El valor de la marca territorio en la sociedad digitalizadaanálisis de la construcción y desarrollo de la Marca España (2012-2017)

Resum

This strategic image management of the territories began as a fundamentally tourist phenomenon, to establish its identity and entice visitors. This perspective has been overcome, to the extent that managers have realized the brand associated with a territory should surpass any purely tourist concerns, to achieve other more structural impotence, such as investors, students and even residents, to public strategies that should be considered as global levers to enrichment of a territory. This is the perspective from which the guiding thread of this doctoral thesis has been drawn: the management and communication of places based on the ability to utilise the developments of contemporary brand management. Thus, it has been demonstrated in the research, the territory brands have the capacity to play a fundamental strategic role to such an extent that many countries, cities and regions find it to be their greatest asset. Therefore, it is necessary to carry out a conscious and coherent management of the image of the territory, to generate a reputation or mutual trust that makes any type of interaction easier. Hence promoting the brand of a territory will not only benefit the producers but also subsequently all the members of that same territory. Throughout the study, we focused on the fundamental need to coordinate the actions of territorial brands in line with the country, highlighting the attributes in which it is defined to generate a better reputation. Within the context of the "Spanish Brand Project" an analysis of several of the most representative official activities has been carried out, classified within each territory brand management and it's selected best method for the application that intervene in the improvement of the Spanish Brand image. The main objective of this doctoral thesis is to perform an analysis of the construction and development of Spain as a brand from it's beginning in 2012 until 2017. Within this time frame, it is detailed in an orderly manner, the process of "Place Branding" employed by the Alto Comisionado de la Marca España (AMEC) where all the necessary stakeholders and channels are integrated to understand the value of territories as brands in the current digital world. To achieve this objective a theorical and conceptual scheme has been previously designated. Therefore, it is possible to highlight academic knowledge and professional practice from the perspective of branding. It has been necessary to deepen within the framework of theoretical reference, investigating the singularities of units with characteristics as specific as the countries. It relates to a complex environment in which a multitude of individuals intervenes to create conscious management of territorial outlook based on "Place Branding". A country's positive image benefits all its citizens which results in an increased interest for certain territories to foreign public. Throughout the investigation, we concentrated on the fundamental need of coordinating actions that make the territory brands in line with the country, highlighting the attributes that define it to generate better reputation. Within the context of the "Spain Brand Project" an analysis of several of the most representative official activities has been carried out. Classified within the territorial brand management and selected as the best method for the application of measures that intervene in the improvement of the image of the Spain Brand.