SaidmanMelisaTesisA PDF

You might also like

Download as pdf or txt
Download as pdf or txt
You are on page 1of 109




3URPRFLyQ\'HVDUUROOR/RFDO
(VWUDWHJLDGH0DUFD&LXGDG
HQ7UHV$UUR\RV
7HVLVGH*UDGR±/LFHQFLDWXUDHQ7XULVPR

 

 
8QLYHUVLGDG1DFLRQDOGH/D3ODWD)DFXOWDGGH&LHQFLDV(FRQyPLFDV





$OXPQD0HOLVD6DLGPDQ
/HJDMR
(PDLOODBVDLGPDQ#KRWPDLOFRP

'LUHFWRU/LF3DEOR.RKHQ


  
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos





4XLHURDJUDGHFHUDWRGRVDTXHOORVTXHHVWXYLHURQFRQPLJRHVWHWLHPSR

$PLIDPLOLDTXHPHDSR\yHQGHVGHODHOHFFLyQGHOD&DUUHUDHOWUDQVFXUVRGH
FXUVDGDVILQDOHV\WRGRHOSURFHVRGHODWHVLV

$PLVDPLJRVFRQTXLHQHVFRPSDUWtPRPHQWRVGHHVWXGLRFRPSOHPHQWDGRVFRQ
GLYHUVLyQORJUDQGRXQVDQRHTXLOLEULR\PHD\XGDURQDDYDQ]DU

$PLVFRPSDxHURVGHFODVHSRUD\XGDUPHDGLVIUXWDUFDGDHWDSD\FUHFHUMXQWRV
GHIHQGLHQGRQXHVWUDGLVFLSOLQD

$PL'LUHFWRU3DEORPXFKDVJUDFLDVSRUWXFRPSUHQVLyQGHVLWXDFLRQHV\WLHPSRVSRU
WXSDFLHQFLD\RSRUWXQDVUHFRPHQGDFLRQHV

<DWRGRVORVLQYROXFUDGRVGLUHFWDHLQGLUHFWDPHQWHDHVWD7HVLVTXHFRQEXHQD
SUHGLVSRVLFLyQWDPELpQFRODERUDURQDOGHVDUUROORGHODPLVPD










Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

5HVXPHQ
 /D ³0DUFD´ SDUD OD FLXGDG GH 7UHV $UUR\RV HV OD HVWUDWHJLD GH PDUNHWLQJ TXH SODQWHp
FRPR KHUUDPLHQWD GH SURPRFLyQ GHO GHVWLQR \ HOHPHQWR FRQVWLWXWLYR GH FRPSHWLWLYLGDG 'LFKD
SURSXHVWDVXUJLyDSDUWLUGHOFRQRFLPLHQWRGHOLQVWUXPHQWR³0DUFD´XWLOL]DGRHQRWUDVFLXGDGHV
GHODSURYLQFLDGH%XHQRV$LUHVHODQiOLVLVHODERUDGRHQ$]XO\3HUJDPLQRSHUPLWHDILUPDUTXH
KD\ XQ FUHFLHQWH LQWHUpV HQ HO WXULVPR FRPR DFWLYLGDG HFRQyPLFD FRPSOHPHQWDULD D ODV
FRQYHQFLRQDOHVSHUPLWLHQGRXQPD\RUGHVDUUROORORFDO

 (QXQDSULPHUDLQVWDQFLDVHGHVDUUROOyXQPDUFRWHyULFRHQHOFXDOIXHSRVLEOHHQXPHUDU
FRQFHSWRVFODYHVSDUDHOHQWHQGLPLHQWRGHORTXHVLJQLILFD³PDUFD´\RWURVWpUPLQRVUHOHYDQWHV
DVRFLDGRVSDUDODLQYHVWLJDFLyQ

 /XHJR VH SURIXQGL]y HO HVWXGLR HQ ORV FDVRV GH $]XO \ 3HUJDPLQR FRQ PHWRGRORJtDV
FRPR OD E~VTXHGD ELEOLRJUiILFD HQ LQWHUQHW \ XQ UHOHYDPLHQWR HQ GLDULRV QDFLRQDOHV (V
HVHQFLDOSRQHUGHPDQLILHVWRTXHHVWDVFLXGDGHVQRWLHQHQDOWXULVPRFRPRSULQFLSDOIXHQWHGH
LQJUHVRV\GHWHUPLQDUFyPRXQDPHMRUDHQODSHUFHSFLyQGHLPDJHQ\SRVLFLRQDPLHQWRGHFDGD
XQDGHHOODVPHGLDQWHVXSURPRFLyQSXHGHD\XGDUDLQFUHPHQWDUODGHPDQGDWXUtVWLFD

 (QHOWHUFHUFDStWXORVHHVWXGLyHOFRQWH[WRGH7UHV$UUR\RVSDUDDUULEDUDFRQFOXVLRQHV
VHFRQYLQLHURQHQWUHYLVWDVFRQ HVSHFLDOLVWDVGHO WXULVPR HQ OD FLXGDG WDQWR GHO VHFWRU S~EOLFR
FRPR GHO VHFWRU SULYDGR FRPR SDUWH GHO UHOHYDPLHQWR GH GLIHUHQFLD GH RSLQLRQHV )XH
QHFHVDULR HVWDEOHFHU ORV DWUDFWLYRV FRQ ORV TXH FXHQWD HO PXQLFLSLR OD YLVLyQ GHVGH OD RIHUWD
WXUtVWLFD\OXHJRGHWDOODUODDSUHFLDFLyQTXHWLHQHODGHPDQGDHVGHFLUDTXHOORVWXULVWDVUHDOHV
\ SRWHQFLDOHV TXH LGHQWLILFDQ D 7UHV $UUR\RV FRPR GHVWLQR 3DUD ILQDOL]DU HO WHPD DQDOL]DGR
HVWDEOHFt FXiOHV SRGUtDQ VHU DTXHOODV GLUHFWULFHV D VHJXLU HQ FDVR GH SUHWHQGHU FUHDU GH XQD
³PDUFDFLXGDG´SDUD7UHV$UUR\RVHVGHFLUHQVtPLSURSXHVWDGH³PDUFD´

 
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

ËQGLFH


,QWURGXFFLyQ
)XQGDPHQWDFLyQ
2EMHWLYRV
0HWRGRORJtD
 0DUFR7HyULFR
 0DUNHWLQJWXUtVWLFR
 &LW\PDUNHWLQJ
 ,PDJHQ\SRVLFLRQDPLHQWR
 $QWHFHGHQWHV
 $]XO
 3HUJDPLQR
 7UHV$UUR\RV
 $WUDFWLYRVGH7UHV$UUR\RVVHJ~QRIHUWD,PDJHQ
 $WUDFWLYRVGH7UHV$UUR\RVVHJ~QGHPDQGD3RVLFLRQDPLHQWR
 0LSURSXHVWD
&RQFOXVLRQHV
3UR\HFFLRQHVR5HFRPHQGDFLRQHV
%LEOLRJUDItD
$QH[RV
 $QH[R0DSDGHOD3URYLQFLDGH%XHQRV$LUHV
 $QH[R)ROOHWRVGH$]XO\3HUJDPLQR
 $QH[R$QiOLVLVGHGLDULRV
 $QH[R0RGHORVGHHQWUHYLVWD\HQFXHVWD
 $QH[R(QWUHYLVWDVUHDOL]DGDV

 
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

,QWURGXFFLyQ
 (OWXULVPRHVYLVWRFRPRXQIHQyPHQRFRPSOHMRHQHOFXDOODSROtWLFDWXUtVWLFDHVXQRGH
ORV FULWHULRV SDUD HQFDUDUOR GHVGH XQD SODQLILFDFLyQ RUJDQL]DFLyQ \ HMHFXFLyQ GH DFFLRQHV
OOHYDGDVDFDERSRUHOVHFWRUS~EOLFRGHVWLQDGDVDODSURWHFFLyQSURPRFLyQHLQFUHPHQWRGHOD
DFWLYLGDG8QD0DUFD&LXGDGHVXQDHVWUDWHJLDGHPDUNHWLQJTXHVHJHQHUDSDUDSURPRYHUOD
ORFDOLGDG FRPR SURGXFWR WXUtVWLFR (O FLW\PDUNHWLQJ HVWDEOHFH ODV SDXWDV SDUD TXH XQD FLXGDG
SXHGDFUHDUVX0DUFDFRPRUHFXUVRGHGLIHUHQFLDFLyQFRQUHVSHFWRDODFRPSHWHQFLDHVWRHV
RWUDVFLXGDGHVRUHJLRQHVGHKHFKRVHDILUPDTXHQLQJXQDFLXGDGSRGUiVREUHYLYLUVLQRFUHD
\GHVDUUROODXQDPDUFDTXHUHVSDOGHVXLGHQWLGDG

 /D 0DUFD HV XQD FUHDFLyQ SDUD LQQRYDU OD SURPRFLyQ GHO GHVWLQR JHQHUDU PD\RU
GHVDUUROORORFDODWUDYpVGHODXQLyQGHDFWLYLGDGHVHFRQyPLFDVHVHQFLDOHVHQHVHOXJDU\DOD
YH] GLIHUHQFLDUVH GHO UHVWR /D PDUFD HQ Vt QR HV WXUtVWLFD \D TXH FRQWHPSOD HQIRTXHV
HFRQyPLFR FXOWXUDO \ VRFLDO \ SRU HIHFWR UHIOHMR HVWLPXOD WDPELpQ DO WXULVPR  ³/D PDUFD
FLXGDG HV QL PiV QL PHQRV HO 1RPEUH GH OD FLXGDG HM %DUFHORQD  DVRFLDGD D XQ JUXSR GH
DWULEXWRV TXH SHUFLELGRV SRU HO S~EOLFR REMHWLYR SURYRFDUiQ UHDFFLRQHV SRVLWLYDV R QHJDWLYDV´
'HOOD 0HD   &ODURV HMHPSORV GH HVWH FRQFHSWR VRQ 1XHYD <RUN ÈPVWHUGDP 0DGULG
FRPRFDVRVPXQGLDOPHQWHUHFRQRFLGRVR9LOOD&DUORV3D]0DUGHO3ODWD%XHQRV$LUHV6DOWD
SRUFLWDUDOJXQRVDQLYHOQDFLRQDO

 5HVXOWD SULPRUGLDO SDUD UHYLWDOL]DU DO WXULVPR HQ ODV FLXGDGHV TXH pVWDV VHDQ
FRQVLGHUDGDV FRPR XQ GHVWLQR WXUtVWLFR FRQ DWUDFWLYRV FRPSHWLWLYRV SDUD RIUHFHU TXH VH
FRQWHPSOH OD SRWHQFLDOLGDG GH OD XWLOL]DFLyQ GH XQD KHUUDPLHQWD GH PDUNHWLQJ FRPRLQYHUVLyQ
SDUD SHUPLWLU OD GLIHUHQFLDFLyQ D UDt] GH VXV ELHQHV SDUD TXH OXHJR GHO WXULVPR ORV LPSDFWRV
UHSHUFXWDQHQRWURVVHFWRUHV

 &RPRGHWDOOD$QDOtWLFD0DUNHWLQJ 5HVHDUFK  ³XQDPDUFDIXHUWHSRGUi

x &RPXQLFDUFRQSRGHU\DXWRQRPtD
x $WUDHUWDOHQWRHLQYHUVLRQHV
x 3URPRYHUIXHQWHVGHYDORUHFRQyPLFR
x 3HUPLWLU\RUHVSDOGDUHOFDPELR
x 2EWHQHUUHQWDELOLGDGGHODVLQYHUVLRQHV
x (OLPLQDUHVWHUHRWLSRV\FOLFKpV
x ([SUHVDUXQD~QLFDLGHDFHQWUDO
x &RQVWUXLUYHQWDMDVFRPSHWLWLYDVJOREDOHV
x 6HUYLUFRPRIXHQWHGHGLIHUHQFLDFLyQ
x 5HODFLRQDUGLIHUHQWHVRIHUWDVGHODFLXGDG´



2EVpUYHVH1RWDSHULRGtVWLFDHQKWWSZZZODQDFLRQFRPDUODVFLXGDGHVTXLHUHQFRQYHUWLUVH
HQPDUFDV

2EVpUYHVH3UHVHQWDFLyQGH'LDSRVLWLYDVHQKWWSZZZVOLGHVKDUHQHWDQDOLWLNDVYPDUFDFLXGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 7UHV $UUR\RV HV XQD FLXGDG GH DSUR[LPDGDPHQWH  KDELWDQWHV TXH KDVWD HO
SUHVHQWH QR KD WHQLGR 0DUFD GLVWLQWR VRQ ORV FDVRV 9LOOD *HVHOO 7DQGLO $]XO 2ODYDUULD /D
3ODWDHQWUHRWUDV(OVHFWRUFRQHOTXHPiVVHLGHQWLILFDDODFLXGDGHVHOFDPSR\DVHDHQOD
DJULFXOWXUDFRPRHOFXOWLYRGHVRMDWULJRRHQODJDQDGHUtDYDFXQD(OVHFWRULQGXVWULDOVLELHQ
HVWi FUHFLHQGR GH PDQHUD FRQVWDQWH D~Q QR FRQVWLWX\H XQ HOHPHQWR VXVWDQFLDO GH
FRPSHWLWLYLGDG (Q FXDQWR D OR WXUtVWLFR HO 3DUWLGR HV UHFRQRFLGR D QLYHO QDFLRQDO SRU VXV
SOD\DV HVSHFLDOPHQWH &ODURPHFy /D FLXGDG FDSLWDO GHO SDUWLGR KRPyQLPR TXHGD SRU WDQWR
DMHQDDORVIOXMRVWXUtVWLFRVFRQPD\RUPRYLPLHQWRTXHRFXUUHQHQODWHPSRUDGDHVWLYDO

 (VSRUHOORTXHXQRFRPRLQYHVWLJDGRUVHSUHJXQWD¢VHUtDSRVLEOHHMHFXWDUXQDHVWUDWHJLD
GH0DUFD&LXGDGHQ7UHV$UUR\RV"¢7HQGUtDp[LWRHQFRPSDUDFLyQFRQRWURVPXQLFLSLRVGHOD
SURYLQFLD"

 /DSURSXHVWDHQHVWDWHVLVHVHQWRQFHVSODQWHDUXQD0DUFD&LXGDGHQ7UHV$UUR\RVTXH
FRPSOHPHQWDUtD ODV SROtWLFDV WXUtVWLFDV HVWDEOHFLGDV SRU OD DFWXDO JHVWLyQ PXQLFLSDO SDUD
UHYLWDOL]DU HO WXULVPR HQ OD FLXGDG D VX YH] SUHVHUYDU HO SDWULPRQLR KLVWyULFRFXOWXUDO H
LQFUHPHQWDU OD DFWLYLGDG HFRQyPLFD PHMRUDQGR OD FRPSHWLWLYLGDG FRPR GHVWLQR WXUtVWLFR YLVWR
pVWHFRPRXQFOXVWHU\SHUPLWLHQGRXQPD\RUGHVDUUROORWXUtVWLFR

)XQGDPHQWDFLyQ
/DIXQGDPHQWDFLyQGHVGHODWHRUtDGHHVWHWUDEDMRVHEDVDHQTXHVLELHQVHHVWXGLyHO
WXULVPRHQ7UHV$UUR\RV 3ODQ(VWUDWpJLFRXWVXSUD \HOLQFLSLHQWHFUHFLPLHQWRWXUtVWLFRGH
OD YHFLQD YLOOD EDOQHDULD &ODURPHFy $ORQVR 1LHWR   VH KD WUDWDGR DO 7XULVPR FRPR XQ
WHPD UHODFLRQDGR GLUHFWDPHQWH D ORV 'HSRUWHV 'H /HR  *DVSDU $ULDV 
0XQLFLSDOLGDG GH 7UHV $UUR\RV   (VWD LQYHVWLJDFLyQ SURSRQH UHIOH[LRQDU VREUH HO
VHFWRU WXUtVWLFR QR FRPR XQ HOHPHQWR VHFWRULDO YLQFXODGR D RWUDV 'LUHFFLRQHV VLQR FRPR XQ
FRPSRQHQWHSULPRUGLDOSDUDODSODQLILFDFLyQPXQLFLSDOGHXQD0DUFD

'HVGH OD SUiFWLFD HVWH QXHYR FRQRFLPLHQWR SRGUtD VHUYLU SDUD LPSXOVDU HO GHVDUUROOR
WXUtVWLFR GH OD &LXGDG JUDFLDV D OD YLVXDOL]DFLyQ GH XQ VtPEROR R LVRORJRWLSR FUHDQGR XQ
SRVLFLRQDPLHQWR GHO GHVWLQR D WUDYpV GH ORV DWUDFWLYRV PiV LPSRUWDQWHV HPSOD]DGRV HQ HO
LPDJLQDULRFROHFWLYRGHORVWUHVDUUR\HQVHV

0HWRGROyJLFDPHQWH OD SUHVHQWH LQYHVWLJDFLyQ VHUi SLRQHUD HQ FXDQWR D HVWXGLRV GH
SRVLFLRQDPLHQWR GH DWUDFWLYRV WXUtVWLFRV GH 7UHV $UUR\RV \D TXH QR H[LVWHQ SXEOLFDFLRQHV
UHODFLRQDGDV DO WHPD LPDJLQDULR FROHFWLYR WXUtVWLFR PLHQWUDV TXH Vt ODV KD\ SDUD 7DQGLO 9LOOD
*HVHOO2ODYDUUtD 2FKRWHFR  &DOYHQWR \ &RORPERE  5RVDULR 3D]  7RWRUDV
5RYHWWR   HQWUH RWUDV 'H KHFKR H[LVWHQ HVWXGLRV VREUH OD SRVLELOLGDG GH OD 0DUFD
&LXGDGFRPRLQVWUXPHQWRGHLQVHUFLyQQDFLRQDOHLQWHUQDFLRQDO &DOYHQWR\&RORPERD 
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

2EMHWLYRV

x (VWUXFWXUDUXQPDUFRWHyULFRUHODFLRQDGRD0DUFD&LXGDG
- ,GHQWLILFDUORVFRQFHSWRVFODYHVTXHVLUYHQSDUDGHOLPLWDUHOWHPD
- (VWDEOHFHUODVUHODFLRQHVHQWUHHOORV
- 5HODFLRQDU GLFKRV FRQFHSWRV FRQ DFWLWXGHV SHUFHSFLRQHV RSLQLRQHV H LGHDV
FRQVHFXHQWHVGHODDSOLFDFLyQGHXQD0DUFD&LXGDG

x $QDOL]DU ORV HVWXGLRV UHDOL]DGRV HQ $]XO \ 3HUJDPLQR FLXGDGHV GH OD SURYLQFLD GH
%XHQRV$LUHVFRQ0DUFD&LXGDG
- &RPSDUDUODV0DUFDVHQWUHHOODV
- 'HVFULELU OD VLWXDFLyQ WXUtVWLFD SUHYLD D OD LPSOHPHQWDFLyQ GH OD HVWUDWHJLD HQ FDGD
FLXGDG
- 9DORUDUVLOD0DUFD&LXGDGUHYLWDOL]yHOVHFWRUWXUtVWLFR

x (VWXGLDUHOFRQWH[WRDFWXDOGHOD&LXGDGGH7UHV$UUR\RVSDUDGHWHUPLQDUVLHVUHOHYDQWH
ODLPSOHPHQWDFLyQGHOD0DUFD
- 'HVFULELUODSROtWLFDWXUtVWLFDGHOPXQLFLSLR
- &RQRFHUHOJUDGRGHLGHQWLILFDFLyQGHORVFLXGDGDQRVVREUHHOiPELWRWXUtVWLFR
- 6XJHULUORVSULQFLSDOHVDWULEXWRVGHPD\RUVLJQLILFDFLyQGHOLPDJLQDULRFROHFWLYRVREUH
ODFLXGDGTXHVHYHUtDQLPSOLFDGRVHQFDVRGHFUHDFLyQGHXQLVRORJRWLSR

0HWRGRORJtD
/DV PHWRGRORJtDV SDUD OOHYDU DGHODQWH ORV REMHWLYRV FRQVWDUiQ GH OD HVWUDWHJLD GH
XWLOL]DFLyQ GH GRFXPHQWRV OLWHUDULRV \ QXPpULFRV GH IXHQWHV GRFXPHQWDOHV \ HVWDGtVWLFDV
HVWUDWHJLD GH HVWXGLR GH FDVRV UHFRSLODFLyQ GH GRFXPHQWRV RILFLDOHV GH DGPLQLVWUDFLRQHV
S~EOLFDV OD SUHQVD HVFULWD DWHVRUDGD HQ ELEOLRWHFDV WUHVDUUR\HQVHV  \ ³SDSHOHV SULYDGRV´
GRFXPHQWDFLyQ RWRUJDGD SRU XQD SHUVRQD HQ SDUWLFXODU GHVGH VX iPELWR SHUVRQDOODERUDO 
E~VTXHGD \ FRQVXOWD SRU PHGLR GH ³DXWRSLVWDV GH LQIRUPDFLyQ´ ,QWHUQHW  HQWUHYLVWDV VHPL
HVWUXFWXUDGDV D DTXHOORV LGyQHRV HQ HO WHPD GH HVWXGLR 7RGDV HVWDV ODV WpFQLFDV VH
HQFXHQWUDQ GHWDOODGDV SRU 9DOOHV   $GHPiV VH FRQVXOWDUi D HVSHFLDOLVWDV HQ GLVHxR
JUiILFR \ FRPXQLFDFLyQ LQVWLWXFLRQDO SDUD LGHDU HO LVRORJRWLSR /DV HQWUHYLVWDV VRQ VHPL
HVWUXFWXUDGDV SRUTXH SHUPLWHQ D ODV SUHJXQWDV SODQWHDGDV FRQ DQWHULRULGDG UHVSXHVWDV
DELHUWDV HV GHFLU VLQ HVWDEOHFHU RSFLRQHV \ DVt HO HQWUHYLVWDGR VH HQFXHQWUD HQ OLEHUWDG GH
H[SUHVDU VX RSLQLyQ DXQTXH DQWH XQD JXtD SUHGHWHUPLQDGD SRU SDUWH GHO HQWUHYLVWDGRU 6H
PDQWXYRFRQYHUVDFLyQFRQHO'LUHFWRUGH7XULVPRGHOSDUWLGRGH7UHV$UUR\RV/LFHQFLDGR'LHJR
)HUQiQGH] \ DO GXHxR GH OD DJHQFLD GH YLDMHV \ WXULVPR ³0DSDPXQGL´ 5REHUWR 'L 0DUFR
HOHJLGRV SRU VHU FRQVLGHUDGRV SHUVRQDV LGyQHDV HQ OD DFWLYLGDG WXUtVWLFD GH OD FLXGDG FRQ HO
REMHWLYRGHREWHQHUUHVSXHVWDVWDQWRGHVGHODYLVLyQS~EOLFDFRPRGHVGHHOiPELWRSULYDGR
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

6H XWLOL]y HO PpWRGR GHVFULSWLYRFRPSDUDWLYR SDUD GHPRVWUDU OD KLSyWHVLV SODQWHDGD
DQWHULRUPHQWH \ DOFDQ]DU ORV REMHWLYRV SURSXHVWRV 6H GHVDUUROOy OD WHPiWLFD HOHJLGD \ VH OD
FRPSDUyFRQRWURVFDVRVVLPLODUHV $]XO\3HUJDPLQR SDUDHVWDEOHFHUORVFRQRFLPLHQWRV\ODV
FRQVHFXHQFLDV GH OD DSOLFDFLyQ GH SROtWLFDV WXUtVWLFDV HQ RWURV GHVWLQRV GH OD 3URYLQFLD \ HO
DQiOLVLVGHODPDUFDFRPRKHUUDPLHQWDGHSURPRFLyQ

$VLPLVPRXWLOL]DUpGRVPpWRGRVSDUDGHWHUPLQDUHOSRVLFLRQDPLHQWRGH7UHV$UUR\RVXQD
E~VTXHGDDWUDYpVGHGLDULRVHQLQWHUQHWFX\DH[SOLFDFLyQH[WHQGLGDVHDEDUFDHQHODSDUWDGR
GH$QWHFHGHQWHV SiJLQD \XQEUHYHDQiOLVLVGHLPDJHQTXHVHREWHQGUiJUDFLDVD*RRJOH
FRQVXGHELGDH[SOLFDFLyQHQHOFDStWXOR$WUDFWLYRVWXUtVWLFRVGHVGHODGHPDQGD SiJLQD HQ
OD FLXGDG $ PRGR SUHOLPLQDU SXHGR GHVFULELU GLFKRV PpWRGRV FRPR UHOHYDQWHV SDUD OD
LQYHVWLJDFLyQGHELGRDTXHDSRUWDQGDWRVWDQWRFXDOLFRPRFXDQWLWDWLYRVQ~PHURVDEVROXWRVGH
QRWLFLDVUHGDFWDGDVHQWRUQRDODWHPiWLFDHQHVWXGLRSRUFHQWDMHVGHUHODFLyQGHODVFLXGDGHV
FRQHOWXULVPRFRPRFXDQWLWDWLYRHQFXDQWRDORFXDOLWDWLYRVHSXHGHQDSUHFLDUDTXHOORVUDVJRV
RDWULEXWRV FRQ ORVTXHVHDVRFLDODFLXGDG HQ VXE~VTXHGDHQ XQ EXVFDGRU GH  LQWHUQHW SRU
HMHPSOR

 
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 0DUFR7HyULFR

 0DUNHWLQJWXUtVWLFR
 $ FRQWLQXDFLyQ H[SOLFDUp HO PDUNHWLQJ GHVGH XQ SXQWR GH YLVWD SULYDGR XELFDQGR D OD
RIHUWD FRPR XQ HPSUHQGLPLHQWR SHUVRQDO R JUXSDO FRQ ILQHV GH OXFUR \ D OD GHPDQGD FRPR
FXDOTXLHU SHUVRQD ItVLFD TXH FRQVXPH OR TXH HVWD HPSUHVD RIUHFH SDJDQGR XQ SUHFLR SRU OD
WUDQVDFFLyQ 0iV DGHODQWH YROYHUp D UHODFLRQDU HVWRV FRQFHSWRV FRQ HO FDVR HQ HVWXGLR SHUR
GHVGHORS~EOLFRWRPDQGRDOD0XQLFLSDOLGDGGH7UHV$UUR\RVFRPRRIHUHQWH\DORVUHVLGHQWHV
\WXULVWDVFRPRGHPDQGDQWHV

 (OPDUNHWLQJHVXQSURFHVRHQHOFXDOXQDHPSUHVDDIURQWDDFFLRQHV\HVWUDWHJLDVSDUD
FDSWXUDUUHWHQHU\ILGHOL]DUDVXVFOLHQWHV 6LPRQDWR YLVWRpVWRVFRPRXQUHVXOWDGRILQDO
.RWOHU  S \   (V SDUWH GH OD QDWXUDOH]D GH XQ QHJRFLR TXH H[LVWDQ FOLHQWHV TXH
GHPDQGHQODVDWLVIDFFLyQGHVXVGHVHRV\QHFHVLGDGHVWUDVODWUDQVDFFLyQFRPHUFLDOHOFOLHQWH
TXHGDVDWLVIHFKR\HQHOPHMRUGHORVFDVRVORUHFRPLHQGDQYDORUDQGRORVSURGXFWRVRIUHFLGRV

 .RWOHU\5REHUWV  VRVWLHQHQTXH³ODLGHDFHQWUDOGHOPDUNHWLQJHVODGLIHUHQFLDFLyQ´


OR TXH QR QHFHVDULDPHQWH HV VHJPHQWDFLyQ \D TXH FLHUWDV GLIHUHQFLDV SXHGHQ DWUDHU GH
PDQHUD GLVWLQWD D GLIHUHQWHV VHJPHQWRV DXQTXH WDPELpQ HV XQ HQIRTXH PX\ HILFLHQWH /D
QXHYDWHFQRORJtDSHUPLWHIDEULFDUSURGXFWRVDODPHGLGDGHOFOLHQWHLQGLYLGXDOGHPD\RUFDOLGDG
\DSUHFLDFLyQVHVXSDUWH

 /D FDOLGDG HQWHQGLGD FRPR HO FXPSOLPLHQWR GH ODV H[SHFWDWLYDV GHO FOLHQWH WLHQH XQ
SDSHO LPSRUWDQWH HQ OD FRPSHWLWLYLGDG GHO QHJRFLR \D TXH HV XQ DWULEXWR H[LJLGR HQ HVWH
LQWHUFDPELRSDUDHOFXDOVHJHQHUyODHPSUHVD(VWitQWLPDPHQWHUHODFLRQDGDFRQHOYDORUTXH
HOFOLHQWHOHRWRUJDDOSURGXFWR\DODH[SHULHQFLDTXHpVWHYLYHQFLyFXDQGRUHDOL]yODFRPSUDGHO
SURGXFWR\RVHUYLFLR/DFRPSHWLWLYLGDGHVRWURIDFWRUTXHLQIOX\HHQODGHFLVLyQGHOFRPSUDGRU
HQHOHJLUHVHQHJRFLR\QRODFRPSHWHQFLDFRPRORH[SOLFDUpHQHOVLJXLHQWHDSDUWDGR

 (QXQSULQFLSLRGLUpTXHXQ³SURGXFWR´HVDTXHOORTXHXQDHPSUHVDRIUHFHSDUDVDWLVIDFHU
XQD QHFHVLGDG R GHVHR GH XQ FOLHQWH .RWOHU  S  (VWi LQWUtQVHFDPHQWH YLQFXODGR D OD
SHUFHSFLyQ TXH HO FOLHQWH WLHQH GHO PLVPR D VXV H[SHULHQFLDV HQ FRPSUDV \D UHDOL]DGDV OD
SURSLD RSLQLyQ \ OD FHUFDQD ODV SURPHVDV GH ORV YHQGHGRUHV \ HVSHFLDOLVWDV GHO PDUNHWLQJ
HQWUHRWURV3RUSURGXFWRVHHQWLHQGHELHQItVLFRSDOSDEOHTXHVHSXHGHYHQGHUHQFDQWLGDG
DOPDFHQDU IDEULFDU HQ HVFDOD FRQ R VLQ YHQFLPLHQWR FRPR DVt WDPELpQ D ORV VHUYLFLRV
LQWDQJLEOHVWHPSRUDOHVRSHUHFHGHURVKHWHURJpQHRV 

 (Q HO WXULVPR H[LVWHQ P~OWLSOHV HPSUHVDV TXH VH GHGLFDQ D YHQGHU SDTXHWHV WXUtVWLFRV
FRPRXQELHQ SRUHMHPSORODVDJHQFLDVGHYLDMHV SHURODJUDQPD\RUtDFRWL]DVHUYLFLRVGRQGH
OD LPSRUWDQFLD UDGLFD HQ OD GLVWLQFLyQ TXH VH SXHGH KDFHU HQ OD RIHUWD ORV PLVPRV HQ HO
PHMRUDPLHQWR GH OD FDOLGDG LQWHUQD \ OD VXSUHPDFtD TXH VH SXHGH REWHQHU DO WUDWDUVH GH XQ
SURGXFWR HQ OD DWHQFLyQ \ HO WUDWR SHUVRQDO FRQ HO FOLHQWH $OOt HV FXDQGR VH SXHGH ORJUDU OD
ILGHOLGDG R OHDOWDG GH XQ FOLHQWH KDFLD OD HPSUHVD FXDQGR pVWH FRPSUHQGH TXH VXV
QHFHVLGDGHVKDQVLGRUHVXHOWDVGHODPHMRUPDQHUDSRVLEOH\GHFLGHYROYHUHQFDVRGHTXHVH
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

UHHVWDEOH]FD GLFKD QHFHVLGDG SRU HOOR HV LPSRUWDQWH TXH VH FRQR]FDQ ORV IDFWRUHV FODYH GHO
p[LWR DVt FRPR ODV YHQWDMDV FRPSHWLWLYDV &LWR FRPR HMHPSOR HO FDVR 6WDUEXFNV HPSUHVD
PXOWLQDFLRQDO GH RULJHQ HVWDGRXQLGHQVH TXH FXHQWD FRQ PiV GH  VXFXUVDOHV HQ OD &LXGDG
$XWyQRPDGH%XHQRV$LUHV\*UDQ%XHQRV$LUHVFX\RSURGXFWRHVODYHQWDGHODEHELGDFDIp\
GRQGHVXVFOLHQWHVGLVIUXWDQ GH YLYLU OD³H[SHULHQFLD6WDUEXFNV´ FDGD YH] TXH DFXGHQSRU XQD
WD]D UHVXOWDGR GH P~OWLSOHV DFFLRQHV GH PHMRUDU OD UHODFLyQ SDUWQHU YHQGHGRU FOLHQWH \
DWULEXLUOH D ORV ORFDOHV XQ VHQWLGR GH ³WHUFHU KRJDU´ HQWUH OD FDVD \ HO WUDEDMR HQWUH RWURV
VHUYLFLRV

 6HJ~Q OD WHRUtD GH 6LPRQDWR   H[LVWHQ WUHV WLSRV GH PDUNHWLQJ GH FDSWDFLyQ GH
UHWHQFLyQ \ GH ILGHOL]DFLyQ GH FOLHQWHV (Q HO PDUNHWLQJ GH FDSWDFLyQ OR TXH VH SURFXUD HV
LQFUHPHQWDU HO YROXPHQ GH FOLHQWHV TXH SHUWHQHFHQ R FRQVXPHQ HQ OD HPSUHVD SXHGHQ VHU
QXHYRV FRQVXPLGRUHV GHO PLVPR VHFWRU H[ FOLHQWHV R LQFOXVLYH ORV GH OD FRPSHWHQFLD (O
PDUNHWLQJGHUHWHQFLyQKDFHIRFRHQFRQVHUYDUHVHDXPHQWRGHFOLHQWHVPHGLDQWHHVWUDWHJLDV
GH LQFHQWLYRV \D TXH PXFKRV GH HOORV DEDQGRQDQ HO QHJRFLR WUDV FRQRFHUOR 3RU ~OWLPR HO
PDUNHWLQJGHILGHOL]DFLyQSUHWHQGHWUDQVIRUPDUDOFRQVXPLGRUHQ FOLHQWHLQWHUQRHVGHFLUTXH
VHDSDUWHGHODHPSUHVDTXHLQWHJUHODVH[SHULHQFLDVYLYLGDVMXQWRDVXEXHQDYDORUDFLyQ
SDUDTXHVLJDFRQVXPLHQGRGHPDQHUDUHJXODU\QRORKDJDHQODFRPSHWHQFLD 

