa como estrategia de posicionamiento de la finca agroturística Don Antonio de San Vicente, cantón El Pan, provincia del Azuay, Ecuador

Abstract

The Don Antonio Agrotourism Farm (FADA) is a family business dedicated to the production of 100% handmade products such as liqueurs, jams and yogurts. It has obtained great recognition throughout its career within the gastronomic and tourist world; Despite this, the farm has not been able to position itself as a competitor in the market due to its deficient visual identity and its misapplication, techniques and tools for the correct application and use of its own brand. That is why the following project proposal focuses on the development and creation of the graphic identifier for FADA, with its respective basic manual for use and application; likewise, the creation of naming, brand image and label development for each of the production lines mentioned above; With this, a memorable brand image is sought that ensures the positioning of the farm and its products in the market.