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Managing the use of the “city brand” to contribute to sustainable development
Introduction: This research aims to make known what the city brand consists of, the benefits it brings as a marketing strategy, and the way in which it can contribute to sustainable development in cities or territories that implement it. Methodology: It is a qualitative, non-experimental, crosssectional study with a descriptive scope. In this context, it seeks to describe some reference cases in which the “city brand” has been used as a tool to boost the economic potential of a territory, and thus contribute to its sustainable development. Results: Multiple reference cases were found that have made use of the city brand as a dynamic element of economic potential in search of sustainable development, both in North and South America as well as in Europe.
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