Publication: Ciudad y comunicación: análisis de la notoriedad de marca del distrito cultural y creativo “CQart” entre el público local del Leicester, Reino unido
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2019
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Abstract
Esta investigación pretende realizar un análisis del caso del distrito cultural y creativo situado en Leicester (Reino Unido), el CQart, para determinar cómo se ha construido alrededor de él una marca y cómo esta se comunica al público local en aras de fidelizarlo. En concreto, se estudia la notoriedad de marca entre el público local de dicho distrito, tanto espontánea como sugerida. Para ello, se ha realizado un conjunto de entrevistas semiestructuradas a expertos en industrias creativas y culturales y expertos en los efectos de estas en las ciudades. Igualmente, se ha analizado el caso del CQart y, para determinar su notoriedad de marca, se ha aplicado la técnica conclusiva, estructurada, directa y cuantitativa de la encuesta.
A partir de los resultados obtenidos, se ha consolidado la idea de que, aunque la gestión de marca en destinos y lugares se asocia tradicionalmente al aumento del turismo, lo que se pretende en estos distritos cuando se gestiona su comunicación en aras de construir una imagen de marca es más bien legitimarlos ante la sociedad, posicionarlos como un bien público con valor cultural, creativo, patrimonial y económico y, por supuesto, como espacios en los que desarrollar turismo cultural; pero un turismo cultural que ha de ser sostenible. Igualmente, se ha verificado la importancia de que las industrias creativas y culturales de estos entornos trabajen de forma conjunta en la elaboración de eventos, actividades y festivales, los cuales se erigen como catalizadores dentro de los distritos culturales y creativos.
The aim of this research is to carry out a case of study of the cultural and creative quarter located in Leicester (United Kingdom), the CQart, in order to determine how a brand is built around it and how it is communicated to the local public increasing the engagement with it. In this sense, the CQart brand awareness, both spontaneous and suggested, is studied in the aforementioned public. With this purpose, a series of semi-structured interviews have been conducted with experts in creative and cultural industries and in their effects on cities. Moreover, the case of CQart has been analysed and, in order to determine its brand awareness, the conclusive, structured, direct and quantitative survey technique has been applied. Based on the results obtained, some ideas have been consolidated. In this manner, although city branding and place branding techniques are traditionally associated with an increase in tourism, “district branding” management should be considered in order to build a brand image in the citizenry for legitimizing these areas socially. Besides, “district branding” is interesting in order to position these quarters as a public good with cultural, creative, patrimonial and economic value and, of course, as spaces in which to develop a sustainable cultural tourism. Furthermore, through these results, the importance of making creative industries and cultural institutions work together in these quarters has been verified. For instance, their collaboration is needed in order to develop joint activities, events and festivals, which are erected as catalysts in cultural and creative districts.
The aim of this research is to carry out a case of study of the cultural and creative quarter located in Leicester (United Kingdom), the CQart, in order to determine how a brand is built around it and how it is communicated to the local public increasing the engagement with it. In this sense, the CQart brand awareness, both spontaneous and suggested, is studied in the aforementioned public. With this purpose, a series of semi-structured interviews have been conducted with experts in creative and cultural industries and in their effects on cities. Moreover, the case of CQart has been analysed and, in order to determine its brand awareness, the conclusive, structured, direct and quantitative survey technique has been applied. Based on the results obtained, some ideas have been consolidated. In this manner, although city branding and place branding techniques are traditionally associated with an increase in tourism, “district branding” management should be considered in order to build a brand image in the citizenry for legitimizing these areas socially. Besides, “district branding” is interesting in order to position these quarters as a public good with cultural, creative, patrimonial and economic value and, of course, as spaces in which to develop a sustainable cultural tourism. Furthermore, through these results, the importance of making creative industries and cultural institutions work together in these quarters has been verified. For instance, their collaboration is needed in order to develop joint activities, events and festivals, which are erected as catalysts in cultural and creative districts.
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