Marca territorial como instrumento de identidad y competitividad en las empresas del departamento de Boyacá: caso de éxito “café cultura”

Abstract

In this document, the reflection corresponding to the business practice developed in the Business Development Secretary will be carried out, with the implementation of the territorial marketing strategy in the Region Brand and its commercial slogan "SOY BOYACA". Territorial brands have allowed the positioning of cities, regions and countries with images steeped in history, qualities, opportunities, and tradition at a national and international level. As a result, there’s an association created between the territories and markets, experiences, and products.

Therefore, this article seeks to expose the results obtained throughout the practice and, in addition, highlight the importance of the implementation of Territorial Marketing strategies as a competitiveness tool in the companies of the Department of Boyacá, also to know how digital marketing has adapted to the concept of territory, to provide regions with a preponderant space in world markets, changing the conception of seeing a territory as a geographical point to an active and dynamic subject in the new identity economy. In the same manner, it seeks to present the analysis of the results contemplated in the second period of 2019, based on the success story of the company “Café Cultura”.