Diseño y Arquitectura

URI permanente para esta comunidadhttp://repositorio.uta.edu.ec/handle/123456789/7522

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Estrategias de branding para el posicionamiento de Neuropsike en el mercado de salud mental en Latacunga
(UNIVERSIDAD TÉCNICA DE AMBATO FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2026-07-08)
Quimbita Panchi Deliany Cristina
;
Nájera Galeas Carlos Enrique
;
UNIVERSIDAD TÉCNICA DE AMBATO FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO
This project proposes a branding strategy for Neuropsike, a center specializing in comprehensive rehabilitation in Latacunga, as a response to the problems identified in its visual communication, which was inconsistent, resulted in low brand recall, and offered little differentiation from other healthcare centers. Given that Neuropsike provides interdisciplinary care, clearer communication was needed regarding its comprehensive, personalized, and professional support. In these types of centers, a user's decision is based not only on brand awareness but also on the trust, security, and approachability they perceive in each interaction with the brand. Therefore, the research led to the development of a coherent, emotionally resonant, and human-centered brand identity. The proposal incorporates sensory branding as a differentiating factor through the brand's signature scent and the character Siani, resources capable of modifying the user experience, generating an emotional connection,
Estrategias de branding para fortalecer el reconocimiento de Credillanta Wasi en la ciudad de Ambato
(UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2026-07-08)
Yanchaliquin Masabanda Sarahi Stephanie
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Cabrera Yaguana Diego Rene
;
UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO
Branding helps give personality to a brand through various strategies designed to communicate its value to consumers. In today's digital and highly competitive environment, brand positioning is essential for any company. Credillanta Wasi is a microenterprise that, despite having operated for approximately 20 years, still lacks a defined identity, causing its advertising graphic materials to be developed empirically. The objective of this project is to develop a series of branding strategies aimed at strengthening Credillanta Wasi's visibility at the local level. To achieve this, bibliographic and field research methods were applied, including surveys conducted with individuals between 25 and 35 years old, as well as interviews with professionals from different fields, such as graphic designers specialized in branding and marketing, in addition to representatives of similar companies, in order to gather their perspectives and recommendations for the development of the project. The results show that the logo is a key element of brand identity, as there is a positive relationship between its ability to differentiate the brand, the trust it generates, and its memorability among the public. A distinctive and recognizable logo facilitates the association with the brand name and helps convey trust; however, this perception also depends on other factors, such as the company's reputation, user experience, and the quality of the products or services offered.
Plan estratégico de branding para el posicionamiento de la empresa textil ¨SJ Sánchez Jeans ¨ del cantón Pelileo
(2026-07-08)
Solis Feijoó Erika Estefanía
;
Santamaría Aguirre Jorge Luis
;
UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO
This thesis aimed to develop a project proposal to create a new structure for the visual identity and its forms of graphic communication in a textile company, specifically in the denim sector, with the purpose of improving its presence in the national market and optimizing the brand image for its current customers and its potential future clientele. The research originated from a diagnosis of the situation currently managed within the company, revealing certain shortcomings related to its corporate image, the channels through which it disseminates its information, and its visual balance. To carry out the project, a mixed methodology was used, both qualitative and quantitative. Technical tools were implemented such as field studies, interviews, observation of already existing relevant examples that could be used for comparison, and surveys applied to both wholesale and retail audiences, which allowed for ease in collecting information of great use in developing the new graphic proposal and adapting it to the needs of the company as well as its target market. The result obtained was that the creation of a reconstructed brand identity encompassing the new logo, a visual unit, color palette, typefaces, and corporate material, being brand assets that strengthen the brand experience. These elements make it possible to provide a more professional and solid projection. It was concluded that by implementing a visual identity with greater strategy and structure, the brand is strengthened, its recognition among people increases, and it allows them to remember it more easily, creating a strong bond between the company and the consumer, being a priority in productive growth and the company's positioning.
