Analysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia) [Análisis del City Branding y la Imagen de Marca a través de los Medios de Comunicación Online y el Social Media: Caso Medellín (Colombia)]

Abstract

This study develops both conceptual and methodological proposal to study the City Branding and Medellińs brand image. Using multivariate techniques and Ordinary Least Squares (OLS) analysis, the behavior of users of social networks and social media after checking how the mentions on the Internet affect the brand image of this city, was analyzed. The result of this research allows identify netizens perceptions, and helps governments and businesses to guide their marketing strategies.