Comunicación visual y su Incidencia en el Posicionamiento de la Compañía ZAMUD para el Desarrollo Productivo Acuícola en la Provincia de El Oro.
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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 de investigación se tomó como objeto de estudio a una compañía de ventas de insumos acuícolas, acerca de la comunicación visual y su influencia en el posicionamiento de marca de la empresa Zamud, la cual parte desde la elaboración de su marca para luego de eso, estructurar una campaña para posicionarse en el mercado. La que se evidencia una necesidad con respecto a su gestión de marca, especialmente al momento de tener un método eficaz para posicionar su marca para los clientes que posee y mejorar la interacción entre la empresa y el consumidor. Para la investigación se ha realizado un estudio basado en el método mixto, entrevistas a expertos tanto ajenos como cercanos al beneficiario del estudio, así como encuestas al público en general, se obtuvo datos sobre el uso de redes sociales para promover su marca, con el fin de recopilar información para desarrollar una campaña publicitaria donde se logre afianzar al cliente con la empresa, además de hacerla resaltarla. Y por último la elaboración de una pequeña campaña publicitaria con sus respectivas artes para la publicación en redes sociales y así llegar al público objetivo de una manera mejor y lograr mejorar su posicionamiento, sino también aumentar sus ingresos.
In this research project, a company that sells aquaculture inputs was taken as the object of study, about visual communication and its influence on the brand positioning of the company Zamud, which starts from the development of its brand and then from that, structure a campaign to position itself in the market. The one that is evident a need with respect to its brand management, especially when it comes to having an effective method to position its brand for the clients it has and improve the interaction between the company and the consumer. For the investigation, a study based on the mixed method has been carried out, interviews with experts both outside and close to the beneficiary of the study, as well as surveys of the general public, data was obtained on the use of social networks to promote their brand, with the in order to collect information to develop an advertising campaign where the client is able to establish himself with the company, in addition to making it stand out. And finally, the development of a small advertising campaign with their respective arts for publication on social networks and thus reach the target audience in a better way and improve their positioning, but also increase their income.
In this research project, a company that sells aquaculture inputs was taken as the object of study, about visual communication and its influence on the brand positioning of the company Zamud, which starts from the development of its brand and then from that, structure a campaign to position itself in the market. The one that is evident a need with respect to its brand management, especially when it comes to having an effective method to position its brand for the clients it has and improve the interaction between the company and the consumer. For the investigation, a study based on the mixed method has been carried out, interviews with experts both outside and close to the beneficiary of the study, as well as surveys of the general public, data was obtained on the use of social networks to promote their brand, with the in order to collect information to develop an advertising campaign where the client is able to establish himself with the company, in addition to making it stand out. And finally, the development of a small advertising campaign with their respective arts for publication on social networks and thus reach the target audience in a better way and improve their positioning, but also increase their income.
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COMUNICACIÓN VISUAL, POSICIONAMIENTO, IDENTIDAD CORPORATIVA, IMAGEN, MANUAL DE MARCA.
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