{"id":3886,"date":"2016-01-13T13:16:21","date_gmt":"2016-01-13T12:16:21","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=3886"},"modified":"2020-06-22T11:38:51","modified_gmt":"2020-06-22T09:38:51","slug":"place-branding-estrategias-marketing","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/place-branding-estrategias-marketing\/","title":{"rendered":"\u00bfDe d\u00f3nde dices que eres? Place Branding"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-4023418994\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/place-branding-estrategias-marketing\/\" data-essbisPostTitle=\"\u00bfDe d\u00f3nde dices que eres? Place Branding\" data-essbisHoverContainer=\"\"><p>Captar inversiones, turismo, eventos deportivos y culturales&#8230; y cualquier actividad que consider\u00e9is positiva para el lugar donde resid\u00eds forma parte de una competencia feroz entre ciudades, pa\u00edses\u2026 \u00a1y hasta pueblos vecinos! Y no, no me refiero a Villarriba y Villabajo.<\/p><div class=\"blogs-contenido\" id=\"blogs-2136930776\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<p>Para lograr el \u00e9xito, en un entorno global de amplia oferta, el lugar aspirante ha de tener unas caracter\u00edsticas bien definidas y diferenciales; que se puedan identificar de forma clara y sencilla y que aporten siempre un valor a\u00f1adido. Y siempre potenciando, no simplificando, el patrimonio y autenticidad.<\/p>\n<p>La marca de una ciudad, igual que la de un producto, entra en el juego de ser la elegida, la relevante, la que todos tenemos en mente. As\u00ed que necesitamos crear una idea central clara que se vincule a los elementos deseables del lugar y que as\u00ed sea inmediatamente reconocible.<\/p>\n<p>\u00bfA partir de ah\u00ed? Manos a la obra, hay que desarrollar un programa completo de <strong><em>Place Branding<\/em>.<\/strong><\/p>\n<h2>\u00bfPero para qu\u00e9 el Place Branding?<\/h2>\n<ul>\n<li>Atraer inversi\u00f3n, talento, negocios, turismo.<\/li>\n<li>Mejorar el sentimiento de pertenencia de los ciudadanos<\/li>\n<li>Mejora de la reputaci\u00f3n y las relaciones.<\/li>\n<li>Diferenciarnos sobre otros lugares similares.<\/li>\n<li>Apoyo a las empresas locales.<\/li>\n<\/ul>\n<p>Ahora mirad a vuestro alrededor. Descubrir\u00e9is que todos quieren tener esa marca que les sit\u00fae en el mundo\u2026 pero qu\u00e9 pocos lo han conseguido.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-2893026036\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<p>\u00bfPor qu\u00e9? Pues porque muy pocos saben hacerlo. No ten\u00e9is m\u00e1s que dar una vuelta por <em>Fitur<\/em> que, casualmente la edici\u00f3n de este a\u00f1o, abre sus puertas en unos d\u00edas.<\/p>\n<p>Solo triunfar\u00e1n los proyectos que reflejen la esencia y la realidad del lugar. Fracasar\u00e1n quienes muestren lo que realmente no se es, los que utilicen im\u00e1genes que produzcan malentendidos\u2026 No solo no funcionar\u00e1 sino que producir\u00e1 un serio problema de imagen y de reputaci\u00f3n.<\/p>\n<h2>Principios del Place Branding<\/h2>\n<p>Hay 8 principios sobre el <em>Place Branding<\/em> que paso a enumerar y reinterpretar y que as\u00ed teng\u00e1is claro qu\u00e9 s\u00ed y qu\u00e9 no hacer a la hora de vender un destino al resto del mundo:<\/p>\n<ul>\n<li><strong>Prop\u00f3sito. Potencial<\/strong>: una estrategia bien dise\u00f1ada y ejecutada crear\u00e1 valor sin ninguna duda. \u00bfC\u00f3mo? Pues por ejemplo, alineando la comunicaci\u00f3n siempre con una visi\u00f3n diferente y s\u00f3lida; creando nuevas formas de voz, efectivas y rentables, para que el lugar sea identificado y recordado; y potenciando uno de sus principales activos, el talento de sus ciudadanos, sus valores\u2026<\/li>\n<\/ul>\n<ul>\n<li><strong>Que sea inclusivo<\/strong>: un Plan de <em>Place Branding<\/em> debe incluir objetivos pol\u00edticos, econ\u00f3micos y sociales. Conseguir la equidad ser\u00e1 complicado, as\u00ed que habr\u00e1 que intentar que los m\u00e1s beneficiados repercutan su ventaja con la sociedad y que as\u00ed se logre su objetivo real: la mejora social y ciudadana y que no vaya todo a mejorar las facturaciones de los vencedores de los concursos p\u00fablicos.<\/li>\n<\/ul>\n<ul>\n<li><strong>\u00bfRealidad o ficci\u00f3n?<\/strong> Ojo con los estereotipos, \u2018clich\u00e9s\u2019 trasnochados\u2026 no caigamos en eso. Comuniquemos con la mayor exactitud y eficiencia. Queremos transmitir una imagen actual y realista, sin mentir y sin darle un toque fashion irreal\u2026 e irresponsable.<\/li>\n<\/ul>\n<ul>\n<li><strong>Aspiraciones\u2026 y mejoras<\/strong>: ese lugar, \u00bfqu\u00e9 quiere ser de mayor? La visi\u00f3n de futuro que plasmemos ha de ser convincente, realista, cre\u00edble, asumible y sostenible. Alineada siempre con el objetivo general de mejora social, cultural, econ\u00f3mica y pol\u00edtica y, por qu\u00e9 no, que mejores adem\u00e1s, el bienestar de otros lugares, cercanos o no.