Corporate visual identity in organizations of the Popular and Solidarity Economy. Cases in Guayaquil, Ecuador

Abstract

The following study deals with the incidence of the Corporate Visual Identity (IVC) in the development of the organizations of the Popular and Solidarity Economy (EPS). In Ecuador the EPS are guaranteed in the Constitution of the Republic, is regulated by the Superintendency of Popular and Solidarity Economy (SEPS). The central government has been deploying certain policies and programs aimed at strengthening this sector, however, many problems persist that do not allow full development, including an adequate CVI. The definition of a brand as an identifying element of products or services offered by an organization is fundamental, through it differentiation is achieved in a globalized and highly competitive market, based on this search for recognition and positioning in the public. The study makes an analysis of several cases of these organizations in the Republic of Ecuador, most of the members of these associations are adults, with a low level of education, high degree of digital illiterate, the vast majority of these EPS does not have A communication strategy that allows to expand its action to new markets.