Headnote
ABSTRACT
Porpuse: The project aims to comprehend City Marketing's role in positioning Bogotá as a brand through strategic implementation, targeting residents, tourists, and investors as key stakeholders in the city's branding process.
Theoretical framework: The research aims to analyze City Marketing in Bogotá, requiring explanation of basic concepts for reader comprehension. It distinguishes between city and marketing to explore their application, viewing the city as an organizational brand.
Method: The research consisted of five phases: descriptive analysis of secondary sources, analytical investigation with surveys, pilot test, fieldwork, and statistical analysis. A sample of 384 individuals was obtained from a population of 2,751,278, across strata 3, 4, and 5, in 10 out of 21 localities in Bogota, considering the highest population density.
Results and conclusion: Out of 384 surveyed, 74% don't recognize Bogota's image, 11% have seen it in a tourist site, and 15% are unsure. Additionally, city mayors confuse residents by associating slogans and promotional elements with the city brand. This indicates a divergence between the mayors and the Bogota city brand.
Implications of the research: City Marketing in Bogotá can boost tourism, benefiting residents with economic growth and cultural diversity through visitors. Additionally, it fosters a sense of belonging and promotes a positive image of the city, both among its residents and abroad.
Originality/value: The study seeks insights on City Marketing's impact on Bogota's brand among specific demographics, emphasizing understanding cities as brands to promote self-sufficiency.
Keywords: City, Brand, City Marketing, City Branding.
RESUMO
Objetivo: O projeto visa compreender o papel do City Marketing na posição de Bogotá como marca através de implementação estratégica, direcionando residentes, turistas e investidores como partes interessadas-chave no processo de marca da cidade.
Referencial teórico: A pesquisa visa analisar o City Marketing em Bogotá, exigindo explicação de conceitos básicos para compreensão do leitor. Distingue entre cidade e marketing para explorar sua aplicação, vendo a cidade como uma marca organizacional.
Método: A pesquisa consistiu em cinco fases: análise descritiva de fontes secundárias, investigação analítica com pesquisas, teste piloto, trabalho de campo e análise estatística. Uma amostra de 384 indivíduos foi obtida de uma população de 2.751.278, através de estratos 3, 4 e 5, em 10 de 21 localidades em Bogotá, considerando a maior densidade populacional.
Resultados e conclusão: Dos 384 entrevistados, 74% não reconhecem a imagem de Bogotá, 11% a viram em um local turístico e 15% estão inseguros. Além disso, os prefeitos confundem os residentes associando slogans e elementos promocionais à marca da cidade. Isso indica uma divergência entre os prefeitos e a marca da cidade de Bogotá.
Implicações da pesquisa: O City Marketing em Bogotá pode impulsionar o turismo, beneficiando os residentes com crescimento econômico e diversidade cultural através de visitantes. Além disso, promove um senso de pertencimento e uma imagem positiva da cidade, tanto entre seus residentes quanto no exterior.
Originalidade/valor: O estudo busca insights sobre o impacto do City Marketing na marca de Bogotá entre demografias específicas, enfatizando a compreensão das cidades como marcas para promover a autossuficiência.
Palavras-chave: Cidade, Marca, Marketing da Ciudade, Branding da Cidade.
(ProQuest: ... denotes formulae omitted.)
1 INTRODUCTION
In a constant pursuit and necessity of acquiring knowledge about the development of the Bogota city brand over the past 20 years, This research project seeks to understand the role of City Marketing in the Bogota brand as a management tool through the implementation of strategies that allow the identification of the city as a brand, achieving its positioning for residents, tourists, and investors, who are the main actors interacting in the city.
Cities adapt tools and strategies implemented in the business environment to satisfy visitors and residents. Thus, in developed countries the concept of marketing has been applied to the environment called city, defining itself as City Marketing, "The main purposes of marketing cities consist of responding to the needs of citizens and the activity of the region, and also improve in the short term the global quality of the town and its competitive position" (De Elizagarate 2003, p. 43; Rincón, 2010 p. 53).
In the case of the Bogotá city: In 1995, Antanas Mokus' campaign (the former mayor) was aimed at building a shared image of the city with the slogan "Bogotá Coqueta". These are the first signs of creating a sense of belonging and recognition on the part of the inhabitants of Bogotá as their city. It was followed by Mayor Enrique Penalosa who proposes to highlight the cold weather of Bogotá not as a negative aspect but as something positive, resulting in the name of his government "Bogotá 2600 meters closer to the stars". Finally, under the administration of Mayor Luis Eduardo Garzón, the first conscious brand strategy in the city was developed and it was called "And what do you know about Bogotá?" Creating an awareness of the need for competition in the city (Franco, I., 2011). From the foregoing, it is evident that the Bogotá brand has been very poorly developed throughout history.
