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Análisis de la imagen actual de la empresa La Gran Vía, para el rediseño de la marca.

Abstract:

This research was carried out due to the necessity to redesign the brand of the enterprise La Gran Via in Guayaquil city, since it had not had the appropriate assessment for its development; applying the knowledge acquired in the Advertising area. A redesign and a manual for the brand of the enterprise in order to position the brand in the consumer’s mind and within the textile market throughout a visual identity, besides being able to be identified among the competence. The method used was quantitative and qualitative, with its respective surveys and a focus group, obtaining favorable insights for the development of the proposal. By using the new design of the brand, it is expected that it can be recognized in a visual way among the consumers and through its corporative image