Publication: Modelos de gestión de marca y su aplicación en el ámbito de las ciudades
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2017-03-07
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Universidad Complutense de Madrid
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Abstract
El presente trabajo de investigación pretende ser una aportación teóricopráctica sobre el estado actual del estudio de la gestión de la marca ciudad en el siglo XXI intentando aportar claridad en todos los niveles y siendo el principal objetivo la construcción de las bases de un modelo integrador de todas las acciones llevadas a cabo por una ciudad para posicionar estratégicamente su marca. Una vez realizada una extensa revisión de la literatura en torno al concepto y gestión de la marca ciudad, se estima necesario recurrir a los conceptos teóricos y prácticos provenientes de la comunicación y el marketing para tomar una base sobre la que construir el modelo. Ante la falta de consenso de los diferentes autores consultados sobre si las premisas de gestión de la marca producto o corporativas son más adecuadas para ser extrapoladas a la gestión de marcas de ciudad, se decide recurrir a las tendencias actuales en la gestión de marcas ciudad en general y de marcas en particular observando que el concepto de capital de marca o brand equity ha tomado cada vez mayor importancia tanto desde el punto de vista financiero como de gestión. Sentadas estas bases, la investigación propiamente dicha, utilizando como técnica de exploración un panel Delphi, trata de clarificar las discrepancias existentes entre los distintos autores consultados en la revisión de la literatura, validar cuáles son los modelos de gestión de marca y en concreto, en capital de marca, más utilizados y su aplicación en ciudades. Los resultados de este estudio determinan que en efecto no existe un modelo integral de gestión de la marca ciudad; que los modelos de gestión de marca producto o corporativo pueden extrapolarse en su aplicación a las ciudades sin indicar si los primeros son o no más propios para tales efectos; que el modelo de capital de marca del profesor Kevin L. Keller es apto para su aplicación en ciudades pero que ha de ser adaptado parcialmente. Finalmente, siguiendo las premisas marcadas por los diferentes expertos y las conclusiones del estado de la cuestión, la investigación concluye con una propuesta de modelo de gestión de marca integral para la ciudad.
The present research work intends to be a theoretical and practical contribution on the current status of the study of city brand management in the XXI century, trying to bring clarity at all levels. The principal objective is to build the bases of an integrative model of all actions performed by a city to position its brand strategically. Once performed an extensive review of the literature about the concept of the city and its management, it is considered necessary to use the theoretical and practical concepts from marketing and communication to build the model using them. Due to the lack of consensus among all the consulted authors, on the assumptions about the acceptance of the premises of city brand management, it is decided to use current trends in city brand management in general and current trends in brand in particular, observing that the brand equity concept is increasingly important from the financial and management points of view. Taking these bases for granted, the research itself, using as an exploration technique a Delphi panel, intends to clarify the discrepancy between the different consulted authors in the revision of the state of the art to validate which are the most used models in both brand management and brand equity and its application to the cities. The results of this research state that there is no comprehensive city brand management model; state that all brand product or brand corporate management models can be extrapolated in their application to cities, without indicating whether they are suitable or not and; also state that the brand equity model of professor Kevin L. Keller is suitable to be used in cities but only partially. Finally, following the premises marked by the different experts and the conclusions about the state of work, this research ends with a comprehensive proposal of a city brand management model.
The present research work intends to be a theoretical and practical contribution on the current status of the study of city brand management in the XXI century, trying to bring clarity at all levels. The principal objective is to build the bases of an integrative model of all actions performed by a city to position its brand strategically. Once performed an extensive review of the literature about the concept of the city and its management, it is considered necessary to use the theoretical and practical concepts from marketing and communication to build the model using them. Due to the lack of consensus among all the consulted authors, on the assumptions about the acceptance of the premises of city brand management, it is decided to use current trends in city brand management in general and current trends in brand in particular, observing that the brand equity concept is increasingly important from the financial and management points of view. Taking these bases for granted, the research itself, using as an exploration technique a Delphi panel, intends to clarify the discrepancy between the different consulted authors in the revision of the state of the art to validate which are the most used models in both brand management and brand equity and its application to the cities. The results of this research state that there is no comprehensive city brand management model; state that all brand product or brand corporate management models can be extrapolated in their application to cities, without indicating whether they are suitable or not and; also state that the brand equity model of professor Kevin L. Keller is suitable to be used in cities but only partially. Finally, following the premises marked by the different experts and the conclusions about the state of work, this research ends with a comprehensive proposal of a city brand management model.
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Comunicación Audiovisual y Publicidad I, leída el 01-02-2016