Gestión de activos de marca de la empresa de diseño de bodas y eventos Andrea Arroba

. KEYWORDS: BRANDING, BRAND ASSETS, VISUAL IDENTITY, SUSTAINABILITY,PERSONALIZATION. XVxv ABSTRACT This project aims to optimize the brand assets management of Andrea Arroba, a company specializing in wedding and event design in Ambato, Ecuador. Despite its recognition in the industry, challenges were identified in the consistency of its visual identity and emotional connection with clients, affecting its positioning and differentiation in the market. Through research based on surveys, interviews, and brand audits, inconsistencies were found in the application of graphic elements and the communication of the company’s core values. As a solution, the development of a brand manual is proposed, serving as a strategic document that standardizes branding guidelines, ensuring a clear and consistent visual representation. This manual not only establishes rules for the use of the logo, typography, and color palette but also incorporates personalization strategies aligned with the brand’s essence. Additionally, it promotes sustainability practices, reflecting the company’s commitment to the environment and its clients. The implementation of this tool will strengthen brand perception, enhance customer loyalty, and consolidate its presence in the competitive event design market.

• 1. autor: Armas Gavilanes, Dennis Michael (author)
• Format: bachelorThesis
• Wydane: 2025
• Hasła przedmiotowe: BRANDING; ACTIVOS DE MARCA; IDENTIDAD VISUAL; SOSTENIBILIDAD; PERSONALIZACIÓN.
• Dostęp online: https://repositorio.uta.edu.ec/handle/123456789/44024