Place Branding for Santiago de Cali

Abstract

Place Branding seeks to position a region to stand out, differentiate and attract not only tourism, but also investors and strengthen the sense of belonging. A proposal under this approach, for the city of Santiago de Cali and from the perceived image that of its inhabitants are presented here. The study allowed us to evaluate the touristic inventory of the city, analyze the perception of the population about different aspects (safety, mobility, citizenship, management of municipal administration, environment) and define the strengths and advantages of Santiago de Cali to other cities. It was identified the necessity to strengthen security aspects, civics and touristic programs. A strong perception of sense of belonging to half of the participants of the study, considering themselves optimistic about the future of the city in economic development of companies, technology and quality of life.