Propuesta de marca – territorio ciudad de Jipijapa, mediante de la gestión y comunicación visual en la organización de eventos turísticos. Caso: Festival gastronómico.

Abstract

Abstract

 Nowadays, brand management not only applies to the business and commercial area, but has branched out to the localities, creating a territorial brand in order to fill that need to be different and demonstrate it to the world with an offer of goods and services that form part of the differentiating element of towns and cities. For the aforementioned it is important to design an identity, thus causing the territories to be more competitive with the world.

The city of Jipijapa in the province of Manabí, has many attractions in the field of tourism, as well as gastronomy, rich in natural and cultural resources, but with the particularity of being not so well known, for this reason the need to make a proposal of the territory brand image arises, which allows highlighting the particularities of the place, making it attractive to its visitors, being the factors considered: its emblematic places, gastronomy, its climate and its culture. This will allow a sense of belonging to be generated in the people from Jipijapa and thus making them the main communicators of the brand.