Diagnóstico de la imagen corporativa de la Guardia Ciudadana de la alcaldía de Cuenca

Abstract

The purpose of this research was to diagnose the Corporate Image of the Guardia Ciudadana of Cuenca's Mayoralty, it was established as the main objective of analyzing the corporate image of the Guardia Ciudadana, in relation to its corporate identity with its different audiences. The diagnosis execution was used in a qualitative and quantitative methodology, for collecting information the techniques were used the following tools and techniques: bibliographic review, observation and questionnaire. Initially to define the factors that make up the image of the Guardia Ciudadana we use bibliographic review; which allows us to detail their visual identity and corporate philosophy, on the other hand, we make observations to capture their corporate culture. After that, we identified the audiences through internal bibliographic review, classified them according to the relationship they maintain and established an audience’s structure. Finally, in order to evaluate the interpretation of its audiences, we gave a questionnaire which covers the variables with respect to the image of the Guardia Ciudadana; the questionnaire was carried out to 70 people who reflect the sample of their internal audience and 189 people who reflect the sample of the external audience. As important to know, we undertook the diagnosis from the information origin of the Guardia Ciudadana, it is an important factor in the process of forming its image