Estrategia gráfica de posicionamiento para la Cooperativa de Ahorro y Crédito “San Alfonso” de la ciudad de Ambato provincia de Tungurahua.

Abstract

The aim of this project was to elaborate a graphic positioning strategy for the Cooperative of Saving and Credit “San Afonso” of Ambato city to position it in the actual market. The synthetic analytical method was used to analyze the information and synthesize it, the interview was applied to the administrator’s members of the institution to obtain the identity to position, and surveys made to the public of interest whit the objective of collecting information about the opinion of the actual designs of the cooperative, the results of the interviews show the attributes to position, with respect to the brand. The results of the survey show a graphic deficit, it was not possible to identify the positive values and attributes that the cooperative has in the brand and its graphic pieces, This way the identity was compared with the image and analyzing the actual brand, redesigning the brand with its respective manual, also it created graphic pieces such as fan page, posters, billboard, activation, flyers, refrigerator magnets, folders, triptychs and car air fresheners according to the target audience, In conclusion, there is a great difference between imagen and identity of the cooperative, so it is pertinent to apply creative design processes that it helps to position it effectively. It is recommended to apply the proposed strategy because it has creative bases and theoretical support.