 /RTXHVHREVHUYDWUDVHOSDVRGHXQFOLHQWHGHVGHTXHLQJUHVDDXQDHPSUHVDKDVWDTXH
HVILGHOL]DGRHVXQFLFORGHYLGDXQYDORUGHYLGDGHOFOLHQWHTXHSXHGHVHUFDOFXODGRHQEDVH
DSDUiPHWURV\TXHLQGLFDHOSRGHUGHHVHFOLHQWHSDUDLQIOXHQFLDUFDSWDUUHFRPHQGDUDRWURVD
HVD RUJDQL]DFLyQ (Q WXULVPR HV UHOHYDQWH FRQRFHU HO QLYHO GH VDWLVIDFFLyQ GHO WXULVWD SDUD
FRQRFHU VL HO UHVXOWDGR HV XQD OHDOWDG DO GHVWLQR FRQ IXHUWH UHFRPHQGDFLyQ KDFLD RWURV DVt
FRPRWDPELpQHOJUDGRGHVDWLVIDFFLyQGHOUHVLGHQWHRDTXHOORVTXHRIUHFLHURQHOVHUYLFLRSDUD
SRGHU LGHQWLILFDU XQ EXHQ R PDO SRVLFLRQDPLHQWR \ GH HVWD IRUPD FRQFOXLU D OD PHMRUD GH OD
FRPSHWLWLYLGDGORFDO

 6LJXLHQGR FRQ 6LPRQDWR   RWUR FRQFHSWR LPSRUWDQWH D HVWXGLDU GHVGH HO PDUNHWLQJ
HV HO PDQDJHPHQW R JHVWLyQ GH SHUVRQDO \D TXH HV QHFHVDULRILGHOL]DU DO FOLHQWH LQWHUQR R HO
SHUVRQDO PiV YDOLRVR GHO QHJRFLR TXLHQ HV UHVSRQVDEOH GH OD YHQWD GHO SURGXFWR KDFLD ORV
FOLHQWHV H[WHUQRV 2 VHD TXH VL KD\ OHDOWDG GHO HPSOHDGR KDFLD OD HPSUHVD KDEUi PD\RU
UHWHQFLyQHQHOHPSOHRORTXHVLJQLILFDTXHHOWUDEDMDGRUHVWiPRWLYDGR\JHQHUDUiXQFRQWDFWR
GH FDOLGDG FRQ HO FOLHQWH OR TXH DO ILQDO SRGUi VHU XQ JUDQ FRPSRQHQWH HQ OD HVWUXFWXUD
FRPSHWLWLYDDQLYHOHPSUHVDULDOLQFOXVLYHXQRGHORVIDFWRUHVGHOp[LWRGHODHPSUHVD

 7DPELpQHVVLJQLILFDWLYRH[SOLFDUODSODQLILFDFLyQHVWUDWpJLFDGHXQQHJRFLR\DTXHHVWD
WHVLVHVHQHVHQFLDODSODQLILFDFLyQGHODHVWUDWHJLDGH0DUFD&LXGDG8QDSODQLILFDFLyQHVXQ
SURFHVR HQ HO FXDO VH HVWDEOHFH OD PLVLyQ \ YLVLyQ GH OD RUJDQL]DFLyQ HQ OD TXH VH HVWi
SODQLILFDQGR DGHPiV GH ORV REMHWLYRV \ PHWDV D DOFDQ]DU FRQ HO SUR\HFWR ODV HWDSDV HQ ODV
FXDOHV VH GLYLGLUi HO WUDEDMR ORV FRQWUROHV TXH VHUiQ UHTXHULGRV SDUD FRUURERUDU TXH XQD YH]
HMHFXWDGR OR FRQVLGHUDGR SUHYLDPHQWH RFXUUD FRPR OR VH SUHYLy \ D VX YH] VH FRUULMD HQ HO


3DUDPD\RULQIRUPDFLyQREVpUYHVHHOWUDEDMRJUXSDOUHDOL]DGRHQSDUDOD&iWHGUDGH0DUNHWLQJ
7XUtVWLFR)DFXOWDGGH&LHQFLDV(FRQyPLFDV8QLYHUVLGDG1DFLRQDOGH/D3ODWD
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

WUDQVFXUVR GH OD HMHFXFLyQ HO PtQLPR HUURU GHWHFWDGR FXDQWR DQWHV SRVLEOH 6H SODQLILFD SDUD
LQWHQWDUKDFHUXQDDVLJQDFLyQGHUHFXUVRV±TXHGHSRUVLVRQHVFDVRVPiVHILFLHQWHSRQHUHQ
SHUVSHFWLYDXQDHVWUDWHJLDFRUSRUDWLYD XQDSROtWLFDJHUHQFLDO \ XQD WiFWLFD DQLYHO LQWHUPHGLR
SDUDFXDQGRVHOOHYHDFDER,QFOXVLYHVHSXHGHQSODQLILFDUORVUHVXOWDGRVDREWHQHUSDUWLHQGR
GHVGH XQ DQiOLVLV FRQWH[WXDO LQWHUQR \ H[WHUQR GH OD HPSUHVD GH IRUWDOH]DV RSRUWXQLGDGHV
GHELOLGDGHV\DPHQD]DV\IRUPXODQGRSURJUDPDVGHDFWXDFLyQ

 6LELHQ³HOPDUNHWLQJWUDVFHQGLyODVIURQWHUDVGHOPXQGRGHORVQHJRFLRV\VXVWiFWLFDV\
HVWUDWHJLDV VH DSOLFDQ HQ iPELWRV TXH WUDGLFLRQDOPHQWH QDGD WHQtDQ TXH YHU FRQ pO´ .RWOHU \
5REHUWV SRUHMHPSORHOWXULVPRHOPDUNHWLQJQRVHDSOLFDJOREDOPHQWHVLHPSUHTXHVH
HPSOHD XQDHVWUDWHJLDSHUILODQGR FLHUWDVFDUDFWHUtVWLFDVHQ OD GHPDQGD VHDFRWDXQ PHUFDGR
'LIHUHQWHVFULWHULRVDSXQWDQDVHJPHQWDUDORVFRPSUDGRUHV.RWOHU S ORVLGHQWLILFD
FRPRJHRJUiILFRVVHJ~QODUHJLyQODFLXGDGODGHQVLGDGRHOFOLPDORVFULWHULRVGHPRJUiILFRV
VRQODHGDGHOVH[RHOWDPDxRIDPLOLDUORVLQJUHVRVODRFXSDFLyQODHGXFDFLyQODUHOLJLyQOD
QDFLRQDOLGDGHQWUHRWURV WDPELpQ KD\ FULWHULRV SVLFRJUiILFRVFRPR ODFODVH VRFLDO HO HVWLOR GH
YLGDRODSHUVRQDOLGDG\SRU~OWLPRH[LVWHQFULWHULRVHVSHFtILFRVGHOFRPSRUWDPLHQWRGHFRPSUD
FRPRODFLUFXQVWDQFLD\ODIUHFXHQFLDGHODFRPSUDORVEHQHILFLRV\XVRVHVSHUDGRVODOHDOWDGD
ODPDUFDHOHVWDGRGHGLVSRQLELOLGDGSDUDODFRPSUDODDFWLWXGKDFLDHOSURGXFWRHQWUHRWURV
3RUORJHQHUDOHVGLItFLOVHUDEDUFDWLYRHLQWHJUDUDWRGRVORVFOLHQWHVTXHUHDOPHQWHSHUWHQHFHQ
DOVHJPHQWRDOFXDOVHSUHWHQGHHVWXGLDUHVSRUHOORTXHSRUORJHQHUDOVHUHDOL]DQPXHVWUDV
DOHDWRULDVUHSUHVHQWDWLYDV

 (VIXQGDPHQWDOFRQRFHUHOVHJPHQWRDOFXDOVHLQWHQWDUiYHQGHUHOSURGXFWR\DTXHpVWH
HQUHDOLGDGQRH[LVWHFRPRWDOVLQRFRPRXQFRQMXQWRGHDWULEXWRVRFDUDFWHUtVWLFDVGHDTXpO
TXHGHSHQGHQGHODVQHFHVLGDGHVXVRVRIXQFLRQHVTXHOHRWRUJXHHOFOLHQWH .RWOHUS
  ([LVWHQ FXDWUR QLYHOHV GH SURGXFWRV ORV JHQpULFRV XWLOLGDG R IXQFLyQ SDUD OR FXDO VH
FRPSUD HO SURGXFWR  HO HVSHUDGR FRQMXQWR GH DWULEXWRV D HVSHUDU  HO PHMRUDGR LQFOX\H
EHQHILFLRVDGLFLRQDOHVDxDGLHQGRYDORU \HOSRWHQFLDO PHMRUDVDIXWXUR /D0DUFD&LXGDGSDUD
7UHV$UUR\RVSXHGHVHUYLVWDGHVGHHVWDySWLFDFRPRXQSURGXFWRSRWHQFLDO

 (Q PDUNHWLQJ VH HVWXGLD HO EUDQGLQJ FRPR XQ SURFHVR GH FUHDFLyQ GH PDUFD SDUD
GHVWDFDU XQ SURGXFWR WDQJLEOH R LQWDQJLEOH HQ SDUWLFXODU &DSULRWWL 3HUL   IXQGDPHQWD
TXH HVWDEOHFHU XQD LGHQWLGDG FRUSRUDWLYD IXHUWH HV HVHQFLDO SDUD FXDOTXLHU RUJDQL]DFLyQ HO
EUDQGLQJSHUPLWHLGHQWLILFDUORVDWULEXWRVSURSLRVGHHVDLGHQWLGDGSDUDPDQWHQHUYtQFXORVFRQ
HO FOLHQWH /D LPDJHQ JHQHUDGD HV OD TXH SHUPLWH SRVLFLRQDUVH HQ HO FRQVXPLGRU \ FUHDU
FRPSHWLWLYLGDG

 0HQFLRQDGD YDULDV YHFHV TXHGD HQWRQFHV GHILQLU 0DUFD  .RWOHU  S  OD
FRQVLGHUD FRPR OD LGHQWLILFDFLyQ GH XQ SURGXFWR R VHUYLFLR D XQ VtPEROR QRPEUH WpUPLQR
GLVHxR R FRPELQDFLyQ GH HVWRV HOHPHQWRV SDUD GLIHUHQFLDUOR GH OD FRPSHWHQFLD $JUHJD TXH


6HSXHGHWUDGXFLUFRPR³KDFHUFUHDUPDUFD´

3RUHMHPSOR³&RPXQLFDFLyQDWUDYpVGHORVREMHWRV´HQ%UDQGLQJHQODJHQWHHQ
KWWSZZZEUDQGLQJPHUFKDQGLVLQJFRP

2EVpUYHVH1RWDSHULRGtVWLFDHQKWWSZZZSXURPDUNHWLQJFRPEUDQGLQJQXHYRSDUDGLJPD
SXEOLFLGDGPDUFDVIDFHERRNKWPO
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

³HVWDEOHFHUXQDPDUFDHQHOPHUFDGRHVHOYHUGDGHURDUWHGHOPDUNHWLQJ´  3D]  D


VX WXUQR HQWLHQGH TXH XQD 0DUFD HV XQD KHUUDPLHQWD GH LGHQWLILFDFLyQ XQD LPDJHQ TXH VH
SRVLFLRQD HQ OD PHQWH GHO FRQVXPLGRU DOFDQ]DQGR DVt YHQWDMDV FRPSHWLWLYDV (VWH DXWRU
PHQFLRQDDGHPiVTXHH[LVWHXQDIXHUWH LQWHUUHODFLyQ HQWUH PDUFD LPDJHQ H LGHQWLGDG &RPR
PHQFLRQD 6iQFKH]   OD PDUFD HV FXDOTXLHU VHxDO GLVWLQWLYD TXH LQGLFD TXLpQ IDEULFy HO
SURGXFWRVHUYLFLRRTXLpQORFRPHUFLDOL]y+D\FLHUWRVIDFWRUHVTXHLQIOX\HQHQOD0DUFDFRPR
ODLGHQWLILFDFLyQSRUPDUFDUHJLVWUDGDODSHUFHSFLyQGHOSURGXFWRFRPRHOPHMRUYDORUDFDPELR
GHOSUHFLRFDOLGDG\HVWiQGDUHVIiFLOHVGHPDQWHQHUODVHFRQRPtDVGHHVFDOD7LQWR$UDQGHV
 HVWDEOHFHTXHODPDUFDHVHOHOHPHQWRTXHSURSRUFLRQDDOSURGXFWRXQYDORUDxDGLGR\
EHQHILFLRV IXQFLRQDOHV TXH VRQ YDORUDGRV SRU DOJXQRV FRQVXPLGRUHV OR VXILFLHQWHPHQWH FRPR
SDUD LQGXFLUORV D OD FRPSUD GHO PLVPR FRQ DVRFLDFLRQHV VLJQLILFDWLYDV \ HVSHFtILFDV HQ ORV
FRQVXPLGRUHV SRWHQFLDOHV \ XVXDULRV GH OD 0DUFD (Q HO VLJXLHQWH DSDUWDGR WUDWDUp OD
LQWHUUHODFLyQHQWUH0DUFDLPDJHQSRVLFLRQDPLHQWRLGHQWLGDG

 6iQFKH]  HVWDEOHFHORVUHTXLVLWRVEiVLFRVSDUDXQDPDUFDHQWUHHOORVVHSXHGHQ


HQXPHUDU GHEHHVWDU DGKHULGD HVWDPSDGD SHJDGDJUDEDGD LPSUHVD ODIRUPDGHDSOLFDU OD
PDUFD GHEH VHU OR PiV HFRQyPLFD SRVLEOH \ D PLVPD QR GHEH GDxDU DO SURGXFWR VyOR GHEH
LGHQWLILFDUQRGHEHVHUGHVFULSWLYDQLHQJDxDULQGLFDQGRFXDOLGDGHVLQH[LVWHQWHVGHOSURGXFWR
WDPSRFRGHEHSDUHFHUVHDRWUDGHVXFODVH$GKLHUHTXHDOSUHWHQGHUUHJLVWUDUXQDPDUFDKD\
TXHFRQVLGHUDUQRVRODPHQWHODHVFULWXUDGHODPLVPDVLQRWDPELpQODIRQpWLFDTXHDOFUHDUXQD
PDUFD HO WLWXODU GHFLGH VREUH OD FDOLGDG \ DWULEXWRV TXH DSR\DUiQ HO SRVLFLRQDPLHQWR GH OD
PLVPDHQHOORVPHUFDGRVPHWD$JUHJDTXHGHVGHHO0DUNHWLQJVHPLGHXQDPDUFDHQIXQFLyQ
GH ODV SHUFHSFLRQHV TXH KDFH HO FRQVXPLGRU GH OD PLVPD TXH HO HQYDVH SDFNDLQJ  SXHGH
WHQHUXQSDSHOSULPDULR\WDQLPSRUWDQWHFRPRODSURSLDPDUFD/DPLVPDQRSXHGHVXSHUDUDO
QRPEUH JHQpULFR GHO SURGXFWR VLQR TXH HO UHIXHU]R GH OD PDUFD FRQ XQ DSHODWLYR GH
FRPXQLFDFLyQDVRFLDGRSXHGHSRWHQFLDUVLQOtPLWHVODSHQHWUDFLyQ\UHWHQFLyQGHODPLVPD

 6LJXLHQGRFRQHODXWRUHQFXDQWRDODVHVWUDWHJLDVGLVSRQLEOHVLGHQWLILFDXQDPDUFDSDUD
FDGD SURGXFWR LJXDO PDUFD SDUD WRGRV ORV SURGXFWRV XQD PDUFD SRU OtQHD GH SURGXFWRV
QRPEUH GHO SURGXFWR PiV QRPEUH GH OD FRPSDxtD TXH OR IDEULFD R SURGXFWRV VLPLODUHV FRQ
PDUFDV GLIHUHQWHV 2WUDV WiFWLFDV SXHGHQ VHU DGTXLULU HPSUHVDV FRQ PDUFDV SUHVWLJLRVDV TXH
FRPSLWDQFRQODVGHODGTXLUHQWHODDVRFLDFLyQGHODVPDUFDVFRQXQKROGLQJ HPSUHVDPDGUH
³E\´  XQD PDUFD GH DOWR SUHVWLJLR TXH HV XVDGD HQ IRUPD FRQMXQWD FRQ OD GHO DGTXLUHQWH
DVRFLDUVHFRQRWUDPDUFDSDUDHOHYDUODYDORUDFLyQGHODSURSLDHQWUHRWUDV

 (Q FXDQWR D ODV IRUPDV GH FUHDU PDUFDV UHFRPLHQGD SDODEUDV GHO 'LFFLRQDULR HQ RWURV
LGLRPDV SDODEUDV GHO 'LFFLRQDULR &DVWHOODQR SDODEUDV LQYHQWDGDV QRPEUHV \R DSHOOLGRV
QRPEUHV \R $SHOOLGRV KLVWyULFRV QRPEUHV JHRJUiILFRV SDODEUDV DEUHYLDGDV H LQLFLDOHV R
SDODEUDVGHIRUPDGDV

 )LQDOPHQWH6iQFKH]SURSRQHOD0DWUL]GH%UHLQWHIHOGSDUDYDORUDFLyQGH0DUFDVODFXDO
VHREVHUYDDFRQWLQXDFLyQ

Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

7LHQHVLJQLILFDGR (VDUELWUDULD\QRWLHQH
(VWiSURKLELGD (VGHVFULSWLYD (VVXJHVWLYD
VHFXQGDULR UHODFLyQFRQHOQHJRFLR
3DODEUDGHO 1RVHXVDHQVHQWLGR
08<0$/$ '(),&,(17( $)25781$'$ %8(1$ 08<%8(1$
GLFFLRQDULR GHVFULSWLYR
$XWRUDHVIXHQWHSUyGLJD
3DODEUDDFXxDGDR
08<%8(1$ '(),&,(17( $)25781$'$ 08<%8(1$ 08<%8(1$ GHLGHDVRULJLQDOHVSDUD
VtPEROR
PDUFDV
1RPEUHJHRJUiILFR 0$/$ '(),&,(17( $)25781$'$ 125(&20(1'$%/( 125(&20(1'$%/( 1RVHSXHGHUHJLVWUDU
1RPEUH\R$SHOOLGR 1RVHSXHGHUHJLVWUDUVLQ
0$/$ '(),&,(17( $)25781$'$ 125(&20(1'$%/( 125(&20(1'$%/(
GHXQDSHUVRQD FDOLILFDFLyQSUHYLD
1DGLHWLHQHHOGHUHFKR
&RORU 08<0$/$ 08<0$/$ 08<%8(1$ 08<%8(1$ 08<%8(1$
H[FOXVLYRGHXQFRORU
6HDVHPHMDDHQVHxDV (VPX\GHOJDGDOD &RVWDUiKDFHUOD
1RVHSXHGHQ 6HXWLOL]yGXUDQWH
RHPEOHPDVQDFLRQDOHV VHSDUDFLyQHQWUHPDUFD FRQRFHUSHURXQDYH]
DGTXLULUGHUHFKRV ODUJRWLHPSRDSHVDU
RQRPEUHVGHSHUVRQDV VXJHVWLYD\ FRQRFLGDVHUiPX\IiFLO
H[FOXVLYRV GHVHUGHVFULSWLYD
TXHDXWRUL]DQVXXVR GHVFULSWLYD GHSURWHJHU

)XHQWH6iQFKH]  

 &KtDV DILUPD TXH ³XQD 0DUFD HV XQ FRPSURPLVR S~EOLFR \ ILUPDGR HV OD PLVLyQ \
UHVXOWDGR GHO SURGXFWR HV XQD GLIHUHQFLD \ OD YROXQWDG GH PDQWHQHUOD HV OD PHPRULD GHO
SURGXFWR\HOUHFXHUGRDFXPXODGRGHODVLPSUHVLRQHVH[WUDtGDVWUDVHOXVR´

 3RUWRGRORDQWHULRUHQWLHQGRTXHOD³0DUFD´HVXQDHVWUDWHJLDGHPDUNHWLQJTXHVHXWLOL]D
SDUDUHSUHVHQWDUXQRRPiVSURGXFWRVFRQODPD\RUFDQWLGDGGHFDUDFWHUtVWLFDVLQKHUHQWHV\D
ODYH]GLIHUHQFLDUORVGHODFRPSHWHQFLD0DUFD\SURGXFWRVRQLQVHSDUDEOHVVRQGRVHOHPHQWRV
FRQVWLWXWLYRVXQRGHORWUR&RQHOJUDQGHVDUUROORGHOPDUNHWLQJGXUDQWHHOVLJOR;;VHHQWHQGLy
TXH HO IRFR FDPELy GHO SURGXFWR DO FRQVXPLGRU .RWOHU \ 5REHUWV   \D QR HV UHOHYDQWH
IDEULFDUPiV\UHGXFLUORVFRVWRVGHSURGXFFLyQFRPRHQHOPRGHORIRUGLVWDVLQRDSHODUDKDFHU
XQSURGXFWRGHODPHMRUFDOLGDGSRVLEOHPiVSHUVRQDOL]DGRHLGHQWLILFDGRFRQODGHPDQGDFX\R
URODFWLYRMX]JD\GHPXHVWUDOHDOWDGDODPDUFD

  (QWRQFHVFXDQGRVHGHFLGHFUHDUXQDQXHYD0DUFD.RWOHU S GHWHUPLQDTXH


GHQWURGHVXGHVDUUROORVHUHDOL]DUiXQDQiOLVLVSDUDFUHDUXQQXHYRSURGXFWR3ULPHURDWUDYpV
GHODJHQHUDFLyQGHLGHDVEXVFDQGRHQIXHQWHVLQWHUQDVHQORVFOLHQWHVHQORVFRPSHWLGRUHV
HQORVGLVWULEXLGRUHV\SURYHHGRUHVOXHJRVHKDFHXQWHVWGHFRQFHSWRVHHOLJHXQDHVWUDWHJLD
GH PDUNHWLQJ (VWD FRQVWD GH WUHV SDUWHV SULPHUR VH DQDOL]D HO PHUFDGR REMHWLYR HO
SRVLFLRQDPLHQWRGHOSURGXFWRSODQHDGRORVEHQHILFLRVHVSHUDGRVSDUDORVSULPHURVDxRVHQOD
VHJXQGDSDUWHVHSHUILODHOSUHFLRGHORVSURGXFWRV\HQODWHUFHUDVHHVWDEOHFHQORVSODQHVGH
YHQWD D ODUJR SOD]R 7DPELpQ VH KDFH WHVW DO SURGXFWR DO PHUFDGR VH HVWDEOHFH OD
FRPHUFLDOL]DFLyQ FXiQGR GyQGH D TXLpQ \ FyPR  $Vt FRPR XQ FOLHQWH \D VHD LQWHUQR R
H[WHUQRXQSURGXFWRWDPELpQWLHQHXQFLFORGHYLGDTXHHPSLH]DFRQHOGHVDUUROORGHOPLVPR\
OD LQWURGXFFLyQ DO PHUFDGR \ FRQWLQ~D FRQ HO FUHFLPLHQWR \ DFHSWDFLyQ KDVWD DUULEDU D OD
PDGXUH]GRQGHVHDOFDQ]DQORVPi[LPRVEHQHILFLRV\HOGHFOLYH

 &RPRDFODUD5REHUWVODOHDOWDGLQFRQGLFLRQDOGHOFOLHQWHDOD0DUFDVHGHEHDODPRUFRQ
TXHpVWHLGHQWLILFDDODHPSUHVDFRQVXVGHVHRV\DVSLUDFLRQHVODV³ORYHPDUNV´RPDUFDVSDUD
DPDU HVWDEOHFHQ FRQH[LRQHV HPRFLRQDOHV GXUDGHUDV \ SHUPLWHQ PD\RU YROXPHQ GH YHQWD \ D
SUHFLRVXSHULRU .RWOHU\5REHUWV 


Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 (QHOPLVPRWH[WR*RGLQH[SUHVDFRQVHMRVRFODYHVSDUDTXHXQD0DUFDVHDH[LWRVD

 ³&RQVLJDSHUPLVRGHOS~EOLFRHVGHFLUKDFHUFRUUHUODYR]VREUHHOQXHYRSURGXFWR´
 ³1RWUDWHGHFRPSODFHUDWRGRVKD\LQQXPHUDEOHVSHUVRQDVTXHQRTXLHUHQHOSURGXFWR´
 ³+DJDXQSURGXFWRGHOTXHYDOJDODSHQDKDEODU´
 ³)DFLOtWHOHDODJHQWHODSRVLELOLGDGGHTXHKDEOHGHVXSURGXFWRFRPXQLFDFLyQHQODVUHGHV
VRFLDOHVSRUWDOHV\EORJV´
 ³&RQVWUX\D XQD SODWDIRUPD SDUD TXH RWURV SDUWLFLSHQ XVXDULRV \ SHUVRQDV TXH TXHUUiQ
SRQHUVHHQFRQWDFWRFRQHOORV´
 ³$XVSLFLHODFXOWXUDGHODPDUDYLOODLQIXQGLUODFXOWXUDGHIDEULFDUSURGXFWRVDVRPEURVRVHV
SRVLEOHHLPSRUWDQWH´
 ³(VWpGLVSXHVWRDIUDFDVDU´
 ³'HOHXQDLQVLJQLDDODWULEXXQVtPERORYLVLEOHTXHLGHQWLILTXHDOSURGXFWR´
 ³1RVHGpSRUYHQFLGRFRQIDFLOLGDG´
 ³1R OH Gp PXFKD LPSRUWDQFLD D OD FUHHQFLD FRQYHQFLRQDO HO FOLHQWH DFHSWDUi ODV
FRQGLFLRQHVGHOSURGXFWR´


 2WUDPLUDGDGHOPDUNHWLQJHVWDEOHFHTXHH[LVWHQWUHVWLSRVGHPDUFDODPDUFDIXQFLRQDO
ODPDUFDGHLPDJHQ\ODPDUFDGHH[SHULHQFLD7RGDHPSUHVDTXHQDFHVXUJHSDUDFXEULUXQD
QHFHVLGDG EiVLFD ILVLROyJLFD GH VHJXULGDG FUHD XQ SURGXFWR SDUD VDWLVIDFHU HVD GHPDQGD
HVWHHVHOFDVRGHXQDPDUFDIXQFLRQDOHQODFXDOHOJUDGRGHILGHOLGDGGHOFOLHQWHHVEDMR/RV
WLSRVGHELHQHVHQHVWRVQHJRFLRVVRQHFRQyPLFRVGHSULPHUDQHFHVLGDGGHFRQVXPR/XHJR
OD JUDQ PD\RUtD GH HVWRV HPSUHQGLPLHQWRV XQD YH] TXH VH FRQVROLGDQ HQ HO PHUFDGR ORJUDQ
JHQHUDUXQDLPDJHQGHVHDEOHFRQODPDUFDODEDVHGHODGLIHUHQFLDFLyQHVWiHQODVSHUVRQDV\
HQODVVLWXDFLRQHVODVQHFHVLGDGHVVRQVRFLDOHV\GHHVWLPDODILGHOLGDGHVPHGLD\DOWD3HUR
VyORPX\SRFDVORJUDQFRQYHUWLUVHHQPDUFDVGHH[SHULHQFLDODFXDOGHEHVHU~QLFD\DWUDFWLYD
GRQGHODQHFHVLGDGGHOFOLHQWHHVGHDXWRVDWLVIDFFLyQH[LJHXQDIXHUWHILGHOLGDGFRQODPDUFD

 /DSURSXHVWDGHHVWUDWHJLDGH0DUFD&LXGDGSDUD7UHV$UUR\RVVLELHQHPSH]DUtDFRPR
XQDPDUFDIXQFLRQDODPHGLGDTXHVHGHVDUUROOHVHSRGUtDGHWHUPLQDUOXHJRFRPRXQDPDUFD
GHLPDJHQHQODFXDOKDEUtDXQDIXHUWHLGHQWLILFDFLyQHQWUHHOSURGXFWRTXHVHRIUHFH ODFLXGDG 
\ODLPDJHQTXHpVWDJHQHUDHQORVWXULVWDVTXHVHUtDVXSRVLFLRQDPLHQWR

 8Q HOHPHQWR FRQVWLWXWLYR GH OD PDUFD TXH GHEH WHQHUVH HQ FRQVLGHUDFLyQ HQ XQ EXHQ
GHEDWH\TXHSUHFLVDGHXQDGHFLVLyQILUPHTXHVHGHILQDGHVGHVXFUHDFLyQHVHOFRORUTXH
WHQJD(OFRORUWUDQVPLWHVHQVDFLRQHV\HPRFLRQHVTXHWDPELpQGHEHUiQVHUFRQVFLHQWHPHQWH
GHWHUPLQDGDVGHVGHODFRPXQLFDFLyQH[WHUQDGHOSURGXFWR

 3DUD TXH HO SURGXFWR R VHUYLFLR HVWp GLVSRQLEOH SDUD HO FRQVXPLGRU JUDFLDV D
RUJDQL]DFLRQHV LQWHUGHSHQGLHQWHV FRPSURPHWLGDV HQ HVH SURFHVR VH DQDOL]DQ ORV FDQDOHV GH
GLVWULEXFLyQ .RWOHU  S   (V GHFLU TXH SDUD TXH OD HVWUDWHJLD GH 0DUFD &LXGDG HQ
DOJ~Q PRPHQWR VH OOHYH D FDER HV QHFHVDULR GHVFULELU HQ OD SODQLILFDFLyQ GH OD PLVPD ORV


2EVpUYHVH1RWDSHULRGtVWLFDHQKWWSZZZSXURPDUNHWLQJFRPSXHGHFRORUGHWHUPLQDUH[LWR
PDUFDKWPO
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

FDQDOHVGHGLVWULEXFLyQPHGLDQWHORVFXDOHVpVWDSRGUiVHULPSOHPHQWDGD6HJ~QHOQ~PHURGH
QLYHOHV XQ FDQDO SXHGH VHU GLUHFWR GHO IDEULFDQWH DO FRQVXPLGRU ILQDO GRQGH QR KD\ QLQJ~Q
QLYHOGHLQWHUPHGLDFLyQRSXHGHWHQHUGRVQLYHOHVXQDPD\RULVWD\RWURPLQRULVWDRPiV.RWOHU
 S   HVWLSXOD TXH ODV RILFLQDV GH WXULVPR VRQ XQ H[FHOHQWH LQWHUPHGLDULR \D TXH
SURPXHYHQHOWXULVPRGHVXSURSLRSDtVHQHOFDVRGH7UHV$UUR\RVSURPXHYHQDODFLXGDGHQ
OD UHJLyQ DGHPiV GH HVWDU VLWXDGDV HQ ]RQDV HVWUDWpJLFDV FRPR DFFHVRV /RV VLVWHPDV
JOREDOHV GH GLVWULEXFLyQ *'6  H ,QWHUQHW VRQ GRV IXHQWHV ULFDV HQ LQIRUPDFLyQ OD ~OWLPD GH
JOREDO DOFDQFH (O FDQDO VH SXHGH RUJDQL]DU D WUDYpV GH VLVWHPDV YHUWLFDOHV KRUL]RQWDOHV
IUDQTXLFLDVDOLDQ]DVHQWUHHPSUHVDVGLVWULEXFLyQP~OWLSOHHWFpWHUD

 3DUD TXH HO FDQDO GH GLVWULEXFLyQ VHD H[LWRVR HV SUHFLVR LQGDJDU HQ OD SURPRFLyQ GHO
SURGXFWRHVGHFLUHQODVSROtWLFDVGHFRPXQLFDFLyQ$QWHULRUPHQWHVHDGYLUWLyODQHFHVLGDGGH
LGHQWLILFDUXQVHJPHQWRGHPHUFDGRREMHWLYRHVWHPLVPRS~EOLFRVHUiHOVXMHWRDOFXDOVHGLULJH
OD HVWUDWHJLD GH FRPXQLFDFLyQ TXH HVWDUiQ GHWHUPLQDGDV SRU REMHWLYRV (O PHQVDMH GHEH VHU
HIHFWLYRSDUDJHQHUDUXQDUHVSXHVWDHQHOUHFHSWRUHOFRQWHQLGRGHEHVHUOyJLFR\H[SUHVDGR
GHPDQHUDVLPEyOLFD .RWOHUS ([LVWHQORVFDQDOHVGHFRPXQLFDFLyQSHUVRQDOHV\
ORV LPSHUVRQDOHV VLQ FRQWDFWR SHUVRQDO R UHWURDOLPHQWDFLyQ 6HUtD SHUWLQHQWH HOHJLU HO PHMRU
FDQDO SDUD WUDQVPLWLU HO SUR\HFWR QHFHVDULR SDUD ORJUDU HO PD\RU DFDWDPLHQWR SRVLEOH GHO
S~EOLFRDOTXHVHGLULJH

 (Q HO FDVR GHO PDUNHWLQJ FRQYHQFLRQDO R GHO iPELWR SULYDGR VH GHEH UHDOL]DU XQ
SUHVXSXHVWRSDUDODFRPXQLFDFLyQODHOHFFLyQGHOHPLVRUGHOPHQVDMHHVFODYH \GHEHUiVHU
HYDOXDGDODVKHUUDPLHQWDVSURPRFLRQDOHVFRPRODSXEOLFLGDGODYHQWDSHUVRQDORODSURPRFLyQ
GH YHQWDV ODV UHODFLRQHV SXEOLFDV JHQHUDQ JDVWRV DO QHJRFLR 3HUR HQ HO FDVR GH 0DUFD
&LXGDGSDUWLHQGRGHODEDVHGHTXHVHWUDWDGHXQSUR\HFWRGHFDUiFWHUS~EOLFRHOSUHVXSXHVWR
TXH VH DVLJQD HV PXQLFLSDO \ VH FRQVLGHUD FDGD DFFLyQ FRPR XQD H[WHUQDOLGDG SRVLWLYD OD
FRPXQLFDFLyQHVWDUiHVWDEOHFLGDHQHOiPELWRORFDOVHJ~QORFUHDQFRQYHQLHQWHODVDXWRULGDGHV
GH SUHQVD &RPR WRGD FDPSDxD GH SXEOLFLGDG GHEHUi VHU HYDOXDGD \ VXV UHVXOWDGRV
DQDOL]DGRVFRUURERUDQGRORSODQLILFDGR

 (OPDUNHWLQJHQ,QWHUQHWIXQFLRQDFRPRXQDKHUUDPLHQWDGHFRPXQLFDFLyQ\SURPRFLyQQR
FRQYHQFLRQDO TXH SRU FXHVWLRQHVGH FRPRGLGDG LQIRUPDFLyQ \ SUHFLR .RWOHU  S  
HV PX\ XVDGD SRU OD JUDQ PD\RUtD GH ORV XVXDULRV \ WXULVWDV $FWXDOPHQWH HV EiVLFR HO
GHVDUUROOR GH XQD SiJLQD ZHE SDUD SUR\HFWDU OD LPDJHQ GH XQD PDUFD OD PD\RUtD GH ODV
HPSUHVDVWLHQHQSiJLQDVKDVWDGHSURGXFWRVLQGLYLGXDOL]DGRVTXHKDQVLGRH[LWRVRV6HDSRUWD
WDPELpQ D XQD EDVH GH GDWRV GH PDUNHWLQJ  GLUHFWR LQWHJUDO FRPR XQD YHQWDMD FRPSHWLWLYD
PHGLDQWHHOFRUUHRHOHFWUyQLFRWHOHPDUNHWLQJUHGHVVRFLDOHVEORJV