In relation to the above, we can see that City Marketing allows to propose a chain of actions aimed at improving the quality of life of the actors involved in it, not only as mentioned in the previous concept applied to citizens, but also has an impact on tourists and investors. Utilizing tourism for economic growth and better quality of life, recognizing its pivotal role in local and global community development (Vuthisopon, Sampaio, & Boonnual, 2023). Seeking to achieve a sense of belonging and satisfaction of them for the city, in this case the Bogota brand.
Therefore, this research seeks to identify the foundations of City Marketing taken into account in the implementation process of the Bogota brand. Based on a descriptive research, information related to the perception of the city and the recognition of the Bogota brand was collected. For this reason, the research sets forth the following objectives in order to thoroughly investigate the identified study situation. Main objective: Identifying the role of City Marketing as a management tool for the Bogota city brand. Specific objectives: Identify the development of City Marketing within the creation and construction of the city brand. Then, Identify the promotional channels used by the Bogota Brand to communicate the strategy to different target audiences. Finally, Analyze how the implementation of City Marketing in building the Bogota brand has been perceived by city residents.
2 THEORETICAL FOUNDATION
The intricacies of urban expansion are multifaceted, shaped by various social, economic, and political factors, intertwined with economic development and urban governance (Veiga, & Veiga, 2023).. At present, some authors call conceptual fashions. Among them is urban marketing, which is interpreted as: "Urban strategic management, which leads to creating, designing and implementing promotional strategies, supported by advertising and communication campaigns and strategies for handling the call -image of the city- (Suarez, 2004; Alviz, 2015, p. 37). Based on the above, today many cities internationally are concerned about developing their image, for which they implement City Marketing strategies.
As examples of this, we have the New York case with "I Love New York". It is a strategy designed in the 70's to counteract the economic problems that this city faced. Another reference is Barcelona with its slogan "Barcelona make yourself beautiful", it is a strategy that had the purpose of undertaking a deep cleaning operation of the city to discover the secrets hidden under the dust and pollution. (Regalado, Castañeda, Rodríguez, Saavedra, 2009). On the other hand, Córdoba in Argentina used strategies that needed the support of the Economic Commission for Latin America and the Caribbean (ECLAC) and the government of Italy, in which the focus was educational and technological improvement. In the case of the city of Bogota, a strategy was consolidated in 2012 (City Marketing Strategy Committee, 2013. P. 7). Image 1 shows the evolution that the Bogota brand has had since the creation of its initial logo in 2010, and the modification it has had until 2014.
This research will focus on the new proposal, which has the specific objective of positioning Bogota internationally and making it a leading city in human development, attractive for creative talent, investment and tourism. The above affirms that City Marketing has become a tool that allows the implementation of strategies focused on highlighting the attributes, qualities and characteristics of a city.
2.1 CITY AND MARKETING
Cities are no longer just places of commercial activity. "Each community has to become a seller of products and services, an active marketer of its products and the value of its own site" (Kotler, P., 2004 p. 179). The city is a seller of products and services and, in turn, becomes a generator of value for your site. (Andrade, 2009). To himself, Puig, (2008) affirm that the city is a living organism, and for this reason it should be treated that way. Only sometimes does it manage to survive or develop harmoniously and other times it perishes, due to death (p.36). On the other hand, marketing "is a total system of business activities devised to plan products that satisfy needs, assign prices to them, promote them and distribute them to the target markets, in order to achieve the objectives of the organization" (Staton, W. Etzel, M. and Walker, B. 2004, p. 6), Hernández (2001). The essence of marketing is in the exchange relationship, defined as a connection of resources, people and activities oriented towards the creation and exchange of value for the market" (p.31). Finally, Kotler, and Armstrong, (2012) state that "it refers to the creation of value for the customer and the establishment of profitable relationships with consumers".
As stated by the previous authors, marketing is not only the satisfaction of needs through products and services, but it is also the generation of additional values in the moments of transaction and interaction with the client. This can be transferred to the idea of generating connection between people and cities. The city is seen as a product or service that offers benefits to a consumer.
2.2 CITY MARKETING AND CITY BRANDIG
City Marketing is described as a process of managing the resources of a city whose objective is to strengthen the acceptance of the elements of value that it incorporates, attending to the needs of the different public-objectives (Loreto & Sanz, 2005; Calvento & Colombo, 2009). Other authors refer to the city as a territory that must be studied, investigated, valued and promoted in order to achieve the objective of sustaining and stimulating local development, as a response to globalization. Thus, a force is sought based on the most local possible, on the most unique and identity, but with a global perspective (Aranda & Combariza, 2007) (Vogel, 2015). Cities, like any organization, need to have a strategic purpose, an aspiration that is fully shared, a goal that is clear (Martinez, 2004). "The marketing of cities implies the réévaluation and representation of the place in order to create and market a new image for cities, trying to create a competitive position in attracting and maintaining resources" (Benach, N., 2000, p 25).
