Diseño y Arquitectura

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

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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.
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.
Diseño de identidad corporativa para la difusión y comunicación institucional, para el centro de apoyo escolar “Sweet Home” de la ciudad de Ambato provincia de Tungurahua
(2024-08)
Cobo Guerrero Juan José
;
Cabrera Yaguana Diego Rene
En el presente trabajo de titulación se aborda el tema de crear una identidad corporativa integral para el centro de apoyo escolar "Sweet Home", la cual está dirigida principalmente a los padres de familia. Los centros de apoyo escolar desempeñan un papel fundamental en el desarrollo y educación temprana de los niños, sin embargo, en muchos casos carecen de una imagen de marca definida y estrategias de difusión adecuadas, lo que limita su capacidad para destacar sus servicios, valores y beneficios, dificultando la captación y fidelización de familias. Para abordar esta problemática, se aplicaron diversas estrategias que buscan fortalecer la imagen de marca, mejorar la comunicación y establecer un vínculo emocional con el público objetivo. Esto incluyó el desarrollo de un sistema de identidad visual, la creación de un manual de identidad corporativa, el diseño y producción de piezas de material P.O.P, y la generación de contenido informativo, social y emotivo dirigido a los padres de familia, el cual fue difundido a través de diversos canales de comunicación. Además, se llevó a cabo un análisis de proyectos y casos de éxito en el fortalecimiento de identidades corporativas de centros de desarrollo infantil, con el propósito de identificar estrategias, herramientas y mejores prácticas que pudieran ser adaptadas y aplicadas en el caso de "Sweet Home".
Gestión de procesos creativos aplicados al desarrollo de proyectos de personal branding.
(2023-05)
Manzano Lescano, Sebastián Salvador
;
Salguero Rosero, José Rafael
Actualmente el desarrollo de marcas personales en la provincia de Pastaza es inexistente, únicamente se han realizado creaciones de marcas dirigidas a empresas u organizaciones de forma empírica, sin un desarrollo de estudio técnico adecuado, por lo que el objetivo del trabajo realizado es analizar los procesos de gestión creativa aplicados al desarrollo de proyectos de personal branding; para lo cual se aplicó la metodología de Design Thinking propuesta por Tim Brown, misma que consta de cinco fases (empatizar, definir, idear, prototipar y prueba) que fueron desarrolladas de acuerdo al caso de estudio (profesional de la carrera de Ingeniería Ambiental), obteniendo como resultado un proceso de gestión creativa según la metodología antes mencionada (briefing, benchmarking, visual branding Canvas, bocetaje, escalas valorativas, encuestas) las cuales fueron generadas a través de un focus group mismo que ayudó a que la propuesta generada tenga una validación técnica. A la vez se desarrolló un manual de marca, un plan de medios y un crono post.
El packaging sustentable como una ventaja competitiva en la comercialización de la melcocha tradicional de Baños de Agua Santa
(Universidad Técnica de Ambato. Facultad de Diseño, Artes y Arquitectura. Carrera de Diseño Gráfico Publicitario., 2019-02)
Pomboza Carvajal, Mauro Stalin
;
Jordan Yanchatuña, Diego Ismael
The present research work makes these two variables known on him packaging sustentainable like competitive advantage they allowed to obtain information about the sustainability of packings created sustentainable with the environment and therefore that is a better proactive being to be offered on the market or organizations for the impulse of promoting the sales both at local level and of internationalization. Therefore there was created a packaging that for a traditional product that bandages it to itself in the City of Baños de Agua Santa counts with an association where the proposal raised in this work will be implemented, as for the methodology a quantitative and qualitative approach was used with only one hypothesis which allowed to corroborate and prepare a design prototype as well as one interviewed professionals in design of creation of products, design and teachers, also to know on the culture of sales, profitability and process of achievement of toffee therefore the results showed to the persons of the association that the created prototype if it can obtain a competitive differentiation advantage on the market.
La domótica en el diseño de módulos comerciales
(Universidad Técnica de Ambato. Facultad de Diseño, Artes y Arquitectura. Carrera de Diseño de Espacios Arquitectónicos., 2018-11)
Yépez Freire, María José
;
López Vaca, Luis Andrés
The objective of this research is to study home automation for the design and implementation of commercial modules in order to reach a determination of the most suitable domotic resources that contribute to their application in design, taking into account the dynamics of users at the moment to go to a commercial establishment, and by programming the software and its integration to the proposal to give way to an interaction and new shopping experiences to the client. The project proposes to create a domotic commercial module within the sports clothing store Vaz Clothes of the city of Ambato, through the application of visual merchandising strategies and the integration of technology to generate a visual impact of the corporate identity of the brand. client and its adaptability to new collections to promote the sale of the product for its location in a strategic location, also addressing the feasibility of assembly to transport it to other sites. An own project methodology is created that adjusts to the theoretical investigation and its integration in the design of the final product, in which each phase gives us a vision of the parameters that we must take into account to be able to integrate the domótica in the design of the module commercial.
El Branding Handmade como propuesta de valor en la comercialización del chocolate tradicional ambateño
(Universidad Técnica de Ambato. Facultad de Diseño, Artes y Arquitectura. Carrera de Diseño Gráfico Publicitario., 2018-08)
Gorozabel Durazno, Franklin Emmanuel
;
Ruíz Pérez, Christian Gabriel
