Please use this identifier to cite or link to this item: http://hdl.handle.net/10609/136607
Title: Rebranding de la Universidad Nacional Diego Quispe Tito del Cusco
Author: Yanque Amable, Xiomara Urpi
Tutor: Sánchez Alcaraz, Olga
Keywords: graphic quality
rebranding
positioning
Andean culture
branding
corporate identity
Issue Date: 1-Jul-2021
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: This research stems from the concern of the new positioning of the UNDQT, by changing the name of the Escuela Superior Autónoma de Bellas Artes "Diego Quispe Tito" to the Universidad Nacional Diego Quispe Tito del Cusco. During the master's studies, basic knowledge was acquired on the graphic quality parameters of the brands that allowed to reflect and contrast said knowledge with the investigated brand. Therefore, the main goal of this research is to develop a Rebranding of the Universidad Nacional Diego Quispe Tito del Cusco to strengthen its positioning, respecting its mission, vision and values of the ancient Andean culture, to provide an updated corporate image through the development of a style manual according to the needs involved. A mixed methodology has been used, that is, combining the qualitative and quantitative approach, likewise interviews, focus groups and surveys were applied to students and the management team. The main result is the result product that consists of a Corporate Identity Manual of the UNDQT of Cusco and the other results revolve around it, such as the Benckmarking of three training centers in artistic areas, the perception of the brand by the Director, students and the external public.
Language: Spanish
URI: http://hdl.handle.net/10609/136607
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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