ANÁLISIS DE LA MARCA SECTORIAL BANANERA DEL ECUADOR

Abstract

The present work was developed with the purpose of discovering the essential attributes of the Ecuadorian banana sector brand. To carry it out, the term sectorial brand was defined and the elements to promote the sectoral brand, the design of a sectoral brand, the international quality standards of bananas, requirements to have a sectoral banana brand in Ecuador, were announced. the world banana market and the Ecuadorian banana sector. After the bibliographic review, ProEcuador officials, banana producers and foreign consumers were interviewed to know the most valued attributes that influence the sectoral brand. It was concluded that the essential attributes of banana to have a sectoral brand are: quality product: pleasant color, size of 8 to 10 inches, sweet taste and not spoiled; international certifications and that the producer and exporter adheres to the Banana Law. For future work, it was suggested to interview Ecuadorian banana exporters that have sectoral trademarks and banana importers from the United States, Germany and Italy, to know how to obtain and maintain a sectoral brand and why Ecuadorian bananas are preferred internationally.