Diseño y Arquitectura

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

Examinar

Filtros

2018 - 201912020 - 20252

Ajustes

Tema: search.filters.subject.BRANDING EMOCIONAL

Resultados de la búsqueda

Mostrando 1 - 3 de 3
  • Miniatura
    Item type:Ítem,
    Estrategias de branding para fortalecer la visibilidad del Colectivo Animalista de Tungurahua en favor del bienestar animal
    (UNIVERSIDAD TÉCNICA DE AMBATO FACULTAD DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2025-07-28)
    Cárdenas Pozo Dana Gabriela
    ;
    Pilamunga Poveda Efraín Marcelo
    ;
    UNIVERSIDAD TÉCNICA DE AMBATO FACULTAD DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO
    The following integrative project aims to create an emotional rebranding strategy as a resource for loyalty and positioning for the Animalist Collective of Tungurahua. The current weak visual identity and low visibility have negatively affected the collective’s positioning, potential partnerships, donation numbers, and active support. Through this research, it was determined that studying well-established reference cases was essential to analyse their strategies. In addition, it was imperative to conduct interviews with experts from various fields and surveys with the target audience. As a result, the conclusions drawn from the proposal indicate that storytelling, real photography, and the use of emotional content constitute an effective approach for enhancing visibility and positioning of a socially-driven organisation.
  • Miniatura
    Item type:Ítem,
    Branding emocional para el sector lácteo del cantón Quero
    (2024-02)
    Arnaldo Paúl Pozo Valle
    ;
    Carlos Enrique Nájera Galeas
    El Consorcio de Lácteos Tungurahua (CONLAC-T) es una entidad que comercializa alrededor miles de litros de leche mensuales a empresas como El Ranchito, AGSO, El Ordeño y Paraíso, a un costo de reducido por litro. Esta asociación opera con nueve centros de acopio de leche y agrupa a 1,150 pequeños ganaderos. Por esta razón, se planteó utilizar la estrategia de branding emocional , dado que permite a las empresas acortar la distancia con su público objetivo. El proyecto tiene como fin proponer estrategias emocionales para promover el posicionamiento de las marcas lácteas. Se usaron encuestas para comprender los gustos y preferencias de los consumidores en Quero, y entrevistas para indagar en las características y percepciones que tienen los miembros del CONLAC-T. Asimismo, se profundizó el conocimiento sobre el branding emocional mediante la consulta a expertos, con la intención de generar criterios relevantes sobre el tema. Se aplicó un juego-herramienta didáctica diseñada específicamente para los productores lácteos donde se fomentó el reconocimiento, emoción y gestión de marca. Se obtuvieron diversos datos con los miembros de la asociación respecto a la imagen gráfica ideal con emociones y colores específicos para su propia marca, además de conocer la perspectiva actual del mercado desde su visión. Finalmente, en base a los resultados encontrados se elaboró un manual que resume y concreta las estrategias de branding emocional funcionales para el sector lácteo guiado por todo el conocimiento adquirido en el proyecto, ocupando un lenguaje simple para el público objetivo.
  • Miniatura
    Item type:Ítem,
    El Branding emocional como elemento de fidelización en el posicionamiento del sector empresarial del calzado de Ambato.
    (Universidad Técnica de Ambato. Facultad de Diseño, Artes y Arquitectura. Carrera de Diseño Gráfico Publicitario., 2018-06-05)
    Arce Alvarado, Katherine Nataly
    ;
    Santillán Meneses, Verónica Elizabeth
    The footwear sector is one of the largest in the city of Ambato and has been strengthened in recent years with the creation of small and medium-sized companies dedicated to design, manufacturing and marketing. However, it should be considered that the real lifestyle oriented to comfort and health care, without neglecting fashion and above all, public strategies that are positioned in the local market such as emotional branding, to establish a sensorial connection with the client of a unique experience, it allows in this specific case the brand "Calzado Liwi" to retain its customers and position itself in the market. The methodology applied in the investigation is based on a market study, through the collection of potential, real and objective market data, the tastes and preferences of the public in relation to footwear were determined, through a significant sample of 383 people who are economically active population, to whom the survey technique is applied, whose data was tabulated, plotted and information according to the indicators of marketing and emotional branding. In addition, he identified himself with a discussion group of 10 owners of the most important footwear companies in the city of Ambato, to whom the interview technique was applied. From the project developed it is concluded that the emotional brand is based on a strategy of loyalty that generates value by establishing a standard in the mind of the consumer through a link, it is determined that the emotional brand strategies used are the creation of emotional brochures and Promotions for clients, creation of strategic alliances with products and services related to the care of the feet, screening of an audiovisual short film in pharmacies selling Liwi products and delivery of discount coupons to families, which are applied based on the design of a communication system, a budget It was also determined that it constitutes an investment by the company to achieve positioning in the market of the city of Ambato.