Abstract

HERRERA, Vianney Dessire; CHAVEZ, María Gabriela  and  TRAVEZ, Luis Felipe. Territory brand as a competitive strategy. Positioning of Gonzanamá in the local and regional market. Ñawi [online]. 2023, vol.7, n.2, pp.177-192. ISSN 2588-0934.  https://doi.org/10.37785/nw.v7n2.a10.

Today, the term "brand" does not refer only to the presentation of a product or service. Now the geographic areas are also being added, since their development is becoming fundamental to publicize the attributes of the cities, promoting the sector's economy. For the present project, Gonzanamá (Loja, Ecuador), is taken as a case study. It has important productive activities, but its influence does not transcend the province, so it has the need to increase its presence in the local, regional and national market. The objective is to design a territorial brand to position Gonzanamá as the livestock canton in the south of the country, defining features, analyzing the needs of the audience, which are mainly its inhabitants, to subsequently build the brand and establish a marketing strategy, allowing to identify and promote the brand to present its tangible and intangible assets and compete more vigorously in the market.

Keywords : Cities; strategy; Gonzanamá; brand; branding methodology; positioning.

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