Vol. 7 No. 2 (2023): JULY[DOI:10.37785/nw.v7n2] Territory brand as a competitive strategy. Positioning of Gonzanamá in the local and regional market Article Sidebar Text Complete: PDF (Spanish) MHT (Spanish) Published: 2023-07-15 DOI: https://doi.org/10.37785/nw.v7n2.a10 Keywords: Cities, strategy, Gonzanamá, brand, branding methodology, positioning Main Article Content Vianney Dessire Herrera Escuela Politécnica Superior del Litoral , Escuela Politécnica Superior del Litoral https://orcid.org/0009-0003-9410-6761 María Gabriela Chávez Escuela Politécnica Superior del Litoral , Escuela Politécnica Superior del Litoral https://orcid.org/0009-0000-2314-5243 Luis Felipe Trávez Escuela Politécnica Superior del Litoral , Escuela Politécnica Superior del Litoral https://orcid.org/0009-0001-1934-2022 Abstract 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. DOWNLOADS Download data is not yet available. Article Details How to Cite Herrera Castillo, V., Chávez León, M. G., & Trávez García, L. F. (2023). 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Issue Vol. 7 No. 2 (2023): JULY[DOI:10.37785/nw.v7n2] Section ARTICLES This work is under a Licencia Creative Commons Atribución-NoComercial 4.0 Internacional. Comments and suggestions on the article Managing Director Jorge Polo Blanco, PhD. polo@espol.edu.ec ESPOL - FADCOM Executive Director Nayeth Solorzano, PhD. nsolorza@espol.edu.ec ESPOL - FADCOM
