CITY BRANDING AS A DETERMINING FACTOR FOR CITY MARKETING

Abstract

Porpuse: The project aims to comprehend City Marketing's role in positioning Bogotá as a brand through strategic implementation, targeting residents, tourists, and investors as key stakeholders in the city's branding process. Theoretical framework: The research aims to analyze City Marketing in Bogotá, requiring explanation of basic concepts for reader comprehension. It distinguishes between city and marketing to explore their application, viewing the city as an organizational brand. Method: The research consisted of five phases: descriptive analysis of secondary sources, analytical investigation with surveys, pilot test, fieldwork, and statistical analysis. A sample of 384 individuals was obtained from a population of 2,751,278, across strata 3, 4, and 5, in 10 out of 21 localities in Bogotá, considering the highest population density. Results and conclusion: Out of 384 surveyed, 74% don't recognize Bogotá's image, 11% have seen it in a tourist site, and 15% are unsure. Additionally, city mayors confuse residents by associating slogans and promotional elements with the city brand. This indicates a divergence between the mayors and the Bogotá city brand. Implications of the research: City Marketing in Bogotá can boost tourism, benefiting residents with economic growth and cultural diversity through visitors. Additionally, it fosters a sense of belonging and promotes a positive image of the city, both among its residents and abroad. Originality/value: The study seeks insights on City Marketing's impact on Bogotá's brand among specific demographics, emphasizing understanding cities as brands to promote self-sufficiency.