El branding y su rol comunicacional en el rediseño de la imagen corporativa del Jardín Botánico de la ciudad de Guayaquil en el año 2017
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2017-11-06
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Universidad de Guayaquil. Facultad de Comunicación Social
Resumen
El siguiente proyecto de investigación tiene como objetivo investigar la repercusiones de un
inadecuado manejo de la marca del Jardín Botánico de Guayaquil, para esto analizaremos la
importancia del Branding en una institución como la mencionada anteriormente, ya que una
marca es un activo de toda entidad como lo es el Jardín Botánico la cual le permite estar en la
mente de las personas y posicionarla como primera opción cuando se quieran visitar un lugar de
recreación donde se podrá disfrutar tanto de flora como fauna. Para un mejor entendimiento
sobre los criterios que aplicaremos al momento de realizar el proceso de rediseño de la marca
analizaremos los aspectos que influirán en el mismo como es el Diseño , Branding y Semiótica.
Para obtener datos precisos acerca de la problemática planteada se recurrió a realizar una
encuesta la cual se realizó en la Cdla Las Orquídeas de la Ciudad de Guayaquil, donde se
determinó el estado actual de la problemática para luego analizar y representar en gráficos esta
información la cual nos serviría de pautas para el desarrollo del proyecto. Con los datos
obtenidos se pudo dar paso a realizar una propuesta que buscara solucionar el problema,
teniendo como bases el crear una marca que sea amigable y recordable para los turistas tanto
nacionales como extranjeros. Para esto nos basaremos en la semiótica analizando signos que
identifique todo lo que el Jardín ofrece lo cual para desarrollar la marca que sea represente al
Jardín Botánico y que también sea funcional como la imagen del Jardín.
The following research project aims to investigate the impact of an inadequate management of the brand of the botanical Garden of Guayaquil, for this we will analyze the importance of brand equity in an institution like that mentioned above, since a brand is an asset of every organization as it is the botanical garden which allows it to be in the minds of people and position it as the first option when you want to visit a place of recreation where you can Enjoy the flora and fauna.For a better understanding of the criteria that will be applied at the time of the process of redesigning the brand, we will analyze the aspects that will influence it, such as Design, Brand equity and Semiotics. In order to obtain accurate data about the problematic raised, a survey was carried out in the citadel Las Orquídeas of the Guayaquil city, where with a field investigation the current state of the problem was determined and then analyzed and represented in graphs. This information which would serve as guidelines for the development of the project. With the information obtained, a proposal could be made to solve the problem, based on the creation of a brand that is friendly and memorable for Ecuadorian tourist and foreign tourists. For this we will be based on the semiotics analyzing signs that identify all that the Garden offers which for to develop the brand that represents the Botanical Garden and that is also functional as an image of the Garden.
The following research project aims to investigate the impact of an inadequate management of the brand of the botanical Garden of Guayaquil, for this we will analyze the importance of brand equity in an institution like that mentioned above, since a brand is an asset of every organization as it is the botanical garden which allows it to be in the minds of people and position it as the first option when you want to visit a place of recreation where you can Enjoy the flora and fauna.For a better understanding of the criteria that will be applied at the time of the process of redesigning the brand, we will analyze the aspects that will influence it, such as Design, Brand equity and Semiotics. In order to obtain accurate data about the problematic raised, a survey was carried out in the citadel Las Orquídeas of the Guayaquil city, where with a field investigation the current state of the problem was determined and then analyzed and represented in graphs. This information which would serve as guidelines for the development of the project. With the information obtained, a proposal could be made to solve the problem, based on the creation of a brand that is friendly and memorable for Ecuadorian tourist and foreign tourists. For this we will be based on the semiotics analyzing signs that identify all that the Garden offers which for to develop the brand that represents the Botanical Garden and that is also functional as an image of the Garden.
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Palabras clave
BRANDING, SEMIÓTICA, BOTÁNICO, GRÁFICOS, MARCA