Creación y potenciación de marcas para producción de quesos y café tradicional

Abstract

Agricultural enterprises at all levels have become fundamental means for the development and family support of all peoples, becoming the key to achieving the eradication of hunger and mitigating the socio-economic problems facing society today. This research was developed in the city of Loja. The objective was to create a brand of cheese and traditional coffee, in order to establish business identity and differentiation in the market. Information was collected through the application of interviews of shops, restaurants, enterprises and other places of interest. We visited 20 places of interest to obtain information for both coffee and cheese. Each interview format was made up of two sections; one to obtain general information about the product and the other for the creation of the brand. The variables used were: commercial brand, business identity, and differentiation in the market. Regarding the commercial brand, “Organicoffe” and “Quesolmedo” were more popular as names for the new brand. In terms of business identity they are directly related to the logo design of the brand, packaging and product origin. The differentiation in the market mainly highlighting the quality of the product and its place of origin. Key words: Entrepreneurship, Coffee, Cheese, Packaging, Trademark, Business identity