 3RU~OWLPRHOPDUNHWLQJGHGHVWLQRVWXUtVWLFRVVXUJHDUDt]GHODJOREDOL]DFLyQGHOWXULVPR
OD PDVLYLGDG ORJUDGD FRQ HO DXPHQWR HQ OD FRQHFWLYLGDG GH GHVWLQRV OHMDQRV JUDFLDV D OD
WHFQRORJtDGHJUDQGHVDYLRQHV,QWHUQHWDEULyODVSXHUWDVSDUDFRQRFHUVLWLRVLPSHQVDGRVFRQ
ODFRPSXWDGRUDSRUPHGLR6LQGHMDUGHODGRTXHHOWXULVPRGHEHVHUVRVWHQLEOHHQHOWLHPSR\
VXVWHQWDEOHFRQ ORVUHFXUVRV ORVHVSHFLDOLVWDV GHO PDUNHWLQJ KDQGHWHFWDGRXQ DPSOLRFDPSR
GHDSOLFDFLyQGHVXVWHRUtDVHQHOFXDOHVUHOHYDQWHODVHJPHQWDFLyQ\HOFRQWUROGHOPHUFDGR
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

OD FRPXQLFDFLyQ HQ HO PLVPR \ OD JHVWLyQ GHO PDUNHWLQJ D WUDYpV GH RILFLQDV GH WXULVPR $Vt
PLVPRHOPDUNHWLQJKDLQIOXHQFLDGRHQODHOHFFLyQGHGHVWLQRVSRUSDUWHGHORVWXULVWDV

 3RU WRGR HVWR HV QHFHVDULR TXH HO PDUNHWLQJ HVWXGLH DO WXULVPR HQ SDtVHV UHJLRQHV \
FLXGDGHV

 &LW\PDUNHWLQJ
 (O FLW\PDUNHWLQJ R PDUNHWLQJ GH FLXGDGHV HV XQD UDPD GHO PDUNHWLQJ TXH DQDOL]D ORV
SURFHVRV GH PDUFD FLXGDG SODQHV HVWUDWpJLFRV \ PDUFD JOREDO HV XQ UHGLVHxR GH OD FLXGDG
SHQVDGR GHVGH HO PDUNHWLQJ JHVWLRQiQGROD D SDUWLU GH KHUUDPLHQWDV TXH KDFHQ D OD
FRPSHWLWLYLGDG (V XQD ILORVRItD GH JHVWLyQ XUEDQD HQ OD TXH VH GHEHQ LPSOLFDU WRGRV ORV
DJHQWHVVRFLDOHV $PDGHXV 

 6HJ~Q 0DUWtQH] *yPH]   HV ³XQD SROtWLFD DFWLYD GH DFWXDFLRQHV RULHQWDGDV>«] D
LGHQWLILFDU \ GHWHUPLQDU ODV QHFHVLGDGHV GH GLIHUHQWHV S~EOLFRV UHDOHV \ SRWHQFLDOHV \ D
GHVDUUROODUXQDVHULHGHSURGXFWRV\VHUYLFLRVHQODFLXGDGSDUDVDWLVIDFHUGLFKDVQHFHVLGDGHV
FUHDQGR\SRWHQFLDQGRVXGHPDQGD´

 (V SHUWLQHQWH FRPSUHQGHU HO VLJQLILFDGR GHO WpUPLQR ³FLXGDG´ DQWHV GH DKRQGDU HQ OD
HVWUDWHJLD GH 0DUFD HQ pO VDEHU GHVGH GyQGH VH SDUWH SHUPLWLUi HVWDEOHFHU ODV EDVHV GH ORV
GHPiVWpUPLQRVUHODFLRQDGRV$FRUGHD&DSHO  H[LVWHQFULWHULRVFXDQWLWDWLYRV WDPDxRGHO
Q~FOHR GHQVLGDG SREODFLRQDO SUHGRPLQLR GH OD DFWLYLGDG HFRQyPLFD  \ FXDOLWDWLYRV IXQFLRQHV
DGPLQLVWUDWLYDVDVSHFWR\FDUDFWHUtVWLFDVXUEDQDV SDUDFODVLILFDUODV3HURPiVQHFHVDULRD~Q
HV SRGHU VHSDUDU ORV HVSDFLRV JHRJUiILFRV XUEDQRV GH ORV UXUDOHV ODV DFWLYLGDGHV TXH VH
UHDOL]DQ HQ FDGD XQR OD FRPSOHMLGDG HQ OD GLVWULEXFLyQ GHO WHUULWRULR HWFpWHUD (QWLHQGR
HQWRQFHVTXHXQDFLXGDGDOPHQRVHQ$UJHQWLQDHVXQDFRQFHQWUDFLyQSREODFLRQDOVXSHULRUD
ORV  KDELWDQWHV GDWR REWHQLGR HQ SURSRUFLyQ D OD FDQWLGDG WRWDO  FRQ XQD R YDULDV
DFWLYLGDGHVHFRQyPLFDVSUHYDOHFLHQWHVTXHVRQHOPRWLYRSDUDHOFXDOODFLXGDGIXHFUHDGDFRQ
XQJRELHUQRDXWyQRPRHQHO3DUWLGRSHURGHSHQGLHQWHGHMXULVGLFFLRQHVVXSHULRUHV SURYLQFLDO
QDFLRQDO 

 6LGHVGHHOPDUNHWLQJVHHVWXGLD0DUFDFRPRXQDHVWUDWHJLDKROtVWLFDGHUHSUHVHQWDFLyQ
GHXQSURGXFWRTXHLQFOX\HODSHUVSHFWLYDWXUtVWLFDHQWUHRWUDVHQWRQFHVGHVGHHOFLW\PDUNHWLQJ
HV SRVLEOH HVWXGLDU OD 0DUFD HQ HO FRQWH[WR GH XQD FLXGDG GLFKR GH RWUR PRGR JHQHUDU
FRQRFLPLHQWR D SDUWLU GH OD 0DUFD &LXGDG (O FLW\PDUNHWLQJ VH WUDQVIRUPD HQ XQ LQVWUXPHQWR
SDUDFUHDUOD0DUFD&LXGDG 0DUWtQH]*yPH] 

 /D0DUFD&LXGDGSXHGHVHUYLVWDFRPRXQDFWLYRHVWUDWpJLFRFRPRXQDFWLYRLQWDQJLEOH
RFRPRJHQHUDGRUDGHHPRFLRQHV 7LQWR$UDQGHV $VLPLVPRDJUHJDTXHOD0DUFDDFW~D
FRPRXQHOHPHQWRGHLGHQWLILFDFLyQHTXLYDOHQWHDXQFHUWLILFDGRGHFDOLGDG(VWDEOHFH0DUWtQH]
*yPH]   TXH OD FUHDFLyQ GH XQD 0DUFD GH &LXGDG HV SDUWH GH XQD SODQLILFDFLyQ
HVWUDWpJLFDHQODJHVWLyQGHODFLXGDG(VWitQWLPDPHQWHUHODFLRQDGDDODLPDJHQGHODFLXGDG
GHVGH GRV GLPHQVLRQHV IXQFLRQDO \ FXOWXUDO /D GLPHQVLyQ IXQFLRQDO GH OD LGHQWLGDG GH XQD
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

FLXGDG VH HVWDEOHFH HQ HO SURSyVLWR SDUD HO FXDO OD XUEH IXH FUHDGD SDUD FXPSOLU VX REMHWLYR
SULQFLSDO PLHQWUDV TXH OD GLPHQVLyQ FXOWXUDO VH UHILHUH D ORV YDORUHV FRPSDUWLGRV OD
UHSUHVHQWDFLyQJOREDOGHORVKDELWDQWHVDFHUFDGHVXFLXGDG

 /D0DUFDSXHGHVHUYLVWDFRPRXQDKHUUDPLHQWDSDUDLQIRUPDU 6HFWXU0p[LFR ³SDUDVHU


UHFRUGDGDFRQIDFLOLGDGHOQRPEUHGHFDGDSURGXFWRYDDFRPSDxDGRGHXQVtPERORFRQXQRV
FRORUHV\XQWLSRGHOHWUDFDUDFWHUtVWLFR´$TXtVHKDFHUHIHUHQFLDH[FOXVLYDPHQWHDOLVRORJRWLSR

 &RPR HVWDEOHFHQ &DOYHQWR \ 2FKRWHFR   OD 0DUFD &LXGDG FRPR HVWUDWHJLD GH
LQVHUFLyQ QDFLRQDO HV IXQGDPHQWDO HQ HO DFWXDO PXQGR JOREDOL]DGR JHQHUDQGR LQWHUpV HQ
SROtWLFDV GH LPDJHQ SRU SDUWH GH ORV JRELHUQRV (VWDV PDUFDV DSXQWDQ D SRWHQFLDU iPELWRV
HFRQyPLFRVFXOWXUDOHVVRFLDOHVSROtWLFRVWXUtVWLFRVHVWiQDTXHOODVDERFDGDVH[FOXVLYDPHQWH
SDUDHOVHFWRUWXUtVWLFRPLHQWUDVTXHKD\RWUDVTXHSUHWHQGHQIDYRUHFHUVHFWRUHVH[SRUWDGRUHV
HLQGXVWULDOHV6HJ~Q$JHUR  ODPDUFDFLXGDGHV³XQDFWLYRDOWDPHQWHHVWUDWpJLFRSDUD
SRWHQFLDUORVYDORUHVFXOWXUDOHVORVQHJRFLRVWXUtVWLFRV\FRPHUFLDOHVGHXQDFLXGDG´

 2WURVDXWRUHV &DOYHQWR\&RORPER HVWDEOHFHQTXHOD0DUFD&LXGDGGHULYDGHXQD


HVWUDWHJLD D~Q PD\RU OD 0DUFD $UJHQWLQD GHVSOHJDGD SRU HO JRELHUQR QDFLRQDO D SDUWLU GHO
$OOt³VHEXVFDHVWLPXODUDHVWUDWHJLDVGH0DUFDFRUUHVSRQGLHQWHVD5HJLRQHV6HFWRUHV
3URGXFWRV3URYLQFLDV\0XQLFLSLRV´ 3UHVLGHQFLDGHOD1DFLyQS (QFRQFOXVLyQXQD
0DUFDGHEHVHUFRQVLGHUDGDXQDSROtWLFDS~EOLFD

 (VWRVDXWRUHVSURSRQHQDGHPiVWUHVFRQFHSFLRQHVVREUH0DUFD&LXGDGTXHQRVRQPiV
TXHGLIHUHQWHVLQWHUSUHWDFLRQHVVREUHODKHUUDPLHQWD

 /DSULPHUDGHHOODVHVGHVGHHOPDUNHWLQJWHUULWRULDOGHILQLGRFRPR³HOSURFHVRGHJHVWLyQ
GHORVUHFXUVRVGHODFLXGDGFX\RREMHWLYRHVIRUWDOHFHUODDFHSWDFLyQGHORVHOHPHQWRVGHYDORU
TXHpVWDLQFRUSRUDDWHQGLHQGRDODVQHFHVLGDGHVGHORVGLVWLQWRVS~EOLFRVREMHWLYRV´ /RUHWR\
*HPD6DQ] 

 3D] \ 7NDFKXN   WDPELpQ SODQWHDQ OD YLVLyQ GHVGH HO PDUNHWLQJ WHUULWRULDO FX\D
³ILQDOLGDGHVHOGHVDUUROORGHXQDLPDJHQS~EOLFDGHDFHSWDFLyQHQUHIHUHQFLDDODFLXGDG«´6H
KDFH KLQFDSLp HQ HO XVR GHO WHUULWRULR VHD pVWH XQD FLXGDG UHJLyQ R SDtV FRPR PHGLR SDUD
FRQFHUWDUHVWUDWHJLDVGHGHVDUUROOR\FRPHUFLRGHOHVSDFLRFRPRSURGXFWR

 /D VHJXQGD FRUULHQWH VRVWLHQHTXH OD 0DUFD &LXGDG QR HV VyOR XQ ORJRWLSR VLQR TXH HV
XQD HVWUDWHJLD PiV FRPSOHMD HV XQD 0DUFD WHUULWRULDO TXH VH XWLOL]D FRPR KHUUDPLHQWD TXH
PRWLYD \ VRVWLHQH QXHYRV DWULEXWRV GH OD LGHQWLGDG SRU OR TXH VH RSRQH D ODV WpFQLFDV GH
PDUNHWLQJTXHLQWHQWDQVLPSOLILFDUHOIHQyPHQR³FLXGDG´

 /DWHUFHUDYLVLyQDFHSWDTXHWDQWR0DUFDFRPRLPDJHQVHHQFXHQWUDQGHQWURGH3ODQHV
(VWUDWpJLFRV \ TXH GHVGH DOOt WRPDQ VHQWLGR 6H HQWLHQGH TXH DTXt H[LVWH XQD SHUVSHFWLYD
HVWUDWpJLFD HQ OD FRPSHWLWLYLGDGGHO WHUULWRULR /D 0DUFD &LXGDG SDUD7UHV $UUR\RVVHXELFDUtD
HQ HVWD FDWHJRUtD \D TXH H[LVWH XQ 3ODQ (VWUDWpJLFR 7UHV $UUR\RV  FRQ  HMHV
IXQGDPHQWDOHVVLHQGRHO7XULVPRHOWHUFHURGHHOORV
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 2WUDFODVLILFDFLyQGHORVDXWRUHV&DOYHQWR\&RORPER  DSUHFLDHOVXUJLPLHQWRGHODV


0DUFDVDOJXQDVFRPRLQWHJUDOHVFXDQGRLQWHQWDQDFDSDUDUVXEPDUFDV\GLVWLQWRViPELWRVGH
ODFLXGDGRFRPR0DUFDVVHFWRULDOHVIRPHQWDQGRDOJ~QDVSHFWRHVSHFLILFRFRPRHOWXULVPR

 'RV GLPHQVLRQHV VRQ ODV TXH LQIOX\HQ HQ OD 0DUFD &LXGDG FRQIRUPH D 7LQWR $UDQGHV
  FRPR PDUFD GH RULJHQ \ FRPR OXJDU GH RULJHQ /D FLXGDG HV HO OXJDU GRQGH IXH
JHQHUDGRHOSURGXFWRHOVRSRUWHItVLFRODGLVWULEXFLyQJHRJUiILFDHOHPSOD]DPLHQWRH[LVWHQWH
(VH OXJDU DVRFLDGR D OD PDUFD LPSDFWD HQ ORV VHJPHQWRV GHO PHUFDGR DFRUGH D ODV
DSUHFLDFLRQHVGHODGHPDQGDHOVHOOR³+HFKRHQ«´LQIOX\HHQHOYDORUSHUFLELGR/DPDUFDGH
RULJHQ HQ FDPELR HV XQ FRQFHSWR PiV DPSOLR \ VH UHILHUH D OD FLXGDG TXH XQ FRQVXPLGRU
DVRFLDDXQSURGXFWRLQGHSHQGLHQWHPHQWHHQGyQGHKD\DVLGRIDEULFDGR(QWRQFHVODPDUFD
GHRULJHQGHEHFRQVLGHUDUODLPDJHQODYDORUDFLyQSRVLWLYDRQHJDWLYDTXHORVKDELWDQWHVWLHQHQ
GH VX FLXGDG \D TXH KD\ XQD IXHUWH DVRFLDFLyQ HQWUH FDOLGDGPDUFDOXJDU GH RULJHQ 3RU
HMHPSORORVDOIDMRUHV+DYDQQDVHDVRFLDQGLUHFWDPHQWHD0DUGHO3ODWD\DTXHRULJLQDOPHQWH
OD IiEULFD VH HQFRQWUDED DOOt \HUD HO VRXYHQLU WtSLFRGH ODV YDFDFLRQHV HQ OD SRVWDO EDOQHDULD
DFWXDOPHQWH SXHGH VHU TXH VH IDEULTXHQ HQ FXDOTXLHU RWUD FLXGDG GHO SDtV SRU FRQYHQLHQFLD
HFRQyPLFDHQIDEULFDFLyQ HQ HVFDOD SHUR HO SRVLFLRQDPLHQWR GHO SURGXFWR ³DOIDMRU GH FDOLGDG´
VLJXH OLJDGR D 0DU GHO 3ODWD (Q UHVXPHQ OR TXH VH SURGXFH HV HO DSURYHFKDPLHQWR GH OD
HVWUDWHJLD GH ILMDFLyQ GH SUHFLRV SRU HVH SRVLFLRQDPLHQWR SRVLWLYR TXH JHQHUD FRPSHWLWLYLGDG
WRPDQGRDORULJHQFRPRVLQyQLPRGHFDOLGDG

 /DV 0DUFDV &LXGDG WDPELpQ VH FUHDQ D WUDYpV GH LPiJHQHV JHQHUDGDV SRU ORV
FRQVXPLGRUHV GHELGR D LQIRUPDFLyQ DGTXLULGD H[SHULHQFLDV SHUVRQDOHV R FUHHQFLDV VREUH ORV
OXJDUHV 7LQWR $UDQGHV   'LFKDV 0DUFDV SXHGHQ YHUVH DIHFWDGDV SRU OD GHELOLGDG GH OD
FLXGDG GH RULJHQ D UDt] GH OD FRPSHWHQFLD JOREDO RWUDV SRU TXHGDU HQ XQD ORFDOL]DFLyQ
SHULIpULFD SRU HO SURSLR FRQWH[WR UHJLRQDO R QDFLRQDO 'H KHFKR H[LVWHQ PDUFDV JOREDOHV TXH
LQFRUSRUDQDVXQRPEUHHOSDtVSDUDLQFUHPHQWDUVXYDORU HJ$HUROtQHDV$UJHQWLQDV RHQHO
GLVHxR \ SXEOLFLGDG GH OD 0DUFD HO YtQFXOR FRQ VX RULJHQ 4DQWDV DxDGLy XQ FDQJXUR HQ HO
HVTXHPDGHVXVDYLRQHV VLHPSUHDVRFLiQGRVHFRQORVHVWHUHRWLSRV

 &RPR VH YHUi HQ HO VLJXLHQWH FDStWXOR HMHPSOLILFDQGR FRQ FDVRV FRQFUHWRV XQD 0DUFD
&LXGDG WLHQH FLHUWD PHWRGRORJtD D VHJXLU HQ VX FRQVWUXFFLyQ &DOYHQWR \ &RORPER  
3ULPHUR VH GHEH HODERUDU XQ 'LDJQyVWLFR GH 6LWXDFLyQ GH OD &LXGDG \ VXV SRWHQFLDOLGDGHV
OXHJRLGHQWLILFDUORVDFWRUHVS~EOLFRV\SULYDGRVTXHGHEHQSDUWLFLSDUHQODFUHDFLyQ\JHVWLyQ
GH OD 0DUFD GHOLPLWDQGR ORV DOFDQFHV GH VX DFFLyQ VH GHEH IRUPXODU OD YLVLyQ GH OD FLXGDG
GHVLJQDU XQ HTXLSR \ XQ HQWH UHVSRQVDEOH GH OD FRQGXFFLyQ GHO SURFHVR TXH JDUDQWLFHQ OD
YLVLyQ D ODUJR SOD]R GLVHxDU XQ 3URJUDPD GH ,GHQWLGDG GHWHUPLQDU ORV $WULEXWRV GLIHUHQFLDOHV
GH LPDJHQ GH OD FLXGDG ORV $UJXPHQWRV FRPXQLFDWLYRV GLVHxDU ODV HVWUDWHJLDV \ SODQHV GH
FRPXQLFDFLyQ\GHPDUNHWLQJWHUULWRULDOHVWDEOHFHUORVREMHWLYRVDFRUWRPHGLDQR\ODUJRSOD]R
\SRU~OWLPRGHILQLUHOS~EOLFRGHVWLQDWDULRGHODVSROtWLFDVGHSURPRFLyQ\QLFKRVGHPHUFDGRD
ORVTXHDSXQWDUiQORVREMHWLYRVSULRULWDULRV

 /D FRPSHWLWLYLGDG HOHPHQWR PHQFLRQDGR \D YDULDV YHFHV  HV DTXt HO SRU TXp GH OD
FXHVWLyQHOPRWLYRSRUHOFXDOHOFLW\PDUNHWLQJVHODVLQJHQLDSDUDFUHDUXQDHVWUDWHJLDLQWHJUDO
GHYDORUDFLyQGHORVELHQHVSURPRFLyQH[WHUQD\UHFRQRFHGRUDGHLGHQWLGDGGHXQDFXOWXUD1R
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

EDVWD FRQ FRQRFHU ODV YHQWDMDV FRPSDUDWLYDV GHO SURGXFWR TXH pVWH WHQJD HOHPHQWRV TXH OH
SHUPLWDQPHGLUVHFRQWUDODFRPSHWHQFLDHQXQPHUFDGRVHOHFWLYRHVSUHFLVRVHUHOPHMRUHQHO
FDPSR &RQWDU FRQ YHQWDMDVFRPSHWLWLYDV FRQ DWUDFWLYRV VXSHULRUHVTXH ORKDJDQ ~QLFRHQ HO
DEDQLFRGHSURSXHVWDVGHOELHQRIUHFLGRHVHOIDFWRUFODYHGHOp[LWRTXHGHEHUtDSURSRQHUVHHQ
OD PLVLyQ HPSUHVDULDO GH RWUD PDQHUD OD LGHD GHO QHJRFLR QR VREUHYLYH VL QR FXHQWD FRQ
IRUWDOH]DV\RSRUWXQLGDGHVTXHOHSHUPLWDQXQEHQHILFLRDODUJRSOD]R'LFKDFRPSHWLWLYLGDGVH
SXHGH GDU PHGLDQWH GLVWLQWRV IDFWRUHV HQ HO SURGXFWR HQ HO VHUYLFLR SHUVRQDOL]DGR  HQ ORV
UHFXUVRV KXPDQRV FDOLGDG HQ OD DWHQFLyQ DO FOLHQWH ILGHOLGDG GH ORV PLVPRV \ GH ORV
HPSOHDGRV D OD HPSUHVD  HQ HO SDFNDJLQJ R SUHVHQWDFLyQ GHO SURGXFWR HQ ORV WLHPSRV GH
SURGXFFLyQHWFpWHUD

 /D0DUFD&LXGDGWDPELpQSXHGHVHUYLVWDFRPRXQDHVWUDWHJLDTXHHQJOREDDXQVLVWHPD
SDUWLHQGRGHVGHOD7HRUtD*HQHUDOGH6LVWHPDV±7*6 2VRULR*DUFtD 8QVLVWHPDHVXQ
FRQMXQWR GH HOHPHQWRV GLQiPLFDPHQWH UHODFLRQDGRV HQWUH Vt IRUPDQGR XQD DFWLYLGDG SDUD
DOFDQ]DU XQ REMHWLYR RSHUDQGR VREUH GDWRV SDUD SURYHHU LQIRUPDFLyQ (VWR TXLHUH GHFLU TXH
DOJXQDVGHODVSDUWHVGHOD0DUFDVRQODFLXGDGYLVWDFRPRHVSDFLRWHUULWRULDOVXJRELHUQRVXV
FLXGDGDQRVODVUHODFLRQHVHQWUHHOORVODFRPXQLFDFLyQYHUWLFDO\KRUL]RQWDOHQWUHORVGLIHUHQWHV
DFWRUHVODVHPSUHVDVORVHQWHVPL[WRVORVELHQHVS~EOLFRVFRPRHGLILFLRVFDOOHVWUDQVSRUWH
HQWUHRWURV(VWRVVXEVLVWHPDVDVXYH]SXHGHQVHUHVWXGLDGRVFRPRVLVWHPDVHQVtPLVPRV
TXH FRQJORPHUDQ RWURV FRPSRQHQWHV PLFUR \ VH UHWURDOLPHQWDQ 'H KHFKR HQ HO VLVWHPD
WXUtVWLFRGHWDOODGRSRU2VRULR*DUFtDGLFKRDXWRUSURSRQHORVHOHPHQWRVWXULVWDVORVHOHPHQWRV
JHRJUiILFRV UHJLyQJHQHUDGRUDGHYLDMHURVGHVWLQRWXUtVWLFR\UHJLyQGHWUiQVLWR \ODLQGXVWULD
WXUtVWLFD

 8QVLVWHPDWDPELpQVHHVWXGLDFRPRXQSURFHVRHQHOFXDOLQJUHVDQLQSXWVRHQWUDGDVR
LQVXPRVORVFXDOHVPHGLDQWHXQVXESURFHVRWUDQVIRUPDGRUVHFRQYLHUWHQHQRXWSXWVRVDOLGDV
R SURGXFWRVUHVXOWDGRV VH SURGXFH HO IHHGEDFN R UHWURDOLPHQWDFLyQ TXH SHUPLWH HO FRQWURO H
LQIRUPDUVLH[LVWLyGHVYLDFLyQDFRUGHDORSODQLILFDGR\WRGRHOORLQVHUWRHQXQDPELHQWHLQWHUQR
\H[WHUQRTXHSXHGHPRGLILFDUODHVWUXFWXUD(QRWUDVSDODEUDV\KDFLHQGRXQSDUDOHOLVPRXQD
0DUFD FRPR VLVWHPD SXHGH JHQHUDUVH FRPR FRQMXQWR GH HOHPHQWRV LGHDV YDORUHV
SHUFHSFLRQHV LPDJLQDULRV LPDJHQ SRVLFLRQDPLHQWR TXH LQJUHVDQSDUD VHUWUDQVIRUPDGRVHQ
HOSURFHVRGHLGHQWLILFDFLyQFRQORVDWULEXWRVGHODPDUFD\SRVLFLRQDPLHQWRGHODPLVPDHQHO
PHUFDGR\TXHFX\RUHVXOWDGRHVHOp[LWRRIUDFDVRGHODHVWUDWHJLDFRQXQDUHWURDOLPHQWDFLyQ
TXH SHUPLWLUiUHFRPHQ]DU HO FLFOR SURGXFWLYR GH OD PDUFD SDUD FRUUHJLU HUURUHV \ HO DPELHQWH
LQWHUQR HV OD FLXGDG GRQGH VH LPSOHPHQWy OD PDUFD PLHQWUDV TXH HO DPELHQWH H[WHUQR HV OD
UHJLyQSULPHUIRFRGHLPSDFWR

 6L GHVGH OD 7*6 VH HVWDEOHFH TXH HO PRGHOR SURFHVDO FDUDFWHUL]D D ORV VLVWHPDV FRPR
DELHUWRVHVGHFLUTXHREWLHQHLQWHUFDPELRVFRQHOHQWRUQR\MXVWDPHQWHSRUHOORHVWiVXMHWRD
SHUWXUEDFLRQHVSURYHQLHQWHVGHODPELHQWHSRUORTXHVHSXHGHQJHQHUDUFDPELRVXQPRGRGH
YHU XQD 0DUFD &LXGDG HV D WUDYpV GHO PRGHOR GH IHHGEDFN SRVLWLYR HQ HO FXDO HV SRVLEOH
LQWURGXFLUFDPELRVHQHOVLVWHPDVLQSRQHUORHQSHOLJUR3RUORWDQWRXQD0DUFDQRHVFHUUDGD\
SXHGH VXIULU PRGLILFDFLRQHV HQ HO WUDQVFXUVR GH VX DSOLFDFLyQ PHGLDQWH ORV FDPELRV HQ ODV
SHUFHSFLRQHVGHORVFRQVXPLGRUHV/RLPSRUWDQWHHQODFRQFHSWXDOL]DFLyQGHXQD0DUFDFRPR
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

VLVWHPDHVQRSHUGHUGHYLVWDTXHpVWDHQJOREDDOWXULVPR\SRUHQGHVHHQWLHQGHDOVLVWHPD
FRPRWXUtVWLFR

 4XHGDFODURTXHFRPRHOFLW\PDUNHWLQJHVWXGLDSURFHVRVHQGRQGHLQWHUYLHQHHOKRPEUH
HQ VRFLHGDG R VHD HQ XQ HVSDFLR GRQGH VH JHQHUDQ UHSUHVHQWDFLRQHV H LPDJLQDULRV
FROHFWLYRVHOORDVtHVQHFHVDULRDQDOL]DUTXpRFXUUHFRQODLGHQWLGDGGHHVDFXOWXUDVLWXDGDHQ
XQ HPSOD]DPLHQWR JHRJUiILFRWHUULWRULDO TXH HV OD FLXGDG FXiOHV VRQ ORV YDORUHV FRPSDUWLGRV
FyPRVHGLIHUHQFLDQHVWRVKDELWDQWHVGHORVGHRWUDVFLXGDGHVHQGHILQLWLYDFXiOHVODLPDJHQ
GHODFLXGDGGH7UHV$UUR\RV

 ,PDJHQ\SRVLFLRQDPLHQWR
 (Q HVWH DSDUWDGR GHWDOODUp OD LQWHUUHODFLyQ HQWUH 0DUFD LGHQWLGDG FXOWXUD
SRVLFLRQDPLHQWRHLPDJHQQHFHVDULDSDUDFRPSUHQGHUORVFDVRVGHHVWXGLR

 /D LPDJHQ ³HV OD UHSUHVHQWDFLyQ PHQWDO FRQMXQWR GH LPSUHVLRQHV R LQFOXVR ORV YDORUHV
TXHODJHQWHDVRFLDRUHODFLRQDDXQGHWHUPLQDGRVXMHWRHQWLGDGRUJDQL]DFLyQHPSUHVD´ 7LQWR
$UDQGHV (VGHFLUTXHODYLVLyQTXHORVKDELWDQWHVGHODFLXGDGGH7UHV$UUR\RVWLHQHQ
GH VXSURSLDFLXGDG HVODLPDJHQTXH pVWDSUR\HFWD .RWOHU  S   OD GHILQH FRPR ³HO
FRQMXQWRGHLGHDVFUHHQFLDVHLPSUHVLRQHVTXHXQDSHUVRQDWLHQHVREUHXQREMHWRVREUHDOJR
TXH H[LVWH HQ VX PHQWH´ /D LPDJHQ HV HQWRQFHV VXEMHWLYD VH FRQILJXUD D UDt] GH ODV
SHUFHSFLRQHVGHORVVXMHWRVRDFWRUHVTXHLQWHUYLHQHQHQOD0DUFDVHIRUPDDSDUWLUGHODRIHUWD
GH ELHQHV VHUYLFLRV SURGXFWRV TXH pVWD SURSRQH (V OR TXH VH WUDQVPLWH SDUD JHQHUDU
FRQRFLPLHQWRHVXQDHVWUDWHJLDGHOPDUNHWLQJWXUtVWLFR

 6HJ~Q .RWOHU \ 5REHUWV   HO FOLHQWH QR FRQVXPH HO SURGXFWR VLQR OD LPDJHQ TXH
WLHQHGHOPLVPRUHIOHMDGDDWUDYpVGHODPDUFD

 (V OD LPDJHQ OR TXH SHUPLWLUi GHILQLU D OD FLXGDG VHUi XQD SHUFHSFLyQ X RSLQLyQ HQ OD
PHQWHGHOS~EOLFRLQWHUQRVHUiODLGHQWLGDGGHO/XJDU 0DUWtQH]*yPH] (OUHVXOWDGRGH
WRGDVODVLPSUHVLRQHVUHJLVWUDGDVSRUORVFRQVXPLGRUHVVREUHODPDUFDFRQILJXUDDODLPDJHQ
(QRWUDVSDODEUDVODLPDJHQVHUiODSUR\HFFLyQS~EOLFDTXHVHJHVWLRQDHQXQDFLXGDGDSDUWLU
GHVXLGHQWLGDG 3D]7NDFKXN 6LJXLHQGRFRQHVWRVDXWRUHVHVWDSUR\HFFLyQVXUJHGH
ODVH[SHFWDWLYDV\DVLJQDFLRQHVGHYDORU\GHODVDFFLRQHVFRPXQLFDFLRQDOHVUHDOL]DGDVGHVGH
OR S~EOLFR \ OR SULYDGR /D LPDJHQ VH GHILQH FRPR HO ³SXHQWH´ HQWUH HO SURGXFWR \ ORV
FRQVXPLGRUHV R HQWUH OD 0DUFD \ ORV FLXGDGDQRV (VD RSLQLyQ WHQGUi XQ YDORU DIHFWLYR \
VHQWLPHQWDOTXHVHUiDFHSWDGDRUHFKD]DGD\VHUYLUiFRPRPDUFRGHUHIHUHQFLDDOPRPHQWRGH
GHWHUPLQDUODFRPSUDGHOSURGXFWR 7LQWR$UDQGHV 
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 /D WUDQVPLVLyQ GH OD LPDJHQ VH LPSOHPHQWDUi PHGLDQWH OD FUHDFLyQ GHO LVRORJRWLSR (O
ORJRUHIOHMDUiODHVWUDWHJLDGHFRPXQLFDFLyQFX\RREMHWLYRGHEHUiGHWHUPLQDUHORUJDQLVPRTXH
OOHYHDGHODQWHODLQYHVWLJDFLyQGHODPDUFD

 /DJHVWLyQGHXQDLPDJHQGHEHVHUFRPRVLODFLXGDGVHPLUDUDDXQHVSHMRGHWHFWDQGR
ORV DWUDFWLYRV WXUtVWLFRV GHEHQ GHFLGLUVH FXiOHV PHMRUDU PDQWHQHU X RFXOWDU OD HVWpWLFD GHEH
FXLGDUVH IUHQWH D VXV FLXGDGDQRV \ WXULVWDV QR VyOR GHEH VHGXFLU VLQR DGHPiV REWHQHU XQD
UiSLGDLGHQWLILFDFLyQSRVLWLYDDHVFDODUHJLRQDO(VWRVHORJUDDWUDYpVGHOWUDEDMRFRQMXQWRHQWUH
HOVHFWRUS~EOLFRODVRUJDQL]DFLRQHVLQWHUPHGLDV\ORVJUXSRVGHSRGHUHLQIOXHQFLDFXLGDQGR
VLHPSUHGHFRPSRQHUXQHVWHUHRWLSRTXHFRUUHVSRQGDDODUHDOLGDG 3D]7NDFKXN (VH
HVWHUHRWLSR VH JHVWLRQD SRUTXH VLPSOLILFD HO SURFHVR GH WRPD GH GHFLVLRQHV \D TXH VH
GHVFDUWDQ DXWRPiWLFDPHQWH ODV RSFLRQHV GH OXJDUHV FRQ LPDJHQ QHJDWLYD 7LQWR $UDQGHV
 

