Resumen

GUALE SANCHEZ, Andrea de las Mercedes; FERNANDEZ ESCOBAR, Juan  y  SALTOS SANTANA, Gissela. A brand for the handicraft products of the commune of San Antonio, province of Santa Elena, Ecuador. Cofin [online]. 2023, vol.17, n.1  Epub 01-Ene-2023. ISSN 2073-6061.

Handicrafts are part of the tradition, economic and tourist activity of the communities to which they belong. These products, as well as organizations and companies, need an identity that allows them to effectively communicate their products to potential customers, and to differentiate themselves from the competition. For this reason, the general objective of this research is to propose an identity for the products that are made in handicrafts with materials such as tagua, toquilla straw, banana zapán, bamboo, guadua cane, and wood, that are made in the San Antonio Commune, located in the province of Santa Elena, Ecuador. A bibliographic research was developed based on the review of documents and articles related to the topic, and the use of means such as interviews, observation sheets and focus groups that contributed to the development of the investigation.

Palabras clave : artisans; comunes; brand; products; Santa Elena.

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