ADMINISTRACIÓN ESTRATÉGICA DE MARCA TERRITORIAL. COMO CONSTRUIR Y ADMINISTRAR LA MARCA DE CIUDADES Y REGIONES

• Autor(a) principal: Paz, Sergio
• Data de Publicação: 2013
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REAd (Porto Alegre. Online)
• Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/40651
• topic: places competitiveness; international inclusion; place marketing; city image; brand management; Competitividad territorial; inserción internacional; marketing territorial; imagen de ciudad; administración de marca

In the last decades, the cities and regions have become the privileged scene of social, economic and political changes, which, has forced a recreation of the policies of the urban and regional spaces. This process is been from dynamic structural that revalidan the identity of them like a key element in the new global economy. The treatment of these elements demands to take care of the opinions of the strategic management causing that the territorial brand is transformed into one of the principal points for the públic management. This article observes that the conceptual bases of marketing practices for places competitiveness has been substantial changes. In this context, in the present paper we consider the brand management and the strategies devised for the international inclusion of the principal cities and regions as it faces the challenges of new public management. The brand management in cities and regions this pushed by the search of "brand equity", the emotional connection between consumers and this cities and regions, resultant of the associations that the consumers do of these brands. The central contribution of this article is to approach the reader a simple guide for the brand management for cities and regions, that serve the impulse as exports, and the attraction of investments and tourism.