 (VWH~OWLPRDXWRUDJUHJDDGHPiVTXHODLPDJHQHVGHILQLWLYDRJOREDOFRPSXHVWDSRUOD
LPDJHQ RUJiQLFD \ OD LPDJHQ LQGXFLGD OD SULPHUD FRPR UHVXOWDGR GH OD H[SRVLFLyQ JHQHUDO H
LQIRUPDFLyQGHWRGRWLSRODVHJXQGDHVXQHVIXHU]R\FRPXQLFDFLyQGHORVHPLVRUHV S~EOLFRV
\ SULYDGRV  D WUDYpV GH HVWUDWHJLDV GH DFFLyQ (VWLSXOD WDPELpQ TXH OD REOLJDWRULHGDG HQ OD
LPSOHPHQWDFLyQ GH OD 0DUFD HV XQ HOHPHQWR LPSUHVFLQGLEOH HQ OD QDWXUDOH]D MXUtGLFD GH OD
PLVPD\TXHHVHOPHGLRQHFHVDULRSDUDODIRUPDFLyQGHODLPDJHQFRPRELHQLQPDWHULDO

 'LVWLQWD HV OD LPDJHQ GHO SRVLFLRQDPLHQWR \D TXH HO HVWH ~OWLPR WpUPLQR VH FUHD HQ OD
PHQWH GHO FRQVXPLGRU R FOLHQWH VH RULJLQD FRPR XQD HVWUDWHJLD GH FRPXQLFDFLyQ SDUD
LQIOXHQFLDUHQODGHPDQGD

 &XDQGR VH KDEOD GH SRVLFLRQDPLHQWR .RWOHU  S   HVWDEOHFH ³OD SRVLFLyQ GHO
SURGXFWRHVHOPRGRHQTXHHOSURGXFWRHVGHILQLGRSRUORVFRQVXPLGRUHVUHVSHFWRDDWULEXWRV
LPSRUWDQWHVHOOXJDUTXHHOSURGXFWRRFXSDHQODPHQWHGHOFRQVXPLGRUUHVSHFWRDSURGXFWRV
GHODFRPSHWHQFLD´4XLHUHGHFLUTXHSRUORJHQHUDOVHWLHQGHDLGHQWLILFDUXQSURGXFWRHQXQ
FDPSR GH P~OWLSOHV PDUFDV VH EXVFD FRQRFHU PiV GH XQ RIHUHQWH SRU ELHQ R VHUYLFLR HO GH
PHMRU SRVLFLRQDPLHQWR VHUi HQWRQFHV OD 0DUFD SULPHUD TXH VH YHQJD D OD PHQWH FXDQGR VH
PHQFLRQH GLFKR SURGXFWR 3DUD &DOYHQWR \ &RORPER E  VH GHQRPLQD ³SRVLFLRQDPLHQWR´
HQ WpUPLQRV GHOPDUNHWLQJ HO FRPXQLFDU DO S~EOLFRREMHWLYRODSURSLDLGHQWLGDGTXHMXVWDPHQWH
HVODLPDJHQWHUULWRULDO

 &KtDV HVWDEOHFH TXH HO SRVLFLRQDPLHQWR HV ³OD VtQWHVLV GH ORV YDORUHV FRQ HQIRTXH
FRPSHWLWLYR (V HQ UHDOLGDG XQD SURPHVD H[SOtFLWD TXH KDFHPRV DO S~EOLFR REMHWLYR \ XQ
UHIHUHQWH HQ OD RULHQWDFLyQ GHO PRGHOR RSHUDWLYR GH OD HPSUHVD GDGR HO FDUiFWHU GH
FRPSURPLVRS~EOLFRTXHLPSOLFD´

 3DUD ORJUDU HVH SULPHU OXJDU HQ OD HOHFFLyQ GHO FRQVXPLGRU H[LVWHQ HVWUDWHJLDV GH
SRVLFLRQDPLHQWR DOJXQDV EDViQGRVH HQ ODV FDUDFWHUtVWLFDV HVSHFtILFDV GHO SURGXFWR RWUDV
FRQWUD XQ FRPSHWLGRU H[LVWHQWH /D GLIHUHQFLDFLyQ GHO SURGXFWR SXHGH GDUVH SRU ODV


2EVpUYHVH1RWDSHULRGtVWLFDHQKWWSZZZSXURPDUNHWLQJFRPFXDQGRORJRVEDQGDVURFN
SRGHURVRVFRPRJUDQGHVPDUFDVKWPO
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

FDUDFWHUtVWLFDVItVLFDVSRUHOVHUYLFLRHQORVUHFXUVRVKXPDQRVHQODXELFDFLyQRHQODLPDJHQ
VLHPSUHLQWHQWDQGRORJUDUYHQWDMDVFRPSHWLWLYDV

 0HGLUODSHUFHSFLyQTXHWLHQHQORVFRQVXPLGRUHVGHODLPDJHQ\GHOD0DUFD&LXGDGHV
LQGLVSHQVDEOH SDUD FRQRFHU FyPR YHQ OD PDUFD \ FyPR FRQYHQGUtD VHU YLVWD D SDUWLU GH ODV
DFWLWXGHV\ODUHODFLyQFRQODFRQGXFWDORVSUHMXLFLRV\ORVHVWHUHRWLSRV 7LQWR$UDQGHV 

 /D LGHQWLGDG HV XQ FRQFHSWR PX\ OLJDGR D OD LPDJHQ \ DO SRVLFLRQDPLHQWR HV HO JUDQ
HOHPHQWR GLIHUHQFLDGRU IUHQWH D XQ FRPSHWLGRU 1R HV PiV TXH LPSUHVLRQHV SHUFHSFLRQHV H
LQIRUPDFLyQ GLItFLO GH FRPXQLFDU SRU VHU VXEMHWLYD &RPR \D PHQFLRQp DQWHULRUPHQWH XQD
0DUFD HV XQ SURGXFWR PHGLDQWH HO FXDO HV SRVLEOH UHYHODU XQD LGHQWLGDG \ D VX YH]
GLIHUHQFLDUVH GHO UHVWR 1R VyOR HV GLItFLO GHILQLU OD SURSLD LGHQWLGDG VLQR WDPELpQ VDEHU
FRPXQLFDUOD DO S~EOLFR REMHWLYR (VWD 0DUFD VH XELFD HQ OD PHQWH HQ IRUPD GH LPDJHQ 7LQWR
$UDQGHV 

 /D 0DUFD VyOR REWHQGUi YDORU VL HV FRQRFLGD VL UHIOHMD VHJXULGDG \ FDOLGDG VL OD
QRWRULHGDGRSUHVHQFLDVHREWLHQHDUDt]GHODLGHQWLGDGGHORVFRPSUDGRUHV

 /DLGHQWLGDGSXHGHHQWHQGHUVHWDPELpQFRPRODSHUVRQDOLGDGGHODFLXGDGODVXPDWRULD
GH LGHDV TXLpQHV VRPRV  YDORUHV HQ TXp FUHHPRV  \ QRUPDV TXp KHPRV GH FXPSOLU 
FRPELQD OR TXH OD FLXGDG ³DSDUHQWD VHU´ ³OR TXH HV \ KDFH HQ UHDOLGDG´ \ VREUHWRGR ³OR TXH
SUR\HFWDVHU\KDFHU´ 3D]7NDFKXN 

 8QDIRUPDGHLGHQWLILFDFLyQFRQXQDFLXGDGSXHGHGDUVHWDPELpQFRPRXQDDQLPRVLGDG
R DQWLSDWtD JUDFLDV D FRQIOLFWRV EpOLFRV SROtWLFRV R HFRQyPLFRV TXH DIHFWDQ D OD GHFLVLyQ GH
FRPSUDVGHPDUFDHQHOPHUFDGRLQGHSHQGLHQWHPHQWHGHVXFDOLGDGRSUHFLR 7LQWR$UDQGHV
  (Q HVWRV FDVRV VHUi QHFHVDULR UHGLUHFFLRQDU OD DFWLYLGDG KDFLD PHUFDGRV FRQFUHWRV \
FDPELDUODVHVWUDWHJLDVGHFRPXQLFDFLyQ\SURPRFLyQSDUDLPSHGLUTXHODDQLPRVLGDGVHDXQD
EDUUHUD

 9LQFXODGRGLUHFWDPHQWHDHVWHWHPDHVODREVROHVFHQFLDGHXQDPDUFD\DTXHFXDQGRHO
FRQVXPLGRU DQDOL]D HQ TXp JUDGR VH HQFXHQWUD LGHQWLILFDGR FRQ OD PLVPD DTXHOODV ³HQ XVR´
SXHGHQ SHUGHU VX YDORU R ODV TXH VH HQFXHQWUDQ ³VLQ XVR´ \ HQ HO SDVDGR WXYLHURQ DOWD
YDORUDFLyQSXHGHQVHUUHIORWDGDVVLVRQDFHSWDGDVSRUHOPHUFDGR 6iQFKH] 

 8QDFXOWXUDVHLGHQWLILFDSRUODVFRVWXPEUHVFUHHQFLDVWUDGLFLRQHV\SDWULPRQLRPDWHULDO
R LQWDQJLEOH HQ FRP~Q OR TXH D VX YH] OH D\XGD D HVWDEOHFHU GLVFUHSDQFLDV FRQ RWUDV
VRFLHGDGHV (V SRVLEOH TXH XQD FLXGDG FXHQWH FRQ XQD FXOWXUD XUEDQD FRQ VLPLOLWXGHV \
VHQWLPLHQWRVHQFRQWUDGRV HQ VXV FLXGDGDQRV FRQ UHVSHFWR D HVD ORFDOLGDG \D TXH HO WUD]DGR
HQFLHUUDKLVWRULDVDQpFGRWDVRSLQLRQHVHQFRQWUDGDV\GHVHQFRQWUDGDVHVWHUHRWLSRVVREUHORV
GLIHUHQWHVUROHV\SHUVRQDVTXHORVOOHYDQDODSUiFWLFD(VODFXOWXUDHQWRQFHVTXLHQGDUiIRUPD
DODLGHQWLGDGORFDOODFXOWXUDHVHOELHQLQPDWHULDODSURWHJHUDTXHOSDWULPRQLRLQWDQJLEOHTXH
VHYHUiPiVYDORUDGRDSDUWLUGHODLPSOHPHQWDFLyQGHODPDUFD\ODHVWUDWHJLDGHGLIHUHQFLDFLyQ
FRQ UHVSHFWR D RWUDV FXOWXUDV /D FXOWXUD HV XQ FRQFHSWR WDQ DPSOLR FRPR SHUVRQDV HVWpQ
LQYROXFUDGDV HQ HOOD UHODFLRQD PRGRV \ HVWLORV GH YLGD  FRQ ORV UHFXUVRV GLVSRQLEOHV ODV
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

WUDGLFLRQHVODVUHODFLRQHVLQWHUSHUVRQDOHV\PXFKRVRWURVSURFHVRVTXHWUDQVFXUUHQGHQWURGH
XQDVRFLHGDG

 (QHODSDUWDGRDQWHULRU\DPHQFLRQpHOFRQFHSWRGH&LXGDGYLVWDGHVGHHOFLW\PDUNHWLQJ
SHURFUHRTXHHVQHFHVDULRWDPELpQDQDOL]DUORGHVGHODSHUVSHFWLYDGH/XJDU8Q/XJDUHV³XQ
HVSDFLRIXHUWHPHQWHVLPEROL]DGRXQHVSDFLRGRQGHSRGHPRVOHHUHQSDUWHRHQVXWRWDOLGDGOD
LGHQWLGDG GH ORV TXH OR RFXSDQ ODV UHODFLRQHV TXH PDQWLHQHQ \ OD KLVWRULD TXH FRPSDUWHQ´
VHJ~Q0DUF$XJp6LVHGHILQHQHJDWLYDPHQWHXQ/XJDUHVWRGRORTXHQRHVXQ1R/XJDUHV
GHFLUTXHORTXHOODPD³VREUHPRGHUQLGDG´HOSDVRGHORUHDODORYLUWXDOGHODLPSRUWDQFLDTXH
VHOHGDDODUDSLGH]HQODVFRPXQLFDFLRQHVGHODVLPSOLILFDFLyQGHORVHVSDFLRV\GLVHxRVHQ
ORV HGLILFLRV \ PXHEOHV \ OD PDVLILFDFLyQ HVWDQGDUL]DGD GH 0DUFDV FRQ VXV UHVSHFWLYRV
PDQXDOHV GH LPSOHPHQWDFLyQ (Q WXULVPR HV KDELWXDO HQFRQWUDU HVWRV 1R /XJDUHV FRPR
KRWHOHVUHVWDXUDQWHV DHURSXHUWRVJUDQGHV FDGHQDV KRWHOHUDVTXH FRQVWUX\HQ VXVLQPXHEOHV
GHLJXDOPDQHUDFRQORVPLVPRVPDWHULDOHVVLQGDUFXHQWDDOWXULVWDGHODULTXH]DIRONOyULFDGHO
GHVWLQRHQHOTXHVHHQFXHQWUDVLQRTXHORUHGXFHQDXQXVRWRWDOPHQWHLPSHUVRQDO\DQyQLPR
/R LPSRUWDQWHHQWRQFHVHQ XQ WXULVPR VRVWHQLEOH FRQVFLHQWH \ UHODFLRQDGR FRQ ODFRPXQLGDG
HPLVRUDHVFRQVLGHUDUDOUHVLGHQWHFRPRSDUWH$FWLYD \SURPRWRUDGHODFLXGDGTXLHQSXHGH
DSRUWDU FRPSURPLVR \ VROLGDULGDG SDUD FRQ HO 7XULVWD \ DVt HVWDEOHFHU UHODFLRQHV GH
FRRSHUDFLyQHQULTXHFLHQGRDVXYH]ODH[SHULHQFLDGHOYLVLWDQWHDVtHVFyPRXQQRUHVLGHQWH
SXHGHWUDQVIRUPDUVXYLVLWDDXQVLWLRGHVGHXQGHVWLQRKDFLDXQ/XJDU

 0HUHFHXQDPHQFLyQHOWHPDGHFyPRHVREVHUYDGRHO2WURHVGHFLUODSHUFHSFLyQTXH
VHWLHQHGHOTXHQRHVKDELWXDORFRQRFLGRHQHO/XJDUFyPRORVUHVLGHQWHVUHFLEHQDOWXULVWD
3RUTXHODH[SHULHQFLDGHDTXpOTXHYLVLWDSRUSULPHUDYH]XQGHVWLQRVHFRPSOHPHQWDFRQODV
UHODFLRQHVYLUWXDOHV\SHUVRQDOHVTXHKD\DWHQLGRFRQORVGLIHUHQWHVFRQWDFWRVHQHOPLVPR(V
IXQGDPHQWDO TXH VH HVWDEOH]FDQ OD]RV GH FRRSHUDFLyQ GLiORJR H LQWHUFDPELR GH LQIRUPDFLyQ
HQWUH HVWRV DFWRUHV GDQGR OXJDU D XQD SDUWLFLSDFLyQ DFWLYD \ GLUHFWD 3RU RWUD SDUWH HVWD
FRQH[LyQSXHGHJHQHUDUXQDLQWURVSHFFLyQRUHIOH[LyQLQWHUQDHQHOWXULVWD\DTXHLPSOLFDGHMDU
GHODGRHO³QRVRWURV´RHOHQWRUQRGRQGHQDWXUDOPHQWHVHPXHYHSDUDVHUFRQWHPSODGRHQXQR
QXHYR \SRGHUDFHSWDUTXHH[LVWHQRWUDVFRPXQLGDGHVDFWLYLGDGHV\RUJDQL]DFLRQHVPiVDOOi
GH VX UDGLR GH LQIOXHQFLD /D FXOWXUD VXIUH XQD GHVWHUULWRULDOL]DFLyQ JUDFLDV D OD PRGHUQLGDG
2UWL]   0HQFLRQRHVWH FRQFHSWR SRUTXH OR TXH LQWHQWRFRQ HVWD WHVLV HV DEULU ODPLUDGD
GHO UHVLGHQWH KDFLD XQD PD\RU DFHSWDFLyQ GHO YLVLWDQWH TXH HV DMHQR D ODV WUDGLFLRQHV \
FRVWXPEUHVGHO/XJDUSHURQRSRUHOORGHMDUiGHDSUHQGHU\WUDWDUiGHHQWHQGHU\VLWXDUVHHQHO
OXJDUGHO2WUR

 3UHYLR DO DQiOLVLV GH OD FLXGDG GH 7UHV $UUR\RV FRPR SRVLEOH HVFHQDULR GH
LPSOHPHQWDFLyQGH0DUFD&LXGDGGRQGHVHUHODFLRQDUiQORVFRQFHSWRVKDVWDDTXtHVWXGLDGRV
HV QHFHVDULR FRQVLGHUDU FDVRV GH p[LWR GH GLFKD HVWUDWHJLD GRV HMHPSORV VRQ $]XO \
3HUJDPLQR


Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 $QWHFHGHQWHV


 $QWHVGHHVWXGLDUFLXGDGHVFRQ0DUFDFRQVLGHURUHOHYDQWHGHVWDFDUTXHpVWDVVHVLW~DQ
GHQWUR GHO SODQR GH OD 0DUFD %XHQRV $LUHV OD SURYLQFLD OHPDV ³/D JUDQ GLYHUVLGDG´ ³'HMiWH
OOHYDU´  /D 0DUFD %XHQRV $LUHV VH WUDWD GH XQD HVWUDWHJLD UHJLRQDO GH SURPRFLyQ WXUtVWLFD
H[WHUQD HQFDUDGD GHVGH OD 6HFUHWDUtD GH 7XULVPR GH OD SURYLQFLD TXH FXHQWD FRQ GLVWLQWRV
SURGXFWRV SDUD GLIHUHQWHV VHJPHQWRV GH PHUFDGR GHPDQGDQWHV GH GLYHUVDV DFWLYLGDGHV
HFRQyPLFDV 6H GLYLGHQ HQ ODV &LXGDGHV ODV 6LHUUDV ODV 3OD\DV HO 'HOWD ODV 3DPSDV
$OJXQRVHMHPSORVODV(VFDSDGDVGH)LQGH6HPDQD 0DUGHO3ODWD\DOUHGHGRUHV 7XULVPRGH
5HXQLRQHV ³'H OD JUDQ FLXGDG KDFLD HO FRUD]yQ GH ODV SDPSDV´  %XHQRV $LUHV 7LHUUD GH
*DXFKRV HO SURJUDPD 3XHEORV 7XUtVWLFRV ³XQD DSXHVWD DO GHVDUUROOR GH ODV SHTXHxDV
ORFDOLGDGHV´WUDEDMDQGRHQHOWXULVPRFRPXQLWDULR HO&R7$% &RUUHGRU7XUtVWLFRGHO$WOiQWLFR
%RQDHUHQVHKR\&RQVRUFLRGH0XQLFLSLRV7XUtVWLFRVGH%XHQRV$LUHV 

 (OFRQWH[WRUHJLRQDOGHOD0DUFD%XHQRV$LUHVHVORTXHSHUPLWHTXHODVPDUFDVGHODV
FLXGDGHV GH OD SURYLQFLD VH LQWHJUHQ HQ HO EORTXH SDUD HO DIXHUD \ WHQJDQ VHQWLGR
LQGLYLGXDOPHQWHGHQWURGHOPDUFRSURSXHVWRTXHFDGDPXQLFLSLRGHVSOLHJXHODVHVWUDWHJLDVGH
SURPRFLyQWXUtVWLFDVSDUDDVtRFXSDUXQOXJDUHQODSODQLILFDFLyQSURYLQFLDO(VGHFLUTXHFDGD
'LUHFFLyQ7XUtVWLFDGHORVPXQLFLSLRVERQDHUHQVHVWUDEDMHQHQFRQFRUGDQFLDFRQOD6HFUHWDUtD
GH 7XULVPR GH OD 3URYLQFLD /D )H%$7XU )HULD %XHQRV $LUHV 7XULVPR  HV HO HQFXHQWUR DQXDO
Pi[LPH GH HVWRV DFXHUGRV HQ HO FXDO FDGD FLXGDG GHVSOLHJD XQ VWDQG GH SURPRFLyQ \ VH
GHVDUUROODQ DFWLYLGDGHV FRPHUFLDOHV \ FRQYHQLRV HQWUH GLVWLQWRV  PXQLFLSLRV SDUD UHOHYDU ORV
IDFWRUHVGHLQWHJUDFLyQ\FRQJHQLDUHVWUDWHJLDVWXUtVWLFDVIUHQWHDODFRPSHWHQFLD

 7DPELpQ FRQVLGHUR LPSRUWDQWH UHFRUGDU TXH HVWDV  HVWUDWHJLDV GH SURPRFLyQ HVWiQ
LQVHUWDV HQ XQ FRQWH[WR GH GHVDUUROOR HQ HO FXDO VH KDFH KLQFDSLp HQ HO FUHFLPLHQWR GH ODV
PLFURHFRQRPtDVFRPRVDOLGDIXQGDPHQWDOPHQWHGHVSXpVGHODVFULVLVVXUJLGDVHQHOSDtVHQOD
VHJXQGDPLWDGGHODGpFDGDGHO¶\SULQFLSLRVGHO'LFKRGHRWURPRGRWRPDQGRFRPR
HVFHQDULR OD JOREDOL]DFLyQ \ HO HQWRUQR FRPSHWLWLYR HV HVHQFLDO SUHVHUYDU ODV LGHQWLGDGHV
ORFDOHVFRPRIXHQWHGHSDWULPRQLDOL]DFLyQ\SUHVHUYDFLyQGHODFXOWXUDORFDO

 'HQWUR GH HVWD FRQWH[WXDOL]DFLyQ QR VH SXHGH GHMDU GH ODGR OD OHJLVODFLyQ SHUWLQHQWH DO
WHPD HQ FXHVWLyQ OD OH\ SURYLQFLDO 1ƒ  GRQGH \D HQ HO $UWtFXOR 3ULPHUR HVWDEOHFH
³'HFOiUDVHGHLQWHUpVSURYLQFLDODOWXULVPRFRPRSURFHVRVRFLRHFRQyPLFRHVHQFLDO\HVWUDWpJLFR
SDUDHOGHVDUUROORGHOD3URYLQFLDFRQVLGHUiQGRORSULRULWDULRGHQWURGHODVSROtWLFDVGH(VWDGR´
(VWD UHJXODFLyQ SXHGH FRQVLGHUDUVH XQ FDVR GH DSOLFDFLyQ UHJLRQDO GH OD /H\ 1DFLRQDO GH
7XULVPR1ƒGHOTXHVHDSUREyFRPRXQDYDQFHHQPDWHULDWXUtVWLFDDQLYHOSDtV
\ GHILQLy OD SROtWLFD WXUtVWLFD FRPR HVWUDWpJLFD SDUD HO GHVDUUROOR QDFLRQDO 4XHGD FODUR TXH
PHGLDQWHHOHVWDEOHFLPLHQWRGHHVWDVQRUPDWLYDVVHDSXQWyFRQXQDQXHYDPLUDGDDO7XULVPR
FRPR XQD DFWLYLGDG SULRULWDULD TXH GHEtD VHU GHILQLGD HVWLSXODGD SRU OH\ \ SXHVWD HQ PDUFKD


2EVpUYHVH1RUPDHQKWWSZZZJREJEDJRYDUOHJLVODFLRQOHJLVODFLRQOKWPO

2EVpUYHVH1RUPDHQKWWSZZZLQIROHJJRYDULQIROHJ,QWHUQHWDQH[RV
QRUPDKWP
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

PHGLDQWHRUJDQLVPRVS~EOLFRV FUHDFLyQGHO0LQLVWHULRGH7XULVPRTXHGHSHQGHGLUHFWDPHQWH
GH OD 3UHVLGHQFLD GH OD 1DFLyQ  SDUD REWHQHU UHVXOWDGRV FRPSHWLWLYRV D WUDYpV GH GLIHUHQWHV
LQGLFDGRUHV1LYHOGH(PSOHR,QYHUVLyQ'LUHFWDHQ7XULVPR*DVWRV\([WHUQDOLGDGHV

 (OLMR ODV FLXGDGHV GH $]XO \ 3HUJDPLQR SDUD FRPSDUDUODV HQWUH HOODV \ OXHJR FRQ 7UHV
$UUR\RVSRUODVVLJXLHQWHVUD]RQHV

-6RQFLXGDGHVFDEHFHUDGHOSDUWLGRKRPyQLPRGHQWURGHOD3URYLQFLDGH%XHQRV$LUHV
-3RVHHQ XQD 'LUHFFLyQ X 2ILFLQD GH 7XULVPR TXH IRPHQWD OD LQYHUVLyQ HQ HO VHFWRU \
SDUWLFLSDQGHIHULDV\UHXQLRQHV
-&DWHJyULFDPHQWH VRQ VLPLODUHV HQ FDQWLGDG GH KDELWDQWHV \ UHVSHFWR D VX GHQVLGDG
SREODFLRQDO
-6H HQFXHQWUDQ D FRQVLGHUDEOH GLVWDQFLD GH ORV SULQFLSDOHV FHQWURV HPLVRUHV GH WXULVWDV
%XHQRV$LUHV/D3ODWD SRUORTXHUHTXLHUHQDOPHQRVXQDQRFKHGHKRVSHGDMH
-3UHVHQWDQ XQD YDULDGD RIHUWD WXUtVWLFD UHODFLRQDGD WDQWR FRQ HO SDWULPRQLR PDWHULDO H
LQPDWHULDOGHODFLXGDGFRPRFRQORVDOUHGHGRUHVORQDWXUDO\HOFDPSR
-(O WXULVPR QR HV OD DFWLYLGDG PiV UHOHYDQWH HQ OD HFRQRPtD ORFDO FRPR Vt OR HV OD
LQGXVWULD\HOFRPHUFLRJHQHUDGRSRUODDJULFXOWXUDSHURVHSRVLFLRQDFRPRXQDDOWHUQDWLYDSDUD
FRPEDWLUODHVWDFLRQDOLGDG
-6RQFHQWURVUHFHSWLYRVGHFLXGDGDQRVGHRWUDVFLXGDGHV\SXHEORVFHUFDQRVHQFXDQWRD
VDOXGHQWUHWHQLPLHQWR
-7LHQHQ FLXGDGHV FHUFDQDV PiV JUDQGHV HQ FXDQWR D FDQWLGDG GH KDELWDQWHV H
LQVWLWXFLRQHV UHJLRQDOHV 7UHV $UUR\RV HVWi D  NLOyPHWURV GH %DKtD %ODQFD $]XO D 
NLOyPHWURVGH7DQGLO\3HUJDPLQRDNLOyPHWURVGH-XQtQ\DNLOyPHWURVGH5RVDULR

 /R TXH VH UHDOL]y FRQ ORV FDVRV HVWXGLDGRV GHWDOODGRV D FRQWLQXDFLyQ \ OXHJR FRQ HO
GHVWLQRHQFXHVWLyQIXHXQEUHYHDQiOLVLVGHYDORUDFLyQ\SHUFHSFLyQGHSRVLFLRQDPLHQWRHQORV
GLDULRV&ODUtQ/D1DFLyQ\3iJLQDGXUDQWHXQSHUtRGRGHDxRVFRQUHVSHFWR
DODVFLXGDGHVHOHJLGDV(OSHUtRGRVHHVWDEOHFLyGHELGRDODQHFHVLGDGGHOLPLWDUODE~VTXHGDD
XQQ~PHURILQLWRGHQRWLFLDVHVLPSRUWDQWHVXEUD\DUTXHKXERHOHFFLRQHVQDFLRQDOHVGXUDQWH
HO DQiOLVLV   \   TXH SUREDEOHPHQWH WLHQHQ FRQVHFXHQFLD GH ORV
DFRQWHFLPLHQWRV 6H HOLJHQ GLDULRV QDFLRQDOHV \D TXH VH FRQVLGHUDQ IRUPDGRUHV GH
RSLQLyQ 6H WRPDUiQ HQ FXHQWD DTXHOODV QRWLFLDV FX\D PHQFLyQ GH OD FLXGDG HQ FXHVWLyQ VH
HQFXHQWUHHQHOWtWXORRFRSHWHGHODQRWLFLD\DVHDHQODSDUWHSULQFLSDORVXSOHPHQWRGHOGLDULR

 (O PpWRGR FRQVLVWH HQ FRORFDU ODV SDODEUDV TXH VH HVWLPHQ FODYHV SRU HMHPSOR ³$]XO´
³WXULVPR$]XO´³3HUJDPLQR´³WXULVPR3HUJDPLQR´³7UHV$UUR\RV´³WXULVPR7UHV$UUR\RV´ HQHO
VHUYLFLRGHE~VTXHGDHQHOVRSRUWHGLJLWDOGHORVGLDULRVPHQFLRQDGRVHQHOSiUUDIRDQWHULRUD


2EVpUYHVHORFDOL]DFLyQGHFDGD0XQLFLSLRHQOD3URYLQFLDHQHO$QH[R

 0HWRGRORJtD XWLOL]DGD HQ &DOYHQWR \ 2FKRWHFR   ³&ODUtQ HV XQR GH ORV GLDULRV GH PD\RU
FLUFXODFLyQHQHOPXQGRGHKDEODHVSDxROD7LHQHXQDWLUDGDSURPHGLRGLDULDGHHMHPSODUHV\HV
HOGHPD\RUWLUDGDHQ$UJHQWLQD/D1DFLyQWLUDXQSURPHGLRGHHMHPSODUHVORTXHORFRQYLHUWH
HQ HO VHJXQGR GLDULR DUJHQWLQR (Q HO FDVR GH 3iJLQD VX WLUDGD SURPHGLR GLDULD HV GH 
HMHPSODUHV´
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

WUDYpV GH OD FUHDFLyQ GHO ILOWUR ³IHFKD GHVGH  KDVWD ´ /XHJR KD\ XQD
QXHYDVHOHFFLyQGHQRWLFLDVHQHOOLVWDGRGHUHVXOWDGRVJHQHUDGRVSRUODE~VTXHGD\DTXHQR
WRGDV QRPEUDQ R KDFHQ UHIHUHQFLD D OD FLXGDG TXH VH SUHWHQGH DQDOL]DU WDO HV HO FDVR GH OD
FDOOH 7UHV $UUR\RV HQ OD FLXGDG GH %XHQRV $LUHV TXH KD\ QRWLFLDV UHODFLRQDGDV D &DEDOOLWR
GXUDQWHHVHODSVR 6HFRSLDHOOLQN\WLWXODUDXQQXHYRDUFKLYRFODVLILFiQGRORVVHJ~QDxRGH
SXEOLFDFLyQ GH OD QRWD \ OXHJR FDWHJRUL]iQGRORV DFRUGH D ORV  HMHV TXH H[SOLFDUp D
FRQWLQXDFLyQ

 /RVHMHVVHUiQWXULVPRDFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDVSDWULPRQLRKLVWyULFRFXOWXUDO\
SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD \ VRFLHGDG 6H LQFOXLUiQ WDPELpQ SHUFHSFLRQHV QRWDV
RSLQLRQHV \ FUyQLFDV D ILQ GH WHQHU XQD FREHUWXUD PiV FRPSOHWD GHO WHPD XQD SHUFHSFLyQ
H[WHUQD TXH SHUPLWD GHILQLU PHGLDQWH DWULEXWRV SRVLWLYRV \ QHJDWLYRV D DTXHOODV QRWLFLDV
DVRFLDGDV D OD FLXGDG /D LGHD GH UHDOL]DU HVWD PHWRGRORJtD HV REWHQHU XQ SDQRUDPD PiV
FRPSOHWR GH FDGD FLXGDG GHVGH XQD PLUDGD H[WHUQD \ PHGLDQWH OD GLIXVLyQ GH QRWLFLDV TXH
LGHQWLILTXHQDTXHOORVFRQFHSWRVGLUHFWDPHQWHDVRFLDGRVDODVPLVPDV

 $GHPiV HVWD PHWRGRORJtD SHUPLWLUi GLVWLQJXLU OD FXRWD GH SDUWLFLSDFLyQ GHO WXULVPR HQ
UHODFLyQ D RWUDV DFWLYLGDGHV TXH VH UHDOL]DQ HQ FDGD GHVWLQR \ FyPR DOJXQRV GH ORV PHGLRV
QDFLRQDOHVFXEUHQHVDVQRWLFLDV/DVFRQFOXVLRQHVGHODQiOLVLVHQFDGDGHVWLQRHVWXGLDGRVHUiQ
UHYHODGDVHQHODSDUWDGRFRUUHVSRQGLHQWHDORVPLVPRV

 $]XO
 'HFODUDGD OD ³&LXGDG &HUYDQWLQD GH OD $UJHQWLQD´ HQ HO  SRU HO &HQWUR 81(6&2
&DVWLOOD /D 0DQFKD VH HQFXHQWUD D  NLOyPHWURV GH OD &DSLWDO )HGHUDO KDFLD HO FHQWUR
JHRJUiILFR GH OD SURYLQFLD FRQHFWDGD SRU OD UXWD QDFLRQDO Qƒ 3DUWLGR KRPyQLPR GH 
NLOyPHWURV FXDGUDGRV FXHQWD FRQ  KDELWDQWHV XQD GHQVLGDG SREODFLRQDO GH 
KDELWDQWHVSRUNLOyPHWURFXDGUDGR\HVODFDEHFHUDGHOSDUWLGRKRPyQLPR &ODUtQ 

 &RQ³GHVFXEUD$]XO\VLHQWDHOHQFXHQWURGHODFXOWXUDFRQODQDWXUDOH]D´\³GHVFXEUt$]XO
WRGRHODxR´VHSUHVHQWDWDQWRHQIROOHWRVFRPRHQVXSiJLQDZHE ZZZD]XOHVWXULVPRFRPDU 
FRQ XQ ORJR HQ FRORU D]XO 3URGXFWRV FRPR QDWXUDOH]D GHSRUWHV UHOLJLyQ DUTXLWHFWXUD DUWH
UHFUHDFLyQVRQORVPiVPHQFLRQDGRV(QHOVLWLRHVSRVLEOHGLYLVDUHOORJRGHFRORUHVDPDULOOR
YHUGH\D]XOTXHFODUDPHQWHGLEXMDQHOVROHOFDPSR\HODUUR\RGHOPLVPRQRPEUH³$]XO´HV
WUDGXFFLyQ DO FDVWHOODQR GHO QRPEUH LQGtJHQD &DOOY~ /HRY~ TXH EDXWL]DED DO DUUR\R &ODUtQ
 (OPRGHORGHORJRTXHVHSXHGHHQFRQWUDUHQHOVLWLRZHEHV


