Identidad visual en el posicionamiento de marca de la imagen corporativa de restaurantes, caso: "Tragar".
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2022-03
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Universidad de Guayaquil: Facultad de Comunicación
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El presente proyecto de investigación tiene como finalidad analizar y definir la influencia que tiene la identidad visual en el posicionamiento de la imagen corporativa de restaurantes en la ciudad de Guayaquil. Se considera este proyecto de gran importancia porque le permite al propietario del restaurante Tragar comprender las razones por las cuales es necesario tener una identidad visual definida y contar con una marca establecida, de acuerdo al producto o servicio que oferta. De esta manera, mediante un manual de identidad visual se establece las normas correspondientes para el uso e implementación de la misma, en conjunto con estrategias de comunicación que permite proyectar una imagen clara y concisa sobre el restaurante a todos sus consumidores y público objetivo. Logrando así un beneficio no solo al propietario del local sino a todos sus consumidores y futuros clientes, a los cuales, se les hará más sencillo reconocer el restaurante con solo un símbolo, intuyendo que tipo de productos ofrece. Se realiza una investigación descriptiva con un diseño no experimental- transeccional y método cuantitativo, la recolección de datos usa diferentes técnicas de investigación como la encuesta, cuestionario cerrado, escala de Likert, escala de intensidad y entrevista estructurada. Los resultados de esta investigación son de mucha utilidad para poder ayudar a otras empresas que puedan pasar por el mismo problema del restaurante Tragar, permitiéndoles así crecer dentro del mercado.
The purpose of this research project is to analyze and define the influence that visual identity has on the positioning of the corporate image of restaurants in the city of Guayaquil. This project is considered of great importance because it allows the owner of the restaurant Tragar to understand the reasons why it is necessary to have a defined visual identity and have an established brand, according to the product or service offered. In this way, through a visual identity manual, the corresponding rules for the use and implementation of the same are established, together with communication strategies that allow projecting a clear and concise image of the restaurant to all its consumers and target audience. Thus achieving a benefit not only to the owner of the restaurant but to all its consumers and future customers, to whom, it will be easier to recognize the restaurant with just a symbol, intuiting what kind of products it offers. A descriptive research with a non-experimental- transectional design and quantitative method is carried out, the data collection uses different research techniques such as survey, closed questionnaire, Likert scale, intensity scale and structured interview. The results of this research are very useful to be able to help other companies that may go through the same problem of Tragar restaurant, allowing them to grow in the market. as well as psychologically influence the minds of consumers. Therefore, it is proposed to develop a didactic guide of color with a psychological perspective for its use in the company The Cage.
The purpose of this research project is to analyze and define the influence that visual identity has on the positioning of the corporate image of restaurants in the city of Guayaquil. This project is considered of great importance because it allows the owner of the restaurant Tragar to understand the reasons why it is necessary to have a defined visual identity and have an established brand, according to the product or service offered. In this way, through a visual identity manual, the corresponding rules for the use and implementation of the same are established, together with communication strategies that allow projecting a clear and concise image of the restaurant to all its consumers and target audience. Thus achieving a benefit not only to the owner of the restaurant but to all its consumers and future customers, to whom, it will be easier to recognize the restaurant with just a symbol, intuiting what kind of products it offers. A descriptive research with a non-experimental- transectional design and quantitative method is carried out, the data collection uses different research techniques such as survey, closed questionnaire, Likert scale, intensity scale and structured interview. The results of this research are very useful to be able to help other companies that may go through the same problem of Tragar restaurant, allowing them to grow in the market. as well as psychologically influence the minds of consumers. Therefore, it is proposed to develop a didactic guide of color with a psychological perspective for its use in the company The Cage.
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IDENTIDAD VISUAL, IMAGEN CORPORATIVA, MANUAL DE MARCA, POSICIONAMIENTO, REDES SOCIALES
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