Análisis de estrategias para generación de valor de marca ciudad “Paipa estar aquí te hace bien”.

Abstract

Territorial marketing as a graphic element that can be used to generate economic and social development in a territory, can become a value generation tool for municipalities in Colombia that have ventured into this aspect in recent years, however, the creation of These brands, due to their public nature and whose interest is not focused on profitability but on the recognition and positioning of the territory, what is sought through this article is to review the strategies that have been carried out with the Paipa Brand "Be Here It Makes You Good”, in addition to advances that have been made in terms of generating brand value, framed in the importance of the internal client as a formula to give greater visibility and strengthen the brand identity with the aim of making it extensive internally. and captivate the external customer, in this case, tourists and visitors. Thus, the Paipa Brand has great potential for its use in positioning strategies, with which actions that link the community are proposed, because, although they were part of its creation, there has been no great participation of the community. in the positioning process, understanding that a territorial marketing strategy encompasses a number of components and that it is the population that must guide it towards the objective of any territorial brand, in this case, to position Paipa as a wellness destination