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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 |
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. |
Keywords: | graphic quality rebranding positioning Andean culture branding corporate identity |
Document type: | info:eu-repo/semantics/masterThesis |
Issue Date: | 1-Jul-2021 |
Publication license: | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Appears in Collections: | Trabajos finales de carrera, trabajos de investigación, etc. |
Files in This Item:
File | Description | Size | Format | |
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xyanqueTFM0721memoria.pdf | Memoria del TFM | 23,73 MB | Adobe PDF | View/Open |
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