Identidad e Identificación: Investigación de Campo como Herramienta de Aprendizaje en el Diseño de Marcas
Brands as scenarios that represent the set of attributes and values of a product, company or city, are the result of an exhaustive study of real contexts. Field research as a method allows the observer to intervene in a physical environment, starting from the site visit, then observing the place and...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2017 |
| País: | Ecuador |
| Institución: | Universidad Internacional del Ecuador |
| Repositorio: | Repositorio Universidad Internacional del Ecuador |
| OAI Identifier: | oai:repositorio.uide.edu.ec:37000/3585 |
| Acceso en línea: | https://doi.org/10.33890/innova.v2.n10.1.2017.465 https://repositorio.uide.edu.ec/handle/37000/3585 |
| Access Level: | acceso abierto |
| Palabra clave: | Identidad; Etnografía; Investigación de Campo; Marca; Símbolo; Valor de marca Identity; Ethnography; Field Research; Brand; Symbol; Brand Value |
| Sumario: | Brands as scenarios that represent the set of attributes and values of a product, company or city, are the result of an exhaustive study of real contexts. Field research as a method allows the observer to intervene in a physical environment, starting from the site visit, then observing the place and photographing it, schematizing the images and finally outlining concepts. This process involves ethnography as a tool that allows the designer to speculate less about reality. Its result consolidates a set of actions that strengthen the positive image of the product, whose deduction is the "BRAND", improves its perception at local and international level obtaining a competitive advantage over others. The design and creation of a Brand is a way of reinforcing the realization of a new value system expressed in the recognition of goods or services characteristic of the product, where the designer plays a fundamental role in the representation of actions during the investigation. Finally, it is important to strengthen the teaching of the design of brands based on methods and techniques that allow a graphic representation resulting from a previous research that consolidates the methodological processes of the designer. |
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