Methodological elements to design a city branding with the use of grounded theory

Marleny Torres Zamudio, Yolanda González Castro and Omaira Manzano Durán

Cuadernos de Gestión, 2021

Abstract: [EN] City branding was established as an endogenous development strategy – the need to build the city’s own identity. This identity is reached through the study of the history, culture, economy, trajectory, products and potential development as well as the design of symbolic structures to attract investors and tourists and to create specific demands. The participation of a government entity is expected for these purposes thus encouraging those contributions from academic areas, entrepreneurs, cultural representatives including those community traditions. On the other hand, this participation should be supplemented with studies focused on the reality of the population, its history, and the actions that promoted city development. Cities and strategic associates should accompany these above mentioned entities in the purpose of designing their city branding, by building a model of participatory planning, a symbolic representation and a media plan guaranteeing that recognition as a territory with competitive values and advantages is a reality. To contribute to these goals, a methodological proposal with key elements for the design of the city brand using a research focused on quality review of documentation and grounded theory is presented. This study used Atlas Ti and VOSViewer software to analyze data. The research resulted in the precise definition of specific city branding and established strategic planning, management environment, and fundamental branding structure as those key founding elements for any particular city branding.

Keywords: identity; brand; city branding; urban marketing; methodology; identidad; marca; marca ciudad; marketing urbano; metodología (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://addi.ehu.eus/handle/10810/49764 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ehu:cuader:49764

Ordering information: This journal article can be ordered from
Instituto de Economía Aplicada a la Empresa, Revista Cuadernos de Gestión, Facultad de CC. Económicas y Empresariales, Universidad del País Vasco, Avda. Lehendakari Aguirre 83, 48015 Bilbao, Spain
https://ojs.ehu.eus/index.php/CG

Access Statistics for this article

Cuadernos de Gestión is currently edited by Pilar Fernández

More articles in Cuadernos de Gestión from Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE) Instituto de Economía Aplicada a la Empresa Avda Lehendakari Aguirre 83 CP 48015 Bilbao (Vizcaya) Spain. Contact information at EDIRC.
Bibliographic data for series maintained by Alcira Macías Redondo ().