Abstract
The research takes cases from the project called visual corporate identity of the popular and solidarity economy (VIPSE), which is being carried out at the University of Guayaquil. The objective of the research is to analyze the type of generated digital content that was taken into account for the brand positioning. It was developed from brand management by representatives, digital communication progress, and content generation; this methodology was applied to each association with students in their degree work; this set of guidelines in the generation of digital content is the result of an effective academic intervention. The type of research is qualitative, comparing data from various static and dynamic content, graphical composition analysis charts, developing expert interviews on content management and creation. The impact of the project has resulted in 11 organizations participating in the branding and generation of digital content.
TopBackground
The Popular and Solidarity Economy and associations constitute the socio-economic development of Ecuador. In terms of this research, work is being done to improve the corporate image of each of the organizations that are part of the project and the progress of the brand in their area is being evaluated. After that, strategies and techniques are used to distinguish the new visual identity, which remains as a result of good research analysis. The research was based on the development of the project of the Popular and Solidarity Economy. With this, they were able to develop a model instrument such as the analysis of the Brief and the communication strategy to finalize a brand that is distinguished, identified, memorized and associated.
It was possible to establish in a reminiscent way the objective of the project in general The development of the FCI project of the students and teachers of the University of Guayaquil, the objective of the project in general can be stated in a memorable way, from which this research is derived and is to analyze the set of guidelines and means that were taken into account for the creation and management of the visual identity of sector the Popular and Solidarity Economy, of the associative sector of the Zone 8. In its first stage, an ideal of the development of new identities is presented, even if other premises with the same product/service are present.
Therefore, in November 2017 the project “Corporate Visual Identity of Popular and Solidarity Economy Organizations” (VIPSE) was started by the mentioned institution where, together with the study processes, briefing, discussions with the associations, brands are being created and a visual identity is being developed, taking into account aspects such as graphic line, typography, use of colors, among other parameters. The present was contemporary to some titling work, and was in turn, inspiration for subsequent projects of which they stand out:
In 2017, research was carried out on: León & Mejía (2018), “Corporate visual identity and its impact on the positioning of the clothing unit of the popular and solidarity economy located in Guayaquil, case study ASOJAZAR, 2017”. In the present case, problems were detected with communication and visual identity identifiers, which is why the research was in charge of creating the visual corporate identity of the association, providing a corresponding brand manual for its correct use and implementation. It is clarified that the project was published in 2018.
Calle (2019), sought to give a digital presence to the brands created within the VIPSE, in “Online repositories and their influence on the visual communication of the micro enterprises of the popular solidarity economy in the city of Guayaquil, in the year 2017”. In this work, the problem of the little presence of the Popular and Solidarity Economy organizations in the internet is dealt with, in which a web page is delivered as a miscellany with all the developed brands. This project is concluded in 2019 and published in the same year.
Key Terms in this Chapter
Engagement: It can be defined as the commitment that has been generated in the customer to the brand. Especially in the digital field, it is a measurable indicator of results.
Merchandising: Unlike marketing, this is not a form of marketing but rather a form of micro-marketing. It is a strategy that can be applied to any business in order to increase the profitability of its products/services.
BTL: Below the line is the use of common activities in advertising, with the sole purpose of generating an impact on the public without using traditional means, but other alternatives.
Branding: Also known as the creation of a brand is an integrative process, which seeks to build powerful brands, that is, brands widely known, associated with positive elements, desired and purchased by a broad base of consumers.
Marketing: It is a set of processes that allows the creation and communication of the company's services in order to satisfy the needs of a target audience and is known as marketing.
Inbound: By itself, it has a simple definition; “inbound”. But when we talk about Inbound Marketing, we go deeper to the point of knowing that a set of strategies is formed that allows the capture of prospects. In other words, attracting potential clients to form part of the company as a loyal consumer.
Copy Strategy: This identifies what would be the reason for a consumer to prefer a product/service over that of the competition. You count as part of the marketing strategy regarding the text in advertising.