2EVpUYHVH$QH[R

6HJ~QFHQVRGHODxR
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 /RV SULQFLSDOHV DWUDFWLYRV WXUtVWLFRV VRQ ORV 0XVHRV (WQRJUiILFR \ $UFKLYR +LVWyULFR
(QULTXH 6TXLUUX \ HO 0XQLFLSDO GH $UWH /ySH] &ODUR HO 7HDWUR (VSDxRO OD &DWHGUDO 1XHVWUD
6HxRUD GHO 5RVDULR OD &DVD 5RQFR HO 3DUTXH 0XQLFLSDO 'RPLQJR )DXVWLQR 6DUPLHQWR HO
%DOQHDULR0XQLFLSDO$OPLUDQWH*XLOOHUPR%URZQHO0RQDVWHULR7UDSHQVH1XHVWUD6HxRUD'HORV
ÈQJHOHVOD&RVWDQHUD&DFLTXH&DWULHOODV6LHUUDVGHO$]XO \%RFDGHODV6LHUUDVOD2EUDGH
6DODPRQHOD&DOOH%ROtYDUHQWUHRWURV

 'HVGH OD DFFLyQ FRQMXQWD HQWUH OD 2ILFLQD GH 7XULVPR \ 3DWULPRQLR GH OD 6HFUHWDUtD GH
&XOWXUD (GXFDFLyQ \ 7XULVPR GH OD 0XQLFLSDOLGDG GH $]XO \ OD 6XEFRPLVLyQ GH 7XULVPR GHO
&HQWUR(PSUHVDULRGH$]XO &('$ VHSURSRQHGHVGHHOODFUHDFLyQGHOVLWLRZHESDUD
EULQGDU LQIRUPDFLyQ  DUWLFXODGD (Q HO DxR  OD 6XEFRPLVLyQ GH 7XULVPR GHO &('$ VH
GHVYLQFXOy GHO SUR\HFWR SRU OR TXH DFWXDOPHQWH OD SiJLQD HV DGPLQLVWUDGD GHVGH HO SRGHU
S~EOLFR

 (QHODxRIXHFXDQGRVHGHFODUyD$]XOOD³&LXGDG&HUYDQWLQDGHOD$UJHQWLQD´SRU
SDUWH GHO &HQWUR 81(6&2 &DVWLOOD/D 0DQFKD IXQGDGR HQ HO DxR   FRQ HO ILQ GH FUHDU
HQWUHHO \HOXQDUHGLQWHJUDGDSRUGLVWLQWDVFLXGDGHVGHO PXQGRTXHFRQVHUYHQ
HVSHFLDOHVFROHFFLRQHVVREUHODREUDGH0LJXHOGH&HUYDQWHV6DDYHGUD(VODVHJXQGDFLXGDG
FRQWDOGLVWLQFLyQHQ/DWLQRDPpULFDGHVSXpVGH*XDQDMDWRHQ0p[LFR/DLQLFLDWLYDIXHSRVLEOH
JUDFLDVDFHQWHQDUHVGHLQVWLWXFLRQHVORFDOHVWDOHVFRPROD$VRFLDFLyQ(VSDxRODGH6RFRUURV
0XWXRVOD%LEOLRWHFD³%DUWRORPp-5RQFR´\OD0XQLFLSDOLGDGGH$]XO4XH$]XOREWHQJDGLFKD
GHQRPLQDFLyQ SHUPLWHTXH VH GLVWLQJD GH RWUDVFLXGDGHV GHO SDtV \ GHO PXQGR ORJUDQGR XQD
GLIHUHQFLDFLyQ FRQ LGHQWLGDG SURSLD FRQ UHFRQRFLPLHQWR QDFLRQDO H LQWHUQDFLRQDO (V XQD
RSRUWXQLGDGLQYDORUDEOHSDUDGLFKDORFDOLGDG\SDUDODUHJLyQGHOD3URYLQFLDGH%XHQRV$LUHV\D
TXHHVQHFHVDULRUHFRQRFHUODWUDVFHQGHQFLD\ODLPSRUWDQFLDTXHGLFKRQRPEUDPLHQWROHWUDHUi
DODFLXGDG

 8QD FLXGDG HV LQFOXVR QRPEUDGD SRSXODUPHQWH FXDQGR VH OD DVRFLD D SHUVRQDOLGDGHV
IDPRVDV$OJXQRVD]XOHxRVGHVWDFDGRVVRQODDFWUL]1DWDOLD/RERODPRGHOR0DUtD/XFtD³/XOL´
)HUQiQGH] HO IXWEROLVWD 0DWtDV -HV~V $OPH\GD HO MLQHWH ,VPDHO 6DQWDPDUtD FRQVLGHUDGR HO
PHMRUGHODKLVWRULDHQWUHRWURV/DLGHDGHFRQHFWDUDODSHUVRQDOLGDGUHFRQRFLGDS~EOLFDPHQWH
FRQ OD 0DUFD GH OD FXLGDG HV XQD WiFWLFD TXH HPEOHPD D OD SHUVRQD FRPR SRVLEOH
UHSUHVHQWDQWHRHPEDMDGRUGHODPLVPD

 (V QRWDEOH WDPELpQ OD YLQFXODFLyQ GHO WXULVPR HQ OD FLXGDG FRQ XQR GH ORV SULQFLSDOHV
FHQWURVHPLVRUHVGHWXULVWDVODORFDOLGDGYHFLQDGH7DQGLO'HKHFKRHOHQWHPL[WRGH7XULVPR
\ ODV DXWRULGDGHV GHO VHFWRU HVWDEOHFLHURQ DFXHUGRV SDUD FRQYHQLU XQD UHODFLyQ FRPHUFLDO H
LQFUHPHQWDUODDFWLYLGDGHQWUHDPERV

 7HQLHQGR WRGR HVWR HQ FRQVLGHUDFLyQ HV HQWRQFHV SRVLEOH FRPSUHQGHU OD HVWUDWHJLD GHO
0XQLFLSLRHQFXDQWRDSODQLILFDFLyQWXUtVWLFDTXHVHUHVXPHFRPRODFUHDFLyQGHXQLVRORJRWLSR
SRU SDUWH GHO VHFWRU SULYDGR SDUD LQQRYDU OD SUHVHQWDFLyQ GHO VLWLR RILFLDO GHO 0XQLFLSLR \ GHO
VHFWRU 7XULVPR (V FRQYHQLHQWH DFODUDU TXH GLFKR GLEXMR SXHGH PDOLQWHUSUHWDUVH \ REYLDUVH


2EVpUYHVHQRWLFLDHQKWWSZZZD]XOHVWXULVPRFRPDUQRWLFLDVQRWDSKS"LGBQRWLFLD 
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

FRPR XQD HVWUDWHJLD GH 0DUFD &LXGDG KHFKR FRPHQWDGR FRQ 2VFDU 0LUDQGH \D TXH
DSDUHQWDWHQHUXQDHVWUDWHJLDGHSURPRFLyQORFDOGHWUiVSHURQRHVHO FDVRVHWUDWDVyORGH
XQDLPDJHQSDUDLOXVWUDUJHQpULFDPHQWH

 4XHGDSRUSODQWHDUVHVLVHUtDSRVLEOHXQD0DUFDHQ$]XOXQDYH]DQDOL]DGRVORVGLVWLQWRV
FDPSRVFRPSUHQGLGRVHQODSODQLILFDFLyQGHODHVWUDWHJLDGHSURPRFLyQUHVSHFWRGHORFXDO\R
FRQVLGHURTXHFXHQWDFRQWRGRVORVDWULEXWRVUHTXHULGRVSDUDODPLVPD

 (Q FXDQWR D OD PHWRGRORJtD GHVFULSWD HQ HO SiUUDIR LQWURGXFWRULR DFRUGH DO DQiOLVLV GH
QRWLFLDV $]XO VH SHUILOD GHQWUR GH XQ FLUFXLWR WXUtVWLFR MXQWR D 2ODYDUUtD FRPR SURSXHVWD GH
GHVWLQRV FRPELQDGRV SRU SDUWHGH OD6HFUHWDUtD GH 7XULVPRGH OD3URYLQFLDGH %XHQRV $LUHV
FRPR SDUWH GH ³6HGXFFLyQ GH OD OODQXUD´ R WDPELpQ VH ODV LQFOX\H GHQWUR GHO VLVWHPD
PRQWDxRVR FRPR HQ HODUWtFXOR³/DV VLHUUDV VHFUHWDV´ UHILULpQGRVHDODFHUFDQtDFRQ 7DQGLO
KDFLHQGR KLQFDSLp HQ HO WXULVPR DYHQWXUD TXH VH SXHGH UHDOL]DU JUDFLDV D ODV FDUDFWHUtVWLFDV
WRSRJUiILFDV \ DO WXULVPR UXUDO JHQHUDGR SRU YLVLWDV D HVWDQFLDV 5HODFLRQDGD D HVWD ~OWLPD
WLSRORJtD WXUtVWLFD VH GHVWDFD HO 0RQDVWHULR 7UDSHQVH KRJDU GH TXLQFH PRQMHV GH OD
KHUPDQGDGTXH YLYHQ GH ODDJULFXOWXUD \ GRQDFLRQHV /RV PLVPRVUHFLEHQ D DTXHOORV WXULVWDV
FX\DPRWLYDFLyQVHDODE~VTXHGDGHSD]\ODPHGLWDFLyQGDWRGHVFULSWRHQODQRWLFLDGH³'RQ
4XLMRWH ORV PRQMHV \ ODV VLHUUDV´ /D ULTXH]D SDWULPRQLDO GH OD FLXGDG VH HQFXHQWUD
HQXPHUDGD HQ HO DUWtFXOR ³$]XO HQ HO FRUD]yQ GH OD SDPSD´ $GHPiV RWUDV QRWLFLDV KDFHQ
UHIHUHQFLDDODFULVLV GHO FDPSRRFXUULGD HQ  FXDQGR ORV UXUDOLVWDVFRQYLQLHURQ HQ SDUR
JHQHUDO H LQPRYLOL]DFLyQ GH WUDQVSRUWHFRPR DWHQXDQWH D XQD GLVSXWD HQWUH HO SRGHU HMHFXWLYR
QDFLRQDO \ ORV HPSUHVDULRV GHO FDPSR GHELGR D OD OH\ UHFLHQWH LPSXOVDGD GHVGH HO SRGHU
S~EOLFR FRQ HO REMHWLYR GH DXPHQWDU ORV LPSXHVWRV D ORV SURGXFWRUHV DJURSHFXDULRV $]XO IXH
XQR GH ORV FHQWURV GH PD\RU FRQFHQWUDFLyQ GH FDPLRQHV GHELGR D ORV  NLOyPHWURV TXH OD
VHSDUDQGHOD&DSLWDO)HGHUDO\JUDFLDVDVXSDUTXHLQGXVWULDO\DXWRPRWRU1RSXHGHWDPSRFR
VRVOD\DUVHTXHHQODFLXGDGSRGUtDOOHJDUDFRQVLGHUDUVHXQQXHYRFLUFXLWRWXUtVWLFRVLJXLHQGRHO
OHJDGRGHO,QJHQLHUR\$UTXLWHFWR)UDQFLVFR6DODPRQHTXHHGLILFyHOFHPHQWHULRHQ$]XO HQ
VXFOiVLFRHVWLORHFOpFWLFR

 3DUWLHQGRGHODEDVHGHTXHHQODVQRWLFLDVVHEXVFDDODFLXGDGFRPRXQWRGRSURGXFWR
LQWHJUDGR SRU GLIHUHQWHV HMHV \ TXH HQ FLHUWRV GLDULRV VyOR HV SRVLEOH HQFRQWUDU QRWDV
GLUHFWDPHQWH UHODFLRQDGDV D OD DFWLYLGDG WXUtVWLFD HQ HO DSDUWDGR HVSHFLDOL]DGR HQWRQFHV VH

16
 2ULXQGR GH $]XO 2VFDU 0LUDQGH HV /LFHQFLDGR HQ 7XULVPR )DFXOWDG GH &LHQFLDV (FRQyPLFDV
8QLYHUVLGDG 1DFLRQDO GH /D 3ODWD \ VRFLR *HUHQWH GH $FWXU 65/ &RQVXOWRUD 7XUtVWLFD (QWUHYLVWD
SHUVRQDOUHDOL]DGDHQHOPDUFRGHOD 3ULPHUD-RUQDGDGH*UDGXDGRV\)XWXURV*UDGXDGRVHQ7XULVPR
RUJDQL]DGDSRUHO'HSDUWDPHQWRGH7XULVPRGHOD)DFXOWDGGH&LHQFLDV (FRQyPLFDVGHOD 8QLYHUVLGDG
1DFLRQDOGH/D3ODWDHO

2EVpUYHVHQRWDSHULRGtVWLFDHQKWWSHGDQWFODULQFRPVXSOHPHQWRVYLDMHVYKWP

2EVpUYHVHQRWDSHULRGtVWLFDHQKWWSHGDQWFODULQFRPVXSOHPHQWRVYLDMHVYKWP

2EVpUYHVHQRWDSHULRGtVWLFDHQKWWSROGFODULQFRPVXSOHPHQWRVYLDMHVYKWP

2EVpUYHVHQRWDSHULRGtVWLFDHQKWWSHGDQWFODULQFRPVXSOHPHQWRVYLDMHVYKWP

2EVpUYHVHQRWDSHULRGtVWLFDHQKWWSZZZODQDFLRQFRPDUPDQLIHVWDFLRQGHUXUDOLVWDVHQ
D]XO

2EVpUYHVHQRWDSHULRGtVWLFDHQKWWSZZZODQDFLRQFRPDUODFXOWXUDGHOFHPHQWR
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

GHWHUPLQDVHJ~QORVHMHVHVWDEOHFLGRVSDUDHOHVWXGLRGHODVQRWDVTXHHQ$]XOHOWXULVPRHV
HOPRGHUDGDPHQWHPHQFLRQDGR  SXHVODVWLSRORJtDVFXOWXUDOSDWULPRQLDO\UXUDOVyORHVWiQ
GHVFULSWDVHQDTXHOODVQRWLFLDVHVSHFtILFDVGHODVHFFLyQ7XULVPR/DVDFWLYLGDGHVFXOWXUDOHV\
GHSRUWLYDVHVHOVHJXQGRHMHPiVPHQFLRQDGR  \DTXHVHLQFOX\HQHYHQWRVYLQFXODGRVDO
)HVWLYDO &HUYDQWLQR FRQ IXHUWH UHFRQRFLPLHQWR QDFLRQDO HYHQWR TXH FRQFHQWUD HO  GH ODV
QRWDV UHODFLRQDGDV D IHFKDV FXOWXUDOHV  GHVSXpV GH SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD \
VRFLHGDG TXH SRU OyJLFD VRQ ORV WHPDV PiV PHQFLRQDGRV FRQ XQ  3RU ~OWLPR HO HMH
SDWULPRQLRKLVWyULFRFXOWXUDOWDPELpQHVQRPEUDGRHQXQ

 'H OD VHOHFFLyQ GH GLDULRV &ODUtQ HV HO TXH PiV QRWLFLDV VREUH $]XO SXEOLFy  
VHJXLGRSRU/D1DFLyQ\3iJLQDFRQXQ'HERDGPLWLUDGHPiVTXHFRVWyLGHQWLILFDUODV
QRWLFLDVUHODFLRQDGDVFRQOD&LXGDGGHELGRDODQRPHQFODWXUDGHODPLVPD\DTXHDOFRORFDUHO
QRPEUH HQ OD E~VTXHGD DYDQ]DGD ILJXUDEDQ PXFKDV QRWLFLDV YLQFXODGDVDO FRORU D]XOTXH QR
WLHQHQFRQH[LyQFRQHOWHPDHQFXHVWLyQ

 5HODFLRQDGR DO WXULVPR VH KDFH KLQFDSLp HQ OD XELFDFLyQ JHRJUiILFD HQ HO FHQWUR GH OD
3URYLQFLD GH %XHQRV $LUHV OD DFFHVLELOLGDG UiSLGD PHGLDQWH OD 5XWD 1DFLRQDO Qƒ \ OD
WRSRJUDItD GHO HVSDFLR ItVLFR GHELGR D OD FHUFDQtD FRQ ODV 6LHUUDV GH 7DQGLO 3RU HOOR VH
SURPRFLRQD HO WXULVPR UXUDO \ GH HVWDQFLDV HQ ODV QRWLFLDV SHUR SULQFLSDOPHQWH VH UHDOL]D XQ
HQIRTXHHQODSURPRFLyQGHODWUDFWLYRTXHODKDFH~QLFDHQ6XGDPpULFDHO)HVWLYDO&HUYDQWLQR

 (Q FXDQWR D OD HYROXFLyQ GHO WXULVPR HQ $]XO HV GHVWDFDEOH HO KHFKR GH TXH DPHGLGD
TXHDYDQ]DHOWLHPSRKD\XQDPD\RUFDQWLGDGGHQRWLFLDVYLQFXODGDVDODDFWLYLGDGVLJQLILFDGR
GH OD FUHFLHQWH LPSRUWDQFLD TXH VH OH HVWi RWRUJDQGR GHVGH HO VHFWRU S~EOLFR 6L ELHQ QR HV
SRVLEOHLGHQWLILFDUXQDHVWUDWHJLDGHPDUFDFLXGDGHVWDEOHFLGDRILFLDOPHQWHHVHYLGHQWHSRUOR
WDQWR TXH VH UHFRQRFH OD LPSOLFDQFLD GHO WXULVPR FRPR IXHQWH GH WUDEDMR \ JHQHUDGRUD GH
LQJUHVRV FRPR XQD DFWLYLGDG FRPSOHPHQWDULD TXH SURGXFH YDORU DJUHJDGR D ORV SURGXFWRV
WUDGLFLRQDOHV 6H REVHUYD FODUDPHQWH FRPR HMHPSOR GH OR DQWHULRUHYHQWRV \ RWUDV FKDUODV
RIUHFLGDVKDFLDHOS~EOLFRHQJHQHUDO

 &UHRTXHHVWRHVSRVLEOHHQJUDQPHGLGDJUDFLDVDODSRUWHGHFRQRFLPLHQWRVFUtWLFRVTXH
JHQHUDQ JUDQ FRPSHWLWLYLGDG HQ HO UXEUR WXUtVWLFR HQ $]XO GHELGR D OD DIOXHQFLD GH QXHYRV
/LFHQFLDGRVHQ7XULVPRTXHVHUHFLELHURQDSDUWLUGHODxRKDVWDHOSUHVHQWHPXFKRVGH
HOORVKDELHQGRFXUVDGRODFDUUHUDHQODFLXGDGHQFXHVWLyQ&RPR\DVHKDDFODUDGRH[LVWHQ
FRQVXOWRUDVGHWXULVPRTXHFRODERUDQFRQHOHQWHPXQLFLSDOHQODRUJDQL]DFLyQ\SURPRFLyQGH
OD DFWLYLGDG HO FDVR GH $FWXU 65/ FRQIRUPDGD SRU  /LFHQFLDGRV HQ 7XULVPR GH OD
8QLYHUVLGDG 1DFLRQDO GH /D 3ODWD GHPXHVWUD TXH SUHYLD D OD SURIHVLRQDOL]DFLyQ GH GLFKRV


8QLYHUVRGHQRWDVSDUDODFLXGDG$]XOHQODSUHQVDQDFLRQDOHQHOSHUtRGR 

2EVpUYHVH1RWDVREUH([SRPLHOHQKWWSZZZWXULVPRHQD]XOFRPDUDUW
25
2EVpUYHVH1RWDVREUHFKDUODVRUJDQL]DGDVSRUOD)DFXOWDGGH$JURQRPtDGHOD8QLYHUVLGDGGHO&HQWUR
GHOD3URYLQFLDGH%XHQRV$LUHVHQKWWSZZZWXULVPRHQD]XOFRPDUDUW

&RPRHOFDVRGH2VFDU0LUDQGHREVHUYDFLyQUHDOL]DGDDQWHULRUPHQWH

/D/LFHQFLDWXUDHQ7XULVPRGHOD)DFXOWDGGH&LHQFLDV(FRQyPLFDVGHOD8QLYHUVLGDG1DFLRQDOGH/D
3ODWDVHGLFWyHQ$]XOGHVGHKDVWDHOLQFOXVLYHFHUUDQGRLQVFULSFLyQHQ2EVpUYHVH
KWWSZZZHFRQRXQOSHGXDUOLFHQFLDWXUDBHQBWXULVPR
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

UHFXUVRV KXPDQRV HUD FDVL LQH[LVWHQWH OD LQWHQFLyQ GH IRUPDOL]DU HVWUDWHJLDV GH DVLVWHQFLD D
WHUFHURVHQHOFDPSRWXUtVWLFR

 3RU ODV FRQVLGHUDFLRQHV DQWHULRUHV HV RSRUWXQR DILUPDU TXH HO HVWDEOHFLPLHQWR GHO
LVRORJRWLSRFRPRXQDGHODVDFFLRQHVHQWUHRWUDVHMHFXWDGDVSRUH[SHUWRVHQHOiUHD DFFLyQ
FRRUGLQDGDFRQMXQWDHQWUHGLVWLQWRVDFWRUHV KDVLGRXQDGHODVFDXVDVTXHSHUPLWLyXQPD\RU
GHVDUUROOR GHO WXULVPR HQ $]XO YLpQGRVH UHIOHMDGR HQ XQ DXPHQWR GH OD OOHJDGD GH WXULVWDV
FRPRVHKDYLVWRHQHODQiOLVLVGHORVPHGLRVQDFLRQDOHV

 3HUJDPLQR
 8ELFDGDHQHO1RURHVWHGHOD3URYLQFLDGH%XHQRV$LUHVODFLXGDGGHKDELWDQWHV
\GHKDELWDQWHVSRUNLOyPHWURFXDGUDGRHVXQFHQWURQHXUiOJLFRGHODSURGXFFLyQDJUtFRODD
QLYHO LQWHUQDFLRQDO GHGLFD  KHFWiUHDV D OD VLHPEUD GH FHUHDOHV \ ROHDJLQRVDV
HVSHFLDOPHQWH PDt] \ HQ ORV ~OWLPRV DxRV VRMD 3DUWLGR KRPyQLPR GH FDVL  NLOyPHWURV
FXDGUDGRV HQ HO TXH OD FUtD GHO JDQDGR ERYLQR RYLQR \ SRUFLQR VRQ SDUWH GH OD JDQDGHUtD
UHJLRQDO2ULJLQDULDPHQWH\HQHVSHFLDOSDUWLUGHOVLJOR;9,IXHXQDSDUDGDSDUDHOGHVFDQVR
HQHOFDPLQRGH%XHQRV$LUHVDO$OWR3HU~FRQODFUHDFLyQGHOD3DUURTXLD1XHVWUD6HxRUDGHO
&DUPHQ HQ  VH LQFUHPHQWy OD SREODFLyQ \ VH GHVDUUROOy OD FLXGDG GH 3HUJDPLQR
HVWDEOHFLpQGRVH FRPR WDO HQ  (O QRPEUH VH GHEH D XQD OH\HQGD VREUH HO KDOOD]JR GH
UROORV\OLEURVIRUUDGRVHQSHUJDPLQR

 6HJ~Q OD 'LUHFFLyQ GH7XULVPR GH 3HUJDPLQR ODV WLSRORJtDV WXUtVWLFDV RPRWLYRV SRU ORV
FXDOHV PHUHFH YLVLWDUVH OD FLXGDG VRQ DJURQRPtD LQGXVWULD FRPHUFLR VHUYLFLRV HGXFDFLyQ
HVSHFWiFXORVXQLYHUVLGDGVDOXGHYHQWRVWUDGLFLyQFXOWXUD\FDOLGDGGHYLGD

 /D 'LUHFFLyQ GH 3URPRFLyQ ,QGXVWULDO \ 7XULVPR GH 3HUJDPLQR HVWDEOHFH TXH VL ELHQ OD
FLXGDGQRHVXQGHVWLQRWXUtVWLFRSRUH[FHOHQFLDRHQHOFRQFHSWRWUDGLFLRQDOGLFKDDFWLYLGDG
SHUVLVWH\VHGHVDUUROODJUDFLDVDOWXULVPRWHFQROyJLFRDJURSHFXDULRGHVWLQDGRDSURIHVLRQDOHV
YLQFXODGRVDOWUDEDMRUXUDOFRQXQQ~PHURFUHFLHQWHGHHVWDQFLDVSDUDSURPRYHUHODORMDPLHQWR
\H[WHQGHUHOQ~PHURGHSHUQRFWHWXULVPRGHQHJRFLRV\HYHQWRVFRQKRWHOHVTXHEULQGDQORV
VHUYLFLRVFRPSOHPHQWDULRVTXHSHUPLWHQORVFRQJUHVRV\FRQYHQFLRQHV\WXULVPRUHOLJLRVRHQ
DXPHQWRJUDFLDVDODEHDWLILFDFLyQGH0DUtD&UHVFHQFLD(VOODPDWLYRTXHHOJUXHVRGHWXULVWDV
YLVLWD OD FLXGDG HQ GtDV KiELOHV FDOFXOiQGRVH XQ SURPHGLR GH  YLVLWDQWHV SRU VHPDQD
GHELGRDODOOHJDGDGHYLDMDQWHVGHILUPDVQDFLRQDOHVHLQWHUQDFLRQDOHV FHUHDOHUDV\VHPLOOHUDV 
TXHUHFRUUHQVXVILOLDOHVHQOD]RQD

 (QORVIROOHWRVVHSXHGHYLVOXPEUDUFODUDPHQWHOD0DUFD&LXGDGDWUDYpVGHOLVRORJRWLSR
XQ GLEXMR FLUFXODU HQ YHUGH FRQ GRV FROXPQDV EODQFDV HQ pO \ XQ DUR GH VLHPEUD HQ FRORU
QDUDQMDORTXHUHSUHVHQWDXQVROVREUHHOFDPSR\ODFLXGDG$VLPLVPRVHLPSRQHODHWLTXHWD


0XQLFLSDOLGDGGH3HUJDPLQRHQZZZSHUJDPLQRJREDU

2EVpUYHVHQRWLFLDHQKWWSZZZODRSLQLRQSHUJDPLQRFRPDUDUFKLYRQRWDDVS"YHUQRWD 
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

³0XQLFLSDOLGDG GH 3HUJDPLQR´ GHEDMR DXQTXH HQ HO VLWLR ZHE GH OD FLXGDG
ZZZSHUJDPLQRJREDU ILJXUH³*RELHUQRGH3HUJDPLQR´(OPRGHORGHORJRHV


 6LJXLHQGR FRQ HO VLWLR ZHE ODV WLSRORJtDV GH WXULVPR TXH ILJXUDQ VRQ HO 7XULVPR
7HFQROyJLFR$JURSHFXDULRHO7XULVPRGH1HJRFLRV\(YHQWRV\HO7XULVPR5HOLJLRVR(QWUHORV
SULQFLSDOHVDWUDFWLYRVWXUtVWLFRVVHHQFXHQWUDQOD3OD]D0HUFHGOD,JOHVLD/D0HUFHGHO3DODFLR
0XQLFLSDO OD &DSLOOD +HUPDQD 0DUtD &UHVFHQFLD 3pUH] ODV &DOOHV )ORULGD \ 6DQ 1LFROiV HO
+RWHO5RPDORV3DUTXHV*HQHUDO6DQ0DUWtQ\(VSDxD\HO$HUyGURPR3URYLQFLDO$GHPiVHQ
HO VLWLR ZHE SURSLR GH 7XULVPR HQ 3HUJDPLQR ZZZSHUJDPLQRWXUDU  VH HVWDEOHFHQ ODV
FDWHJRUtDV (VWDQFLDV \ 3XHEORV 5XUDOHV FRPR RWURV FLUFXLWRV 6H GHVWDFDQ OD )LHVWD GH OD
7UDGLFLyQ \ OD )LHVWD 1DFLRQDO GH OD 3RHVtD ³6LOYLQD \ 9LFWRULD 2FDPSR´ FRPR HYHQWRV FX\D
ILQDOLGDG HV UHXQLU WXULVWDV GXUDQWH FLHUWRV ILQHV GH VHPDQDV TXH QR VRQ HVSHFtILFDPHQWH
WXUtVWLFRV DTXpOORVFRQIHULDGRV 

 (QHOLQIRUPH%DODQFH$QXDOSXEOLFDGRHQHOVLWLRZHEPHQFLRQDGRDQWHULRUPHQWHTXHHV
XQ (VWDGR &RQWDEOH GH 6LWXDFLyQ 3DWULPRQLDO DO  GH 0DU]R GHO  VREUH ORV PRYLPLHQWRV
UHDOL]DGRVHQWUHHOGH(QHUR\HOGH'LFLHPEUHGHGHQWURGHOD(YROXFLyQGH*DVWRV
SRU 3URJUDPD GHO 'HSDUWDPHQWR (MHFXWLYR VH HQFXHQWUD EDMR HO FRQFHSWR  OD 3URPRFLyQ H
,QFHQWLYRDO7XULVPR(QHOPLVPRVHHVWDEOHFHTXHVHKDQLQYHUWLGRPiVGHHQHVWH
FDPSR OR TXH VLJQLILFD TXH HO 0XQLFLSLR DSXHVWD DO WXULVPR FRPR XQD GH VXV UDPDV SDUD
JHQHUDULQJUHVRV

 $OJXQRV GH ORV SHUJDPLQHQVHV GHVWDFDGRV VRQ HO H[ SUHVLGHQWH $UWXUR 8PEHUWR
,OOLD   HO FDQWDXWRU GH IRONORUH $WDKXDOSD <XSDQTXL  OD WHQLVWD 3DROD
6XiUH]   HO P~VLFR \ OtGHU GH 'LYLGLGRV 5LFDUGR 0ROOR   &RPR HQ HO FDVR
HVWXGLDGRDQWHULRUPHQWH ODFLXGDGGH$]XO VLVHUHODFLRQDDDOJXQRGHHVWRVIDPRVRVFRQOD
FLXGDGVHORVSRGUtDDSDGULQDUFRPRORVHPEDMDGRUHVGHOD0DUFD3HUJDPLQR

 6HHQFXHQWUDQSRFDVQRWLFLDVVREUHWXULVPRHQODFLXGDGSUHYLDPHQWHDO%LFHQWHQDULRGH
OD PLVPD HQ HO  PRPHQWR HQ HO TXH IXH HVWUHQDGR HO ORJR $ SDUWLU GH HVD IHFKD VH
HPSLH]DQ D HGLWDU QRWDV UHODWLYDV D OD DFWLYLGDG WXUtVWLFD $ ORV HIHFWRV GH HVWH KHFKR VH
SXHGH UDWLILFDU TXH  OD LPDJHQ RILFLDO GH OD FLXGDG KL]R PiV YLVLEOH WRGDV ODV DFWLYLGDGHV
VHFXQGDULDVDODHFRQRPtDGHODPLVPDFX\RIXHUWHHVLQGXGDEOHPHQWHHODJUR\SHUPLWLyXQD
SHUFHSFLyQ PiV LQWHJUDO GH OD ORFDOLGDG REVHUYDGD FRPR XQ WRGR TXH QR VyOR LQFOX\H ORV
QHJRFLRVGHOFDPSRVLQRTXHWDPELpQSHUPLWHTXHWRPHQUHOHYDQFLDRWURVVHFWRUHV(QRWUDV
SDODEUDVHOORJRUHDQLPyDOWXULVPRHQ3HUJDPLQR

30
2EVpUYHVHQRWLFLDHQKWWSZZZODQRWLFLDFRPQRWLFLDSHUJDPLQRORJRWLSRSDUDORVIHVWHMRVGHO
ELFHQWHQDULRKWPl

2EVpUYHVHQRWLFLDHQKWWSZZZSHUJDPLQRJREDUPHMRUDVHQODWHUPLQDOORVWUDEDMRVYDQPHMRUDQGR
HOFRQFHSWRJHQHUDOGHODWHUPLQDO\ODSUHVWDFLRQGHVHUYLFLRSDUDODJHQWHGHODFLXGDG\TXLHQHV
SDVDQFRPRWXULVWDV
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 (QFXDQWRDODPHWRGRORJtDUHYLVLRQLVWDGHGLDULRVSRSXODUHVHOWHPDFRP~QHVHO,17$
FRQ WRGRV ORV GHVDUUROORV \ WHFQRORJtDV DJURSHFXDULDV PiV HO UHFRQRFLPLHQWR GH FLHUWRV
LQJHQLHURVGHOD]RQDGHJUDQSUHVWLJLRDQLYHOQDFLRQDOHQPDWHULDGHFXOWLYRV5HFRQRFLPLHQWR
GH 3HUJDPLQR FRPR ]RQD KHJHPyQLFD HQ OD SODQWDFLyQ GH VRMD FRQ JUDQ FDXGDO GH
H[SRUWDFLyQ\SRUHQGHFRQLPSRUWDQWHVDYDQFHVHQPDWHULDGHIHUWLOL]DQWHV\GHPiVTXtPLFRV
SDUD PHMRUDU ORV UHQGLPLHQWRV SHUPLWH GHVWDFDU DO PXQLFLSLR FRPR H[SHUWR HQ LQYHUVLyQ
DJURSHFXDULD \ SHQVDU HQ OD SRVLELOLGDG GH FUHDU XQ FOXVWHU VHPLOOHUR (V QRWDEOH DGHPiV OD
DVRFLDFLyQ GH QRWLFLDV GH GLYHUVD tQGROH FRPR SROtWLFR HFRQyPLFDV \ SROLFLDOHV  DFRUGH DO
DxR\DOPRPHQWRHQTXHWUDQVFXUUHQORVKHFKRVFRPRSRUHMHPSOR

x OD UHSHUFXVLyQ GH OD ³FULVLV GHO FDPSR´ GHO  JHQHUDGD SRU HO FRQIOLFWR HQWUH ORV
UXUDOLVWDV\HOJRELHUQRDUDt]GHODDSUREDFLyQGHODUHVROXFLyQGHOPLVPRDxRTXH
DXPHQWyODUHFDXGDFLyQILVFDO7DPELpQVHSXHGHVHxDODUTXH«QRWLFLDVVHUHILULHURQDO
FHQWHQDULR GHO QDFLPLHQWR GHO SHUVRQDMH LOXVWUH GH 3HUJDPLQR $WDKXDOSD <XSDQTXL
RFXUULGRHQHODxR
x OD GHVDSDULFLyQ \ KDOOD]JR GH ORV FXHUSRV GH OD IDPLOLD 3RPDU HQ  OD SUHVXQWD
GHQXQFLD SRU SDUWH GH ODV $XWRULGDGHV SHUWLQHQWHV \ UHQXQFLD GHO SHUVRQDO SROLFLDO
GHELGR D VXSXHVWD LQFDSDFLGDG WpFQLFD \ QHJOLJHQFLD HQ OD UHVROXFLyQ GH OD
LQYHVWLJDFLyQ
x XQDDGROHVFHQWHDSXxDODGDSRURWUDVGRVHQ
x ODJROSL]DDO'LUHFWRUGHXQDHVFXHODODGLVSXWDSROtWLFDGHO,QWHQGHQWHGH3HUJDPLQRHQ
XQDPHVDGHHQODFH\HOLQFHQGLRHQXQJHULiWULFRWRGRRFXUULGRHQ

