Construcción de la identidad corporativa de FUNCRISA

Abstract

The summary of the degree project deals with the creation of a communicative product in audiovisual format on the “Construction of the corporate identity of FUNCRISA” in order to identify the communication strategies that a non-profit organization has used to constitute a corporate identity, its public image and reputation. The analysis of the communicative aspect and the strategies used in the Christian Foundation for Health (FUNCRISA) allow us to understand its image and public reputation, being a source of knowledge in the field of social communication and the construction of corporate identities for health institutions. The methodology used within our documentary was qualitative, where we used special techniques such as: observation and interviews, within the observation the interpretation process interferes, where we had to be quite critical to highlight certain aspects within the activities carried out within of the institution, the care they provide to their patients, the technology within their facilities to offer a quality service to the public, the mission, vision and values of the entity, the interview technique was used in a semi-structured way, in where through a guide of questions, which served as a guide and other questions could be added to obtain the desired information. The objective of the communication product is to highlight FUNCRISA's communication strategies and highlight how it has built a corporate identity to position itself and stand out within the field of ophthalmological health in the city of Guayaquil.