Brand City as a differentiating strategy
for Tourism, Trade and Investment
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The search for differentiation and recognition by cities is an implicit feature that promotes the creation of brands that directly influence the positive perception of consumers, increasing the reputation of the city. The creation and development of the brand should be carried out as an interactive participatory process with all the identified stakeholders in the city; this will allow us to have a more realistic idea of what we want to show to our target audience. The present work has developed a critical analysis of the responses provided by the stakeholders that served to design the brand as...
The search for differentiation and recognition by cities is an implicit feature that promotes the creation of brands that directly influence the positive perception of consumers, increasing the reputation of the city. The creation and development of the brand should be carried out as an interactive participatory process with all the identified stakeholders in the city; this will allow us to have a more realistic idea of what we want to show to our target audience. The present work has developed a critical analysis of the responses provided by the stakeholders that served to design the brand as a differentiating strategy for tourism, trade and investment in a city, including the identification of the target audience and communication strategies that provide a real meaning of the brand to be transmitted properly.
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