Creación de una imagen de marca de un producto tradicional de paja mocora en el mercado internacional

Abstract

The Hamaka project. Store emerged as an initiative that aims to develop a commercial strategies that will be promoted through different channels in order to publicize the stories and experiences of the weaver hand behind the creation of these mocora straw ammocks. they obtain from the palms in the province of Manabí in such a way that they want to rescue the culture and generate more jobs for the inhabitants of the canton, which will be achieved with the development of a traditional brand image focused on the cultural rescue related to the production of this product. This research is exploratory type, which seeks to collect the largest amount of document information that allows them to achieve brand recognition. There are no studies that have been conducted within the sector, for this purpose it is sought to investigate similar topics, the subject premium extracted from the palm of mocora was exported to neighboring countries because in the canton do not have the technology that is required or means of marketing that allows them to sell it as a final product, therefore the market is varied and very scarce. As a final result, the results are shown based on the objectives set out in the research process that has been carried out through the conclusions and recommendations in which it is expected to generate greater benefits in future research.