Abstract:

The results of this research project opens new possibilities of including new research approaches where one can find innovative material contributing to the successful construction of powerful local brands. Working in the examination of the historical and cultural environment of the area where the products are being made can significantly improve the construction of brands that are not only coherent and solid, but also have a real empathic impact with the target audience. The power of Pacha Mama (Mother Earth) was clearly expressed in the construction of this successful brand.