Resumen

CALVENTO, Mariana  y  OCHOTECO, Maia. An approximation to city branding as an strategy for national and international insertion. Econ. soc. territ [online]. 2009, vol.9, n.29, pp.59-87. ISSN 2448-6183.

In this work we analyse the feasibility of a regional brand and/or a city branding for the Argentine townships of Tandil, Olavarría and Azul (TOA). We analyse the assessment of the region’s image in the largest media in Argentina. This work investigates the characteristics of one of the strategies carried out in Argentina as an alternative means of development for cities and regions.

Palabras llave : city branding strategy; local governments; regional brand; insertion and development strategies.