The purpose of this project is to give identity to Ambateño chocolate through handmade branding, creating a packaging that is made by hand. Identifying the product makes it easy to distinguish it in the market. The creation of the identity of the Ambateño chocolate helps to the acceptance of the product and increases the demand, which leads to improve its commercialization. The artisans trade a traditional product that the public identifies and recognizes as ambateño chocolate or traditional ambateño chocolate. In the same way it is recognized because of the quality that it has, but the manufacturers do not use this attribute as a recognition strategy. It’s necessary that a product has a recognized identity by the public. The handmade branding strengthen the tradition concept, which is why a craft technique will be used to create a packaging. It can be used by the manufacturers who creates Ambateño chocolate. An identifier was created that works as a backup brand in the products made by the Ambateño’s artisans. People who produces the traditional chocolate with the purpose of lead the clients to the manufacturer’s product. This product will be defined and will show a characteristic packaging of the Ambateño chocolate. The proposal responds to the problem that is the lack of identity of the ambateño chocolate. The creation of the image in the product is important to improve the sales, thus it’s respond to the needs of manufacturers and sellers.
Interiorismo del restaurante “Los Cuyes” de Ambato basado en su imagen corporativa
(Universidad Técnica de Ambato. Facultad de Diseño, Artes y Arquitectura. Carrera de Diseño de Espacios Arquitectónicos., 2018-02)
Salazar Núñez, Carlos Fabricio
;
Viteri Medina, Galo Alejandro
The restaurant "Los Cuyes" of Atocha Ficoa is located in one of the traditional neighborhoods of the city, has a lot of experience in the gastronomic field which possesses clientele both of the country and of the foreigner, inside the restaurant we can find different types of problems in the space. The offer for the restaurant is that there exists a traffic clean and arranged inside the spaces, leaving the free and more wide income, a tidy furniture that satisfies the clients offering to them comfort, one proposes a better functionality organizing the different types of zones that are given inside the kitchen doing that improves the circulation. There will be projected an interior corporate design, where one will use the information obtained in the investigation on the business premises and his respective procedure, and as the influence of these they will cause to the clients a relation with the spaces. First we will analyze the interior of the restaurant "Los Cuyes" then to investigate on the corporate identity and how we can apply this one in the restaurant. After these steps we manage to propose the design of the interior space of the restaurant using his corporate image. The design becomes interesting and innovative on having known that we rely on a corporate manual of the restaurant that it will use different types of objects that represent the identity of the place, like that the attention will be called so much local and foreign public that they are ready to receive fresh and showy ideas of a place.
Posicionamiento y propuesta de valor de la Carrera de Mercadotecnia de la Zona 3 para el año 2017
(Universidad Técnica de Ambato. Facultad de Diseño, Artes y Arquitectura. Carrera de Diseño Gráfico Publicitario., 2018-02)
Cueva Castillo, Geovana Gabriela
;
Ruiz Pérez, Christian Gabriel
The main aim of the development of this project is to position the Marketing and Business Management career of the Technical University of Ambato, on the zone 3 of the country Ecuador, conformed by four Provinces such as Cotopaxi, Chimborazo, Tungurahua and Pastaza, through a value proposition for the year 2017, aimed mainly at high school students as potential applicants, graduates of the career, and society in general of that area as an external public. In addition to all the members as students, teachers, administrative area, senior management, etcetera. So, this project started from a problem clearly evidenced by its leaders, where the corporate Identity of the career was deficient, generating an emotional detachment of the users towards the institution as such, a hypothesis consequently proven from the application of the research instrument called survey applied to MGN students. In this way, the need arises to determine strategies that will position the MGN career, starting with improving its visual identity, strengthening ties based on internal corporate communication, and primarily promoting the career to potential applicants, and consequently achieving excellence in the competition developed by universities with similar academic offerings, within Zone 3. Being important to take into account each influential factor on the same from the analysis of its strengths, market opportunities, weaknesses and threats at a general context, which not only manages to position the race, but also helps the Technical University of Ambato in the fight to be catapulted to the category A.
Estrategias de marca en el posicionamiento de la empresa carrocera COPSA de la ciudad de Ambato
(Universidad Técnica de Ambato. Facultad de Diseño, Artes y Arquitectura. Carrera de Diseño Gráfico Publicitario., 2018-02)
Copo Serrano, Hugo Fabricio
;
Lara Saltos, Andrea Cecilia
This research project is aimed at the COPSA company located in Ambato. It has been working in the metal industry since 2002. Currently, this institution does not have a proper brand management; as result it didn’t obtain an expected position. In the highly competitive market it’s easy to see the development of the current situation of the company and the parameters that influenced to achieve a desired positioning. For the development of the project, collect instruments were applied such as: surveys and interviews, which allowed to identify the within and outside problems of the company. This research revealed the need to establish communicational tools, which with a strategic properly management could achieve an expected business positioning. A strategic communication plan was developed in which it is possible to establish strategies that solved the identified problems in the research, which is the corporate identity, internal communication and the image that the company shows to the main incident factors. Graphic communication products were developed based on each of the strategies proposed. Therefore, this project allows to contribute to the field of graphic design with communication tools that focus on the institutional management of identity to achieve an efficient image in a specific market, making a company takes a good position in it.

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