Análisis de los símbolos culturales de Pastocalle para la elaboración de la identidad marcaria del mercado Central.

The main objective of this research project is to analyze the most significant cultural symbols of Pastocalle in order to create a brand identity for the central market of the parish. To achieve this, the current situation of the market will be analyzed, information about the cultural symbols of the locality will be collected, and the brand identity for the Pastocalle market, located in the Latacunga canton, will be designed. To carry out this study, an observation trip to the Pastocalle market will be conducted to gather relevant information about its operation, structure, and customers. Additionally, a qualitative research approach will be used, employing techniques such as interviews, surveys, and bibliographic research to identify and analyze the most representative cultural symbols of Pastocalle, including its history, traditions, customs, gastronomy, and distinctive architectural elements. Using the gathered information, the design of the brand identity for the Pastocalle market will be undertaken. This process will involve creating a graphic brand, selecting colors, typography, and other visual elements that effectively reflect the identified cultural symbols. The goal is to ensure that the brand identity conveys an authentic and representative experience of the parish, attracting both local residents and visitors. The final outcome of this thesis will be a proposal for a strong and coherent brand identity for the Pastocalle market, which will strengthen its position in the local market and establish it as an attractive destination for consumers. Additionally, it is expected that this study will contribute to the preservation and appreciation of the cultural symbols of the parish, promoting tourism and local economic development.

• Autor principal: Caiza Vinocunga, Jeniffer Lisseth (author)
• Altres autors: Chipantiza Espinosa, Alexander Rolando (author)
• Format: bachelorThesis
• Idioma: spa
• Publicat: 2023
• Matèries: SÍMBOLOS CULTURALES; IDENTIDAD DE MARCA; MERCADO CENTRAL; INVESTIGACIÓN DOCUMENTAL; DISEÑO GRÁFICO
• Accés en línia: http://repositorio.utc.edu.ec/handle/27000/11411