La identidad competitiva de Machala, 2022

Abstract

The city brand is a fundamental tool in the process of promoting and developing a city. Its importance lies in its capacity to position it in the tourism and commercial market, and in the construction of a positive and differentiated image compared to other cities. For this reason, it is essential that the city brand focuses on rescuing the natural and physical aspects and a whole social construction that is linked to the different actors and objects of the territory. In this sense, it is important that the city brand connects citizens with the material and immaterial aspects of the city, in order to generate a greater identification and sense of belonging on the part of inhabitants and visitors. In addition, the city brand must be distinctive and unique, which means that it must ensure the well-being of its residents and visitors. The city brand can be divided into three dimensions: identity, image and reputation. These three dimensions relate to each other in an integrated manner, and are all important to the success of the city brand. Identity is one of the most important aspects of the city brand, and is composed of elements such as history and heritage, infrastructure, quality of life, gastronomy, nature and environment, services and businesses, population and culture, among others. It is important to highlight that in the management of the city brand identity, it is essential to prioritize the participation of stakeholders, that is, the key actors in the development of the city. This ensures that the image and the city brand in general are built on solid and legitimized foundations. The competitive identity of a city brand refers to the set of elements that increase its competitive advantage, and that make it possible to develop brand strategies based on it. To evaluate the competitive identity of a city, it is necessary to consider different criteria, such as presence, place, potential, people, pulse and prerequisites. These criteria are focused on measuring the performance of the current management on variables such as increased production, employment generation, national presence, the qualities of its people, among others. In this context, this research seeks to determine Machala's competitive identity, based on the evaluation of its elements and with the participation of stakeholders. To achieve this, a triangulation of information gathering techniques is implemented, consisting of interviews, focus groups and literature review. In conclusion, the city brand is a fundamental element in the development and promotion of a city, and its competitive identity is a key aspect in its success. To achieve a solid competitive identity, it is necessary to prioritize the participation of stakeholders and evaluate current management in different key criteria. The research on Machala's competitive identity is an example of how this methodology can be applied to improve the promotion and development of a city.