Resumen

FUENTES MARTINEZ, Sandra I. Communication Management Systems. Signo pensam. [online]. 2007, n.51, pp.80-97. ISSN 0120-4823.

During the last decades, brand management has increased to become a topic of compulsory discussion among local and national governments, as well as among private and public organizations. This new aspect of management is of great importance, since if well planned, it may reveal important achievements in the competitiveness and image of cities and countries. Therefore, the purpose of this paper is to approach the concept of integral branding from the perspective of a communication management system comprising three sub-systems: management environment, brand structuring, and link construction.

Palabras clave : city branding; city marketing; identity and image; brand management system; organizational communication.

        · resumen en Español     · texto en Español     · Español ( pdf )