Branding como estrategia de comunicación visual para promocionar a las Organizaciones Comunitarias productoras de cacao de “Fino Aroma” cantón Santa Lucía provincia del Guayas.
Fecha
2021-09
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
En el presente trabajo de investigación se basa en el re-branding de la identidad visual corporativa para la organización comunitaria productora de cacao “Fino Aroma” del cantón Santa Lucía de la provincia del Guayas, Ecuador, con el fin que el producto “CAOSANT” perteneciente a dicha organización plasme su identidad visual como una marca en la mente de los consumidores y así ganar más amplitud en el mercado. La marca es vital para una organización o producto, puesto que, es determinante al momento de la elección en una compra, es lo que va a ayudar a tener una buena comunicación visual como estrategia para el posicionamiento de la marca ya que ayuda a la diferenciación y fidelidad por parte del cliente. Éste déficit de conocimiento del branding hacían que la identidad visual de la organización no se sienta identifica ni interior o exteriormente. Para desarrollar lo la investigación se aplicaron métodos de investigación tales como: el diseño no experimental enfoque mixto (cuantitativo/cualitativo), así mismo, técnica de observación directa, de campo y revisión bibliográfica. Con estudios exploratorio y descriptivo. Las encuestas, entrevistas, focus group y reuniones tienen un punto inflexivo ya que su información y datos son relevantes para llevar a cabo la propuesta que a través de esto se evidencia la importancia del Rebranding para la construcción de la identidad de marca de la organización. En definitiva, es un beneficio muy importante esta investigación para el crecimiento socioeconómico y visual de las microempresas ecuatorianas.
In the present research work is based on the re-branding of the corporate visual identity for the cocoa producing community organization "Fino Aroma" of the canton Santa Lucia of the province of Guayas, Ecuador, in order for the "CAOSANT" product belonging to that organization to translate its visual identity as a brand in the minds of consumers and thus gain more breadth in the market. The brand is vital for an organization or product, since it is decisive at the time of the choice in a purchase, is what will help to have a good visual communication as a strategy for the positioning of the brand since it helps differentiation and loyalty on the part of the customer. This knowledge deficit of branding meant that the visual identity of the organization does not feel identified either internally or externally. In order to develop the research, research methods were applied, such as: the experimental design, mixed approach (quantitative/qualitative), as well as direct observation technique, field and bibliographic review. With exploratory and descriptive studies. The surveys, interviews, focus group and meetings have an inflexible point since their information and data are relevant to carry out the proposal that through this is evidenced the importance of Rebranding for the construction of the brand identity of the organization. In short, this research is a very important benefit for the socio-economic and visual growth of Ecuadorian micro-enterprises.
In the present research work is based on the re-branding of the corporate visual identity for the cocoa producing community organization "Fino Aroma" of the canton Santa Lucia of the province of Guayas, Ecuador, in order for the "CAOSANT" product belonging to that organization to translate its visual identity as a brand in the minds of consumers and thus gain more breadth in the market. The brand is vital for an organization or product, since it is decisive at the time of the choice in a purchase, is what will help to have a good visual communication as a strategy for the positioning of the brand since it helps differentiation and loyalty on the part of the customer. This knowledge deficit of branding meant that the visual identity of the organization does not feel identified either internally or externally. In order to develop the research, research methods were applied, such as: the experimental design, mixed approach (quantitative/qualitative), as well as direct observation technique, field and bibliographic review. With exploratory and descriptive studies. The surveys, interviews, focus group and meetings have an inflexible point since their information and data are relevant to carry out the proposal that through this is evidenced the importance of Rebranding for the construction of the brand identity of the organization. In short, this research is a very important benefit for the socio-economic and visual growth of Ecuadorian micro-enterprises.
Descripción
pdf
Palabras clave
BRANDING CORPORATIVO, ESTRATÉGIA, MARCA, IDENTIDAD VISUAL
Citación
Apa