City Branding: estudio de marca ciudad Riobamba 2023 desde las perspectivas gráficas, digitales y de posicionamiento

Abstract

This research approached the city branding of Riobamba in 2023, focusing on three dimensions: graphic identity, digital strategy and positioning. It aimed to analyze how the Riobamba city brand has developed and its impact on the promotion and positioning of the canton locally, nationally and internationally. During the first dimension, the study examined Riobamba's visual identity, including logo, colors and typography. These elements were evaluated in terms of their ability to reflect the history, culture and values of the city, as well as their consistency with the perception of its inhabitants and visitors. The second dimension analyzed the digital strategies employed to promote the city brand. The research explored the use of social networks and web platforms that seek to attract both tourists and potential investors. These digital strategies are essential to increase Riobamba's visibility and strengthen its image in an interconnected world. Finally, the third dimension focused on the positioning of Riobamba as a tourist destination and an attractive place to live and invest. We evaluated the impact of marketing campaigns and other promotional efforts on the perception of Riobamba as a city with opportunities for tourism, living and investment. The results revealed that, although Riobamba has made significant progress in its city branding strategy, it still faces significant challenges to consolidate itself as a solid and recognized city brand. The research concludes that a continuous process of review, feedback and improvement is needed at each stage of the brand's development. It is recommended to improve the graphic identity, optimize digital strategies and strengthen the positioning of the city, in order to consolidate Riobamba as a solid and recognized city brand.