Re-branding Colombia through Urban Transformation and Rural Regional Marketing

Norberto Muñiz Martínez

doi:10.18778/1641-4233.24.06

Authors

Norberto Muñiz Martínez University of Leon, Faculty of Economics and Business https://orcid.org/0000-0002-9954-5486

DOI:

https://doi.org/10.18778/1641-4233.24.06

Keywords:

urban transformation, cultural service ecosystem, Medellín, rebranding

Abstract

Colombia is now projecting a new, positive image to the world after overcoming a past characterised by politically inspired guerrilla warfare and violent conflict with narco-trafficking cartels which had ravaged the country for decades. Even before the country’s transformation, other intermediate place institutions – cities and regions – had already taken significant steps towards territorial change and marketing. This paper outlines the processes involved in urban and social transformation in the city of Medellín and in the marketing of the coffee region, as illustrative cases of city re-branding and regional branding, respectively.

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Author Biography

Norberto Muñiz Martínez, University of Leon, Faculty of Economics and Business

Norberto Muñiz-Martínez – Associate Professor of Marketing at the University of Leon, Spain. He has taught courses on new trends in tourism in different cities of Mexico and Colombia and doctoral courses in Brazil and Venezuela. Visiting professor at the Asia-Europe Institute, University of Malaya (Kuala Lumpur, Malaysia) and Universidad de Medellín (Colombia); he also cooperates with Stockholm University Business School (Sweden). He has conducted research & cooperations with cities and organizations in Colombia, Mexico, Argentina, Venezuela and Spain. Member of the Latin American Association on Place Marketing and Urban Development and the International Place Branding Association. His areas of research are: city marketing & place branding, strategic marketing and retailing, new trends on tourism (eco-tourism and exploration travelling), and the emerging new Marketing paradigm – Service Dominant Logic.

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