Branding cultural para la parroquia Salasaka como herramienta para su difusión promocional

Abstract

This research project develops a cultural branding strategy for the Salasaka parish, located in the Tungurahua province, aiming to diffuse its identity and position it as a community tourism destination. Through a mixed methodology that integrated ethnographic research, expert interviews, and surveys of 293 inhabitants, the community's symbolic elements and ancestral values were identified. The results validated a preference for geometric abstraction and the use of the sacred chromatic triad (red, black, and white). Applying the Double Diamond design model, a visual identity system was constructed, including a brand manual, an artisanal certification seal, and digital and physical promotion strategies. The proposal provides a communication management tool that protects intangible heritage against globalization and fosters local socioeconomic development.