Browsing by Author "Wilson Benito Caguana Mejía"

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    Aplicación de la identidad corporativa en el Grupo Empresarial VALKA a través de un plan de branding y marketing digital
    (Instituto de Tecnologías Sudamericano, 2022) Wilson Benito Caguana Mejía; Jenny Alexandra Rivas Malla
    This document makes an application of corporate identity in the VALKA business group. For its conformation, the objective is the development of a Branding and Digital Marketing plan through the fundamentals of corporate identity and strategies for the Facebook social network to create a visual representative of the brand and disseminate it in digital media. To meet this objective, an applied methodology with a qualitative and non-experimental approach is applied, which begins with a literature review in the main digital repositories related to the theme of creating corporate identity, digital marketing and marketing tools. As for the brand design, Bruce Archer's methodology was applied to analyze the needs of the company, the implementation of the creative phase and the execution phase in order to satisfy the client's requirements. Among the main results obtained, a visual identifier was developed based on the products and services marketed by the brand through a creative process where several versions of the same logo, chromatics, area of respect, Alternative colors, among others, were presented. It also presents an advertising campaign and digital marketing for the Facebook platform that has a style guide, dashboards, crisis protocols and key strategies for the company.