Análisis del impacto a la identidad corporativa de establecimientos regidos a la Ordenanza Municipal 1000 – 2017, en las edificaciones patrimoniales de la ciudad de Riobamba.

Abstract

The objective of the following investigation was to make an analysis of the affectation of the ordinance 1000-2017 in the corporate identity in the establishments that work in building classified as patrimonial within the historical center of the city of Riobamba. The synthetic – inductive methodology was applied to formulate the following hypothesis: the current ordinance influence on the corporate identity and the recognition of the nature and uniqueness of the existing private and public businesses whiten the historical center of the city of Riobamba. Then, starting from this, the individual cases were analyzed in order to validate or not the hypothesis. The first step was to observe the historical center in order to take a closer look to the present situation. All of this was made based on the cadastral reports emitted by the office of culture and patrimony. The aforementioned process was carried out in order to detect the number of buildings classified as patrimony and obtain a sample for the research. After that, the data was collected from the owners of the business in order to get information about the corporate identity of each establishment and if they accept the ordinance 1000-2017 when making reference to the placement of sing. Finally, the data was processed and the advantages and disadvantages of the ordinance on the aspects aforementioned were analyzed. Taking into account all the establishments observed, only 15% of the have corporate identity. On the other hand, 62% of the owners of the businesses said that they are affected by this situation because they cannot promote their brand image. Based on the data collected, as well as the comparison of the guidelines and elements that from the corporate identity, the authors reached to the conclusion that this regulation affects directly the correct promotion of the corporate identity of the establishments that are ruled by it. It is recommended to analyze this regulation for future ordinances.