Branding digital para posicionamiento de un desinfectante, en la ciudad de Loja.

Abstract

The aim of this research is to create a Branding Plan for positioning a desinfectant in social networks for a small business located in Loja city. Documentary and field research, was carried out, as well as a mainly qualitative approach, which began with a diagnosis of the company, with respect to the description of the brand, its value, location, trajectory, the industry to which it belongs and the products it offers. We used the technical methodology of Bruce Archer, which includes the analytical, creative and execution phases, as well as the Delphi method, which relies on the participation of experts to give their opinion on the proposal. To do so, we applied the focus group technique made up of five specialists in graphic design and an interview with the entrepreneur. Next, a Branding Plan was designed with the graphic and communication proposal, using the project method, developing the following actions: planning, design, validation and correction. As a result, we produced a visual identity manual. We conclude that this visual identity is effective when it complies with the essential parameters: brevity, euphony, pronounceability, recall and suggestion. We recommend the company to position the brand in social networks to reach a larger market space and achieve an effective positioning that allows it to be profitable and sustainable.