<\/li>\n<\/ul>\n<ul>\n<li><strong>Impulsora de la innovaci\u00f3n y la creatividad<\/strong>: Qu\u00e9 mejor im\u00e1n para el talento que un destino que encuentre, ayude e impulse \u00e9ste y las habilidades de sus ciudadanos. Que potencie la innovaci\u00f3n en los negocios, la educaci\u00f3n, el medioambiente, la cultura\u2026 Una creatividad de nivel cerrar\u00e1 el c\u00edrculo consiguiendo una estrategia de marca \u00fanica, relevante, cre\u00edble y diferencial.<\/li>\n<\/ul>\n<ul>\n<li><strong>\u00bfConectamos?<\/strong> Las marcas vinculan. Si nuestro Plan es bueno conseguiremos un claro sentido compartido de prop\u00f3sito. Todos se alinear\u00e1n. Se potenciar\u00e1n los tres sectores (p\u00fablico, privado, ONGs) y se implicar\u00e1 a la poblaci\u00f3n. Y s\u00ed\u2026 se potenciar\u00e1n, de rebote, los v\u00ednculos con otros lugares y personas.<\/li>\n<\/ul>\n<ul>\n<li><strong>Simple o complicado<\/strong>: el dise\u00f1o de una marca no es tarea f\u00e1cil y de un lugar ni os cuento. Su realidad a veces es complicada, incluso contradictoria. Y si queremos que nuestro Plan de <em>Place Branding<\/em> funcione ha de ser, casualmente todo lo contrario, sencillo e inmediato. Potenciad, como ya os he dicho, el hacer justicia con la realidad del lugar y sus gentes. Comunicaci\u00f3n veraz, sencilla, atractiva y memorable.<\/li>\n<\/ul>\n<ul>\n<li><strong>V\u00edsteme despacio que tengo prisa<\/strong>: el horizonte de nuestro Plan ha de ser largo plazo. Nada de volverse locos con acciones puntuales para un evento concreto, \u00bfvolvemos a <em>Fitur<\/em>?. Esto es largo plazo se\u00f1ores. \u00a1Estrategia!<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Y tampoco nos columpiemos con \u2018la dolorosa\u2019. No debe, ni necesita, costar m\u00e1s de lo que el lugar pueda permitirse.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/io19Es5xUu8\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Resumiendo. Elaborar nuestro <em>Plan de Place Branding<\/em> requiere conocimientos amplios del lugar, tiempo, esfuerzo\u2026 y paciencia.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-1074848719\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<p>\u00bfC\u00f3mo sabremos si lo hemos logrado? Muy sencillo. Cuando somos todos los que ganamos y no los mismos de\u2026 Siempre.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/bloggers\/jose-luis-casal\/\"><strong><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-2441 alignleft\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/09\/joseluiscasal_original-retocada-300x200.jpg\" alt=\"Jos\u00e9 Luis Casal para el blog de Marleting de IMF\" width=\"154\" height=\"102\" srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/09\/joseluiscasal_original-retocada-300x200.jpg 300w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/09\/joseluiscasal_original-retocada-1024x682.jpg 1024w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/09\/joseluiscasal_original-retocada-720x480.jpg 720w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/09\/joseluiscasal_original-retocada-360x240.jpg 360w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/09\/joseluiscasal_original-retocada.jpg 1200w\" sizes=\"auto, (max-width: 154px) 100vw, 154px\" \/>Jos\u00e9 Luis Casa<\/strong><\/a>l, Director&nbsp;del <strong><span style=\"color: #993300;\"><a style=\"color: #993300;\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\">M\u00e1ster en Marketing y Comunicaci\u00f3n Digital<\/a><\/span>&nbsp;<\/strong>de <strong><span style=\"color: #993300;\"><a style=\"color: #993300;\" href=\"https:\/\/www.imf-formacion.com\">IMF Business Schoo<\/a><\/span><\/strong>l,&nbsp;Co-founder de Talk2Us Comunicaci\u00f3n y Estrellas &amp; Tuits y&nbsp;Asesor en Comunicaci\u00f3n Pol\u00edtica, Branding y Reputaci\u00f3n Online para directivos y altos cargos.<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/place-branding-estrategias-marketing\/\" data-essbisPostTitle=\"\u00bfDe d\u00f3nde dices que eres? Place Branding\" data-essbisHoverContainer=\"\">","protected":false},"author":10,"featured_media":3890,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[3],"tags":[322,8772,492,493,491],"class_list":["post-3886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","tag-branding","tag-mercadotecnia","tag-place-branding","tag-reputacion","tag-turismo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.4 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00bfSabes qu\u00e9s es el Place Branding?<\/title>\n<meta name=\"description\" content=\"\u00bfA partir de ah\u00ed? Manos a la obra, hay que desarrollar un programa completo de\u00a0Place Branding. Estas son las claves para potenciar el turismo.\u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/place-branding-estrategias-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfDe d\u00f3nde dices que eres? Place Branding\" \/>\n<meta property=\"og:description\" content=\"\u00bfA partir de ah\u00ed? Manos a la obra, hay que desarrollar un programa completo de\u00a0Place Branding. 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