Estrategias de branding para el posicionamiento de Neuropsike en el mercado de salud mental en Latacunga

Abstract

This project proposes a branding strategy for Neuropsike, a center specializing in comprehensive rehabilitation in Latacunga, as a response to the problems identified in its visual communication, which was inconsistent, resulted in low brand recall, and offered little differentiation from other healthcare centers. Given that Neuropsike provides interdisciplinary care, clearer communication was needed regarding its comprehensive, personalized, and professional support. In these types of centers, a user's decision is based not only on brand awareness but also on the trust, security, and approachability they perceive in each interaction with the brand. Therefore, the research led to the development of a coherent, emotionally resonant, and human-centered brand identity. The proposal incorporates sensory branding as a differentiating factor through the brand's signature scent and the character Siani, resources capable of modifying the user experience, generating an emotional connection,