 2WUDV QRWLFLDV TXH QR WUDVFLHQGHQ HQ ORV PHGLRV HQ JUDQ PDJQLWXG QL VH UHLWHUDQ 
PHQFLRQDQ HO PDO HVWDGR GH OD 5XWD  ORV FKRTXHV \ PXHUWHV RFXUULGRV HQ OD PLVPD
DFWLYLGDGHVFXOWXUDOHVRUJDQL]DGDVSRUOXJDUHxRVFRPR³ODFKRFOHDGD´RHYHQWRVGHSRUWLYRVHQ
HO 3ROLGHSRUWLYR /R TXH Vt UHVXOWD HYLGHQWH HV TXH D OD KRUD GH GHVFULELU D OD FLXGDG R DO
PXQLFLSLRHQJHQHUDOQRVHLQGDJDHQPDWHULDWXUtVWLFDFODUDPHQWHHVWRSXHGHREVHUYDUVHHQ
HO LVRORJRWLSR GH OD 0DUFD GH OD FLXGDG GHVFULSWR DQWHULRUPHQWH TXH VLJXH OD OyJLFD TXH VH
REVHUYy HQ OD UHYLVLyQ GH QRWLFLDV HO FDPSR OD DJULFXOWXUD \ ODV KHUUDPLHQWDV DJURSHFXDULDV
VRQODVFDUDFWHUtVWLFDV\YHQWDMDVFRPSHWLWLYDVGH3HUJDPLQR

 &RQIRUPHDORVHMHVHVWDEOHFLGRVODVSHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
DFDSDUDHOGHODVQRWLFLDVVHJXLGRGHODVDFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDVFRQXQ
FDVLDOPLVPRQLYHOTXHHOSDWULPRQLRKLVWyULFRFXOWXUDOTXHVHPHQFLRQDXQGHODVQRWLFLDV
(O WXULVPR QR HV OD DFWLYLGDG SULQFLSDO GH OD FLXGDG HVWR VH GHQRWD HQ TXH VyOR HO  GH ODV
QRWDVHQFDUDQODFLXGDGFRPRXQIRFRGHDWUDFFLyQSDUDORVYLVLWDQWHV\VyORODPLWDGVRQGHO
DxR  FXDQGR VH HQIRFD DO WXULVPR FRPR XQD KHUUDPLHQWD GH FUHFLPLHQWR HFRQyPLFR \
VXVWHQWDEOHGHVGHODPLUDGDKROtVWLFD(VGHFLUTXHORVWLWXODUHVUHIOHMDQFRQPXFKDOyJLFDORV
GLIHUHQWHViPELWRVGHDFWXDFLyQGHODFLXGDGSRUHMHPSORODFLXGDGHVDPSOLDPHQWHFRPSHWLWLYD
HQPDWHULDDJUtFRODWDQWRHQODFDOLGDGGHOVXHORVXVSODQWDFLRQHVHVWXGLRVHLQQRYDFLRQHVHQ

32
8QLYHUVRGHQRWDVSDUDODFLXGDG3HUJDPLQRHQODSUHQVDQDFLRQDOHQHOSHUtRGR

Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

OD PHMRUD  DJURSHFXDULD HO SHUIHFFLRQDPLHQWR GH VXV SURIHVLRQDOHV \ SRU HOOR UHFLEH PX\
EXHQDFUtWLFDDQLYHOQDFLRQDO'HDOOtVHGHGXFHTXHHOORJRGHEHWHQHUXQDIXHUWHUHODFLyQFRQ
HVWDFRPSHWLWLYLGDGORFDO\SRUHOORHVFRUUHFWDODXWLOL]DFLyQGHOFRORUYHUGHODPDTXLQDULDGH
WUDEDMR\RWURVGHWDOOHVTXHHYLGHQFLDQHVWHSHQVDPLHQWR

 $FRUGHDODFDQWLGDGGHDUWtFXORVSXEOLFDGRV&ODUtQHVHOTXHPiVWLWXODUHVWLHQHFRQXQ
VHJXLGRSRU/D1DFLyQFRQXQ\3iJLQDFRQHOUHVWDQWH(OIXHHODxR
HQTXHPiVQRWLFLDVYLQFXODGDVD3HUJDPLQRVHSXEOLFDURQHQORVPHGLRVDxRTXHFRLQFLGHD
VXYH]FRQODPLWDGGHODVQRWDVGHWXULVPRHQFRQWUDGDVSDUDODFLXGDG

$QiOLVLVFRPSDUDGRGHORVDQWHFHGHQWHV

 3DUD FHUUDU FRQ HO DQiOLVLV GH ORV WLWXODUHV GH ORV GLDULRV VH SRGUtD KDFHU XQD EUHYH
FRPSDUDFLyQHQWUHODVFLXGDGHVGH$]XO\3HUJDPLQR/DSULPHUDFXHQWDFRQYDULDGRVUHFXUVRV
FXOWXUDOHV SDWULPRQLR DUTXLWHFWyQLFR GH UHOHYDQFLD QDFLRQDO SHUR OODPDWLYDPHQWH HV SRFR
PHQFLRQDGDHQORVPHGLRVQDFLRQDOHV(QFDPELRODVHJXQGDHVXQDFLXGDGPiVQRPEUDGDHQ
ORV GLDULRV SHUR QR GHELGR D OR FXOWXUDO \D TXH HQ FRPSDUDFLyQ WLHQH ³SRFR WXUtVWLFR´ VLQR
GHELGRDORVDYDQFHVDJURSHFXDULRV\HOGLOHPDSROtWLFRFRPRXQRGHORVFHQWURVSULQFLSDOHVGH
DFFLyQ \ ³UHYROXFLyQ´ GHVGH HO FDPSR VLQ GHVFRQWH[WXDOL]DU OD IXHUWH PHQFLyQ GH WHPDV
SROtWLFRV VH GHELy HQ SDUWH DO SHUtRGRTXH HOHJt \DTXH HQ HO VH GLR OD PRYLOL]DFLyQ GHO
FDPSR 

 $PDQHUDGHUHVXPHQILQDOHQODFRPSDUDFLyQGHGLFKDVFLXGDGHVVHSXHGHHVWDEOHFHU
XQDEUHYHFRQIURQWDFLyQHQWUHORVORJRWLSRVGHODVFLXGDGHVHQHOFDVRGH$]XOODOLWHUDOLGDGHQ
ODQRPHQFODWXUDODREYLDXWLOL]DFLyQGHOFRORUD]XOFRPRUHFXUVRTXHLPSDFWD\DTXHVHORXELFD
GHIRQGR\HOQRPEUHGHODFLXGDGHQEODQFR(Q3HUJDPLQRHOGLEXMRFREUDPD\RULPSRUWDQFLD
HOFtUFXORGHFRORUYHUGHFRQODWXHUFDHQDPDULOORVLPEROL]DQGRHOVRO\ODLQGXVWULDDJUtFRODORV
GRVUHFWiQJXORVJULVHVUHSUHVHQWDQGRORVHGLILFLRV\ODOtQHDFRPRFDPLQRUXUDOGHEDMRSHUPLWH
DOREVHUYDQWHGLDJQRVWLFDUTXHHOFDPSRDFDSDUDODPD\RUDWHQFLyQGHOSDUWLGR

 4XHGDSUHJXQWDUVHGyQGHVHXELFDODFLXGDGGH7UHV$UUR\RVWHQLHQGRHQFRQVLGHUDFLyQ
HVWH DQiOLVLV &RPR YHUHPRV HQ HO SUy[LPR FDStWXOR GHVGH XQD SULPHUD PLUDGD VH SXHGH
DILUPDUTXH7UHV$UUR\RVFXHQWDFRQQXPHURVRVUHFXUVRVSDWULPRQLDOHVDFHUFiQGRVHDOFDVR
GH $]XO HQ HVH FRQWH[WR SHUR D VX YH] SRVHHJUDQGHV H[WHQVLRQHVFDPSHVWUHV\ WHFQRORJtD
DFRUGH SRU OR TXH SRVHH WDPELpQ FDUDFWHUtVWLFDV VLPLODUHV D 3HUJDPLQR ¢(V HQWRQFHV 7UHV
$UUR\RVXQPHGLRFDPLQRHQWUH$]XO\3HUJDPLQR"<DTXHSRVHHWDQWRFDPSRFRPRUHFXUVRV
FXOWXUDOHVELHQSRGUtDVHUPHQFLRQDGDHQORVPHGLRVFRPRXQDFLXGDGFRPSHWLWLYDDOLJXDOTXH
ODV GRV HVWXGLDGDV SUHFHGHQWHPHQWH LQFOXVLYH VHU OD IXVLyQ GH FLHUWRV DWUDFWLYRV GH GLVWLQWDV
FLXGDGHVFRQFHQWUDGRVHQXQVRORFHQWURGHDWUDFFLyQRSURGXFWRWXUtVWLFR


Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 7UHV$UUR\RV

 &RQVLGHURQHFHVDULRH[SOLFDUSRUTXpHOLMRD7UHV$UUR\RVFRPRFDVRGHHVWXGLRDQWHVGH
FRQWLQXDU FRQ OD LQYHVWLJDFLyQ (Q SULPHU OXJDU YLYt DOOt FDVL WRGD PL YLGD PH FRQVLGHUR
WUHVDUUR\HQVH 0L IDPLOLD VLJXH DOOt HV XQD FLXGDG FX\D GLQiPLFD HV LQWHUHVDQWH FRQR]FR HO
PRYLPLHQWR LQWUtQVHFR SHUVRQDOLGDGHV \ OXJDUHV WtSLFRV $QWH WRGR REVHUYR TXH OD ORFDOLGDG
SRVHH JUDQGHV UHFXUVRV QDWXUDOHV \ SDWULPRQLDOHV TXH JUDFLDV DO WXULVPR HQWUH RWUDV
DFWLYLGDGHVSRGUtDQVHUSRWHQFLDGRV&XHQWRFRQEXHQWUDWRSHUVRQDOFRQDOJXQDVGHDTXHOODV
SHUVRQDV TXH VH YLQFXODQ GLUHFWDPHQWH DO WXULVPR HQ OD FLXGDG \ TXH KDQ WHQLGR EXHQD
SUHGLVSRVLFLyQ SDUD FRODERUDU FRQ PL DQiOLVLV SRU HQGH HQWLHQGR HV UHOHYDQWH GHPRVWUDU OD
LPSRUWDQFLDGHOWUDEDMRLQWHUGLVFLSOLQDULRQRVLHQWRHVWDODH[FHSFLyQ

 $WUDFWLYRVGH7UHV$UUR\RVVHJ~QRIHUWD,PDJHQ
 /D &LXGDG GH 7UHV $UUR\RV FDEHFHUD GHO SDUWLGR KRPyQLPR GH XQRV  NLOyPHWURV
FXDGUDGRVDSUR[LPDGDPHQWHVHHQFXHQWUDDXQRVNLOyPHWURVGHOD&LXGDG$XWyQRPDGH
%XHQRV$LUHV\VHDFFHGHPHGLDQWHODUXWDQDFLRQDOQƒ(QHOSDUWLGRIXQGDGRHOGH-XOLRGH
JUDFLDVDODLQVWDODFLyQGHXQIRUWtQSRUSDUWHGH)UDQFLVFR%HQLWR0DFKDGRWUDVYHQFHUD
ORV LQGLRV VH DILDQ]y XQ SXHEOR &ODUtQ   /XHJR OD FLXGDG IXH SODQLILFDGD SRU 3HGUR
%HQRLW \ 'DUGR 5RFKD IXQGDGD HO  GH $EULO GH  DFWXDOPHQWH FXHQWD FRQ 
KDELWDQWHV\XQDGHQVLGDGSREODFLRQDOGHFDVLKDELWDQWHVSRUNLOyPHWURFXDGUDGR

 (Q ORV IROOHWRV WXUtVWLFRV VH REVHUYDQ HO HVORJDQ ³YHQt D FRQRFHUQRV´ \ ORV FLUFXLWRV
WXUtVWLFRV
-9LDMHDOSDVDGR IHUURFDUULO 
-7HVWLPRQLRVGH3LHGUD 3DODFLR0XQLFLSDO3DUURTXLD1XHVWUD6HxRUDGHO&DUPHQHGLILFLR
GH OD 3UHYLVLyQ OD 6RFLHGDG ,WDOLDQD HO H[ %DQFR &RPHUFLDO OD %LEOLRWHFD 3RSXODU
6DUPLHQWROD(VWDWXDGHOD/LEHUWDG 
-OD3OD]D6DQ0DUWtQXELFDGDHQHOFHQWURJHRJUiILFRGHODFLXGDG\FRPRWRGDFLXGDGGH
GLVHxRHVSDxROHQFXDGUtFXODRGDPHURFRQHO3DODFLR0XQLFLSDOOD3DUURTXLD1XHVWUD
6HxRUD GHO &DUPHQ \ OD (VFXHOD GH (GXFDFLyQ 0HGLD Qƒ H[ &ROHJLR 1DFLRQDO \ OD
(VFXHODQƒDVXVDOUHGHGRUHV
-ORV 0XVHRV 0XQLFLSDO GH $UTXHRORJtD +LVWRULD \ &LHQFLDV 1DWXUDOHV -RVp $ 0XOD]]L
1DFLRQDOGH%HOODV$UWHVGH7UHV$UUR\RV±0X%$7$ 
-DODLUHOLEUH HO3DUTXH0XQLFLSDOÈQJHO/ySH]&DEDxDVHOHQFXHQWURGHORVWUHVFXUVRVGH
DJXD ±2UHOODQR 'HO 0HGLR \ 6HFR TXH DWUDYLHVDQ OLWHUDOPHQWH OD FLXGDG \ VH XQHQ
SRVWHULRUPHQWHIRUPDQGRHO$UUR\R&ODURPHFyTXHGHVHPERFDHQODFRVWDDWOiQWLFD 
-ODSDVLyQGHSRUWLYD &OXE+XUDFiQ7UHV$UUR\RV*ROI&OXEHQWUHRWURV 

33
Según censo 2010.
34
Obsérvese Anexo 2.
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

-SRUORVDOUHGHGRUHVGHODFLXGDG HO$HURFOXE&OXEGH3ODQHDGRUHVOD6RFLHGDG5XUDOGH
7UHV$UUR\RV 
-HO SDUTXH LQGXVWULDO HQ ODV DIXHUDV \ OD (VWDFLyQ ([SHULPHQWDO $JURSHFXDULD ,QWHJUDGD
%DUURZ


 (QRWURVIROOHWRVSRUHMHPSORORVH[KLELGRVHQOD)HULD,QWHUQDFLRQDOGH7XULVPRGHO
OD'LUHFFLyQGH7XULVPRGH7UHV$UUR\RVSUHVHQWyHOSDUWLGRFRQORVVLJXLHQWHVtWHPV HQRUGHQ
GHDSDULFLyQVHJ~QVHDEUHHOSDSHO WXULVPRUXUDOODFLXGDGHYHQWRV5tR4XHTXpQ6DODGR\
GHVSOHJDGRHOIROOHWRODVSOD\DV5HWD&ODURPHFy\2UHQVHFRQVXVUHVSHFWLYDVGHVFULSFLRQHV

 &RPRPHQFLRQpDQWHULRUPHQWHHQODFLXGDGH[LVWHQWUHVFXUVRVGHDJXDIRUPDGRVSRUOD
OHYHGHSUHVLyQGHOWHUUHQR DUUR\RV2UHOODQRGHO0HGLR\6HFR SRUODXELFDFLyQGHOSDUWLGRHQ
ODSURYLQFLDTXHGDQQRPEUHDODFLXGDGHQVXVHQWLGRPiVOLWHUDO(VKDELWXDOHQODSURYLQFLD
QRPEUDU ODV SREODFLRQHV FRQ GREOH SDODEUD TXH GHVFULEDQ HO SDLVDMH SRU HMHPSOR %DKtD
%ODQFD0RQWH+HUPRVR0DU&KLTXLWD0RQWH*UDQGHHWFpWHUD

 8QHYHQWRDQXDOGHJUDQLPSRUWDQFLDHVOD)HULD3URYLQFLDOGHO7ULJR FXOWLYRTXHRFXSDOD
PLWDG GH OD VXSHUILFLH SODQWDGD DGHPiV GH JLUDVRO PDt] FHEDGD \ VRMD  TXH VH UHDOL]D HO
SULPHUILQGHVHPDQDGH0DU]RDQWHVGHOFRPLHQ]RGHODVFODVHVHVFRODUHVHQXQSUHGLRKDFLD
ODV DIXHUD GH OD FLXGDG FHUFD GH ODV YtDV GHO IHUURFDUULO HVSHFLDOPHQWH SUHSDUDGR SDUD HVWH
HVSHFWiFXORFRQ XQ HVFHQDULR \ EXWDFDV (VWHDFRQWHFLPLHQWRTXH GXUDGtDV HQ HO FXDO ORV
SURGXFWRUHV DJURSHFXDULRV HQ PDWHULD GH JDQDGHUtD HV LPSRUWDQWH OD FUtD ERYLQD ±$EHUGHHQ
$QJXV\+HUHIRUG\RYLQD±&RUULHGDOH\/LQFROQ ORVHVSHFLDOLVWDVHQPDWHULDGHOFDPSRODV
FRQFHVLRQDULDV DXWRPRWRUDV \ ORV DUWHVDQRV SUHVHQWDQ VXV SURGXFWRV VH HOLJH D XQD 5HLQD
3URYLQFLDOGHO7ULJR\VHFLHUUDFRQXQ'HVILOHGH&DUUR]DV(VXQSURGXFWRWXUtVWLFRTXHFXHQWD
FRQ PDQLIHVWDFLRQHV UHODFLRQDGDV HQ IRUPD GLUHFWD FRQ OD LGHQWLGDG \ HO DFHUYR FXOWXUDO GH OD
JHQWHFRQYRFDDPLOHVGHSHUVRQDVTXHEXVFDQODVFRPLGDVWtSLFDV DVDGRV ORVHVSHFWiFXORV
IRONOyULFRV OD GHVWUH]D FULROOD 7DPELpQ KD\ XQ VHFWRU FRQ MXHJRV LQIDQWLOHV \ SDUD WRGD OD
IDPLOLD \D TXH SUHFLVDPHQWH VH LQWHQWD DWUDHU D WRGR HO Q~FOHR IDPLOLDU &DEH DFODUDU TXH QR
H[LVWH YLQFXODFLyQ DSDUHQWH FRQ OD )LHVWD 1DFLRQDO GH 7ULJR TXH VH UHDOL]D HQ /HRQHV
SURYLQFLDGH&yUGRED

 /DFLXGDGHQVXVLQLFLRVHUDXQDSDUDGDGHGHVFDQVRXQSiUDPRHQHOFDPLQRKDFLDHO
VXUHQHOSURFHVRGHREWHQFLyQGHWLHUUDVFXDQGRODSURYLQFLDVHLEDH[SDQGLHQGRHQE~VTXHGD
GH WHUUHQRV SDUD WUDEDMDU HQ OD VLHPEUD GH FHUHDOHV \ JDQDGHUtD KDVWD HO VLJOR ;,;
HVHQFLDOPHQWH SRUTXH TXHGDED D XQ GtD GH FDPLQR HQ FDUUR]D D %DKtD %ODQFD HO FXDO
FRQVWLWXtDXQLPSRUWDQWHIXHUWHTXHGHOLPLWDEDORFRQTXLVWDGRKDVWDHQWRQFHV(QHOSURFHVRGH
IRUPDFLyQ GH OD FLXGDG PXFKRV GH ORV SULPHURV WUDEDMDGRUHV IXHURQ LQPLJUDQWHV GH RULJHQ
HXURSHR SULQFLSDOPHQWH HVSDxROHV H LWDOLDQRV SHUR OXHJR DUULEDURQ JUDQ FDQWLGDG GH
KRODQGHVHVGDQHVHVIUDQFHVHV\KDFLDILQHVGHVLJOR\SULQFLSLRVGHOVLJOR;;OOHJDURQMXGtRV
GH3RORQLD\5XVLDTXHHVFDSDEDQGHOD3ULPHUD*XHUUD0XQGLDOHQWUHRWUDVQDFLRQDOLGDGHV

2EVpUYHVHORJRWLSRHQKWWSZZZILHVWDGHOWULJRRUJDU

2EVpUYHVHQRWDSHULRGtVWLFDSXEOLFDGDHQKWWSHGDQWFODULQFRPVXSOHPHQWRVYLDMHVY
KWP
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

$VtHVFRPRVHFUHyOD&RPLVLyQGH&ROHFWLYLGDGHV([WUDQMHUDVGH7UHV$UUR\RVDFWXDOPHQWH
FRQIRUPDGD WDPELpQ SRU GHVFHQGLHQWHV GH FKLOHQRV iUDEHV GH GLIHUHQWHV SDtVHV FRPR 6LULD
/LELDTXHFHOHEUDHO'tDGHO,QPLJUDQWHHOGH6HSWLHPEUHFRQXQ$FWRGH%DQGHUDVHQGRQGH
VH FDQWDQ ORV KLPQRV QDFLRQDOHV GH ORV SDtVHV RULJLQDULRV \ VHUHDOL]DXQD)HULDFRQ SODWRV \
GDQ]DVWtSLFRV'HKHFKRHQOD3OD]ROHWDXELFDGDGHWUiVGHO3DODFLR0XQLFLSDOVHHQFXHQWUDHO
0RQXPHQWRDO,QPLJUDQWHFRQORVPiVWLOHVSDUDODVEDQGHUDV\FRQHVSDFLRSDUDORVDUUHJORV
IORUDOHVTXHVHGHSRVLWDQHQHVDIHFKDFRQPHPRUDWLYD

 (QHOVLWLRZHERILFLDOGH7XULVPRHQ7UHV$UUR\RVVHGHVFULEHQORVVLJXLHQWHVFLUFXLWRV
WXULVPRUHOLJLRVRFLUFXLWRDJURLQGXVWULDO\WXULVPRKLVWyULFRFXOWXUDO(QHOSULPHURVHPHQFLRQDQ
PiV GH  SDUURTXLDV \ FDSLOODV OD JUDQ PD\RUtD XELFDGDV HQ OD &LXGDG VLQ FRQWDU DTXHOODV
FRQJUHJDFLRQHV UHOLJLRVDV TXH WUDMHURQ ORV LQPLJUDQWHV HXURSHRV FRPR GDQHVHV \
KRODQGHVHV FX\DV ,JOHVLDV WDPELpQ VRQ SDUWH GH OD UHDOLGDG WUHVDUUR\HQVH /RV VDFHUGRWHV \
SDVWRUHV GH FLHUWDV ,JOHVLDV SURFXUDQ DFHUFDUVH D OD FRPXQLGDG PHGLDQWH FHQDV \ EDLOHV GH
LQYLWDFLyQ DELHUWD D WRGR HO S~EOLFR GH HVWD PDQHUD ORV ILHOHV FUHDQ XQD YLGD VRFLDO TXH HV
HVHQFLDOHQXQDFLXGDGGRQGHHVIiFLOVHUUHFRQRFLGRDOVHU³SDULHQWHGH´R³FRQRFLGRSRU´(QHO
FLUFXLWRDJURLQGXVWULDOHVUHOHYDQWHGHVWDFDUODLPSRUWDQWHDFWXDFLyQUHJLRQDOTXHHVWHSRORHVWi
WHQLHQGR\DTXHDPHGLGDTXHYDFUHFLHQGRHOQ~PHURGHHVWDEOHFLPLHQWRVORVHVSHFLDOLVWDVGH
OD &iPDUD (FRQyPLFD GHO 0XQLFLSLR DGYLUWLHURQ OD IXHUWH QHFHVLGDG GH FUHDU XQD =RQD
$GXDQHUD HPSUHVDV QDFLRQDOHV \ PXOWLQDFLRQDOHV FRPR .UDIW H[ IiEULFD 9L]]ROLQL  R OD
PDOWHUtD 4XLOPHV KDQ WHQLGR R WLHQHQ VHGHV HQ OD FLXGDG VLQ SHUMXLFLR GH OD H[LVWHQFLD GH
HPSUHVDVQHWDPHQWHWUHVDUUR\HQVHVFRQUHOHYDQWHSUR\HFFLyQHQHOSDtV\HQHOH[WHULRUFRPR
ODVIiEULFDV PHWDO~UJLFDV ,VWLODUW \ $LHOOR\ DOLPHQWLFLD7RVWH[ )LQDOPHQWH GHQWUR GH ORFXOWXUDO
VHHQXPHUDQPRQXPHQWRVPXVHRV\HGLILFLRVKLVWyULFRV SXQWXDGRVHQHOOLVWDGRGHFLUFXLWRV 
WRGRVHOORVFRQJUDQVLJQLILFDFLyQ\UHSUHVHQWDFLyQSRSXODUSDUDORVDQDOHVORFDOHV

 $ QLYHO HGXFDWLYR OD FLXGDG WLHQH XQ &HQWUR GH (VWXGLRV 6XSHULRUHV GH 7UHV $UUR\RV
&5(67$  GRQGH VH GLFWDQ ODV FDUUHUDV GH &RQWDGRU 3~EOLFR TXH GHSHQGH GH OD
8QLYHUVLGDG 1DFLRQDO GH /D 3ODWD /LFHQFLDGR HQ 3VLFRORJtD FX\RV SURIHVRUHV VRQ GH OD
8QLYHUVLGDG 1DFLRQDO GH 0DU GHO 3ODWD \ RWUDV &DEH PHQFLRQDU DGHPiV TXH HO &ROHJLR
+RODQGpVGH7UHV$UUR\RVHVHO~QLFRTXHHQVHxDHOLGLRPDGHHVHSDtV\WUDQVPLWHVXFXOWXUD
\SRUHOORODFLXGDGUHFLELyHQHOODYLVLWDGH%HDWUL]ODHQWRQFHV5HLQDGH+RODQGDFRQVX
KLMR*XLOOHUPR\VXQXHUD0i[LPD=RUUHJXLHWD&RQWLQXDQGRFRQORVFROHJLRVHVSHFLDOL]DGRVD
 NLOyPHWURV GHO FDVFR XUEDQR VH HQFXHQWUD HO H[ &ROHJLR $UJHQWLQR 'DQpV DFWXDO (VFXHOD
5XUDO$JUDULD \ HO &ROHJLR $JURSHFXDULR FRQHFWDGR FRQ OD &KDFUD ([SHULPHQWDO GH %DUURZ
JHQHUDQGRDOXPQRVDYDQ]DGRVHQHOFDPSRDJURJDQDGHUR3DUDFHUUDUHOOLVWDGRGHHVFXHODV
SULYDGDVFDEHQGHVWDFDUVHHO&ROHJLR-HV~V$GROHVFHQWH H[&ROHJLRGH3DGUHV \HO&ROHJLR
1XHVWUD 6HxRUD GHO /XMiQ H[ &ROHJLR GH +HUPDQDV  (V GHFLU TXH D H[FHSFLyQ GHO &ROHJLR
$JURSHFXDULRH[LVWHXQDIXHUWHLPSURQWDUHOLJLRVDHQODHGXFDFLyQSULYDGD


ZZZWUHVDUUR\RVWXULVPRFRP

2EVpUYHVHLQIRUPDFLyQVREUH&RUUHGRU7XUtVWLFR'DQpVHQKWWSZZZWUHVDUUR\RVWXULVPRFRPWXULVPR
UXUDOSKS"LG FRUUHGRUWXULVWLFRGDQHV\KWWSWXULVPRUXUDOGDQHVEORJVSRWFRPDU

1RWDSHULRGtVWLFDSXEOLFDGDHOHQKWWSZZZODYR]GHOSXHEORFRPDUQRWDSKS"LG 
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 (QHOVLWLRZHEGHOD'LUHFFLyQGH7XULVPRGHOD0XQLFLSDOLGDGGH7UHV$UUR\RVDGHPiV
GH PRVWUDUVH IRWRV GH OD &LXGDG VH OH DWULEX\H VLJQLILFDQFLD D ODV SOD\DV GHO PXQLFLSLR
&ODURPHFy 5HWD \ 2UHQVH 6RQ FRQVLGHUDGDV GHVWLQRV WXUtVWLFRV SRU H[FHOHQFLD \D TXH HO
WXULVPRHVODDFWLYLGDGHFRQyPLFDGHPD\RULPSDFWRHQHOORVSULQFLSDOPHQWHHQODWHPSRUDGD
HVWLYDO$QLYHOJHQHUDOQRKD\FLXGDGDQRWUHVDUUR\HQVHTXHGLVFXWDTXHHOWXULVPRHQHO3DUWLGR
VHUHDOL]DHQ&ODURPHFyODSOD\DPiVSRSXODUGHOGLVWULWRXELFDGDDNLOyPHWURVDOVXUGHOD
FLXGDGFDEHFHUDPLHQWUDVTXHQRVHYHGHLJXDOPDQHUDDOD&LXGDGHOVHQWLGRFRP~QGHORV
UHVLGHQWHV QR JHQHUD HVD YLVLyQ WXUtVWLFD SDUD OD PLVPD 3RU GDU XQ HMHPSOR HO  GH
6HSWLHPEUH 'tD GHO (VWXGLDQWH VHIHVWHMD HQ HO 3DUTXH &DEDxDV GH OD FLXGDG HVD WDUGHFRQ
EDQGDV HQ YLYR \ MXHJRV LQIODEOHV SHUR HQ &ODURPHFy ORV HVWXGLDQWHV VHFXQGDULRV \
XQLYHUVLWDULRV VH WRPDQ OD 6HPDQD GHO (VWXGLDQWH HV GHFLU TXH FRPR SURGXFWR WXUtVWLFR
DVLPLODGRGHVGHKDFHGpFDGDVHVKDELWXDOTXHMyYHQHVGHHQWUH\DxRVYD\DQDODSOD\D
GXUDQWHHVDVWDUGHV\DVLVWDQDUHFLWDOHV\EROLFKHVSRUODQRFKH$OJRVLPLODURFXUUHFRQORV
HVWXGLDQWHVGH %DKtD%ODQFDTXH YDQ D FHOHEUDU ODIHFKD D 0RQWH+HUPRVR SOD\DTXH HQ HO
DFDSDUyODPD\RU SDUWHGHHVWXGLDQWHVHQODUHJLyQJUDFLDVDORVUHFLWDOHVJUDWXLWRVSRU
HOORHQHOXQJUXSRGHYHFLQRVFODURPHTXHQVHVRUJDQL]yHO³&ODURPHFy)HVW´GXUDQWH
QRFKHVGHUHFLWDOHVFRQLQVWDODFLRQHVFRPRXQHVFHQDULRXQDPHJDFDUSD SUHYLHQGRSRVLEOHV
OOXYLDV  EDxRVTXtPLFRV\ GHPiVVHUYLFLRV 0LVPRODVSOD\DVGH &ODURPHFyIXHURQ HVFHQDULR
GH OD SHOtFXOD QDFLRQDO ³(O VDOWR GH &KULVWLDQ´ GHO  HVWUHQR TXH FROPy ODV VDODV GHO FLQH
7RUWRQL GH 7UHV $UUR\RV GXUDQWH PHVHV EDWLHQGR UHFRUG D QLYHO ORFDO SHOtFXOD TXH QDUUD OD
KLVWRULDGH&KULVWLDQ0DGVHQXQSHVFDGRUTXHVHUDGLFyHQORVLQLFLRVGHODYLOODEDOQHDULD

 $O FRPHQWDU FRQ GLVWLQWRV FLXGDGDQRV WUHVDUUR\HQVHV DPLJRV IDPLOLD FRQRFLGRV


FRPHUFLDQWHV ODREVHUYDFLyQGHTXH&ODURPHFyHV³ORWXUtVWLFR´HQHO3DUWLGRWRGRVFRLQFLGHQ
HQUHDFFLRQDUFRQDVRPEURDOLQWHQWDUFRPSUHQGHUDODFLXGDGGH7UHV$UUR\RVFRPRXQGHVWLQR
WXUtVWLFR(VWHSHQVDPLHQWRHQWLHQGRVHGHEHDODIDOWDRDXVHQFLDGHLQIRUPDFLyQWXUtVWLFDFRQ
ODTXHFXHQWDQHVWDVSHUVRQDVRXQSUHMXLFLRDORTXH³GLYLGH´ORWXUtVWLFRGHORQRWXUtVWLFRR
ELHQVHWUDWDGHXQSURFHVRGHQDWXUDOL]DFLyQGHORVELHQHV\OXJDUHVSURSLRVHVORTXHVXFHGH
FXDQGRXQRVHDFRVWXPEUDDODUXWLQD\DYHUORPLVPRWRGRVORVGtDV\GHMDGHVRUSUHQGHUVH
VH GHMD GH ODGR OD FXULRVLGDG SRU OR GHVFRQRFLGR (Q RWUDV SDODEUDV QR REVWDQWH TXH VXV
KDELWDQWHV FRQRFHQ ORV DWUDFWLYRV WXUtVWLFRV GH OD FLXGDG QR WLHQHQ FRQFLHQFLD GH TXH ORV
PLVPRVVRQWDOHV\HQFRQVHFXHQFLDWDPSRFRUHIOH[LRQDQDFHUFDGHODLPSOLFDQFLDHFRQyPLFD
TXHORVPLVPRVWLHQHQRSXHGHQOOHJDUDWHQHU

 7DQWRHQHOVLWLRZHERILFLDOGHOD'LUHFFLyQGH7XULVPRFRPRHQORVIROOHWRVTXHRIUHFHHO
0XQLFLSLRHVSRVLEOHGLYLVDUHOVLJXLHQWHORJR


3DUDPD\RULQIRUPDFLyQREVpUYHVH
KWWSZZZYXHQRVDLUH]FRPDUFODURPHF&%DJHQGDFODURPHF&%URFN
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 (VWLPRVHWUDWDGHXQORJRFUHDGRHQODQXHYDJHVWLyQHQPDWHULDWXUtVWLFDFRQODPHUD
LQWHQFLyQ GH KDFHU YLVLEOH HVWH GHVDUUROOR DGPLQLVWUDWLYR GHO VHFWRU (V QRWDEOH TXH VyOR VH
DSOLFD DO 7XULVPR QR REVWDQWH KDEHU PXFKDV iUHDV TXH QR QHFHVDULDPHQWH WLHQHQ ORJR 0L
SURSXHVWDHVGLIHUHQWHWRGDYH]TXHWLHQHFRPRREMHWLYRFUHDUXQORJRLQWHJUDGRUSDUDWRGDVODV
VHFUHWDUtDVHVGHFLUHO0XQLFLSLRFRPRXQ~QLFRSURGXFWRPiVDOOiGHTXHHVWpDUWLFXODGRSRU
GLVWLQWDVUDPDV

