Estrategias de branding para fortalecer la visibilidad del Colectivo Animalista de Tungurahua en favor del bienestar animal

Abstract

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.