ESTUDIO DE POSICIONAMIENTO DE LA MARCA CIUDAD "PORTOVIEJO NACE DE TI" COMO HERRAMIENTA DE PROMOCIÓN Y SU IMPACTO COMUNICACIONAL EN LOS CIUDADANOS PORTOVEJENSES

Abstract

The city brand "Portoviejo Nace de Ti", have as a priority make visible the image of the territory, either to attract investment, tourists or simply to project identity to its inhabitants. The study aims to provide a global approach on the construction of the image of the city brand, analyzing the marketing tools applied to the management of cities, through literature review and survey application to citizens living in Portoviejo. The research determined that the inhabitants mostly identify the city brand, however, others relate it to other elements. Today the city brand projects pride, positivism, optimism and leadership to its citizens, transmitting them confidence, motivating them to change their attitude and raising their self-esteem.