Estudio para la creación de una marca ciudad con City Branding en la Ciudad de Tunja

Abstract

This research work has been carried out with the objective of identifying how to achieve, through a City Branding strategy, the recognition and positioning of the city of Tunja and everything related to it. Since it is presented as a hypothesis that the city brand does not play an important role in the representation of the city with little participation and identification on the part of citizens and abroad, being implemented incorrectly, not complying with the reason and objective of its creation.

This thesis seeks to analyze the different contexts of the city of Tunja such as cultural, social, political and economic, in order to characterize the city and its inhabitants; With this, to analyze if the current city brand is represented by all that are these contexts and thus analyze the level of positioning that the brand presents in the inhabitants of the city.

So then, depending on the results, a graphic proposal will be generated for the city of Tunja brand which is in accordance with its value and gives meaning to everything that it wants to communicate from the hand of a city brand manual that will serve as a guide for their implementation by the tunjanos at the time of promoting themselves in the different sectors of the city's economy.

Generating an impact and positioning in citizens, in which they feel the representation that must be given in order to be shown and exhibited abroad, encouraging tourism and other sectors that could be strengthened with this.