Identidad visual como estrategia de posicionamiento de marca ciudad. Caso: Cantón Naranjal, 2022.
Fecha
2022-09
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
La marca ciudad permite poner a la vanguardia a cualquier localidad que la aplique. Naranjal es un cantón de la Provincia del Guayas que durante años al igual que algunos otros sectores, han vivido a la sombra de una de las principales ciudades de la Provincia del Guayas, como lo es Guayaquil. En este estudio de investigación se ha aplicado la metodología y técnicas acorde a las necesidades del estudio de investigación, a través de un estudio exploratorio con el método descriptivo concluyente, que han permitido llevar a cabo el cumplimiento de las etapas de su elaboración, así como de la creación e impulso de la Marca Ciudad de Naranjal. El objetivo principal es conocer aquellos atributos que hacen de Naranjal un cantón único y que puede ser potenciado a través de la gestión y el diseño arquitectónico de su marca ciudad. La propuesta se basa en el desarrollo de los elementos que conforman la identidad visual de Naranjal, lo cual aportará al turismo, el comercio y la competitividad local.
The city brand allows any locality that applies it to be at the forefront. Naranjal is a canton of the Guayas Province that for years, like some other sectors, have lived in the shadow of one of the main cities of the Guayas Province, such as Guayaquil. In this research study, the methodology and techniques have been applied according to the needs of the research study, through an exploratory study with the conclusive descriptive method, which have allowed carrying out the fulfillment of the stages of its elaboration, as well as of the creation and promotion of the Cithy of Naranjal Brand. The main objective is to know those attributes that make Naranjal a unique canton and that can be enhanced through the management and architectural design of its city brand. The proposal is based on the development of the elements that make up the visual identity of Naranjal, which will contribute to tourism, commerce and local competitiveness.
The city brand allows any locality that applies it to be at the forefront. Naranjal is a canton of the Guayas Province that for years, like some other sectors, have lived in the shadow of one of the main cities of the Guayas Province, such as Guayaquil. In this research study, the methodology and techniques have been applied according to the needs of the research study, through an exploratory study with the conclusive descriptive method, which have allowed carrying out the fulfillment of the stages of its elaboration, as well as of the creation and promotion of the Cithy of Naranjal Brand. The main objective is to know those attributes that make Naranjal a unique canton and that can be enhanced through the management and architectural design of its city brand. The proposal is based on the development of the elements that make up the visual identity of Naranjal, which will contribute to tourism, commerce and local competitiveness.
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COMUNICACIÓN VISUAL, LENGUAJE VISUAL., MARCA, MARCA CIUDAD
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