EL VALOR DE LA MARCA CIUDAD COMO ELEMENTO DIFERENCIADOR Y GENERADOR DE UNA VENTAJA COMPETITIVA SOSTENIBLE

Abstract

Due to the growing competition between cities and increasing globalization every country, every region and every city around the world must compete constantly with every other for its share of the world’s consumers, tourists, , investors, entrepreneurs, residents, sporting events, cultural events, industries, global capital, etc. Even, they must compete for the attention and respect of the national an international media, of other governments, and the people of other countries. The increase in the competition between cities require them to adopt concepts and methods that have been used by private sector, such as market orientation, strategic management, marketing, human resources management, competitive advantage or a definition of a competitive image and brand, etc. With this new reality any responsible national, regional or local government knows that the city’s uniqueness needs to be identified, positioned and marketed in a way that reflects what is unique about it and how it differs from competing cities, and they need to manage it in an efficient way. The city’s image must be real, powerful, attractive and useful to get the city’s economics, politics and social goals and it must honestly reflect the spirit and will of its residents. The city’s image must be based on city’s identity, and it will be the basis of the creation of an efficient and powerful city-brand that will have far-reaching implications for significant decision made by target audiences.