Identidad visual corporativa y su incidencia en el posicionamiento de la marca del estudio jurídico “Naranjo y Asociados”, Guayaquil 2021.
Fecha
2021-06
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
La investigación del presente proyecto se enfoca en la importancia del diseño e implementación de un manual de marca corporativo para el estudio jurídico “Naranjo y Asociados”, estableciendo la identidad visual mediante la evaluación del FODA de la empresa así como el estudio de sus valores, filosofía o elementos marcarios que posea, los cuales deberán estar reflejados en la elaboración del presente documento, el cual otorgara las directrices en las acciones de posicionamiento de imagen de la empresa entre los usuarios y el entorno jurídico. Se describe la problemática detectada ante la carencia de elementos marcarios representativos, afectando la imagen que debe proyectar la empresa en su seriedad y profesionalismo que posee. Ser reconocido en el medio jurídico, se vuelve imperioso para destacar ante el auge competitivo del entorno, así como crear una identidad visual que perdure en el ideal de sus consumidores. También se destaca la necesidad de expandirse y crecer usando como recurso de desarrollo los medios digitales, ya que en la actualidad la tecnología ha servido de plataforma de posicionamiento mediante canales web. Destacando la importancia de aplicar, en base a la identidad visual, estrategias publicitarias y campañas con el fin de hacerse conocer en el medio y así se traduzca en futuros ingresos económicos para el estudio jurídico.
The research of this project focuses on the importance of the design and implementation of a corporate brand manual for the law firm "Naranjo y Asociados", establishing the visual identity through the evaluation of the company's SWOT as well as the study of its values, philosophy or brand elements that it possesses, which should be reflected in the preparation of this document, which will provide the guidelines in the actions of positioning the company's image among users and the legal environment. The problem detected in the absence of representative trademark elements is described, affecting the image that the company must project in its seriousness and professionalism. Being recognized in the legal environment, it becomes imperative to stand out in the face of the competitive boom of the environment, as well as create a visual identity that lasts in the ideal of its consumers. The need to expand and grow using digital media as a development resource is also highlighted, since today technology has served as a positioning platform through web channels. Highlighting the importance of applying, based on visual identity, advertising strategies and campaigns in order to be known in the medium and thus translate into future economic income for the law firm.
The research of this project focuses on the importance of the design and implementation of a corporate brand manual for the law firm "Naranjo y Asociados", establishing the visual identity through the evaluation of the company's SWOT as well as the study of its values, philosophy or brand elements that it possesses, which should be reflected in the preparation of this document, which will provide the guidelines in the actions of positioning the company's image among users and the legal environment. The problem detected in the absence of representative trademark elements is described, affecting the image that the company must project in its seriousness and professionalism. Being recognized in the legal environment, it becomes imperative to stand out in the face of the competitive boom of the environment, as well as create a visual identity that lasts in the ideal of its consumers. The need to expand and grow using digital media as a development resource is also highlighted, since today technology has served as a positioning platform through web channels. Highlighting the importance of applying, based on visual identity, advertising strategies and campaigns in order to be known in the medium and thus translate into future economic income for the law firm.
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IDENTIDAD CORPORATIVA, IMAGEN CORPORATIVA, COMUNICACIÓN ORGANIZACIONAL, MARCA
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