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Seducir y emocionar.

Reflexionando sobre el diseño y la gestión de marca

En esta sección de la revi= sta Ñawi pueden encontrarse trabajos de investigación que abordan diversas cuestiones fundamentales relacion= adas con el diseño y la gestión de marcas. Se reflexiona sobre la utilización de los múltiples elementos visuales que intervienen a la hora de construir mensajes cap= aces de transmitir valores, significados y emociones. También s= e examinan las estrategias a trav&eacu= te;s de las cuales se comunica una identidad de marca. En esta ocasión, tendremos la oportunidad de leer un interesantísimo trabajo centrado= en el análisis gráfico de los carteles publicitarios de cierta fiesta popular ecuatoriana, poniéndose en valor los vínculos que pueden darse entre diseño gráfico, comunicación visual e identidad cultur= al.

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3D"Cuadro Lidia Navas Guzmán, Ph.D.

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Seduce and excite.

Reflecting on design and brand management

This section of the Ñawi journal features res= earch 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 valu= es, 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 fasci= nating 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.

Lidia Navas Guzmán, Ph.D.

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