 &RQVLGHUR QHFHVDULR H[SOLFLWDU TXH VH KD GHWHFWDGR XQD IXHUWH LQYHUVLyQ HQ OD DFWLYLGDG
WXUtVWLFDGHVGHHOVHFWRUS~EOLFRPHGLDQWHGHFUHWRVRUGHQDQ]DV\FUHDFLyQGH6HFUHWDUtDVVH
GLRLPSXOVRDO7XULVPRHQHO0XQLFLSLRHQORV~OWLPRVDxRV8QHMHPSORFODURHVODGHVLJQDFLyQ
GHXQ/LFHQFLDGRHQ7XULVPRDFDUJRGHOD'LUHFFLyQFRUUHVSRQGLHQWHXQSURIHVLRQDOGHOiUHD
FX\DYLVLyQLPSDFWD\JHQHUDPD\RUFRPSHWLWLYLGDGDOLGHDUSUR\HFWRVSURSLDPHQWHWXUtVWLFRV\
HVWDEOHFHUODLPSRUWDQFLDGHHVWHVHFWRUGHIHQGHUODQHFHVLGDGGHODGLIHUHQFLDFLyQGHO7XULVPR
GHOUHVWRGHODVGHPiViUHDVFRPROD'HSRUWLYD\OD&XOWXUDOIXHUWHPHQWHDVRFLDGDV

 $FRUGHD)HUQiQGH]ODSROtWLFDWXUtVWLFDGHO0XQLFLSLRHVLQWHJUDORVHDDQLYHO3DUWLGR
\DEDUFDWRGDVODVORFDOLGDGHVTXHVHHQFXHQWUDQHQpO1RVHSUHWHQGHWUDEDMDUDQLYHOORFDO
VLQR FUHDQGR FRPSOHPHQWDFLyQ HQWUH ORV GHVWLQRV SDUD DVt GLYHUVLILFDU OD RIHUWD HO REMHWLYR
JHQHUDOHVFUHDUXQDFRPDUFD

 /RVUHVXOWDGRVSDUDODRIHUWDWXUtVWLFDDFRUGHDODSHUFHSFLyQGHORVUHVLGHQWHVKDELWXDOHV
GDWRVREWHQLGRVSRUUHJLVWURHQVLWLRVZHEV\HQWUHYLVWDVHVTXHVHWUDWDGHXQD³FLXGDGOLQGD´
³PLUiODSOD]DKHUPRVDTXHWLHQHFRQHVD,JOHVLD\HVD 0XQLFLSDOLGDG\HO3DUTXH&DEDxDV´
(VR HV OR SULPHUR TXH PDQLILHVWD GH PDQHUD HVSRQWiQHD HO WUHVDUUR\HQVH 1R KD\ UHDOPHQWH
XQD H[SRVLFLyQ UiSLGD GH GHFLU TXp OLQGR HO VDOyQ TXH WLHQH HO 0XQLFLSLR FRQ HO &RQFHMR
'HOLEHUDQWHRItMDWHOD6RFLHGDG,WDOLDQDOD3HUVHYHUDQFLD´ )HUQiQGH] 

 <D QR HV QHFHVDULR SUHVHQWDU ORV DWUDFWLYRV WXUtVWLFRV FRPR VRSRUWH ItVLFR GH ORV
SURGXFWRVKR\HQGtDHOWXULVWDWLHQHPD\RUDFFHVRDODV7,&6 WHFQRORJtDVGHODLQIRUPDFLyQ\
FRPXQLFDFLyQ SRUORTXHODFODYHFRPSHWLWLYDSDUDORVGHVWLQRVUDGLFDHQODGLIHUHQFLDFLyQHQ
FDOLGDG 'LFKD HVWUDWHJLD VH ORJUD PHGLDQWH OD H[SHULHQFLD TXH ORV WXULVWDV WHQJDQ HQ HO
GHVWLQR HO IRFR GHEH FHQWUDUVH HQ HOORV HQ YLYHQFLDU ODV GLVWLQWDV DFWLYLGDGHV TXH SXHGHQ
SUDFWLFDUVH HQ HO OXJDU \D VHD REVHUYDQGR FRQYHUVDQGR FRQ ORV UHVLGHQWHV SDUWLFLSDQGR
DFWLYDPHQWH HQ ULWRV FHUHPRQLDV R SURGXFFLyQ GH ELHQHV 3RU HMHPSOR SDUD XQ WXULVWD TXH
SURYLHQHGHOD&DSLWDO)HGHUDODQGDUDFDEDOORWRPDUPDWHHQXQDHVWDQFLDKDFHUXQDVDGR
FRPSHWLUHQXQDFDUUHUDGHELFLFOHWDXRWURHYHQWRRUJDQL]DGRSRUODORFDOLGDGVRQPDQHUDVGH
³HVWDUDKt´PRWLYRVSRUORVTXHHVHYLDMHIXH~QLFRHLUUHSHWLEOH5HWRPDQGRODLGHDSULPHUDOD
HVWDQFLDFRPRVRSRUWHItVLFR\DQRHVHODWUDFWLYRVLQRTXHODWUDQVPLVLyQGHODH[SHULHQFLDTXH
VHJHQHUyDUDt]GHORYLYHQFLDGRHVORTXHYDDGHWHUPLQDUVLHOWXULVWDTXHGyVDWLVIHFKR\VLHV
DVtJHQHUDUiXQDUHFRPHQGDFLyQSHUVRQDOL]DGDJUDFLDVDODILGHOL]DFLyQTXHVLHQWHFRQHOOXJDU


'LHJR)HUQiQGH]/LFHQFLDGRHQ7XULVPRGHOD8QLYHUVLGDG&$(&(VHGH0DUGHO3ODWD6HORSXHGH
REVHUYDU HQ HO VLJXLHQWH YLGHR KWWSZZZ\RXWXEHFRPZDWFK"Y G[1W&X.QG, GHO SURJUDPD ³6H KDFH
WXULVPRDODQGDU´HQWUHYLVWDVREUHRIHUWDWXUtVWLFDHQ7UHV$UUR\RV

(QWUHYLVWDSHUVRQDOL]DGDUHDOL]DGDHOHQOD'LUHFFLyQGH7XULVPRGH7UHV$UUR\RV
2EVpUYHVH$QH[RV\
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

(V GHFLU KD\ VHQVDFLRQHV TXH QR SXHGHQ VHU WUDVPLWLGDV YHU HO DPDQHFHU \ DWDUGHFHU
SHUVRQDOPHQWH GHVFXEULU HO VLOHQFLR GLVIUXWDU OD GHVFRQH[LyQ VRUSUHQGHUVH FRQ RORUHV \
DURPDVWtSLFRVGHRWUDVUHJLRQHVVyORHVSDVLEOHGHRSLQLyQHQFDVRGHYLDMDU

 $Kt VH HQFXHQWUD OD FODYH GH OD FRPSHWLWLYLGDG GH OD TXH KDEODED DQWHULRUPHQWH HQ
FRQRFHUORVUHFXUVRVGLVSRQLEOHV\DSRUWDUODFXRWDGHH[SHULHQFLDSHUVRQDOTXHKDUiFDGDVLWLR
\ HYHQWR ~QLFRV OD 0DUFD SRGUi GLIHUHQFLDUVH GH OD FRPSHWHQFLD GHELGR D IDFWRUHV QDWXUDOHV
FRPRODVSOD\DV H[WHQVLyQFOLPD RSRUORVDFRQWHFLPLHQWRVTXHHQODFLXGDGRFXUUHQFRPR
FRQJUHVRV\FRQYHQFLRQHVILHVWDVSRSXODUHVDFWLYLGDGHVFXOWXUDOHV)HUQiQGH]  H[SOLFD
TXH OD YHQWDMD GH ODV SOD\DV GHO VXU GH OD SURYLQFLD 1HFRFKHD &ODURPHFy 0RQWH +HUPRVR
HQWUHRWUDV HVTXHDOHVWDUPiVDOHMDGDVGHORVJUDQGHVFHQWURVHPLVRUHVTXHODVSOD\DVPiV
SRSXODUHVTXH\DHVWiQFRODSVDGDVGHWXULVWDV 9LOOD*HVHOO3LQDPDU0DUGHO3ODWD0LUDPDU 
D ODUJR SOD]R HO WXULVWD SUHIHULUi UHFRUUHU HVRV NLOyPHWURV GH GLIHUHQFLD HQ ORQJLWXG SHUR HQ
PHQRUWLHPSR \DTXHODVUXWDVDODVVHJXQGDVSOD\DVWDPELpQHVWiQDEDUURWDGDV ³EXVFDQGROD
WUDQTXLOLGDG EXVFDQGR OOHJDU HQ KRUDULR´ $ VX YH] HO 'LUHFWRU GH 7XULVPR H[SOLFLWD TXH ODV
DFWLYLGDGHVTXHVHUHDOL]DQHQHOiPELWRDJURSHFXDULRWLHQHQUHQRPEUHLQWHUQDFLRQDO\OXHJROD
YDORUDFLyQTXHVHOHRWRUJyDOFOXE+XUDFiQHVGHFLUTXHHOFDPSRHVXQGHQRPLQDGRUFRP~Q
SDUDWRGRHOSDUWLGR

 'H KHFKR HQ FXDQWR D SHUVRQDOLGDGHV UHFRQRFLGDV GH OD FLXGDG VH HQFXHQWUDQ HO
IXWEROLVWD5RGULJR3DODFLRV VLELHQHVGH%DKtD%ODQFDWXYRSDUWHGHVXWUD\HFWRULDHQ+XUDFiQ
GH 7UHV $UUR\RV  HO SHULRGLVWD GH HVSHFWiFXORV 0DUFHOR 3ROLQR OD ILQDOLVWD GHO UHDOLW\ VKRZ
³6RxDQGR SRU &DQWDU´ /RUHQD 0LUDQGD HO FRUUHGRU GH DXWRV 0DUFHOR *RQ]iOH] HO HVFXOWRU
)HUQiQGH]2UTXtQ DTXHOIDPRVRTXHGHVHHVHUODFDUDYLVLEOHGHODFLXGDGVHUiFRQVLGHUDGR
FRPRHOHPEDMDGRURILFLDOGHOD0DUFD7UHV$UUR\RV

 (VLQWHUHVDQWHGHVWDFDUTXHH[LVWHQGLIHUHQFLDVGHRSLQLRQHVHQODFLXGDGFRPRHQWRGRV
ORViPELWRVSHURHQHOWXUtVWLFRVHDFHQW~DODGLVFUHSDQFLDHQWUHORVVHFWRUHVS~EOLFR\SULYDGR
3RUVXSXHVWRTXHOD'LUHFFLyQGH7XULVPRWLHQHSRUREMHWLYRSURPRYHUHOWXULVPRHQODFLXGDG\
HOSDUWLGRFRPRVHDFODUySUHYLDPHQWHSHURDGHPiVSUHWHQGHLQWHJUDUVHFWRUHVFXPSOLUXQURO
VRFLDODWUDYpVGHOWXULVPRFUHDUQXHYRVSXHVWRVGHWUDEDMRHQODVGLVWLQWDVORFDOLGDGHVJUDFLDV
DO DXPHQWR GH WXULVWDV PRYLPLHQWR FUHFLHQWH GHELGR D ORV HVIXHU]RV GHO HQWH PHGLDQWH
JHQHUDFLyQ \ SURPRFLyQ HYHQWRV \ UHFXSHUDFLyQ GH HVSDFLRV TXH HVWDEDQ DEDQGRQDGRV R
GHVDWHQGLGRV &RPR H[SOLFD )HUQiQGH]   OD FODYH HVWi HQ SRQHU HQ YDORU HO SDWULPRQLR
ORFDO PHGLDQWH SUR\HFWRV ORFDOHV TXH VXUJHQ GH ORV PLVPRV FLXGDGDQRV \ GH HVD PDQHUD
JHVWDUDWUDFWLYRVWXUtVWLFRVEDViQGRVHHQODFDOLGDGGHODDWHQFLyQ(VHQHVWHVHQWLGRSRVLEOH
PHQFLRQDUXQSODQTXHLQFOX\HDO0XQLFLSLR\DDOXPQRVGHOD7HFQLFDWXUDHQ3XEOLFLGDGTXHVH
GLFWDHQHO,QVWLWXWRQƒGHODFLXGDGWUDEDMRFRQMXQWRFRQHOILQGHGLVHxDUQXHYDFDUWHOHUtD
WXUtVWLFDTXHODSURPRFLRQHDSDUWLUGHODSULPDYHUD

 'HVGH RWUD PLUDGD 5REHUWR 'L 0DUFR DVHJXUD TXH GLVWLQWD HV OD YLVLyQ GHO VHFWRU
SULYDGRFX\RREMHWLYRHVREWHQHUEHQHILFLRV\UHQWDELOLGDGHFRQyPLFDFRQVXQHJRFLR³SRUTXH


1RWDSHULRGtVWLFDSXEOLFDGDHOHQHOVLWLRZHEGHOD5DGLR/XZZZOXFRPDU

 'XHxR GH OD $JHQFLD GH 9LDMHV \ 7XULVPR ³0DSDPXQGL´ (QWUHYLVWD SHUVRQDOL]DGD UHDOL]DGD HO
HQOD$JHQFLD&KDFDEXFRFLXGDGGH7UHV$UUR\RV2EVpUYHVH$QH[RV\
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

HOWXULVPRHVWRGRORTXHODJHQWHQHFHVLWDSDUDGLVWUDHUVHLUDRWURVGHVWLQRVRWUDVFXOWXUDV
FRQRFHU´$PLHQWHQGHUGHVGHODVDJHQFLDVVHREVHUYDDOWXULVPRGHVGHHOSXQWRGHYLVWDGHO
WXULVWD TXH YLDMD KDFLD DIXHUD GHO SDUWLGR GH 7UHV $UUR\RV VHJ~Q 'L 0DUFR   FRPR HO
WUHVDUUR\HQVHTXHFRQWUDWDXQWUDQVSRUWH\RSDTXHWHWXUtVWLFRSDUDFRQRFHURWURVGHVWLQRVQR
VH OR UHODFLRQD FRQ OD SRVLELOLGDG GH DWUDHU WXULVWDV \ IRUPDU FLUFXLWRV HQ 7UHV $UUR\RV (Q OD
SUiFWLFD WRGDV ODV DJHQFLDV GH YLDMHV \ WXULVPR GH OD FLXGDG VRQ HPLVLYDV QR KD\ QLQJXQD
UHFHSWLYD

 6L ELHQ DPEDV SHUFHSFLRQHV DFHSWDQ TXH HO WXULVPR HV XQD DFWLYLGDG HFRQyPLFD TXH
JHQHUD LQJUHVRV HQ HO GHVWLQR \ TXH D\XGD D FRPEDWLU OD HVWDFLRQDOLGDG HQWHQGLGD QR VyOR
FRPRODVOLPLWDFLRQHVFOLPiWLFDVVLQRWDPELpQIRUPDGDSRUODPD\RURPHQRURIHUWD\GHPDQGD
VHJ~QODpSRFDGHODxR SDUDODFLXGDGGH7UHV$UUR\RVHOVHFWRUSULYDGRVyORVHYHDIHFWDGR
GLUHFWDPHQWH HQ ORV FDVRV GH UHFHSFLyQ GH WXULVWDV H[WUDQMHURV TXH VH PDQHMD GH PDQHUD
H[WUDRILFLDO(VWRVLJQLILFDTXHORVGXHxRVGHODVHVWDQFLDVDUUHJODQFRQHOWXULVWDORTXHSRGUtD
HQFDVLOODUVH FRPR XQD ³YLVLWD D DPLJRV \ SDULHQWHV´ QR SDUWLFLSDQGR DJHQFLDV 7DQWR ODV
DJHQFLDVFRPROD'LUHFFLyQGH7XULVPRFRQRFHQHVWRVFDVRVSHURQRVHLQWHUYLHQH\DTXHQR
KD\ XQD UHJXODFLyQ TXH OLPLWH HVWDV DFWLYLGDGHV HQ HVH iPELWR SRU HMHPSOR QR H[LVWH XQD
RUJDQL]DFLyQ TXH QXFOHH D ODV UDPDV GHO VHFWRU SULYDGR HQ WXULVPR KRWHOHUtD JDVWURQRPtD
DJHQFLDV 

 +HFKDVODVFRQVLGHUDFLRQHVDQWHULRUHVVHSXHGHVRVWHQHUTXHHOJUDGRGHLGHQWLILFDFLyQ
GH ORV ORFDOHV FRQ HO WXULVPR HQ 7UHV $UUR\RV HV UHODWLYDPHQWH EDMR HV GHFLU TXH ORV
WUHVDUUR\HQVHV QR FUHHQ TXH OD FLXGDG VHD WXUtVWLFD (VWR SXHGH GHEHUVH SRU YDULRV PRWLYRV
IDOWDGHFRQFLHQWL]DFLyQVREUHORVUHFXUVRVQDWXUDOHVSDWULPRQLDOHVFXOWXUDOHV\DUTXLWHFWyQLFRV
FRQORVTXHVHFXHQWDQODHUUyQHDLGHDGHTXHHOWXULVPRVyORSXHGHKDFHUVHHQRWUDFLXGDGHV
TXH QR VHD OD TXH XQR YLYH HO SHQVDPLHQWR GH TXH KD\ TXH GHVSOD]DUVH XQD GLVWDQFLD
WUDVFHQGHQWDO VH UHFRQRFHQ FRPR WXUtVWLFDV PX\ SRFDV FLXGDGHV GH OD SURYLQFLD D QLYHO GHO
FRQRFLPLHQWR JHQHUDO VH FUHH TXH HO WXULVPR VyOR VH GD HQ OXJDUHV REYLRV GH WUD\HFWRULD GH
ODUJD GDWD FRPR SRU HMHPSOR 0DU GHO 3ODWD R 7DQGLO \D TXH VH SLHQVD HQ XQ WXULVPR
FRQYHQFLRQDO GH PDVDV \ QR VH FRQWHPSODQ RWUDV PRGDOLGDGHV PiV H[FOXVLYDV \ GH PHQRU
LPSDFWR (Q HO FDVR GH HVWDEOHFHUVH XQD PDUFD LQWHJUDGRUD SDUD OD FLXGDG TXH SHUPLWD OD
SURPRFLyQ GH OD PLVPD HQ HO DIXHUD \ GHILQLpQGROD FRPR XQ WRGR VHUtD SRVLEOH TXH ORV
FLXGDGDQRV GH 7UHV $UUR\RV FDPELHQ VX YLVLyQ VREUH OD PLVPD \ SHUPLWDQ FUHDU PD\RU
FRQFLHQFLDVREUHORTXHVHWLHQH

 (QFXDQWRDPDUFDFXDQGRVHOHVFRQVXOWyHQODVHQWUHYLVWDVSRUFRQRFLPLHQWRVDFHUFD
GH OD KHUUDPLHQWD GH SURPRFLyQ GHVGH OD 'LUHFFLyQ GHO 7XULVPR QR VyOR VH FRPSUHQGH OD
FRPSOHMLGDGGHOWpUPLQRVLQRTXHDGHPiVVHFUHHTXHVHUtDEHQHILFLRVDSDUDLQWHJUDUGLVWLQWRV
VHFWRUHV \D TXH HO WXULVPR WUDEDMD FRPR XQD DFWLYLGDG LQWHU \ PXOWLGLVFLSOLQDULD )HUQiQGH]
 DVHJXUDTXH\DKD\XQDYDQFHHQHOFDPSRFRQXQD2UGHQDQ]D0XQLFLSDOGHFUHWDGDHQ
HO  VREUH DGMXQWDU OD OH\HQGD LGHQWLILFDFLyQ GLVWLQWLWYD ³+HFKR HQ  &ODURPHFy  5HWD 
2UHQVH  &DVFDOODUHV  6DQ )UDQFLVFR  &RSHWRQDV  6DQ 0D\RO  /LQ &DOHO´ HQ DTXHOORV
SURGXFWRV DUWHVDQDOHV ³TXH ORV GLIHUHQFLH FODUDPHQWH GH DTXHOORV TXH QR FXPSODQ FRQ ORV
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

UHTXLVLWRV PtQLPRV HVWDEOHFLGRV SDUD VX RWRUJDPLHQWR´ (Q FDPELR 'L 0DUFR   HQ XQ
SULQFLSLRQRUHFRQRFLyHOFRQFHSWRTXHOXHJRGHPLEUHYHH[SOLFDFLyQFRPSUHQGLyFRPR³DOJR
TXH VHUtD PX\ EXHQR SHUR HV XWySLFR´ \D TXH FUHH PX\ GLItFLO OD VLWXDFLyQ GH GLiORJR \
SURSXHVWDHQWUHORVVHFWRUHVGDGRTXHQRKD\DQWHFHGHQWHDOJXQR

 (Q GHILQLWLYD OD LPDJHQ GH OD FLXGDG GH 7UHV $UUR\RV TXH VH SUHWHQGH SURPRFLRQDU HV
DTXHOODTXHODGHILQHFRPRXQGHVWLQRGHWXULVPRUXUDO

 $WUDFWLYRVGH7UHV$UUR\RVVHJ~QGHPDQGD
3RVLFLRQDPLHQWR
 3DUDODSURSXHVWDGH0DUFD&LXGDGSDUDOD&LXGDGGH7UHV$UUR\RVHVQHFHVDULRWHQHUHQ
FRQVLGHUDFLyQDDTXHOORVWXULVWDVTXHYLVLWDQODFLXGDGGLFKRGHRWURPRGR ODGHPDQGDWRGD
YH] TXH HVWi HQ HOORV OD LPDJHQ PHQWDO TXH VHJHQHUD GHO GHVWLQR R HO SRVLFLRQDPLHQWR TXH
WHQJDQ GHO PLVPR 3ULPHUDPHQWH GHVFULELUp ORV UHVXOWDGRV GH HQFXHVWDV UHDOL]DGDV SRU
WHUFHURV FRPR LQIRUPDFLyQ VHFXQGDULD \ OXHJR KDUH XQD FRPSDUDFLyQ FRQ OD LQIRUPDFLyQ
REWHQLGD HQPHGLRVGLJLWDOHVFRPR GLDULRVUHYLVWDV \ GLYHUVDV SXEOLFDFLRQHV DFHUFD GHO SHUILO
GHODGHPDQGDTXHVXHOHYLVLWDUHVWHGHVWLQRHQSDUWLFXODURWLSRGHGHVWLQRHQJHQHUDO

 6HUHDOL]DUiDFRQWLQXDFLyQXQDEUHYHUHVHxDGHXQHVWXGLRGHSHUILOGHODGHPDQGDHQ
7UHV$UUR\RVSDUDODWHPSRUDGDGHYHUDQR 'LFLHPEUH(QHUR\)HEUHUR 
SURPRFLRQDGR SRU OD 'LUHFFLyQ GH 7XULVPR GHO SDUWLGR \ UHDOL]DGR SRU OD 'LUHFFLyQ GH
3ODQHDPLHQWR(VWUDWpJLFRGHO'HSDUWDPHQWRGH(VWDGtVWLFDVGHOD6HFUHWDUtDGH7XULVPRGHOD
3URYLQFLDGH %XHQRV $LUHV 'LFKD LQIRUPDFLyQ VH REWXYR HQODV  ORFDOLGDGHV EDOQHDULDV GHO
PXQLFLSLR&ODURPHFy5HWD\2UHQVHFRQHVWRUHDILUPRODQHFHVLGDGGHUHDOL]DUHODQiOLVLVGH
ODDFWLYLGDGWXUtVWLFDHQOD&LXGDGGH7UHV$UUR\RVGHELGRDODDFRWDGDLQWHQFLyQGHHVWXGLDUHO
IHQyPHQRHQHOGHVWLQR&LXGDG

 /RTXHFDEHGHVWDFDUHVTXHODGHPDQGDVHFRPSRQHHQXQSRUSDGUHVFRQKLMRV\
PDWULPRQLRVSDUHMDVFRQYLYLHQWHVFDVLHOGHORVHQFXHVWDGRVDILUPDTXHODGXUDFLyQGHOD
HVWDGtD HV GH HQWUH  \  GtDV (Q FXDQWR D OD RFXSDFLyQ FHUFD GHO  VRQ SURIHVLRQDOHV
LQGHSHQGLHQWHV \ HO  HQ (QHUR FRQFXUUH D HVWH SDUWLGR VRQ DPDV GH FDVDV \ GRFHQWHV
PLHQWUDVTXHHQ)HEUHURODVYLVLWDVPHQRUHVGHDXPHQWDQ\GLVPLQX\HQ ORVMyYHQHVHQWUH
\DxRV(Q(QHURHOSURYLHQHGHOD3URYLQFLDGH%XHQRV$LUHV\HOGH&DSLWDO
)HGHUDO\*UDQ%XHQRV$LUHVHQ)HEUHURVHLQYLHUWHQODVFLIUDV(OPHGLRGHWUDQVSRUWHXWLOL]DGR
HVHODXWRPyYLO  HOUHVWRHQyPQLEXV5HIHULGRDODPRWLYDFLyQVHHOLJHHOSDUWLGRSRUOD
WUDQTXLOLGDG SRU OD WHQHQFLD GH FDVD SURSLD \ GH IDPLOLDUHV \ SRU UHFRPHQGDFLyQ VyOR HO 
HOLJH SRU ORV DWULEXWRV GH ODV SOD\DV (O JDVWR GLDULR DSUR[LPDGR IXH GH  HQ (QHUR \ GH
HQ)HEUHUR(OGHODGHPDQGDQRUHDOL]yUHVHUYDHQFDPELRHOVRQORVTXHVH

45
2EVpUYHVH 2UGHQDQ]D 0XQLFLSDO Qƒ  VLWLR ZHE GHO +RQRUDEOH &RQFHMR 'HOLEHUDQWH GH 7UHV
$UUR\RVHQKWWSZZZKFGDFRPDUUHVROXFLRQHVRUGKWP

(QZZZWUHVDUUR\RVWXULVPRFRP/RVQ~PHURVVRQUHODWLYRVHVGHFLUVRQSRUFHQWDMHVFRQUHVSHFWRDO
WRWDOGHHQFXHVWDV FDVRV 
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

DVHJXUDURQFRQDQWHODFLyQODGHFLVLyQGHYDFDFLRQDUHQHOGHVWLQRSRULUKDELWXDOPHQWH/RPiV
LQWHUHVDQWHSDUDVHxDODUHQHVWHHVWXGLRHVTXHHOGHORVHQWUHYLVWDGRVYLVLWDQODFLXGDG
GH7UHV$UUR\RVKDELWXDOPHQWHGHKHFKRGHORVTXHKLFLHURQWXULVPRODWHPSRUDGDDQWHULRUOD
PLWDG ORKL]R HQ DOJXQDORFDOLGDG GHO SDUWLGR 6H LQFUHPHQWy HO Q~PHURGH YLVLWDQWHV GH RWUDV
ORFDOLGDGHVFRPR0DUGHO3ODWD1HFRFKHD\0RQWH+HUPRVRHQXQ\XQGHORVTXH
QRKDEtDQYLDMDGRDQWHULRUPHQWHHOLJLyDOJXQDSOD\DGHO3DUWLGRHVWHDxR

 /RTXHVHSXHGHLQIHULUJUDFLDVDHVWHHVWXGLRHVTXHHO3DUWLGRGH7UHV$UUR\RVSHUFLEH
EXHQD OOHJDGD GH WXULVWDV HQ OD WHPSRUDGD HVWLYDO SULQFLSDOPHQWH HQ ORV PHVHV GH (QHUR \
)HEUHUR GHELGR D OD SRVLELOLGDG GH GLVIUXWDU GHO VRO \ GH ODV  SOD\DV OD HVWDFLRQDOLGDG HV XQ
IDFWRU UHOHYDQWHHQ HOWXULVPRUHFHSWLYR GHO PXQLFLSLR )XHUD GH GLFKD HVWDFLyQ DVXPRTXH HO
WXULVWDTXHYLVLWDHOSDUWLGRORKDFHFDVLH[FOXVLYDPHQWHDOD&LXGDGGH7UHV$UUR\RVVLQYLDMDU
D ODV SOD\DV D H[FHSFLyQ GH ILQHV GH VHPDQDV ODUJRV FRQ IHULDGRV  R FRQ XQ FOLPD TXH
DFRPSDxH \D TXHPXFKRV WUHVDUUR\HQVHV SRVHHQ VHJXQGDV UHVLGHQFLDV HQ DOJ~Q GHVWLQR GH
SOD\D ODPD\RUtDHQ&ODURPHFy 

 /D SHUFHSFLyQ GH OD GHPDQGD FRQ UHVSHFWR D OD FLXGDG VH GHVFULEH FRPR XQ
SRVLFLRQDPLHQWR UHODWLYR D FLHUWRV HYHQWRV FXOWXUDOHV \ DFRQWHFLPLHQWRV HVSHFtILFRV FRPR HO
UHFRQRFLPLHQWRGHODVFHQVRGHO&OXE+XUDFiQGH7UHV$UUR\RV DODSULPHUDGLYLVLyQGHI~WERO
HQVXPRPHQWR KHFKRTXHUHFRQRFHQPD\RULWDULDPHQWHKRPEUHV \DWUDFWLYRVQDWXUDOHVFRPR
ODVSOD\DV6HUHFRQRFHTXH7UHV$UUR\RVHVXQ³WtSLFD´FLXGDGGHO,QWHULRUFRPRVHQRPEUDD
ODV FLXGDGHV GHO LQWHULRU GH OD 3URYLQFLD GH %XHQRV $LUHV \ GHO LQWHULRU GHO SDtV HQ JHQHUDO
KDFLHQGRDOXVLyQDOFDPSR\FRVWXPEUHVUHODFLRQDGDVDODYLGDGHSXHEOR(VWDVHQVDFLyQVH
YLQFXODGLUHFWDPHQWHFRQXQ HVWLORGH YLGD WUDQTXLOR PiV UHODMDGRTXH OD YLGD FRVPRSROLWD GH
ODV JUDQGHV FLXGDGHV FDSLWDOHV QDFLRQDOHV R SURYLQFLDOHV ,QFOXVLYH VH DVRFLD D DFWLYLGDGHV
SURSLDVGHOFDPSRFRPRODVLHPEUD\FRVHFKDGHVHPLOODVODFUtDGHJDQDGRODGLVSRVLFLyQGH
PROLQRV«FUHDQGRDVtXQSDQRUDPDHVWHUHRWLSDGRGHXQSDLVDMHJDXFKHVFR

 (V QRWDEOH OD SDUWLFLSDFLyQ TXH OD &LXGDG HVWi WRPDQGR HQ HO LQFRQVFLHQWH FROHFWLYR
QDFLRQDODOPHQRVSDPSHDQR\DTXHVLELHQQRVHFRQRFHELHQVXXELFDFLyQJHRJUiILFDQLVH
SUHWHQGHKDFHUORHOVyORPHQFLRQDU³7UHV$UUR\RV´UHIOHMDDOJXQDVXHUWHGHFRQRFLPLHQWRRLGHD
GH OD XUEH HQ SOHQR GHVDUUROOR VHJ~Q HO FLFOR GH YLGD GH XQ GHVWLQR WXUtVWLFR SODQWHDGR SRU
%XWOHU  ODFLXGDGVHHQFXHQWUDHQODHWDSDGHGHVDUUROORHQODFXDO\DKD\LPSOLFDQFLD
GHDXWRULGDGHVORFDOHV\GHVGHHOFRQWUROORFDOVHHVWiSDUWLHQGRKDFLDXQDLQVWLWXFLRQDOL]DFLyQ
GHOPDQHMRGHOWXULVPRGHELGRDODXPHQWRHQHOQ~PHURGHYLVLWDQWHV

 8QDPHWRGRORJtD~WLOSDUDGHWHUPLQDUHOSRVLFLRQDPLHQWRGHORVWXULVWDVTXHGHVHDQYLVLWDU
7UHV$UUR\RVRTXH\DODUHFRUULHURQHVPHGLDQWHODVE~VTXHGDVHQLQWHUQHW\DTXHHVHOSULPHU
OXJDUHQHOFXDOVHLQGDJDSDUDWRPDUFRQRFLPLHQWRGHXQGHVWLQR\GHVSHMDUGXGDVHLQWULJDV
GH DOOt SDUWH OD LGHD GH XQ YLDMH /DV E~VTXHGDV UHODFLRQDGDV HQ HVWD WHVLV VH FRQVLGHUDQ XQ
SDUiPHWUR GH SRVLFLRQDPLHQWR GHELGR D TXH VXUJHQ D UDt] GH RWUDV E~VTXHGDV YLQFXODGDV DO
WHPDHVGHFLUJUDFLDVDSHVTXLVDVDQWHULRUHVUHDOL]DGDVSRURWURVXVXDULRV<DTXHHOEXVFDGRU


(Q,QWURGXFFLyQDO7XULVPR2UJDQL]DFLyQ0XQGLDOGHO7XULVPRSiJLQD
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

PiV SRSXODU HV *RRJOH VH SUHWHQGHUi GHVFULELU OD YLVLyQ DMHQD TXH VH WLHQH GH OD ORFDOLGDG
JUDFLDV D ODV E~VTXHGDV UHODFLRQDGDV HQ HO VLWLR ZHE FXDQGR VH FRORFDQ ODV SDODEUDV ³7UHV
$UUR\RV´&XDQGRVHHMHFXWDWDODFFLyQHOSULPHUUHVXOWDGRHV³7UHV$UUR\RVFHUHDOHV´OXHJR
ILJXUD ³7UHV $UUR\RV KRWHOHV´ \ HQ WHUFHU OXJDU ³WRGR UXEUR 7UHV $UUR\RV´ (V OODPDWLYR XQ
UHVXOWDGRTXHFXDQGRVHHVFULEH³7UHV$UUR\R´IDOWiQGROHOD~OWLPDFRQVRQDQWHODVE~VTXHGDV
UHODFLRQDGDVTXHILJXUDQVRQ³FLXGDG7UHV$UUR\RV´\HQVHJXQGDSRVLFLyQ³WXULVPRUXUDO7UHV
$UUR\RV´(QGHILQLWLYDORTXHTXLHURGHWHUPLQDUFRQHVWRHVTXHHOWXULVPRHVWiSUHVHQWHHQOD
PHQWHGHORVXVXDULRVHQLQWHUQHWFXDQGRJRRJOHDQODXUEH,QFOXVRHVWRSXHGHFRQVWDWDUVHHQ
OD UHG VRFLDO )OLFNU HVSHFLDOL]DGD HQ FRPSDUWLU IRWRV HQ OD TXH FDGD XVXDULR VXEH R SRVWHD
IRWRV WRPDGDV SRU pO PLVPR \ DO FRORFDU HQ OD E~VTXHGD ³7UHV $UUR\RV´ VH PXHVWUDQ ODV
LPiJHQHVGHODFLXGDGREWHQLGDVSRUHVWRVDPDWHXUVVHREVHUYDQHQVXPD\RUtDOD3OD]D6DQ
0DUWtQHO3DODFLR0XQLFLSDOVHJXLGDPHQWHGHIRWRVGHOFDPSRORUXUDO

