Marketing territorial como alternativa de posicionamiento para la marca Soy Boyacá

Abstract

One of the great territorial and regional wagers on a global scale, is the positioning of specific products and services that promote a broad and concrete vision, about not only the potential but also the experiences generated by territorial marketing for the department. Derived from this, the territorial brands have become a constant and important process of study and development in order to identify, exploit and promote the attributes that specify the different geographical areas around the world. Therefore, the importance of the territorial marketing strategy proposed by the department of Boyacá is highlighted. promoting the digital marketing strategy through the region brand with one of its two commercial slogans, which, for this matter, will be to "Soy Boyacá". From the field of territorial marketing, which provides key elements that allow promoting and positioning in the regional, national or international markets, both the territory and the brands that arise there, it is intended to promote a positive and modern image of the Boyacá department, which stimulate the socioeconomic development of this area. With the above, this article seeks to release how territorial marketing has been a key element to position the region brand "Soy Boyacá" and also, be a tool that allows demonstrating its impulse and applicability, through the brand region, to department companies.