Identidad e imagen de marca en internet de la ciudad de Zamora (España)
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Universidad Francisco de Vitoria
info
- Francisco García García (coord.)
- Rogerio García Fernández (coord.)
Publisher: Icono 14 Asociación Científica
ISBN: 9788493907761
Year of publication: 2011
Volume Title: TOMO III
Tome: 3
Volume: 3
Pages: 1801-1811
Congress: Congreso Internacional Ciudades Creativas (2. 2011. Madrid)
Type: Conference paper
Abstract
The management of brand identity and brand image,customary in the marketing of products and servicesis now being used by local councils and major privatesector stakeholders in towns and cities. Being able toreach a global audience has boosted the marketing ofcities, as they can now compete on an equal basis toattract visitors and tourists.The web is a fundamental element, as it projects theimage, essence and potential of a town on a globalplatform. We focus this study on Zamora, provincialcapital in Western Spain. Zamora is a medieval townwith 66.000 inhabitants and boasts the largest numberof roman temples in Spain. It offers a wide range ofservices including a first-class gastronomic experienceand luxury hotels.An analysis of this website will be carried out, basedon a methodology that analyses the contents, payingspecial attention to the incorporation of services related to web 2.0 and high quality multimedia material,