Branding y su influencia en las estrategias publicitarias de la marca EPS - ASODELSU, Guayaquil 2018.
Fecha
2019-09
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
En el presente trabajo de investigación se considera como objeto de estudio a una asociación de la Economía Popular y Solidaria (EPS), que obtuvo una marca en la primera fase de los proyectos de Identidad Visual corporativa de las EPS (IVEPS) y en la actual fase se revela la necesidad en la gestión de la identidad, al momento de difundir de manera eficiente la marca a los posibles clientes potenciales. Para la investigación se ha realizado un estudio en el método cualitativo, entrevistas a expertos ajenos directamente al tema de investigación, pero con experiencia en temáticas a fines al estudio, que aportan de valiosa información como indicadores de estrategias empleadas en campañas publicitarias digitales, los cuales se pretende realizar un pequeño análisis por su presencia en redes sociales. Luego se procede a la planificación de ideas para el posterior desarrollo de las piezas gráficas de la marca EPS con la que se trabaja, también se considera la sociabilización y aprobación de los miembros de la asociación para la propuesta expuesta.
In this research work, an association of the Popular and Solidarity Economy (EPS) is considered the object of study, which obtained a mark in the first phase of the Corporate Visual Identity projects of the EPS (IVEPS) and in the current one phase reveals the need in identity management, at the time of efficiently disseminating the brand to potential potential customers. For the research, a study has been carried out in the qualitative method, interviews with experts outside the research topic, but with experience in thematic areas for the purpose of the study, which provide valuable information as indicators of strategies used in digital advertising campaigns, which It is intended to perform a small analysis by its presence in social networks. Then we proceed to the planning of ideas for the subsequent development of the graphic pieces of the EPS brand with which we work, sociabilization and approval of the members of the association for the exposed proposal is also considered.
In this research work, an association of the Popular and Solidarity Economy (EPS) is considered the object of study, which obtained a mark in the first phase of the Corporate Visual Identity projects of the EPS (IVEPS) and in the current one phase reveals the need in identity management, at the time of efficiently disseminating the brand to potential potential customers. For the research, a study has been carried out in the qualitative method, interviews with experts outside the research topic, but with experience in thematic areas for the purpose of the study, which provide valuable information as indicators of strategies used in digital advertising campaigns, which It is intended to perform a small analysis by its presence in social networks. Then we proceed to the planning of ideas for the subsequent development of the graphic pieces of the EPS brand with which we work, sociabilization and approval of the members of the association for the exposed proposal is also considered.
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Palabras clave
MARCA, PUBLICIDAD, CAMPAÑA PUBLICITARIA, REDES SOCIALES
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