Estudio de la identidad corporativa y su incidencia en el posicionamiento de la “feria agrodiversa del productor al consumidor”, Quevedo 2016. Propuesta de diseño

The research called the study of corporate identity and its impact on the positioning of the "Agrodiversa del Productor al Consumidor" Fair, Quevedo 2016 which states that the main problem is how the corporate identity affects the positioning of the Fair ?; Establishing as objectives a situational analysis of corporate identity, in addition to investigating the communication strategies applied by farmers to offer their products to the community, also analyze the influence of the corporate identity on the knowledge that the clients have and propose the design of A corporate manual, to achieve the results of the study was applied field research and bibliographic, using inductive, deductive and analytical methods, the universe consisted of 1250 people who surveyed 294 clients, obtained as conclusions weaknesses Lack of a corporate identity is affecting the low positioning in the market quevedeño generated by the ignorance of the brand that differentiates them in the target market, 67% (table 6) of the partners of the fair show that the organization does not use strategies Of communication suitable to offer its product, in addition it was verified that it is feasible the design of a corporate manual for the correct application of the elements of the visual identity of the fair; Establishing as a recommendation that the identity manual and each element must have an appropriate use that will preserve the personality and level of symbolic recall of the organization.

• Autore principale: Gallo Sevillano, Ángela Victoria (author)
• Natura: bachelorThesis
• Lingua: spa
• Pubblicazione: 2016
• Soggetti: Identidad Corporativa; Posicionamiento; Productor; Consumidor
• Accesso online: http://repositorio.uteq.edu.ec/handle/43000/1615