Auditoría de la identidad e imagen de la subdirección cuerpo de agentes de control municipal de Machala

Abstract

An audit is essential to know who a brand is and what it means, allowing to understand its weaknesses and strengths, finding information and facts that describe different situations that should be changed or reconsidered. The constant changes in business, culture and technology have evolved over time, therefore, it is important to be familiar with them, and thus be able to evaluate certain parameters in order to obtain a concrete analysis of the brand environment and its comparison in the market. However, today many institutions relate to a brand audit as an expense, without considering that it is a long-term investment. Identity is one of the key aspects of a brand because it is a construction that is molded over time, as a result of the actions of its environment and the different experiences of a defined being, which goes through a process of personal growth and maturation. The Deputy Directorate of the Municipal Control Agents of the city of Machala is an institution that aims to provide order and control in the central area of the city, because of this, it is essential that the organization reflects a professional image and defined around the service they provide to citizens. This research was carried out with the objective of determining the degree of perception of the citizens in reference to the image of the Subdirección Cuerpo de Agentes de Control Municipal de Machala previously knowing the concepts taken into account in the realization of an audit, where a brand analysis is shown through an audit carried out in the previously mentioned institution, which was carried out taking into account the dimensions of image as notability, recognition, and where aspects such as visual, verbal, cultural and environmental identity were studied, in order to determine an accurate diagnosis, and thus be able to provide a DNA to the institution, transmitting to citizens the identity they seek to project. In addition, it seeks to identify the reality that is lived in terms of the relationships established between the citizens of Machala with respect to the image of the organization. Reality is the result of the confrontation of argumentative judgments that occur between links, habits and social systems, managed through knowledge. The results were analyzed based on theoretical foundations concerning the brand, image, visual, verbal, cultural and environmental identity, and the dimensions of the image, among other topics where the strengths and weaknesses of the institution can be evidenced, to determine the diagnosis, techniques such as interviews with authorities and citizens, observation, and focus groups where formal and informal traders participated. Based on the analysis of the information collected, the results and conclusions of the audit were defined, which were detailed according to the variables selected.