Desarrollo de marca para posicionamiento de juguetes didácticos enfocado en niños con trastorno por Déficit de Atención e Hiperactividad (TDAH)

Abstract

This project aims to develop a brand of educational toys designed for children with ADHD, supported by a branding strategy and a strategic communication system. The project underscores that a brand with a clear branding approach and an inclusive focus can forge stronger connections with parents and educators while promoting the use of toys as learning tools. Although Ecuador already has brands such as “A-jugar” that offer inclusive educational toys, they lack a solid branding strategy and a clearly defined message, limiting their reach and potential impact. During the proposal’s development, graphic design techniques were employed to create core brand elements, carry out market segmentation, and devise a branding strategy for future market positioning. The results include ideas for building a coherent brand identity and positioning strategies—featuring the “Club EDUKT,” an interactive platform called “EDUKT Teach & Play,” and an app named “EDUKT Grow&Fun”—as well as a segmented communication system for parents, educators, and specialists. These initiatives seek to convey values of inclusion and education, aiming for a distinct positioning in the market. Ultimately, the project establishes a solid foundation to address the educational needs of children with ADHD in Ecuador, with the potential to expand into other inclusive contexts. Keywords: Educational toys, ADHD, Brand identity, Educational inclusion.