City Marketing turns out to be a fundamental and very useful tool for the management of a city as a brand in order to identify all the attributes, benefits and needs that can be supplied and offered to the different audiences or actors involved in it through the best alternatives. It should be clarified that all cities, regardless of the application of City Marketing can be considered as a brand since each one has a reputation and recognition, whether positive or negative, it is the function of City Marketing to generate and identify all the strategies in order to have more positive aspects and thus contribute to the economic, social, cultural and other development of the city.
In other words, City Marketing can be a fundamental and very useful tool for managing a city as a brand. For this reason, Molina (2008) states that city marketing actions should be planned to take into account the internal and external public (table 1).
Romero (2010) raises the importance of being clear about city marketing objectives, since the application of more efficient and effective strategies depends on them to: increase the degree of knowledge of the city; develop, correct and take care of the internal and external image of the city; increase the attractiveness (cultural, economic, etc.) of the city; improve the satisfaction of the different target groups with the products and services offered by the city; increase the degree of identification of the target groups with the city; strengthen the economic situation of the city; improve the standard of living and increase employment; improve the competitive capacity of the city; and attract tourists and businessmen. Visitor numbers at tourist destinations aren't urgent; often measured by arrivals, overlooking online reviews' importance in gauging popularity. (Waruwu, et al., 2023). Likewise, Puig, (2008) shares the idea and affirms that the construction of an architectural symbol is of vital importance, with which the city identifies and feels comfortable.
That is, advertising from television, press, posters and billboards, film and radio, internet and direct marketing is used. For these media there is a diverse impact and effectiveness according to each target audience (Jobber, D., & Fahy, 2007 p. 361). Finally, "a City Marketing strategy seeks from its essence the relationship with its inhabitants, which has a positive impact on the results of its implementation". (Velasquez & Zuleta 2013, p. 9). For instance, municipal administrations implement specific favorable strategies to entice particular investments, attract skilled individuals, or draw specific businesses. (Boisen, et al, 2018; de Jong et al, 2021).
On the other hand, the concept of city branding is starting to gain importance, as cities recognize the significance of promoting themselves as a brand that extends beyond geographical boundaries. In some way, they must begin to establish a connection and position themselves as a city both with their residents and visitors, whether they are companies or individuals. Moreover, due to the increased intricacy in destination management, there is a necessity for effective tools to pinpoint opportunities and threats in each city (Kavaratzis, & Ashworth, 2006). In this regard, authors like Kavaratzis, (2004); explore the idea of defining branding in the context where cities are seen as brands and can be referred to as city branding. In this way, it is possible to define the city brando as drives economic policy and fosters resident identification with their city, facilitating development and connection (Kavaratzis, 2004).
The above opened the way for some research where the aim is to study the application of city branding from online and offline perspectives. They seek to understand the perception that visitors have of cities and whether they seek information online or offline (Paganoni, 2012; Molina, et al, 2017). City branding encompasses a range of efforts aimed at crafting a favorable image of the city and disseminating it among diverse audiences through visual elements, storytelling, and local and global events, aiming to gain a competitive edge against other cities. On the other hand, research such as that of Vanolo, (2008); Boisen et al., (2018), is also proposed, where the focus of the study is on measuring city branding, shapes a positive city image, spreading it through visuals, stories, events to gain competitive advantage.
3 METHODOLOGY
The development of the research is descriptive, which includes the processes of "description, registration, analysis and interpretation of phenomena." (Tamayo, M. 2004, p. 46) In addition, it has a qualitative and quantitative approach, whose objective is to achieve a more precise and in-depth perspective. Likewise, the research is composed of three phases: In the first, a literature review is carried out. In the second phase, primary information is collected through the survey, which is made up of 3 sections: Perception of the city, Image of the city and City marketing; and there are 18 questions applied in a population that will be highlighted and explained later. Finally, in the third phase, the creation of interpretive diagrams of the collected information was carried out by applying the SPSS and Excel programs.
3.1 SAMPLING
For the definition of the sample size, DANE data were taken from the population projections according to Locality, which had a filter by age and gender, yielding as a result of 4,527,213 inhabitants, Population between 20 and 54 years of the localities of Bogota with higher population strata 3, 4 and 5.
Below the Table 3, is evidence of Summary Population from 20 to 54 years old Men and Women of the Localities with the highest population of strata (socioeconomic levels) 3, 4 and 5.
Population to which the following formula applies:
Formula 1 Formula for the calculation of sample size with finite populations.
