Dimensiones de la Marca Ciudad Sancti Spíritus
Fecha
2020
Autores
Domínguez Valdivia, Lisset
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
Este estudio posee como objeto la determinación de las dimensiones que componen la Marca Ciudad Sancti Spíritus Los referentes alrededor del tema se concentran en el ámbito anglosajón, aunque existen investigaciones avanzadas en América Latina, donde se resaltan otras posturas que se afilian al establecimiento de estrategias de branding en función de su desarrollo. En Cuba no existen referentes directos, solo algunas aproximaciones, entre las que se encuentran las bases teóricas para diseñar la Marca Territorio Villa Clara y la Campaña por el 200 Aniversario de Cienfuegos. Además de las estrategias de comunicación para los aniversarios 505 de Remedios, Camagüey y Santiago de Cuba. Como caso más ilustrativo se referencian además los esfuerzos asociados al Aniversario 500 de la Villa de San Cristóbal de La Habana, donde lo generado en función de la marca tuvo un impacto positivo, a través del cual se revitalizó la ciudad y se fortaleció el reconocimiento de esta a nivel nacional e internacional.
Para el desarrollo del estudio se empleó una metodología mixta, con un enfoque predominantemente cuantitativo. Se proyectó el estudio de caso como estrategia de investigación y se utilizaron muestras grises, probabilísticas y de sujetos tipo. Con ello fue posible determinar que los elementos más significativos de la Marca Ciudad Sancti Spíritus son la gente (people) y el lugar (place). El informe que se presenta cuenta con los capítulos teórico, metodológico y un apartado de resultados y discusión, además de conclusiones y recomendaciones.
The purpose of this study is to determine the dimensions that make up the City Brand Sancti Spiritus. The references around the subject are concentrated in the Anglo-Saxon field, although there are advanced investigations in Latin America, where other positions that are affiliated to the establishment of brand based on its development. In Cuba there are no direct references, only some approximations, among which are the theoretical bases to design the Villa Clara Place Brand and the Campaign for the 200th Anniversary of Cienfuegos. In addition to communication strategies for the 505th anniversaries of Remedios, Camagüey and Santiago de Cuba. As a more illustrative case, reference is made to the efforts associated with the 500th Anniversary of the Villa de San Cristobal de La Habana, where the generator based on the brand had a positive impact, through which the city was revitalized and recognition was strengthened of this at national and international level. For the development of the study, a mixed methodology was used, with a predominantly quantitative approach. The case study was projected as a research strategy and gray, probabilistic, and type subject samples were used. With this it was possible to determine that the most significant elements of the Sancti Spiritus City Brand are the people (la gente) and the place (el lugar). The report that is presented has the theoretical and methodological chapters and a results and discussion section, as well as conclusions and recommendations.
The purpose of this study is to determine the dimensions that make up the City Brand Sancti Spiritus. The references around the subject are concentrated in the Anglo-Saxon field, although there are advanced investigations in Latin America, where other positions that are affiliated to the establishment of brand based on its development. In Cuba there are no direct references, only some approximations, among which are the theoretical bases to design the Villa Clara Place Brand and the Campaign for the 200th Anniversary of Cienfuegos. In addition to communication strategies for the 505th anniversaries of Remedios, Camagüey and Santiago de Cuba. As a more illustrative case, reference is made to the efforts associated with the 500th Anniversary of the Villa de San Cristobal de La Habana, where the generator based on the brand had a positive impact, through which the city was revitalized and recognition was strengthened of this at national and international level. For the development of the study, a mixed methodology was used, with a predominantly quantitative approach. The case study was projected as a research strategy and gray, probabilistic, and type subject samples were used. With this it was possible to determine that the most significant elements of the Sancti Spiritus City Brand are the people (la gente) and the place (el lugar). The report that is presented has the theoretical and methodological chapters and a results and discussion section, as well as conclusions and recommendations.
Descripción
Palabras clave
Marca Ciudad, Dimensiones, Ciudadanía, Administraciones Públicas, City Brand, Dimensions, Citizens, Public Administrations