Creación de un manual de marca para el diseño de catálogos digitales aplicados a eventos culturales en Cuenca-Ecuador

Abstract

This research analyzes the role of multimedia design as a key tool for positioning companies in the regional market of Cuenca, Ecuador. Its main objective was to examine how it influences brand perception and business communication. Businesspeople's opinions on the importance of design and its influence on purchasing decisions were collected through interviews and surveys. The data obtained supported the results and better understood the impact of multimedia design in the business environment. The methodology used combined qualitative and quantitative approaches, allowing for a more comprehensive analysis of the phenomenon. The findings show that multimedia design not only enhances brand image but also strengthens connections with consumers and optimizes communication. This study highlights the strategic value of multimedia design in local business contexts, promoting its integration into corporate strategies to achieve greater market competitiveness.