Análisis del branding institucional del GAD Municipal de Salcedo durante los periodos 2009–2014 y 2019–2023 como estrategia de comunicación pública y vínculo con la ciudadanía

Abstract

The study analyzed the institutional branding of the Municipal GAD of Salcedo during the periods 2009–2014 and 2019–2023, in order to determine its effectiveness as a public communication strategy and its relationship with citizens. A mixed, descriptive, and correlational approach was used, applying a Likert-type questionnaire to a sample of 384 participants, complemented by a comparative analysis of visual elements and a review of digital content disseminated on social media. The results show that institutional branding has an acceptable level of visual recognition, especially regarding the logo, colors, and graphic style. However, inconsistencies were identified in its application and variations attributable to administrative changes, which affected visual and discursive coherence. In the digital environment, social media functioned as a relevant information channel, although with limitations in interaction, tone, and citizen participation. Overall, Salcedo’s institutional branding is partially effective, as it achieves visibility and dissemination but requires strategic continuity and a more participatory approach to strengthen the bond with the community.