Diseño editorial: posicionamiento de la Marca de emprendimiento “la pinta” en Babahoyo

Abstract

This Project alims to boost the positioning of the entrepreneurial Brand “La Pinta,” a restaurant located in the city of Babahoyo, Los Ríos province. Its privileged location by the river offers visitors a culinary experiencia acompañad by an impressive panoramic view, making it an ideal space to enjoy pleasant moments in a relaxed and attractive atmosphere. The strategy focuses on consolidación a strong visual identity through social media posts, aiming to créate an autentica connection with the audience and effectively differentiate within the local market. This initiative arises from the need to strengthen the brand’s presence in digital environments, leveraging its natural surroundings as a key element to stand out from competitors. During the Project development, data collection tools were used to gain a general understanding of the business and its perception in the environment. To support this proposal, a mixed methodology was applied, combining qualitative and cuantitativo aproches. The qualitative approach included interviews and direct observación to understand the contexto of the venture and its perceptions, while the quantitative approach used surveys with 50 people from Babahoyo, ensuring representative data. This combination allowed for a comprehensive approach and greater validation of results, recognizing the positive aspects of the business based on its tradición and gastronomy, with potential both to modernize and to build custiera royalty through a renewed visual identity and digital strategy.