Title

Brand Architecture: Strategy for the Development of a City Brand

DOI

https://doi.org/10.1007/978-3-030-76935-2_4

Document Type

Conference Proceeding

Publication Date

1-1-2021

Publication Title

Springer Proceedings in Business and Economics

Abstract

The objective of this research is to identify the importance of brand architecture during the process of creation and conception of the Bogotá city brand, leveraged on theoretical bases that allow having one’s own knowledge of the important concepts to take into account during the development of the brand, which allow us to understand the relationship of these concepts with the final research material that is the Bogotá brand. It is important to be able to identify which are the key moments and tools that must be taken into account when building a city brand and to be able to recognize if these were really applied during the conception of the Bogotá brand, understanding that they are key tools for achieving a product that seeks to have its own identity.

First Page

24

Last Page

32

ISSN

21987246

ISBN

9783030769345

Identifier

85125317648 (Scopus)

Documento original

Compartir

COinS