Brand Architecture: Strategy for the Development of a City Brand

Sandra Milena Sánchez Cárdenas (), Diego Andrés Álvarez Oliveros (), Néstor Fabián Díaz Huertas () and Jose Armando Deaza Ávila ()
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Sandra Milena Sánchez Cárdenas: Cooperative University of Colombia
Diego Andrés Álvarez Oliveros: Cooperative University of Colombia
Néstor Fabián Díaz Huertas: La Salle University
Jose Armando Deaza Ávila: La Salle University

A chapter in Advances in National Brand and Private Label Marketing, 2021, pp 24-32 from Springer

Abstract: Abstract The objective of this research is to identify the importance of brand architecture during the process of creation and conception of the Bogotá city brand, leveraged on theoretical bases that allow having one’s own knowledge of the important concepts to take into account during the development of the brand, which allow us to understand the relationship of these concepts with the final research material that is the Bogotá brand. It is important to be able to identify which are the key moments and tools that must be taken into account when building a city brand and to be able to recognize if these were really applied during the conception of the Bogotá brand, understanding that they are key tools for achieving a product that seeks to have its own identity.

Keywords: Brand architecture; Brand; Brand management; City brand (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-76935-2_4

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DOI: 10.1007/978-3-030-76935-2_4

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