Publication: El branding en el Tercer Sector. Análisis teórico y propuesta de rediseño de marca.
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2021-09-15
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Abstract
El presente proyecto pretende aproximar al lector al Tercer Sector de la comunicación, correspondiente a las organizaciones sin ánimo de lucro, conocidas generalmente como ONG, ahondando en un tema concreto del campo del diseño, el branding.
El branding es un factor que obtiene mayor protagonismo según el sector en el que nos centremos. Podemos encontrar sectores como el sector textil o de moda, el gastronómico, el sector de lujo, en el que se le da un gran valor a la marca y a su identidad visual, pero por lo general, creemos que existe una ausencia de este cuidado del branding en las organizaciones pertenecientes al Tercer Sector.
Este proyecto tiene como objetivo principal evaluar la importancia que este sector otorga a esta área del diseño, confirmando o desmintiendo la existencia de falta de aplicación del branding en las organizaciones de nuestro país.
El estudio también pretende desarrollar un marco teórico sólido sobre conocimientos de creación de marca, que nos permita ejecutar posteriormente un rediseño de calidad de una marca concreta del Tercer Sector.
Este rediseño de una marca del Tercer Sector implica su correspondiente creación de elementos y piezas audiovisuales, aplicando los conocimientos obtenidos en la investigación teórica previamente citada.
This project aims to bring the reader closer to the Third Sector of communication, corresponding to non-profit organizations, generally known as NGOs, delving into a specific topic in the field of design, branding. Branding is a factor that obtains greater prominence depending on the sector we focus on. We can find sectors such as the textile or fashion sector, the gastronomic sector, the luxury sector, in which a great value is given to the brand and its visual identity, but in general, we believe that there is an absence of this branding care in the organizations belonging to the Third Sector. The main objective of this project is to evaluate the importance that this sector gives to this area of design, confirming or denying the existence of a lack of application of branding in the organizations of our country. The study also aims to develop a solid theoretical framework on branding knowledge, which will allow us to subsequently execute a quality redesign of a specific Third Sector brand. This redesign of a Third Sector brand implies its corresponding creation of elements and audiovisual pieces, applying the knowledge obtained in the previously mentioned theoretical research.
This project aims to bring the reader closer to the Third Sector of communication, corresponding to non-profit organizations, generally known as NGOs, delving into a specific topic in the field of design, branding. Branding is a factor that obtains greater prominence depending on the sector we focus on. We can find sectors such as the textile or fashion sector, the gastronomic sector, the luxury sector, in which a great value is given to the brand and its visual identity, but in general, we believe that there is an absence of this branding care in the organizations belonging to the Third Sector. The main objective of this project is to evaluate the importance that this sector gives to this area of design, confirming or denying the existence of a lack of application of branding in the organizations of our country. The study also aims to develop a solid theoretical framework on branding knowledge, which will allow us to subsequently execute a quality redesign of a specific Third Sector brand. This redesign of a Third Sector brand implies its corresponding creation of elements and audiovisual pieces, applying the knowledge obtained in the previously mentioned theoretical research.