The brand image of the city

In the changing and complex environment in that we live, the competition among the brands is not generated in the sale points, be already these virtual or real. The competitive true conflict is given through the confrontation that the consumer of a combination of competitive advantages carries out offered through the brand. That is to say the true competition is given in the mind of the consumers. The positioning is gotten by means of a certain segmentation of the market and a differentiation valued by that segment. The concept of "city of origin" is a factor that can contribute or not to add strength and credibility to the identity of a company or brand. The brand city have a great value for the management of municipal Marketing, because it represents a group of strengths and weaknesses linked to the images that one has of the origin place incorporating or diminishing the value given by a brand of a product or service. The city brand weighs in the market because it acts as an identification element that is equal to a certificate of quality in certain form. An appropriate management of the brand image of the city will allow to any element of coming from that place, to obtain a national and international quick identification. The management of an brand image potent, organized and stuck on the citizens, demand a combined effort of the public administrations, of the institutions and civil groupings and also of the private companies. That combined effort should be summed up in the coordination of all the activities that a city generates in this sense. The city brand and the origin place imply a series of economic and commercial consequences for the companies and the brands from an area or certain place.