Municipality-Brand: a critical review

Abstract

The little information that exists about the concept of municipality-brand and its construction process justifies this critical review. In this sense, the document is based, on its conceptual framework, on brands linked to geographical areas such as country-brand, destination-brand, place-brand and territory-brand. The previously exposed tackles the objective of this article: to delimit a conceptualization and propose a construction methodology for the municipality-brand. The methodology used for this research was based on the Delphi method, which contributes to this document an analysis from the point of view of a group of five experts, who give opinions in the applied instrument about their perceptions and knowledge related to the municipality-brand. Therefore, the different conceptualizations of geographical brands as well as their construction models were also analyzed. In the conclusions, note that Mexico does not have a brandmunicipality and this is a comprehensive planning tool, which protects the identity of the municipality and seeks to support the territorial and endogenous development of the municipality, therefore, its construction methodology must be based on a totally inclusive process.