Creación de marca y plan de marketing digital para fomentar el consumo de los productos de la comunidad ancestral La Toglla

Abstract

The present work has the objective to analyse the impact of the strategic communication on the social and cultural processes of a life community as long as the way the people adapt themselves or take advantage of the communication and information technologies to achieve continuity and continuance. So that, working with a case study in the community called “La Toglla” located in Quito, and applying qualitative and quantitative methodologies, this project intends to comprehend the role that the digital tools can have for the remaining of the cultural, historical and identifying processes.

The design of a collective logo for the ancient community La Toglla is presented as an element which reinforce and revitalize the cultural identity of their inhabitants. At different levels, the uses and applications of this logo can contribute to the socioeconomic and productive development, as a distinguishing and joining element which allows to add extra value to the products and services offered in the community.

It is important to say that this proposal is oriented to the creation of a mother mark that takes in all of the sub marks of the different small businesses in the community; considering all of the productive segments in which these activities are developed.

In the socioeconomic area, the creation of a collective mark and a digital business plan can contribute to the increasing and the scope of the economic decisions in the community. At the same time, the technology and the variety of publishing tools can be fundamental for the positioning of a collective logo, promoting the processes of publicity and marketing of its productive offer.

In summary, the proposal of a collective logo for the community La Toglla, with a digital business plan, is looking forward to contributing to the vitality and the sustainability of the economy in the community, becoming an element that fosters the cultural activities in the community among all its inhabitants in and out their region.