Comunicación visual y su influencia en la identidad corporativa de “Parrillada Cajape” en la ciudad de Guayaquil 2022
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2022-09
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Universidad de Guayaquil: Facultad de Comunicación Social
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Cómo influye la comunicación visual en la identidad corporativa de una empresa, basándonos en el conocimiento adquirido a lo largo de la formación académica. A través de un estudio de la marca se identificó que carece de identidad corporativa, debido a que la marca no ha realizado mejoras en su imagen visual, por lo cual presenta problemas en sus canales de comunicación como: infraestructura y redes sociales. Se evidenció que el imagotipo actual está sobrecargado de elementos gráficos, lo que causa saturación en su representación, en el diseño metodológico es, no experimental transeccional los tipos de investigación son: exploratoria, descriptiva y bibliográfica el enfoque es mixto, de corte epistemológico constructivista, la unidad de investigación está conformada por 4 restaurantes que forman parte de “Parrillada Cajape” ubicados en la ciudad de Guayaquil, sin embargo, se toma como población la red social más utilizada de la empresa, específicamente Instagram que cuenta con un total de 15.100 seguidores, quienes a su vez serán tomados en cuenta como universo debido a que la mayoría de ellos son quienes acuden a los diferentes establecimientos, para llevar a cabo la muestra se utilizó la técnica de muestreo no probabilístico por cuotas, la cual se le aplicó a 200 clientes frecuentes a la marca que otorguen información que beneficie al proceso de realización de la propuesta. Para resolver el problema se realizó el rediseño y la creación de un manual de marca garantizar vigencia identitaria al establecimiento, generando vocatividad en el consumidor a través de medios tangibles.
How visual communication influences the corporate identity of a company, based on the knowledge acquired throughout the academic training. Through a study of the brand, it was identified that it lacks corporate identity, because the brand has not made improvements in its visual image, so it presents problems in its communication channels such as: infrastructure and social networks. It was evidenced that the current imagotipo is overloaded with graphic elements, which causes saturation in its representation, in the methodological design is, non-experimental transectional the types of research are: exploratory, descriptive and bibliographic the approach is mixed, of constructivist epistemological cut, the research unit is made up of 4 restaurants that are part of "Parrillada Cajape" located in the city of Guayaquil, however, is taken as population the most used social network of the company, specifically Instagram which has a total of 15. 100 followers, who in turn will be taken into account as a universe because most of them are those who go to the different establishments, to carry out the sample was used the technique of non-probabilistic sampling by quotas, which was applied to 200 frequent customers to the brand that provide information that benefits the process of realization of the proposal. To solve the problem, the redesign and creation of a brand manual was carried out to guarantee identity validity to the establishment, generating vocation in the consumer through tangible supports.
How visual communication influences the corporate identity of a company, based on the knowledge acquired throughout the academic training. Through a study of the brand, it was identified that it lacks corporate identity, because the brand has not made improvements in its visual image, so it presents problems in its communication channels such as: infrastructure and social networks. It was evidenced that the current imagotipo is overloaded with graphic elements, which causes saturation in its representation, in the methodological design is, non-experimental transectional the types of research are: exploratory, descriptive and bibliographic the approach is mixed, of constructivist epistemological cut, the research unit is made up of 4 restaurants that are part of "Parrillada Cajape" located in the city of Guayaquil, however, is taken as population the most used social network of the company, specifically Instagram which has a total of 15. 100 followers, who in turn will be taken into account as a universe because most of them are those who go to the different establishments, to carry out the sample was used the technique of non-probabilistic sampling by quotas, which was applied to 200 frequent customers to the brand that provide information that benefits the process of realization of the proposal. To solve the problem, the redesign and creation of a brand manual was carried out to guarantee identity validity to the establishment, generating vocation in the consumer through tangible supports.
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COMUNICACIÓN VISUAL, IDENTIDAD CORPORATIVA, REDISEÑO, MANUAL DE MARCA
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