Branding, yes or no? A discussion of artisanal opportunities in Juan Mata Ortiz, Chihuahua
The development of branding is a structural, multidisciplinary, intentional, and orderly process for any business that wants to stay in a market with demand, so the implementation of branding strategies has an impact on the strengthening of the brand, both to position itself in the market and differ...
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| Main Authors: | , |
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| Formato: | Artículo |
| Idioma: | spa |
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Universidad Autónoma de Ciudad Juárez
2024
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| Acceso en liña: | http://erevistas.uacj.mx/ojs/index.php/ChihuahuaHoy/article/view/6333 |
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| Summary: | The development of branding is a structural, multidisciplinary, intentional, and orderly process for any business that wants to stay in a market with demand, so the implementation of branding strategies has an impact on the strengthening of the brand, both to position itself in the market and differentiate itself from similar labels. Thus, the aim is to know what possibilities artisans have to develop a brand on their artisanal production. The results belong to a descriptive ethnographic research conducted from April to November, 2023. The aim of this article is to discuss the impact of marketing and communication strategies on popular handicrafts. |
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