... (1)
Source: Statistics and Sampling, Thirteenth Edition, Martinez, C. 2012. p. 306
Once the sample size has been defined, it is evident the number of people to be surveyed by stratum.
Description of the formula
Values to estimate: n =?, E = 5% (degree of precision or error), Z = 1.96 (magnitude of the normal distribution table for 95% reliability and 5% error), N = 2,751 .278, p = 0.50 (positive variability. The maximum variability is assumed, since there are no antecedents of similar studies in the city of Bogota), q = 0.50 (negative variability = 1 - p)
Formula 2: Calculation sample finite population
... (2)
Once the sample size has been defined, it is evident the number of people to be surveyed by stratum.
4 RESULTS AND DISCUSSION
Next, a description of the population in which the information was collected is made.
The previous Tables 5, 6 and 7 are the summary of the number of people surveyed for each of the demographic characteristics defined for this sample, of which 50.8% belonged to stratum 3, 51.8% were men and 88.5% residents of the city of Bogota. It is evident that the highest proportion of people surveyed were residents of stratum 3. This is related to the information initially obtained for the sample and the demographic characteristics with greater relevance among the actors of the city of Bogota are defined.
In the applied survey it was evidenced that with respect to one of the specific objectives pursued by the Bogota brand, "to contribute to the generation of a positive collective imagination that generates appropriation of its citizens by Bogota". The residents of the city, both men and women consider it as a place of opportunities, this being a positive factor that would not prevent it in any way if the brand were to become known a little more. In the same way, the following shows the tourist places of the city that they consider to represent the city- ' by the respondents (table 8)
In table 8 we can see the preference that each of the respondents has. They had to order from 1 to 10 the tourist places that most represent the city. Monserrate was the flagship place and it represents the city with the greatest difference from the others. Based on the same table, where the preference and remembrance that respondents (residents, tourists and investors) had by gender was identified in front of the most important tourist site in the city for them, in relation to brand image it can be seen that of 384 people surveyed, only 26% (100 people) recognize this as the image of Bogota. And 11.46% claim to have seen the image in the tourist sites that were mentioned in question # 6 of the information collection instrument. The remaining 56 people, although they recognize it, have not seen it in any of the tourist sites.
The slogans considered in the survey have been proposed for the different administrations of the mayors. Although the slogan that has had the greatest memory has been "Bogota 2600 meters closer to the stars", it is not a very distant concept from the current Bogota brand slogan "Bogota a city of height". Once again, the height of Bogota is highlighted as something positive. It is important to mention that when observing the table it is evident that only 13% of the respondents are struck by this slogan. 32% of the population qualify the management carried out for the knowledge of the slogan as "regular", since, as mentioned above, the Bogota brand is neglecting internal audiences, although the information has emerged from them to be able to build the Bogota brand.
Publicizing the brand on tourist sites is extremely important. In addition, 60% of respondents suggested the use of television as the main means of communication to transmit messages about the brand, and the press in 11% being a very good option since there are currently all kinds of newspapers distributed in the streets and that in some way could help the brand to begin to be more recognized by the residents of Bogota. Next, it is possible to identify in question 16 of the questionnaire, the order of importance of some aspects that are generated with city marketing strategics, in a city brand.
Respondents believe that when building a city brand, the opinion of residents is more important, confirming this with 33%.
Respondents consider that government entities should be mainly involved in the process of building the city brand. They also mentioned that the Bogota mayor's office is not far from the perception that many already have that it is directly involved in the construction of the current brand, although it is the District Tourism Institute and the Chamber of trade of Bogota.
5 CONCLUSIONS
People will begin to awaken a sense of belonging to the city. In this way they will be able to convey a positive image of Bogota. That is the goal of City Marketing. In addition, it should not be forgotten how important it is to take into account that good management from within (that is, from residents) would contribute to reaffirming those concepts and other positive characteristics that it seeks to show to foreign countries.
It is identified that good use is not made of the promotion tools of the city brand in Bogota, since it is not visible in the main tourist sites of the city. This happens because the District Tourism Institute (IDT), which is the leader of the Bogota brand, has mainly focused its efforts on projecting the brand to foreign countries, and on the recognition of the brand in the most important tourism fairs in the world. As mentioned in the statement of the problem, it is evident that people confuse the Bogota brand with the slogans, images and other promotional elements of the different city administrations since they believe that the mayors are the ones who decide to create a city brand.
Respondents believe that when building a city brand, the opinion of residents is more important, since they are the ones who ultimately make all positive characteristics credible to other actors in the city (tourists and investors). This is confirmed with the answer where 33% of those surveyed believe that the greatest impact that the application of City Marketing can bring in the city of Bogota is greater incentives for Tourism. This is thought as a benefit for residents, since the fact that foreigners visit the city generates a constant movement and growth of the economy, in addition to allowing them to get to know other cultures.
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