Visibilidad y conexiones: diseño de identidad de marca para microemprendimientos (Miscelánea)

This study reviews the design methodology implemented through the outreach initiative titled “Estrategia de branding y educación administrativa financiera orientada a las Unidades de Economía Popular y Solidaria en la Provincia de Pichincha,” conducted by students from the Graphic Design program at Universidad UTE. The project aimed to address communication challenges faced by micro-enterprises through strategic brand management solutions. The findings suggest that effective brand creation emerges from collaborative dialogue between graphic designers and micro-entrepreneurs, enabling the accurate representation of the business’s core values. Furthermore, the theoretical analysis highlights that proper visual identity management fosters sustainable and meaningful relationships between UEPS (Unidades de Economía Popular y Solidaria) representatives and their clients, potentially enhancing economic development. The study concludes that branding serves as a critical tool for increasing the visibility and impact of small businesses within contemporary commercial dynamics.

• Hlavní autor: Santos Tapia, Daniel (author)
• Další autoři: Idrovo Zambrano, René (author), Angulo Granda, Andrea Teresa (author)
• Médium: article
• Jazyk: spa
• Vydáno: 2026
• Témata: MICROEMPRESAS; COMUNICACIÓN EN ADMINISTRACIÓN; MARCAS COMERCIALES; SUSTAINABILITY; BRANDING
• On-line přístup: http://hdl.handle.net/10644/10913