Marca ciudad estudio de caso cantón Pasaje

Abstract

Currently, due to globalization and accelerated development of information technologies, cities have placed themselves in a competitive environment where they take as a necessity to generate an image that is perceived, established, and makes a whole population feel identified, making their territory stand out and differentiated among others. The greatest benefit of building a city brand is to attract investors, visitors and consumers, in addition to the population of the sector find a sense of belonging and feel attracted and identified by the brand that represents it, thus achieving that the citizens themselves spread the brand, promote it and are participants in it. As expressed (Heredero. O, Chaves.M, 2015) "a city brand synthesizes a concept, a particular urban model that to succeed needs to establish emotional ties with their audiences to enable it to adapt in the long term to their needs. For this reason, this research sought to analyze the management of the Pasaje city brand by implementing a qualitative-quantitative study, using data collection methods such as focus group surveys, interviews and observation; also using variables such as presence, place, potential, pulse, people and prerequisites, all of which helped to complement the idea of Pasaje as a competitive identity. In today's socioeconomic environment, cities play an important role in the globalized market, therefore they aim to enter the market and to do so they seek to rescue intangible elements that allow them to create a differentiating plus between their city and others. For (Andrade David, 2016), a brand "reflects an identity, which becomes the essence of existence of the company or product, and frames from beginning to end all the objectives and goals, trying to create a style of its own that allows it to position its name in the market and consolidate a reputation and recognition based on its own unmistakable characteristics". We understand that a good brand management is not only to promote tourist places, but also to deepen in what is not seen, as values, culture, tradition, people's essence, minimum aspects that seem insignificant but in reality all that becomes what gives us a unique personality, generating a connection between the city and the different publics we are interested in addressing. The brand "Pasaje soy yo" is the only brand best managed at a provincial level and for this reason it is interesting to study a little bit of it, to know how it came about, what aspects make it different, how its inhabitants have accepted and identified with it. The management of this brand takes a long term process in which with time there are ups and downs that in one way or another help to build the image. In conclusion, a city that is working on its image as a brand must go through a market study to analyze in depth its management model, identifying positive and negative aspects for the proper construction of the brand and in this way the desired results can be obtained.