Gestión de marca y estrategias de comunicación digital. Caso: Fundación Sueños Comunitarios
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2022-03
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Universidad de Guayaquil: Facultad de Comunicación Social
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En el presente proyecto se aborda el tema del uso de la gestión de marca y de estrategias de comunicación digital debido a que en la actualidad, existen organizaciones que dan poca relevancia al uso de las mismas, sin tomar en cuenta que la gestión de marca junto con estrategias de comunicación digital, permiten que la marca sea reconocida con mayor facilidad además de entablar una relación comunicativa más personal con los consumidores, influyendo positivamente en el posicionamiento de las organizaciones. Debido a la necesidad que presenta la Fundación Sueños Comunitarios se plantea como objetivo principal de la investigación, fomentar la gestión de marca y el uso de estrategias de comunicación digital para el posicionamiento de la fundación. Se traza una metodología con enfoque cualitativo, con diseño no experimental y de tipo exploratorio. Se concluye que la gestión de marca abarca varias disciplinas que sirven para fortalecer la imagen de la institución, y así construir una marca sólida para que esta sea transmitida con éxito al público. Es importante que la Fundación “Sueños Comunitarios” cuente con canales de comunicación digital, debido a que sirven para establecer comunicaciones dinámicas y directas con los usuarios, además de que en ellos se pueden aplicar estrategias de comunicación digital que beneficien a la comunicación de la organización
This project addresses the issue of the use of brand management and digital communication strategies because there are currently organizations that give little relevance to their use, without taking into account that brand management together with digital communication strategies, they allow the brand to be recognized more easily in addition to establishing a more personal communicative relationship with consumers, positively influencing the positioning of organizations. Due to the need presented by the Community Dreams Foundation, the main objective of the research is to promote brand management and the use of digital communication strategies for the positioning of the foundation. A methodology with a qualitative approach is outlined, with a non-experimental and exploratory design. It is concluded that brand management encompasses several disciplines that serve to strengthen the image of the institution, and thus build a solid brand so that it can be successfully transmitted to the public. It is important that the "Community Dreams" Foundation has digital communication channels, because they serve to establish dynamic and direct communications with users, in addition to the fact that digital communication strategies can be applied to them that benefit the communication of the organization.
This project addresses the issue of the use of brand management and digital communication strategies because there are currently organizations that give little relevance to their use, without taking into account that brand management together with digital communication strategies, they allow the brand to be recognized more easily in addition to establishing a more personal communicative relationship with consumers, positively influencing the positioning of organizations. Due to the need presented by the Community Dreams Foundation, the main objective of the research is to promote brand management and the use of digital communication strategies for the positioning of the foundation. A methodology with a qualitative approach is outlined, with a non-experimental and exploratory design. It is concluded that brand management encompasses several disciplines that serve to strengthen the image of the institution, and thus build a solid brand so that it can be successfully transmitted to the public. It is important that the "Community Dreams" Foundation has digital communication channels, because they serve to establish dynamic and direct communications with users, in addition to the fact that digital communication strategies can be applied to them that benefit the communication of the organization.
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IDENTIDAD CORPORATIVA, IDENTIDAD VISUAL, MARCA, CANALES DE COMUNICACIÓN DIGITAL, POSICIONAMIENTO DE MARCA
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