This study was developed in the framework of the research project of the University of Guayaquil, called Visual Identity of the Organizations of the Popular and Solidarity Economy (VIPSE), to identify the role that the brief instrument had as an information collector in the development of visual identity, since at the beginning of the design process there were problems in the collection of information in the interviews; the methodology used is qualitative, since it was verified that the use of this instrument was effective in the development of visual identities. By applying this instrument, the brand identity of 112 organizations of the popular and solidarity economy with 1,200 beneficiaries and 15 records was created, and the design was affected by the way the brief was developed during the design process.

The research takes cases from the project called visual corporate identity of the popular and solidarity economy (VIPSE), which is being carried out at the University of Guayaquil. The objective of the research is to analyze the type of generated digital content that was taken into account for the brand positioning. It was developed from brand management by representatives, digital communication progress, and content generation; this methodology was applied to each association with students in their degree work; this set of guidelines in the generation of digital content is the result of an effective academic intervention. The type of research is qualitative, comparing data from various static and dynamic content, graphical composition analysis charts, developing expert interviews on content management and creation. The impact of the project has resulted in 11 organizations participating in the branding and generation of digital content.

Las compañías usan varios tipos de indicadores para medir su desempeño financiero con relación a costos, producción y ventas. Sin embargo, muchas no prestan la debida atención a uno de los bienes más importantes que poseen: la marca. La marca es aquella figura, ya sea icónica o tipográfica, que pertenece a los activos intangibles de las empresas. Su principal objetivo es hacer que el cliente o consumidor asocie un servicio o producto con su fabricante. En el mercado ecuatoriano las compañías cuentan con marcas, pero ninguna tiene un valor monetario real. El estudio determinó el valor de dos marcas, pero no desde el punto de vista subjetivo o emocional que los consumidores puedan llegar a darle sino desde el valor monetario. Es decir, ponerle un precio. Para lograrlo se tomó una cafetería tradicional de la ciudad de Guayaquil que opera desde hace más de 100 años y se contrastó con la líder del mercado. Se utilizaron las ventas generadas en tres años y se aplicó el método de valoración de marcas Interbrand. Con ello se obtuvieron valores que demuestran que el líder de mercado tiene un valor de marca de más de $11 millones de dólares sobre la cafetería tradicional.