Identidad de marca y posicionamiento de la panela elaborada por los productores de la asociación ASOPACNUVI, parroquia Facundo Vela, cantón Guaranda, año 2025

Abstract

The study entitled "Brand identity and positioning of the panela prepared by the producers of the ASOPACNUVI Association, Parish Facundo Vela, Guaranda Canton, year 2025" has as a general objective to analyze the relationship between the brand identity and the positioning of the panela produced by the association. Methodologically, a mixed approach was adopted: a descriptive quantitative component based on surveys applied to consumers in the urban area of Guaranda and Facundo Vela, and a qualitative component made up of semi-structured interviews with producers and observations of the production process. The results show a high level of consumption and positive valuation of the artisanal panela, especially in young and adult segments, but they also reveal the lack of logo, regulatory packaging and institutional narrative, which limits its recognition in the market. Likewise, it was identified that consumers value mainly quality, natural origin and standardized presentation, aspects directly linked to brand identity. It is required to implement a comprehensive brand identity that strengthens differentiation, improves consumer perception and facilitates expansion into new markets.