Seduce and excite. Reflecting on design and brand management. Introduction

Abstract

This section of the Ñawi journal features research papers that address fundamental issues in brand design and management. It reflects on the use of multiple visual elements involved in constructing messages capable of conveying values, meanings, and emotions. It also examines the strategies through which brand identity is communicated. On this occasion, we will have the opportunity to read a fascinating piece focused on the graphic analysis of advertising posters for a certain popular Ecuadorian festival, highlighting the links that can exist between graphic design, visual communication, and cultural identity.