Importancia de la correcta utilización de la marca en las microempresas de la ciudadela Alborada tercera etapa Guayaquil 2014
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2015-02-10
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Universidad de Guayaquil. Facultad de Comunicación Social. Carrera de Ingienería en Diseño Gráfico.
Resumen
El presente proyecto tendrá como propósito brindar a las microempresas una herramienta de ayuda y de enseñanza para el desarrollo de la marca, sus tipos y del proceso de registro de la misma, que asegura que ningún tercero pueda hacer uso de la marca sin el consentimiento del titular. Al investigar la problemática se encontró que las mayorías de microempresas no tienen conocimiento de los grandes beneficios que otorga la marca. Se utilizaran los recursos necesarios para llevar a cabo la implementación de una guía informativa con métodos de cómo elaborar correctamente la marca, que permitirá que las microempresas se adentren en el pensamiento de sus consumidores, permitiéndoles obtener un posicionamiento en el mercado. El Marco Teórico se basó en enfoques científicos, que fueron extraídos de libros referentes a la creación e importancia de la marca, apoyándose en los fundamentos Corporativos, estratégicos, tecnológicos y legales. Con la realización de la investigación de campo, descriptiva, explicativa y bibliográfica se determinó la población del sector Ciudadela Alborada Tercera Etapa de la ciudad de Guayaquil y la muestra; se consideró del tipo no probabilística. Las técnicas de investigación son: la observación, encuesta y documentación bibliográfica, se realizó a través de preguntas respecto al tema y cuyos resultados permitieron justificar la propuesta diseño y difusión de guía informativa con criterios para la correcta elaboración de la marca.
This project will aim to provide micro tool and teaching aid for the development of the brand, its types and the process of registration of the same, which ensures that no third party may use the mark without the consent of headline. In researching the problem it was found that the majority of micro-enterprises are not aware of the great benefits provided by the brand. The resources will be used to carry out the implementation of an information guide with methods on how to properly prepare the brand, which will allow micro put out into the thinking of consumers, allowing them to gain a position in the market. The theoretical framework is based on scientific approaches, which were taken from books concerning the creation and importance of the brand, based on the Corporate, strategic, technological and legal bases. With the completion of the field research, descriptive and explanatory literature and industry people Alborada Stage Citadel city of Guayaquil and the sample was determined; it was considered non-probabilistic type. The research techniques are observation, documentation and bibliographical survey, was conducted through questions on the subject and whose results led to justify the proposed design and dissemination of information guide with criteria for proper development of the brand.
This project will aim to provide micro tool and teaching aid for the development of the brand, its types and the process of registration of the same, which ensures that no third party may use the mark without the consent of headline. In researching the problem it was found that the majority of micro-enterprises are not aware of the great benefits provided by the brand. The resources will be used to carry out the implementation of an information guide with methods on how to properly prepare the brand, which will allow micro put out into the thinking of consumers, allowing them to gain a position in the market. The theoretical framework is based on scientific approaches, which were taken from books concerning the creation and importance of the brand, based on the Corporate, strategic, technological and legal bases. With the completion of the field research, descriptive and explanatory literature and industry people Alborada Stage Citadel city of Guayaquil and the sample was determined; it was considered non-probabilistic type. The research techniques are observation, documentation and bibliographical survey, was conducted through questions on the subject and whose results led to justify the proposed design and dissemination of information guide with criteria for proper development of the brand.
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INFORMATIVA, MARCA, MICROEMPRESA