Creación de un manual de marca enfocado a Instagram para la fundación de rescate animal ResCata

Abstract

This degree project addresses brand creation and its application on social media platforms such as Instagram, focusing on the case of the ResCata Foundation. This foundation is responsible for the care, rescue, and providing homes for dogs in vulnerable or street situations. The objective is to create a brand manual focused on key points that represent greater relevance and impact according to the need, increasing visibility and reflecting ResCata's identity based on its values, philosophy, and the perception of its volunteers and other stakeholders, thus enabling greater impact. Different concepts related to branding, brand, brand manual are defined, emphasizing the importance of proper brand identity for foundations and their presence on digital platforms like Instagram. Understanding the necessary elements and how each of these impacts their image and presence on social media, through the review of various backgrounds, interviews, and surveys directed at the foundation's stakeholders from its creator to its Instagram followers. Furthermore, through analysis techniques such as SWOT or Benchmarking, the current situation of ResCata is encompassed and contextualized. Alongside the insights discovered through the research methodology, the proposal for the brand manual is generated. This proposal includes all those elements identified as necessary and aimed at meeting the foundation's needs and requirements. The objective is to benefit the foundation in terms of presence and recognition in the future by strengthening its image and connection with the community, thus enabling a greater impact on the protection and care of the dogs.