Marca Paipa : marketing territorial y posicionamiento del bienestar

Abstract

Territorial marketing as a strategy of differentiation in the market, arises from a process of study of the economic, social and cultural agents who are within the territory and who influence the process of creative development of a brand. In Paipa it was identified that it is not possible to highlight a single attribute of the territory, for which the brand “Paipa be Here you do well"; was created and its nine pillars, whose characteristics are represented graphically with 9 icons: the smile that is the most characteristic element of the well-being that Paipa offers, the gastronomy identified with the Paipa Cheese, the nature with the Espeletia Paipana species of autochthonous frailejón, also the thermalism, agroindustry, history, culture, investment, sport and sense of belonging. Having said that, the aim is to reflect on the relevance of the creation and implementation of the Brand in the territory, with respect to marketing studies and trends in the tourism market based on the potential of the municipality, with the aim of making readers aware of the importance of a territorial brand and how it can be a very useful tool to enhance the local economic development of the different territorial entities reflecting on the welfare of their inhabitants.