Propuesta de imagen corporativa para la casa de Sabiduria Ancestral de la Asociacion Comunitaria de Desarrollo Integral Guaman Poma de la ciudad de Riobamba

Abstract

This research work consists of the design of a corporate image proposal for the ancestral wisdom house of Guamán Poma integral development community association in Riobamba city, with the aim of improving its corporate image and positioning it in the market through the approach of digital marketing and communication strategies. A preliminary study was carried out by interviewing the director, followed by a market study through the application of surveys to potential customers and finally the SWOT was constructed with the variables found in the investigation. Through the information gotten in the interview, it was possible to know the current internal and external state of the association. Also, by means of the surveys, statistical data of the tastes and preferences of the potential customers were established. According to all the information; brand creations strategies, digital marketing through social networks, communication in strategic elements to the positioning of it were developed. Due to this, it is recommended to apply all the strategies proposed in order to improve the corporate image of ancestral wisdom house.