El branding en la creación de identidad de marca para el reconocimiento del emprendimiento MUEBLES PINCELADAS
(UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2026-07-08)
Narváez Cifuentes Ana Paula
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Jordán Yanchatuña Diego Ismael
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UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO
This project proposes the implementation of a strategic branding plan to raise awareness of the Muebles Pinceladas business, based on a visual system aligned with the brand’s essence and objectives that will strengthen its identity and communication. It has been identified that the business faces challenges in defining the brand’s strategic foundation, its visual identity, and communication, as well as a lack of implementation of strategies that directly impact the brand’s coherence and consistency across all its touchpoints, thereby limiting its ability to connect with the public and position itself in the market. The methodology applied used a mixed approach complemented by theoretical reviews that allowed for an in-depth identification of the issues. Information was gathered through interviews with specialists in design, branding, and marketing; a survey of the business’s clients to understand their perceptions; as well as a competitive analysis, a brand audit, and a social media audit. These techniques enabled the identification of visual and communication issues, as well as the needs of the target audience. Consequently, the outcome of this proposal is the development of a strategic branding plan centered on five pillars—soul, pulse, voice, strength, and face—that enable the creation of a well-structured brand by reinforcing its essence and visual identity, with the aim of enhancing brand communication and recognition in the market.
Estrategias de branding para el reconocimiento de la marca de Helados Dany's en la ciudad de Ambato
(UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2026-07-07)
Lascano Pérez Robert Iván
;
Tibán Perdomo Galo Álvaro
;
UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO
This project aims to design a strategic branding plan to strengthen the recognition and positioning of Helados Dany's, a microenterprise with 14 years of experience in Ambato. The central focus is on building a coherent corporate identity, integrating visual, narrative, and experiential elements that reflect its artisanal origins, local roots, and commitment to quality. The research is based on qualitative and quantitative methods, including surveys of Ambato consumers, interviews with the owner and key stakeholders, and competitive benchmarking with local brands (such as Helados Extra Fino, INDUFANNY, and Bogatti) and national benchmarks. These inputs allowed for the identification of critical gaps: visual inconsistency, lack of brand narrative, inactive digital presence, and low emotional connection with young audiences. As a result, a comprehensive branding system is proposed, consisting of: A renewed visual identity (logo, color palette, typography, and graphic applications). An authentic brand narrative that highlights its family history, ice cream tradition, and connection to Ambato. A functional and attractive packaging redesign aligned with current health standards. A digital content strategy for social media focused on engagement, local storytelling, and the promotion of typical flavors (such as Salcedo ice cream or Andean fruits). The expected results include an increase in spontaneous registrations, a better perception of quality and authenticity, and a stronger emotional connection with young consumers and families in Ambato. Furthermore, this project seeks to become a replicable model for other local food SMEs that, despite offering quality products, lack effective branding strategies in an increasingly competitive and digitalized market.
El branding como estrategia de difusión para el posicionamiento turístico del Jardín Histórico Botánico Atocha La Liria de la ciudad de Ambato, para estudiantes de secundaria
(UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2026-07-07)
Bonilla Quiroz Dominike Josué
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Tibán Perdomo Galo Álvaro
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UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO
This research addresses branding as a dissemination strategy to strengthen the tourism positioning of the Atocha La Liria Historic Botanical Garden in the city of Ambato, with secondary school students as the priority target audience. The study arises from the need to make this heritage, natural, and educational space more visible through a strategic, cultural, and visual proposal that clearly communicates its identity values. To this end, the perception, level of knowledge, and interest of young audiences are examined through mixed techniques, including observation, interviews, and documentary analysis, in order to identify the causes that limit its tourism recognition. Likewise, theoretical references and cases of tourism and cultural branding are analyzed to determine visual and narrative strategies applicable to the local context. Based on these findings, a branding proposal is designed, integrating coherent graphic and communicational resources aimed at disseminating the historical, botanical, and educational richness of the Garden. Finally, the proposal is evaluated through validation with educational stakeholders and observation of visual outcomes, demonstrating its relevance in improving recall, appropriation, and local tourism positioning.
"Estrategias de branding para fortalecer el simbolismo religioso de la Iglesia Cristiana MISIÓN SIN PRECEDENTES en la ciudad de Ambato."
(UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2026-07-07)
Ávila Díaz Emily Monserrath
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Nájera Galeas Carlos Enrique
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UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO
The purpose of this research was to propose branding strategies aimed at strengthening religious symbolism within the visual identity of the Christian Church Misión Sin Precedentes, located in the city of Ambato. The study arose from the need to improve the institution’s visual representation due to the lack of defined graphic guidelines and the limited integration of symbolic elements capable of communicating the organization’s values, principles, and spiritual essence in a consistent manner. This research was conducted using a mixed-methods approach that combined qualitative and quantitative techniques. Data were collected through direct observation, semi-structured interviews, and surveys administered to members of the congregation. In addition, a literature review was carried out on branding, visual identity, strategic communication, and religious symbolism, supported by institutional analysis and diagnostic tools. The findings revealed strengths related to community engagement, spiritual support, and recognition of the institution’s name. However, the study also identified limitations in visual consistency, the absence of a structured graphic system, and a limited representation of religious symbolism within the church’s institutional communication. In response to these findings, a branding proposal was developed based on the concept of a faith-centered, welcoming, and secure identity. The proposal includes a graphic identifier, color palette, typographic system, visual applications, and a basic visual identity manual. Its purpose is to strengthen institutional communication, improve brand recognition, and establish a visual identity that is consistent with the spiritual values of the Christian Church Misión Sin Precedentes.
Creación de la marca turismo como estrategia de promoción para el cantón Archidona
(UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA; CARRERA DE DISEÑO GRÁFICO, 2026-01-20)
Fárez Rodríguez Alejandra Azucena
;
Jordán Yachatuña Diego Ismael
;
UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA; CARRERA DE DISEÑO GRÁFICO
This degree project aims to develop a tourism brand as a promotional strategy for the canton of Archidona, located in the province of Napo, Ecuador, focusing on strengthening and positioning its four tourist bioroutes: birds, water, ammonites, and gastronomy. Despite the canton’s significant natural, cultural, and ancestral potential, limited tourist visibility and recognition are evident due to the absence of a consolidated visual identity and effective branding strategies. The research was conducted using a mixed-method approach, combining qualitative and quantitative methods through bibliographic research, field observation, interviews with key stakeholders in the tourism sector, and surveys addressed to local residents and potential visitors. The results allowed the identification of the main weaknesses in tourism promotion, as well as opportunities to enhance the destination’s image. As a proposal, a comprehensive tourism brand was designed, supported by branding principles, visual identity, and strategic communication, reflecting the biodiversity, ancestral culture, and sustainability values of the canton of Archidona. The brand was developed under an umbrella brand architecture, integrating the four bioroutes and ensuring visual and conceptual coherence across its graphic and promotional applications. It is concluded that the implementation of a tourism brand significantly contributes to the positioning of the canton, increases recognition of its tourist attractions, and promotes local economic development, encouraging sustainable, responsible, and competitive tourism.
Estrategias de branding para la promoción de los servicios educativos del Instituto Superior Tecnológico Tsa’chila
(UNIVERSIDAD TÉCNICA DE AMBATO FACULTAD DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2025-07-28)
Hidalgo Vaca Daniela Mishell
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Pilamunga Poveda Efraín Marcelo
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UNIVERSIDAD TÉCNICA DE AMBATO FACULTAD DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO
The integrative project aims to develop branding strategies for promoting the educational services of the Instituto Superior Tecnológico Tsa’chila, considering that the institution presents inconsistencies in the composition and application of its brand, as well as a deficient planning of institutional communication. For this research, it was necessary to apply surveys to gather information about brand perception and the interests of the students of the institution; interviews with experts in design and marketing to define key aspects of branding; interviews with institutional authorities to gather information about institutional needs; and finally, content analysis of the institutional website, brand audit, and case studies. The result is the information needed for the optimal development of an institutional branding strategic plan and its standardization in the content for the dissemination of ISTT's educational services.
Modelo de branding con uso de tecnologías para el Consorcio de Lácteos de Tungurahua
(2025-03)
Aguayo Jácome, Arturo David
;
Nájera Galeas, Carlos Enrique
Esta tesis propone un modelo de branding apoyado en tecnologías para fortalecer la identidad del Consorcio de Lácteos de Tungurahua, una región importante en la producción láctea de Ecuador. Las empresas lácteas, ubicadas en zonas rurales, se benefician de la proximidad con granjas lecheras, reduciendo costos logísticos, sin embargo, sus ventas se concentran en áreas urbanas de provincias líderes como Cotopaxi, Tungurahua y Chimborazo. El problema identificado es la gestión deficiente de la identidad de marca en el Consorcio, por cuanto existe una débil proyección de los valores corporativos, dificultando la asociación de la marca con su misión y propósito, además que la comunicación de estos elementos no es efectiva, limitando la conexión emocional con los consumidores. El proyecto propone desarrollar un modelo de branding que integre tecnologías para mejorar la visibilidad y posicionamiento, reforzando la identidad visual y narrativa de la marca, con el fin de lograr un crecimiento sostenible en el sector lácteo.

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