Estudio de percepción sobre la imagen de la lotería nacional del Ecuador en el año 2020

Abstract

Today, positioning as a consolidated brand over the years depends largely on the perception of the image that consumers have towards it, so the performance of communication is vital to the construction of a solid and reliable identity that generates a positive vision of the company's image. As a result of knowing how the brand is recognized among customers, appropriate and valuable content is established that provokes emotions and reactions. "The brand is, fundamentally, a promise; it is not enough that it satisfies the needs of the client, but also, it must be capable of awakening enthusiasm and creating lasting loyalties" (Quinteros, 2012) quoted in (Simanca, Alfonso, Neuto, Blanco, Hernandez & Arias, 2020, p. 596). The objective of this work is to analyze the brand Lotería Nacional del Ecuador, a company consolidated through the years, where through the collection of diverse points of view of experts in image and brand design, its strengths, communication management, how it manages to project its message and how it is perceived by its clients - the general public - are highlighted. The methodology used in the study was a series of interviews with experts in Design and Communication who are part of the College of Designers of El Oro (CDO), who with their knowledge in these areas offer their professional criteria of the image of this company, also conducted surveys of customers of this brand to know the perception they have towards the image of this Ecuadorian company and finally made a content analysis of your Facebook page, in order to observe the management of digital communication and detail the scope of its contents in their customers through their interactions. The results obtained establish that Lotería Nacional del Ecuador has a credible, strong image that transmits hope, and whose social work is recognized and exposed in order to continue supporting its cause. Its handling of digital communication is important because it uses its creativity and originality in its publicity, making its publications provoke emotions, sensations and positive reactions from its users and followers, while its representative graphic image (Logo) is attractive, is in accordance with what the company is and how it reacts to its external public, while its (Slogan) ¡Seguro te toca! projects a hopeful message, which is suitable to the current context - situation, which people live and hope someday to be the lucky ones and improve their quality of life, and if not, to recognize that through their support this company delivers all the resources generated by purchases to people who require it. The central value of this research is focused on understanding certain indispensable elements that a brand must build and work during the entire process of initiation into the market, in order to achieve an effective positioning and generate a memory in the mind of the consumer, thus rely on new resources and through the originality to create products, services, etc.. enjoyable through a structured internal and external communication that guides towards the objectives.