“Rebranding del Centro Pediátrico de Guayaquil (CEPEG) para la implementación de estrategias de Marketing Digital”
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Fecha
2022
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El presente trabajo de investigación tiene como finalidad abordar la problemática de falta de
actualización de imagen por parte del Centro Pediátrico de Guayaquil CEPEG con respecto a su
marca corporativa. En el presente proyecto se utilizaron los métodos de investigación descriptivo
y exploratorio a través de una encuesta, esto con la finalidad de obtener datos relevantes de los
clientes del CEPEG y conocer su opinión sobre la necesidad de un Rebranding para el centro.
Posterior a esto, se elaboró una completa propuesta de Rebranding para el Centro Pediátrico de
Guayaquil CEPEG acompañado de un manual de marca con todo lo necesario para la correcta
implementación de la nueva imagen. El logotipo, colores y línea gráfica fueron totalmente
renovados alineándose así con las nuevas tendencias del mercado, esto sin perder la esencia,
seriedad y experiencia que ha representado al CEPEG a lo largo de su trayectoria.
The purpose of this research is to address the problem of lack of image updating by the Guayaquil Pediatric Center CEPEG with respect to its corporate brand. In this project, descriptive and exploratory research methods were used through a survey, to obtain relevant data from CEPEG clients and to know their opinion on the need for a Rebranding for the center. After this, a complete Rebranding proposal for the CEPEG Guayaquil Pediatric Center was prepared, accompanied by a brand manual with everything necessary for the correct implementation of the new image. The logo, colors and graphic line were totally renewed, thus aligning with the new market trends, without losing the essence, seriousness and experience that has represented CEPEG throughout its history.
The purpose of this research is to address the problem of lack of image updating by the Guayaquil Pediatric Center CEPEG with respect to its corporate brand. In this project, descriptive and exploratory research methods were used through a survey, to obtain relevant data from CEPEG clients and to know their opinion on the need for a Rebranding for the center. After this, a complete Rebranding proposal for the CEPEG Guayaquil Pediatric Center was prepared, accompanied by a brand manual with everything necessary for the correct implementation of the new image. The logo, colors and graphic line were totally renewed, thus aligning with the new market trends, without losing the essence, seriousness and experience that has represented CEPEG throughout its history.
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REBRANDING, IMAGEN DE MARCA, MARKETING
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