Branding estratégico para la difusión de la festividad la Yumbada de la comuna Joseguango Alto perteneciente a la parroquia Mulaló de la provincia de Cotopaxi.
This study addresses the problem of the lack of dissemination of the Yumbada de la Santísima Cruz festival in the province of Cotopaxi. To strengthen the recognition of this festivity, we propose the design of branding strategies to establish empathy ties with the target audience. To achieve this pu...
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| Formato: | bachelorThesis |
| Lenguaje: | spa |
| Publicado: |
2024
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| Materias: | |
| Acceso en línea: | https://repositorio.uta.edu.ec/handle/123456789/42762 |
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Agregar Etiqueta | Sumario: | This study addresses the problem of the lack of dissemination of the Yumbada de la Santísima Cruz festival in the province of Cotopaxi. To strengthen the recognition of this festivity, we propose the design of branding strategies to establish empathy ties with the target audience. To achieve this purpose, exhaustive research was carried out, using qualitative and quantitative approaches, as well as the deductive method. Interviews were conducted with the historian of the Casa de la Cultura de Cotopaxi, who is also an inhabitant and participant of the Yumbada de Joseguango Alto, and with branding and graphic design professionals. A survey was also applied to the target public. The market analysis and identification of the target audience showed that the festival should focus on young adults (24 to 44 years old). The surveys revealed functional and emotional values essential for the development of the graphic identifier and evidenced the strategic absence of the Yumbada in social networks. Based on a SWOT analysis, opportunities for improvement and recognition were identified. A benchmarking was also conducted to evaluate the competition in different areas, highlighting the implementation of a graphic identity as a keyway to generate recognition and connect with the target and potential audience. To address these challenges, a strategic branding plan focused on specific channels was proposed. A tentative timeline was established for the effective implementation of the proposals, with the purpose of boosting the development and growth of the festival. The focus on branding and the appropriate use of strategies in the digital environment are essential for the success and competitiveness of the brand in the cultural sphere. This study provides the necessary tools to enhance its recognition in the cultural sector. |
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