Gestión de marca y comunicación visual en emprendimientos comunitarios de productos de cacao del pueblo Montubio, provincia del Guayas, Ecuador: Brand management and visual communication in community enterprises of cocoa products of the Montubio people, province of Guayas, Ecuador

Gestión de marca y comunicación visual en emprendimientos comunitarios de productos de cacao del pueblo Montubio, provincia del Guayas, Ecuador

Abstract

The main objective of this research was to determine the impact achieved by the enterprises of fine aroma cocoa products in community organizations of the Montubio people in several cantons of the province of Guayas, Ecuador, after the intervention through communication and brand management strategies. carried out in several rural organizations between April 2020 and March 2022, as part of a research project carried out by the University of Guayaquil. The premise stated is that, with adequate brand management, applying visual communication strategies through the use of new information technologies, ventures can improve their positioning on the Internet and therefore attract new consumers. The scope of the research is exploratory and descriptive with a mixed methodological approach, ethnographic, non-experimental, field work was carried out, the method of content and bibliographic analysis, the sample is non-probabilistic, analysis techniques were used. data collection such as surveys of consumers of processed cocoa products and interviews with the main actors. Among the main results is that there is great interest on the part of the public in consuming products made from cocoa with a fine aroma made by hand. The presence on the web and on social networks initially helps to improve the visualization of the ventures on the Internet, however, poor brand management affects the communication quality and therefore affects the growth of the ventures of the community organizations analyzed.