Identidad y branding de barrio: retos y tendencias para la marca-lugar

Autores/as

  • Iñigo Urquia-Uriaguereca Universidad Francisco de Vitoria, España

DOI:

https://doi.org/10.14198/MEDCOM.28430

Palabras clave:

Gentrificación, Identidad barrial, Branding barrial, Urbanismo, Marga de lugar, Estrategias de branding

Resumen

Propósito. Este estudio analiza la relación entre la identidad de barrio (neighborhood identity) y el branding de barrio (neighborhood branding) con el objetivo de comprender su evolución en la literatura académica, identificar sus intersecciones y divergencias, y explorar su impacto en la planificación urbana y la percepción de los residentes. Metodología. Se llevó a cabo una revisión sistemática de la literatura basada en el análisis de 161 artículos indexados en Scopus y Web of Science. Se empleó un enfoque mixto que combina análisis bibliométrico y síntesis conceptual cualitativa, evaluando las principales contribuciones académicas, tendencias conceptuales y disciplinas involucradas en el estudio de estos conceptos. Resultados y conclusiones. Los hallazgos indican que la investigación sobre identidad barrial está más consolidada y se desarrolla en múltiples disciplinas, como las ciencias sociales, los estudios urbanos y la psicología social. En contraste, el branding de barrio es un campo emergente con un enfoque predominante en la planificación urbana y la administración pública. Ambos conceptos comparten preocupaciones sobre la gentrificación, aunque desde perspectivas diferentes: la identidad de barrio se centra en la percepción y el sentido de pertenencia de los residentes, mientras que el branding de barrio examina su impacto en la comercialización y el reposicionamiento de los espacios urbanos. Se destaca la necesidad de una mayor integración transdisciplinaria para desarrollar estrategias de branding más equitativas y sostenibles. Aportación original. Este estudio ofrece una visión integral y actualizada de la evolución de la identidad y el branding de barrio, dos conceptos interrelacionados pero que han sido estudiados de manera separada. La combinación de enfoques metodológicos permite identificar vacíos teóricos y oportunidades de investigación futura. Además, se presentan recomendaciones clave para investigadores en place branding y profesionales del marketing y la planificación urbana interesados en desarrollar estrategias de branding inclusivas y adaptadas al contexto local.

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Publicado

17-04-2025

Cómo citar

Urquia-Uriaguereca, I. (2025). Identidad y branding de barrio: retos y tendencias para la marca-lugar. Revista Mediterránea De Comunicación. https://doi.org/10.14198/MEDCOM.28430