Diseño y Arquitectura

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

Examinar

Filtros

2025 - 20262

Ajustes

Tiene archivos: SíTema: search.filters.subject.BRANDING INSTITUCIONAL

Resultados de la búsqueda

Mostrando 1 - 2 de 2
  • Miniatura
    Item type:Ítem,
    Análisis del branding institucional del GAD Municipal de Salcedo durante los periodos 2009–2014 y 2019–2023 como estrategia de comunicación pública y vínculo con la ciudadanía
    (UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA; CARRERA DE DISEÑO GRÁFICO, 2026-01-20)
    Vega Porras Enderson Marcelo
    ;
    Tibán Perdomo Galo Alvaro
    ;
    UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA; CARRERA DE DISEÑO GRÁFICO
    The study analyzed the institutional branding of the Municipal GAD of Salcedo during the periods 2009–2014 and 2019–2023, in order to determine its effectiveness as a public communication strategy and its relationship with citizens. A mixed, descriptive, and correlational approach was used, applying a Likert-type questionnaire to a sample of 384 participants, complemented by a comparative analysis of visual elements and a review of digital content disseminated on social media. The results show that institutional branding has an acceptable level of visual recognition, especially regarding the logo, colors, and graphic style. However, inconsistencies were identified in its application and variations attributable to administrative changes, which affected visual and discursive coherence. In the digital environment, social media functioned as a relevant information channel, although with limitations in interaction, tone, and citizen participation. Overall, Salcedo’s institutional branding is partially effective, as it achieves visibility and dissemination but requires strategic continuity and a more participatory approach to strengthen the bond with the community.
  • Miniatura
    Item type:Ítem,
    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
    ;
    Pilamunga Poveda Efraín Marcelo
    ;
    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.