The social branding as a strategic asset for citizen participation and social co-responsibility in the professional practice of communication and design

Abstract

Brands were originally created to name, differentiate, and market consumer goods. At present they are not only graphic signs that certify, they are strategic ideas with which emotional ties are established with individuals, therefore, they are integral concepts of development whose intention is the difference in the discourse that each one articulates. In order to consolidate them as systems that communicate significant symbolic contents with which values and meanings are represented and linked, it is necessary to create and manage branding programs with which all the resources of an organization are managed to articulate a communication strategy that puts in common a thought and a way of being (Costa, 2017; 2010a; 2010b). In this sense, the following article presents the result of design research, a methodological strategy proposed by Press and Cooper (2009), which consists of a compilation of three applications, operational and functional design projects for social branding programs that they intend to promote the brand values of three emerging organizations whose objective is to trigger citizen participation, commitment and collective awareness to improve the quality of collective life through actions in favor of the common good and inclusion.