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Brand as an identity symbol for microenterprises of the popular and solidarity economy of Ecuador

Abstract:

The definition of the brand, as a symbol of identity, is one of the fundamental elements for any organization. The objective of the research is to analyze the brand as a symbol of identity for micro-enterprises in the popular and solidarity economy of the non-financial associative sector of the province of Guayas-Ecuador, based on a management strategy. The study has a qualitative approach, the participation-action method is assumed, we worked with 80 cases in which an own methodology for the design and management of brands called IVEPS Methodology was implemented for 24 months, its offline and online application is evaluated. The design and construction of a corporate visual identity system, reflected in the brand manual, helped several of the organizations intervened to improve their corporate image, register their brand and achieve INEN standard certification, useful instruments to expand their products and services. in the Ecuadorian market. It was also evident that in the vast majority of micro-enterprises the resistance to implement communication strategies on the Internet still persists considering the importance that they have today for any branding strategy.