Examinando por Materia "identidad de marca, metodologías ágiles, ciudad universitaria, marca región."

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    Desarrollo del Modelo Expert para la construcción de identidad de marcas región Caso: Riux-Risaralda Experiencia Universitaria
    (Universidad EAFIT, 2024-02-12) MURCIA RANGEL, WILMAR EDUARDO; ECHEVERRI LOPERA, CAMILO ANDRÉS; Sepulveda Cardona, Edwin Andrés
    The need to create identity for cities, regions, and territories through city or region branding has become a cornerstone in the positioning strategy of these places in both local and global markets. The overarching goal of this thesis work is the development of a unique model that implements agile methodologies synthesized into three stages of theoretical-practical development. These stages involve engagement with communities and economic sectors, facilitating the convergence of stakeholder visions and organizational objectives. This applied research is based in the implementation of an innovative and agile model within the state of Risaralda – Colombia, aimed at constructing a brand for a university region by 2023. The detailed analysis of this case allows for a deeper exploration of the application and combination of agile methods adaptable to communities, regions, and territories, seeking to imbue identity into the mission-driven purpose of their respective sectors, thereby creating powerful and competitive brands in the market.