Análisis de las estrategias comunicacionales de la Marca “Puyo Ciudad Canela” en la identidad cultural de los habitantes de Pastaza, Julio a Diciembre 2018

The current project aims to analyze the communication strategies of the brand "Puyo Ciudad Canela" in the cultural identity of the inhabitants of Puyo city, Pastaza province, from July to December 2018, as well as to identify and determine the impact of the communication strategies. It highlighting its design, logo, and slogan as a city brand. Likewise, the city brand is based on the Resolution taken by the Autonomous Decentralized Government of the Pastaza Canton. Studies carried out based on the city and country brand as the central axis to identify the impact in Pastaza province, based on the feeling of belonging generated by the PUYO CIELAD CANELA logo. In addition, authors such as Marvin Harris, Humberto Eco and Charles Pierce will be referenced, who argue and describe forms of expression and appropriation learned within a given environment, such as the city brand, part of the cultural identity in Pastaza. Regarding the impact of the city brand, the GAD - Pastaza, does not have the respective communication strategies, so it had a typical response in its citizens, and little diffusion on the Department of Communication. The research project is aimed at the inhabitants of Puyo, in which surveys and interviews were applied to support this study. GAD - Pastaza, must take into account the opinion of its inhabitants for the creation of the city brand. Finally, a visual product was developed with the tourist destinations of Pastaza.

• Glavni avtor: Barona Sánchez, Karol Gissell (author)
• Format: bachelorThesis
• Jezik: spa
• Izdano: 2022
• Teme: Estrategias; Comunicacionales; Identidad; Cultura; Marca
• Online dostop: http://dspace.unach.edu.ec/handle/51000/8670