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La cita con el destino para el futuro de la marca Ciudad Juárez

Author

Listed:
  • Carlos O. Irigoyen

    (ITESM-Ciudad Juárez)

Abstract

El tema del desarrollo de marca; definiendo la personalidad y la vocación de la región, ha sido una revolución constante en la rica historia de Paso del Norte o Ciudad Juárez. Un gran reto, desde el punto de vista marca ciudad es analizar si hay incluso primero un desarrollo de marca; no puede haber un correcto mercadeo de la ciudad sin la provisión de una marca que sustente el dinamismo para promover la imagen e identidad del lugar. Ciudad Juárez se conmovió al ser declarada oficialmente el 12 de diciembre de 2015 como parte de la agenda de la Visita Papal en febrero 2016 a México; la cita con el destino, el miércoles 17 de febrero del 2016. El efecto que debe tener una visita de alto impacto -como la del Papa Francisco- deberá ser la de abonar elementos para la consolidación de la marca ciudad y no centrarse en brindar de forma cerril componentes que restan argumentos en la construcción de una imagen pública del lugar.

Suggested Citation

  • Carlos O. Irigoyen, 2017. "La cita con el destino para el futuro de la marca Ciudad Juárez," Nóesis. Revista de Ciencias Sociales y Humanidades, Nóesis. Revista de Ciencias Sociales y Humanidades, vol. 26, pages 152-178, 52.
    • Handle: RePEc:cjz:noesis:752
    Note: none
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    File URL: http://open-apps.uacj.mx/RePEc/cjz/noesis/752.pdf
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    References listed on IDEAS

    as
    1. Kazançoğlu, İpek & Dirsehan, Taşkın, 2014. "Exploring Brand Experience Dimensions for Cities and Investigating Their Effects on Loyalty to a City," Business and Economics Research Journal, Uludag University, Faculty of Economics and Administrative Sciences, vol. 5(1), pages 17-37, January.
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    Cited by:

    1. Torres Zamudio, Marleny & González Castro, Yolanda & Manzano Durán, Omaira, 2021. "Methodological elements to design a city branding with the use of grounded theory," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).

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    More about this item

    Keywords

    Mercadeo de la ciudad; marca ciudad; visita papal; Juárez; Su Santidad;
    All these keywords.

    JEL classification:

    • Z10 - Other Special Topics - - Cultural Economics - - - General

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