Resumen

PAREDES AMAGUAYA, Alexis Isaac. Brand Identity in Social Projects. Shaping the Essence of Entreprenehur Artesanal. Ñawi [online]. 2024, vol.8, n.1, pp.331-351. ISSN 2588-0934.  https://doi.org/10.37785/nw.v8n1.a17.

This article presents the process of creating the brand Entreprenehur Artesanal in Latacunga (Ecuador). The objective is to analyze the process carried out to create a brand consistent with the distinctive characteristics of the social project and related to its context. Methodologically, a qualitative approach is followed, based on the interpretive analysis of the information collected where, through interviews, documentary review, and insights from the brief, mnemonic sheets are constructed to record and organize information in a summarized and structured manner. For the development of the corporate identity and its manual, which aim to be perceived as a social initiative, the methodology of Guillermo González is applied, which focuses on the creation of ideas and their application to reality. Finally, the final product is subjected to a focus group to know their criteria. It is concluded that the construction of the brand through the adopted approach demonstrates its effectiveness. However, the potential to refine and perfect this process in future interventions is recognized.

Palabras clave : Branding; brand identity; social project; craftsmanship.