 ,QGDJDQGR D~Q PiV HQ HVWD KHUUDPLHQWD HVSHFtILFDPHQWH KDEODQGR GH *RRJOH 7UHQGV
FXDQGRVHEXVFD³7UHV$UUR\RV´ILOWUDQGRHQE~VTXHGDVHQ$UJHQWLQDORVGDWRVTXHDSRUWDHO
VLWLR ZHE HV TXH ODV SULQFLSDOHV E~VTXHGDV UHODFLRQDGDV JLUDQ HQ WRUQR D OD UDGLR HO GLDULR \
+XUDFiQ GH 7UHV $UUR\RV &ODURPHFy OD *UDQMD 7UHV  $UUR\RV \ OD UDGLR VRQ DTXHOODV
YLQFXODGDVHQDXPHQWR/DVSURFHGHQFLDVGHODVE~VTXHGDVVRQHQVXPD\RUtDGHODSURYLQFLD
GH %XHQRV $LUHV VHJXLGDPHQWH \ HQ PHQRU PHGLGD SRU OD &DSLWDO )HGHUDO \ OXHJR SRU
SURYLQFLDV GHO 6XU GHO SDtV 0iV LQWHUHVDQWH D~Q VRQ ORV UHVXOWDGRV FXDQGR VH DxDGH HO ILOWUR
³DILFLRQHV\WLHPSROLEUH´\DTXHHQODVE~VTXHGDVUHODFLRQDGDVVHDJUHJDZLQGJXUXVHUYLFLR
PHWHRUROyJLFRTXHHVSHFLILFDWDEODGHPDUHDVSUHFLSLWDFLRQHVKXPHGDGYLHQWR\WHPSHUDWXUD
GHFLXGDGHVFRVWHUDVORFXDOVyORHVSRVLEOHXWLOL]DUORFRQ&ODURPHFy\QRFRQ7UHV$UUR\RV\
OD)LHVWDGHO7ULJRILJXUDFRPRHQDXPHQWR(VPiVJUDFLDVDHVWHLQVWUXPHQWRGHDQiOLVLVVH
SHUPLWH REVHUYDU TXH KXER  E~VTXHGDV HQ HQHUR GHO  YLQFXODGDV D ³7UHV $UUR\RV
WXULVPR´RWURSLFRGHHQRFWXEUHGHOPLVPRDxRGHMXQLRGHDIHEUHURGHKXER
HQSURPHGLRE~VTXHGDV\XQ~OWLPRVRQGHRGHVGHRFWXEUHGHKDVWDHQHURGHGH
E~VTXHGDVHQSURPHGLRHVWRDILUPDTXHODVSHUVRQDVLQGDJDQVREUHHOVLWLRDFRQRFHUHQ
PD\RU PHGLGD HQ YtVSHUDV GH OD YLVLWD \D TXH VH HV QRWDEOH OD DXVHQFLD GH FRQVXOWDV HQ OD
WHPSRUDGDLQYHUQDO

 &RPSOHPHQWDQGR HVWDVDILUPDFLRQHV HPSOHp OD KHUUDPLHQWD GH DQiOLVLV GH GLDULRV SDUD
UHDOL]DU XQD FRPSDUDFLyQ HQWUH ORV GHVWLQRV $]XO 3HUJDPLQR \ 7UHV $UUR\RV D WUDYpV GHO
SRVLFLRQDPLHQWR TXH VH WLHQH GH FDGD XQR <D PHQFLRQDGDV ODV FRQFOXVLRQHV GH ORV GRV
SULPHURVHQVXVUHVSHFWLYRVDSDUWDGRVDKRUDGHERGHVFULELUORVUHVXOWDGRVVREUHODFLXGDGGH
ODWHVLVHQFXHVWLyQ

 (QSULPHUOXJDUVHJ~QODFODVLILFDFLyQHQORVHMHVHOTXHDEDUFDPiVQRWLFLDVHVHOGH
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDGFRQXQGHELGRDTXHDFDSDUDPXFKRV
tWHPV \ WHPiWLFDV YDULDGDV DFWLYLGDGHV FXOWXUDOHV \ GHSRUWLYDV OH VLJXH FRQ XQ  PXFKDV
QRWDVTXHKDEODQSULQFLSDOPHQWHGHO+XUDFiQGH7UHV$UUR\RV\OXHJRFRQXQWXULVPR\HO

ZZZJRRJOHFRP

6LWLRZHEKWWSZZZZLQGJXUXF]HVLQGH[SKS"VF  VW\ PBVSRW
50
8QLYHUVRGHQRWDVSDUDODFLXGDG7UHV$UUR\RVHQODSUHQVDQDFLRQDOHQHOSHUtRGR

Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 UHVWDQWH HO SDWULPRQLR KLVWyULFRFXOWXUDO 'H ODV  QRWLFLDV TXH VH HQFRQWUDURQ VREUH
WXULVPR HQ 7UHV $UUR\RV VyOR OD PLWDG VRQ GHO  OR TXH LQGLFD XQ FUHFLPLHQWR GHO LQWHUpV
WXUtVWLFR

 $GLIHUHQFLDGHODQiOLVLVGHODVRWUDVFLXGDGHVHQODVFXDOHV&ODUtQHUDHOGLDULRTXHPD\RU
FDQWLGDGGHQRWDVSXEOLFDEDVREUHODFLXGDGHQFRPSDUDFLyQFRQ/D1DFLyQ\3iJLQDSDUD
7UHV$UUR\RVVHLGHQWLILFyHQXQFRQWLWXODUHVGH/D1DFLyQPLHQWUDVTXH&ODUtQREWXYRHO
GHODVQRWLFLDV\3iJLQDHO(VWRHQWLHQGRSXHGHGHEHUVHDODVGLIHUHQWHVSROtWLFDV
HLQWHUHVHVTXHWLHQHFDGDGLDULRKD\GLUHFWULFHVTXHDSXQWDQPHMRUDFLHUWRVGHVWLQRV\VHOHV
SXHGHQDWULEXLUPD\RURPHQRVLPSRUWDQFLDDFRUGHDODOtQHDHGLWRULDO

 /D FLXGDG \R PXQLFLSLR HQ ORV GLDULRV QR VH GLVFULPLQD DO FRORFDU ³7UHV $UUR\RV´ HQ OD
E~VTXHGD HVODPiVPHQFLRQDGDGHODVWUHVHQORVGLDULRVQDFLRQDOHVHYDOXDGRVHQHOSHUtRGR
FRQXQWRWDOGHQRWLFLDVOXHJROHVLJXH3HUJDPLQRFRQ\$]XOWLHQHQRWDV(VGHFLU
ODSUHQVDWLHQHPD\RULQWHUpVHQODFLXGDGTXHRWUDVGHOD3URYLQFLDGHDKtSUREDEOHPHQWHTXH
FXDQGR VHPHQFLRQD DOHDWRULDPHQWH D XQ FLXGDGDQR HQ FXDOTXLHU SDUWH GHO SDtV OD FLXGDG GH
7UHV $UUR\RV WLHQH HVD VHQVDFLyQ TXH ³OH VXHQD GH DOJ~Q ODGR´ 3DUD HMHPSOLILFDU OD PD\RU
FDQWLGDG GH QRWDV SRU DxR VH GLRHQ HO  SHUtRGR HQ HO FXDO RFXUULy OD OODPDGD³FULVLV GHO
FDPSR´\GHVGHPDU]RDMXQLRDSUR[LPDGDPHQWHORVSURGXFWRUHVDJURSHFXDULRV\JDQDGHURV
SDUDOL]DURQODVSULQFLSDOHVUXWDVQDFLRQDOHV/D5XWDQƒHVXQDGHODVDUWHULDVTXHFRPXQLFDQ
OD&DSLWDO)HGHUDOFRQHOVXUGHODSURYLQFLDGH %XHQRV$LUHV\ OXHJRFRQWLQ~DKDVWD8VKXDLD
SRUODFRVWDHVWHGHOD3DWDJRQLD\SDVDSRU$]XO\7UHV$UUR\RVHQWUHRWUDVORFDOLGDGHVSRU
HQGHHVWDVFLXGDGHVVHYLHURQDIHFWDGDVHFRQyPLFDPHQWH'HDOOtVHH[SOLFDODJUDQFDQWLGDG
GH WLWXODUHV YLQFXODGRV DO WHPD \D TXH IXHURQ IRFR GH UHXQLRQHV GH IXQFLRQDULRV \ VHGH GH
OtGHUHVVHFWRULDOHV

 (QWRQFHVHVOyJLFRTXHKD\DQRWLFLDVTXHVHUHSLWDQSDUD$]XO\7UHV$UUR\RV\DTXHVH
PHQFLRQDQDPEDVHQVXUHGDFFLyQSRUHMHPSORDTXHOODVTXHUHIOHMDQHOSDURGHOFDPSR\ORV
SLTXHWHV GHO  \ ODV TXH FULWLFDQ HO PDO HVWDGR GH OD 5XWD 1DFLRQDO Qƒ TXH SRU HOOR VRQ
QyGXORV GH FRQFHQWUDFLyQ SROtWLFD \ VHGHV GH 0HVDV GH (QODFH HQ DxRV HOHFWRUDOHV 2WUR
GHWDOOH HV TXH VL ELHQ KD\ DOJXQDV QRWLFLDV DLVODGDV FRPR FDVRV GH UHFRQRFLPLHQWRV D
SHUVRQDOLGDGHVGHVWDFDGDVRDOJ~QLQFLGHQWHTXHVRORUHFLELyXQDPHQFLyQPtQLPRORFLHUWRHV
TXHVHSXHGHQDUPDUJUXSRVGHQRWLFLDVHVGHFLUTXHVREUHXQDPLVPDWHPiWLFDRVLWXDFLyQVH
SUHVHQWDQ GHVGH GRV KDVWD PXFKtVLPDV QRWDV UHODFLRQDGDV SRU FLWDU XQ HMHPSOR ORV SDVHV
QHJRFLDFLRQHV\PRYLPLHQWRVTXHVHUHDOL]DURQFRQHOIXWEROLVWD5RGULJR3DODFLRGXUDQWHHODxR


 (QUHVXPLGDVSDODEUDVHVHYLGHQWHTXHHOWXULVWDWLHQHODLPDJHQPHQWDOGH7UHV$UUR\RV
SDUWLGRDVRFLDGRDOWXULVPRJUDFLDVDODVSOD\DV\D7UHV$UUR\RVFLXGDGFRPRXQGHVWLQRGH
WXULVPRUXUDO(VGHFLUTXHHOSRVLFLRQDPLHQWRGHORVWXULVWDVFRLQFLGHPD\RULWDULDPHQWHFRQOD
LPDJHQTXHVHSURPXHYHGHVGHHOGHVWLQR

 


Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 0LSURSXHVWD
 &RPR DQWHFHGHQWH D QLYHO ORFDO FDEH GLVWLQJXLU XQD UHODWLYD UHFLHQWH SURFODPDFLyQ GH
0DUFD HQ XQR GH ORV SXHEORV GHO 0XQLFLSLR &RSHWRQDV 7XULVPR 5XUDO 6H WUDWD GH XQ
HPSUHQGLPLHQWRTXHVDOLyGHORVDUWHVDQRVHPSUHVDULRVGHGLIHUHQWHVUXEURV\SUHVWDGRUHVGH
VHUYLFLRV GH HVD ORFDOLGDG TXH KDQ GHWHFWDGR OD QHFHVLGDG GH XQD HVWUDWHJLD TXH QXFOHH ORV
DWUDFWLYRVFRPRHO5tR4XHTXpQ6DODGRODVHVWDQFLDV\HO,17$

 /DHVWUDWHJLDGH0DUFD&LXGDGSDUD7UHV$UUR\RVTXHSURSRQJRHVODVLJXLHQWH

 8QDPDUFDLQWHUGLVFLSOLQDULD\PXOWLVHFWRULDOLPSXOVDGDSRUOD'LUHFFLyQGH7XULVPRGHOD
0XQLFLSDOLGDG GH 7UHV $UUR\RV TXH FRQVLGHUH ODV GHPiV 6HFUHWDUtDV TXH GHSHQGHQ GHO
(MHFXWLYRFRPRLQWHUGHSHQGLHQWHVTXHLQFOX\DDWRGRVORVDFWRUHVVRFLDOHVLQWHUYLQLHQWHVHQOD
JHQHUDFLyQGHODPLVPDFRQHOREMHWLYRGHSURPRFLRQDUODFLXGDGFRPRXQSURGXFWRLQWHJUDO
/D0DUFDHVWDUiFRQWHPSODGDHQXQ3ODQGH'HVDUUROOR/RFDOTXHGHEHUiHVWDUDQDOL]DGRHQ
XQ 3ODQ (VWUDWpJLFR TXH FRQWDUi FRQ DSRUWHV \ GHEDWHV GHO VHFWRU SULYDGR FRPHUFLDQWHV
YHFLQRV \TXHVHUiGLYXOJDGDSRUHOSRGHUS~EOLFR/DLPSRUWDQFLDGHODPLVPDHVTXHFUHDUi
XQDXQLyQDQLYHOFLXGDGSDUDPRVWUDUVHFRPRXQHOHPHQWRFRPSOHMRFRPSXHVWRSRUGLVWLQWRV
VHFWRUHVSHURDVXYH]WRGRORTXHVLPEROL]DDODXUEHVHFHQWUDSDUDHODIXHUDFRPRXQIRFR
UHSUHVHQWDWLYR

 3RU OR WDQWR VH WUDWDUtD GH XQD HVWUDWHJLD GH SURPRFLyQ GHO GHVWLQR &LXGDG GH 7UHV
$UUR\RVFRPRLPDJHQSDUDGHVHVWDFLRQDOL]DUHOSHUtRGRFRQPD\RUDUULERGHWXULVWDVTXHHVOD
WHPSRUDGD HVWLYDO GHELGR D OD IRFDOL]DFLyQ GH ORV YLVLWDQWHV HQ ODV SOD\DV GHO 3DUWLGR 6H
LQWHQWDUtD XQD GLYHUVLILFDFLyQ GH OD RIHUWD DPSOLDQGR HO WXULVPR GH VRO \ SOD\D D XQ WXULVPR
FXOWXUDOFRQIRFRHQHOSDWULPRQLRQDWXUDOUHFXUVRFDPSR\ORXUEDQtVWLFR

 $FRUGH D OD FDUDFWHUL]DFLyQ GH OD 0DUFD GHWDOODGD HQ HO LQIRUPH GH %RVWQDQ VHJ~Q HO
PHUFDGRVHWUDWDUtDGHXQDPDUFDPDGUHRSDUDJXDV\DTXHLGHQWLILFDUtDDWRGRVORVSURGXFWRV
R VXEPDUFDV SRU HMHPSOR ODV SOD\DV HO FDPSR OD FLXGDG R GLIHUHQWHV FLUFXLWRV  \ VHJ~Q OD
MHUDUTXtD TXH VH HVWDEOHFH HQWUH ODV PDUFDV VHUtD HVWUDWpJLFD \D TXH VH HVSHUD TXH OLGHUH OD
DFWLYLGDGWXUtVWLFDHQIXHUWHFUHFLPLHQWRFRQJUDQSRWHQFLDO

 3DUD D\XGDU D HQWHQGHU SRU TXp VHUtD FRQYHQLHQWH HO HVWDEOHFLPLHQWR GH XQD 0DUFD
&LXGDGHQ7UHV$UUR\RVDSOLFDUpODKHUUDPLHQWDGHDQiOLVLV)2'$

)RUWDOH]DV IDFWRULQWHUQRSRVLWLYR 

ƒ 8QLyQ GH GLVWLQWRV VHFWRUHV HFRQyPLFRV SDUD LGHQWLILFDUVH D WUDYpV GH XQD SODQLILFDFLyQ
HVWUDWpJLFD
ƒ ,QVWLWXFLRQDOL]DFLyQGHOGHVWLQR\SRVLFLRQDPLHQWRGHOPLVPRHQODRSLQLyQS~EOLFD 3()76
0LQWXU 
ƒ 7XULVPRFRPRIDFWRUFRPSHWLWLYR\HMHHQODUHDOL]DFLyQ\SURPRFLyQGHODHVWUDWHJLD


1RWDSHULRGtVWLFDSXEOLFDGDHOHQKWWSZZZODYR]GHOSXHEORFRPDUQRWDSKS"LG 
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

ƒ 5HSUHVHQWDFLyQ YLVXDO D WUDYpV GH XQD LPDJHQ ±LVRORJRWLSR GHO LPDJLQDULR FROHFWLYR
WUHVDUUR\HQVHTXHGHVFULEHORVSULQFLSDOHVDWUDFWLYRVWXUtVWLFRV
ƒ &UHDFLyQ GH XQD UHG GH HPSUHVDV H LQVWLWXFLRQHV S~EOLFDV SULYDGDV \ PL[WDV DVRFLDGRV
PHGLDQWHFRQYHQLRV
ƒ 0DUFD&LXGDGFRPRFDVRGHDSOLFDFLyQGHXQDSROtWLFDWXUtVWLFDLPSXOVDGDSRUHO0XQLFLSLR
ƒ &UHDFLyQ GH XQD QXHYD HVWUDWHJLD GH SURPRFLyQ H LPSOHPHQWDFLyQ GH OD PLVPD HQ OD
FLXGDGHVFHQDULRYLUJHQHQPDWHULDGH0DUFD&LXGDG


2SRUWXQLGDGHV IDFWRUH[WHUQRSRVLWLYR 

ƒ 5HFLHQWHFUHDFLyQGHRWUD0DUFD/RFDO&RSHWRQDV0DUFD5XUDO
ƒ 6H WUDWDUtD GH XQ SURGXFWR QXHYR HQ XQ PHUFDGR H[LVWHQWH HVWUDWHJLD GH GHVDUUROOR GH
SURGXFWRVRGLYHUVLILFDFLyQVHJ~QOD0DWUL]GH$QVRII
ƒ $SURYHFKDPLHQWRGHUHXQLRQHV\IHULDVSURYLQFLDOHV\QDFLRQDOHVSDUDH[SRQHUOD0DUFD
ƒ 0DQWHQLPLHQWRGHODFLXGDGHQFXDQWRDRUGHQOLPSLH]DGHOHVSDFLRS~EOLFRPHMRUDPLHQWR
HQ FXHVWLRQHV GH VHJXULGDG H[WHUQDOLGDGHV TXH VH UHDOL]DUtDQ HQ HO 3ODQ FX\R REMHWR HV
SURPRYHUODFLXGDG
ƒ ,QYHUVLyQS~EOLFDHQHVSDFLRVYHUGHV\HGLILFLRVPXQLFLSDOHVSDUDFRQJHQLDUOD0DUFDFRQ
ORV SURGXFWRV ORFDOHV UHDOHV R DWUDFWLYRV GHVWDFDQGR OD DXWHQWLFLGDG R VLQJXODULGDG GH
ELHQHV\VHUYLFLRV
ƒ &UHDFLyQGHXQPDUFRQRUPDWLYRTXHGHILQDDOD0DUFD

'HELOLGDGHV IDFWRULQWHUQRQHJDWLYR 

ƒ 6L ELHQ VH WUDWD TXH VHD OR PiV UHSUHVHQWDWLYD SRVLEOH OD 0DUFD SXHGH GHMDU GH ODGR D
DOJXQRV DFWRUHV TXH GHEHUtDQ LQWHUYHQLU FRPR DVt WDPELpQ DWUDFWLYRV WXUtVWLFRV PHQRV
VLJQLILFDWLYRVSDUDODPD\RUtD
ƒ ,PSRUWDQWH UHODFLyQ GH OD HVWUDWHJLD FRQ HO PDQGDWR HMHFXWLYR GHO 0XQLFLSLR TXH SRGUtD
KDFHUWDPEDOHDUODTXH\DIXHHMHFXWDGDGHQWURGHXQPDUFRGHRWUROLQHDPLHQWRSROtWLFR
HQFDVRGHFDPELDUODFRQGXFFLyQODQXHYDSRGUtDQRHVWDUGHDFXHUGRFRQODQHFHVLGDG
GHLPSOHPHQWDUODWRWDORSDUFLDOPHQWH


$PHQD]DV IDFWRUH[WHUQRQHJDWLYR 

ƒ 3URSXHVWD GH 0DUFD FLXGDG GHVGH XQ SXQWR GH YLVWD SULYDGR FRQVXOWRUD GH WXULVPR TXH
TXLHUHJHQHUDUEHQHILFLRVHFRQyPLFRV
ƒ &DPELRGHJRELHUQRFRQRWUDPLUDGDVREUHHOWXULVPRFRQVLGHUiQGRORXQDDFWLYLGDGQRWDQ
HVHQFLDOSDUDHOGHVWLQR
ƒ 3pUGLGD GH ORV DWUDFWLYRV WXUtVWLFRV JUDFLDV D VLQLHVWURV R FDWiVWURIHV FLUFXQVWDQFLDV
FOLPiWLFDV

52
3DUDPD\RUHQWHQGLPLHQWRGHOWHPDLQJUHVDUDKWWSZZZHVWUDWHJLDPDJD]LQHFRPDGPLQLVWUDFLRQOD
PDWUL]GHDQVRIIGHSURGXFWRPHUFDGRRYHFWRUGHFUHFLPLHQWR
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

ƒ 0D\RUFDQWLGDG\PHMRUFDOLGDGGHDWUDFWLYRVHQFLXGDGHVFHUFDQDVTXHJHQHUDQXQDIXHUWH
FRPSHWHQFLDUHJLRQDO
ƒ &RVWRVGHLPSOHPHQWDFLyQGH0DUFDPiVHFRQyPLFRVHQRWUDVFLXGDGHV

 /D0DUFDSXHGHGLYLGLUVHHQGLVWLQWDVHWDSDV

 )RUPXODFLyQGHOD0DUFD

 /D FUHDFLyQ FRQWHPSOD HO REMHWLYR GH LGHQWLILFDU D OD FLXGDG HQ HO iPELWR H[WHULRU D VX
WHUULWRULRXQDRULHQWDFLyQVHFWRULDOGHVGHHOWXULVPRSHURSUHWHQGLHQGRDEDUFDUXQDLQWHJUDFLyQ
FRQ ODV GHPiV DFWLYLGDGHV HFRQyPLFDV XQD PHWRGRORJtD SURSLD UHDOL]DQGR XQ HVWXGLR GH
LPDJHQGHLGHQWLILFDFLyQ\PHGLDQWHODSDUWLFLSDFLyQGHDOJXQRVVHFWRUHVODFDUDFWHUL]DFLyQGH
ODPDUFDDWUDYpVGHORVtFRQRVGHOOXJDU\HOXVRGHODPDUFDSDUDHOPDUNHWLQJ\ODLGHQWLGDG
GH OD FLXGDG 6L ELHQ OD LGHD HV LPSXOVDGD GHVGH 7XULVPR QR KD\ TXH GHMDU GH ODGR TXH OD
0DUFDHVLQWHJUDOHVGHWRGRV

 /D 0XQLFLSDOLGDG GH 7UHV $UUR\RV HVWDEOHFLy DO WXULVPR FRPR XQR GH ORV HMHV
IXQGDPHQWDOHVHQHO3ODQ(VWUDWpJLFRGHELHQGRDVtRWRUJDUSUHVWLJLRDODDGPLQLVWUDFLyQ
ORFDOGHODDFWLYLGDGUHJXOiQGRODDWUDYpVGHOD'LUHFFLyQGH7XULVPRDFWXDOPHQWHDFDUJRGHO
/LFHQFLDGR HQ 7XULVPR 'LHJR )HUQiQGH] (V GHFLU TXH SHQVDU DO WXULVPR GHVGH OD SROtWLFD
S~EOLFD SHUPLWH JHQHUDU FRQYHQLRV HQWUH ORV GLYHUVRV DFWRUHV LQWHUYLQLHQWHV WRPDQGR DO HQWH
S~EOLFR FRPR HO PHGLDGRU HQ ODV QHJRFLDFLRQHV \ TXLHQ GHEH HVWDEOHFHU ORV SDUiPHWURV \
OtPLWHVGHDFWXDFLyQGHFDGDXQR

 $FRUGHDORVUHVXOWDGRVREWHQLGRVHQODVHQWUHYLVWDVDOJXQRVVORJDQVSRVLEOHVVRQ³7UHV
$UUR\RVFDSLWDOSURYLQFLDOGHOD)LHVWDGHO7ULJR´³7UHV$UUR\RVFLXGDGFDPSR\PDU´³9LYtHO
FDPSRHQ7UHV$UUR\RV´

 8QDWHRUtDTXHFRQVLGHURSXHGHD\XGDUDHQWHQGHUODQHFHVLGDGGHXWLOL]DUXQLVRORJRWLSR
VH UHPRQWD D OD (GDG 0HGLD HQ OD TXH FDGD UHLQDGR GLVSRQtD GH XQ FRORU \ XQ GLEXMR
SUHIHUHQWHPHQWHXQDQLPDOJXHUUHURRPLWROyJLFRHLOXVWUDEDQHOFDVWLOOR\GHOLPLWDEDQHOWHUUHQR
D WUDYpV GH SDQFDUWDV \ EDQGHULQHV /R TXH TXLHUR VLJQLILFDU HV TXH VH FUHy OD QHFHVLGDG GH
PRVWUDUVHFRPRXQDXQLGDGSDUDHO2WUR\ODPDQHUDGHGHPRVWUDUORIXHXVDQGRHOHOHPHQWR
EiVLFRGLEXMRFRPRLPDJHQRILJXUDTXHHVXQLGLRPDXQLYHUVDOPHQWH HQWHQGLGRPiVTXHHO
OHQJXDMHYHUEDOHQXQDpSRFDHQODTXHPX\SRFRVVDEtDQHVFULELU\OHHU(VHOREMHWRHOHJLGRHO
TXHPD\RULWDULDPHQWHHQFDUQDHOLPDJLQDULRFROHFWLYRGHHVDVRFLHGDG$GHPiVWRPDQGRHQ
FRQVLGHUDFLyQ HO SURYHUELR FKLQR ³XQD LPDJHQ YDOH PiV TXH PLO SDODEUDV´ UHILULpQGRVH DO
LPSDFWR\HQWHQGLPLHQWRTXHJHQHUDXQDIRWRRXQDUHSUHVHQWDFLyQItVLFDGHIRUPDV\FRORUHV
HQGRVGLPHQVLRQHVHVSRVLEOHRULJLQDUXQGLVFXUVRRPHQVDMHPHGLDQWHHVWHPHGLR

 (Q FXDQWR DO LVRORJRWLSR FRQVLGHUDGR pVWH HO ³HOHPHQWR UHFWRU GH OD VLPERORJtD GH OD
0DUFD\FRQVWLWX\HODFDUDPiVYLVLEOH\UHSUHVHQWDWLYD´ (VWUDWHJLDGH0DUFD3DtV TXH
EiVLFDPHQWHFRQVWDGHXQGLEXMRRLPDJHQHVSHFtILFDVHSRGUtDLGHDUDWUDYpVGHXQOODPDGRD

2EVpUYHVHHQWUHYLVWDHQHO$QH[R
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

FRQFXUVRS~EOLFRFRPRVHKL]RFRQ OD 0DUFD3DtVFRQSRVWXODQWHVORFDOHV\XQMXUDGRFUtWLFR


FRQIRUPDGR SRUUHSUHVHQWDQWHV GHO SRGHU S~EOLFR 0XQLFLSLR \ 'LUHFFLyQ GH7XULVPR  \ GH ORV
HPSUHVDULRVUHODFLRQDGRVDODDFWLYLGDGHQOD&LXGDG

 (VWDEOHFtSUHYLDPHQWHHQORVREMHWLYRVODQHFHVLGDGGHSODQWHDUORVDWULEXWRVSULQFLSDOHVD
ODFLXGDGSXHGRDILUPDUTXHORVPLVPRVVRQHOFDPSRORVDUUR\RV\ORVHYHQWRVRUHXQLRQHV
(O FDPSR ILJXUD FRPR HO GH PD\RU UHOHYDQFLD GHELGR DO SRVLFLRQDPLHQWR GH ORV WXULVWDV
H[WUDQMHURV TXH YLDMDQ D OD FLXGDG SDUD FRQRFHU ODV HVWDQFLDV OXHJR OH VLJXHQ ORV DUUR\RV
GHELGRDXQQRWDQQRWDEOHSHURLQFLSLHQWHLQWHUpVHQODSHVFD\H[WUDFFLyQGHDJXDTXHRFXUUHQ
HQORVFXUVRVGHDJXDORVHYHQWRVFRQJUHVRV\FRQYHQFLRQHVHVHOWHUFHUDWULEXWR\DTXHHVHO
REMHWLYRTXHVHSUHWHQGHDOFDQ]DUDODUJRSOD]RGHVGHXQDJHUHQFLDHVWUDWpJLFDTXHSODQWHDOD
'LUHFFLyQGH7XULVPR

 $ OR ODUJR GH ORV SODQWHDPLHQWRV KHFKRV OD LGHQWLILFDFLyQ GH OD FLXGDG VH GD FRQ HO
FDPSRHOSDWULPRQLRDUTXLWHFWyQLFR\FRQHOFOXE+XUDFiQIXQGDPHQWDOPHQWH3RUHQGHVHUtD
GHWHUPLQDQWHTXHHVWRVFRQFHSWRVVHHQVDPEOHQHQHOORJRGHDOJXQDPDQHUD

 3URFHVRGHFUHDFLyQGHOD0DUFD

 &RPRWRGRSURFHVRODFUHDFLyQGHEHGDUVHHQHWDSDV/DSULPHUDFRQVWDGHXQHVWXGLR
GHLPDJHQGHLGHQWLILFDFLyQ SRUHMHPSORDWUDYpVGHHQFXHVWDVDHPSUHVDULRV\YHFLQRV \OD
VHJXQGD GH OD SDUWLFLSDFLyQ DFWLYD GH DOJXQRV VHFWRUHV GHEDWHV DELHUWRV D OD FRPXQLGDG
GRQGHSXHGDH[SUHVDUVH\JHQHUDUQXHYRVDSRUWHVDOWHPD 

 $QWHODVLWXDFLyQSODQWHDGDORVGLVHxRVGHLVRORJRWLSRVTXHSURSRQJRFRPRFRQVWLWXWLYRV
GH OD 0DUFD SXHGHQ VHU GH GRV WLSRV DEVWUDFWRV FRQ FRORUHV \ IRUPDV JHRPpWULFDV R QR
HMHPSOR 2ODYDUUtD  R PiV UHDOLVWDV FRQ OLWHUDOLGDG GH HOHPHQWRV H[LVWHQWHV \ FRQVWLWXWLYRV
FDVR7DQGLO (MHPSORVSDUD7UHV$UUR\RVSRGUtDQLQFOXLUORVVLJXLHQWHVWUHVDWULEXWRVODHVSLJD
FRPRUHSUHVHQWDFLyQGHOFDPSRWUHVOtQHDVD]XOHVUHSUHVHQWDQGRORVDUUR\RV\DOJ~QHOHPHQWR
JULVVLPEROL]DQGRHOSDWULPRQLRDUTXLWHFWyQLFR

 $OJXQRVPRGHORVGHORDQWHULRU

  
 /RTXHVHSUHWHQGHFRPXQLFDUDWUDYpVGHHVWRVORJRVHVODLPSURQWDGHOFDPSR GHDOOtHO
FRORUYHUGHGHODVOHWUDV TXHRFXSDODJUDQPD\RUtDGHOWHUUHQRGHOSDUWLGR\FX\RVSURGXFWRV
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

VRMD JLUDVRO \ WULJR HVWH ~OWLPR GHVWDFDGR KLVWyULFDPHQWH DSRUWDQ UHSUHVHQWDWLYDPHQWH D OD
HFRQRPtD UHJLRQDO -XVWDPHQWH D UDt] GH HVWD DFWLYLGDG HV TXH VH HQFXHQWUDQ FKDFUDV \
HVWDQFLDV GLVWULEXLGDV D WUDYpV GH FDPLQRV UXUDOHV \ FRQ JUDQ YDORU SDWULPRQLDO GHELGR D ODV
KLVWRULDV\DFRQWHFLPLHQWRVTXHDOOtRFXUULHURQSDUDMHVGLVIUXWDGRVSRUWXULVWDVHXURSHRVHQVX
PD\RUtD TXH DFXGHQ FRQ PRWLYR GH FD]D (V HYLGHQWH TXH HO WXULVPR UXUDO HV XQ IDFWRU
FRQVWLWXWLYR GH OD UHDOLGDG HFRQyPLFD WUHVDUUR\HQVH DXQTXH WDO YH] QR KD\D XQD UHDO
FRQFLHQFLD GHO LPSDFWR TXH SURGXFH HQ HIHFWR HV XQD YHQWDMD FRPSHWLWLYD XQ SURGXFWR UHDO
SHURTXHWLHQHJUDQSRWHQFLDOGHH[SORWDFLyQHQFDVRGHXQDEXHQDJHVWLyQPL[WD SURGXFFLyQ\
FRPHUFLDOL]DFLyQ SRU SDUWH GHO VHFWRU SULYDGR SURPRFLyQ UHDOL]DGD SRU HO VHFWRU S~EOLFR  (Q
HVHPLVPRVHQWLGRVHPHQFLRQDTXHORVFLUFXLWRVGHFLFORWXULVPRVRQXQUHFXUVRPX\XWLOL]DGR
SRUOD'LUHFFLyQGH7XULVPRFRPRSURGXFWRRIUHFLGRDORVWUHVDUUR\HQVHVSDUDTXHFRQR]FDQVX
SDUWLGRDGHPiVGHODVGLVWLQWDVFRPSHWHQFLDVTXHRUJDQL]DQORVJLPQDVLRV

 (OWXULVPRUXUDOSRGUtDVHUFRPSOHPHQWDGRPHGLDQWHUHFRQRFLPLHQWR\SURWHFFLyQGHRWUDV
ODERUHV FRQ UHODFLyQ DO SDUWLGR FRPR HO WXULVPR GH FRQJUHVRV FRQYHQFLRQHV \ HYHQWRV HQ
JHQHUDO\DTXHODFLXGDGFXHQWDFRQUHFXUVRV\HVSDFLRVSDUDGLFWDUUHXQLRQHVXQSDWULPRQLR
LQYDORUDEOHTXHVHUtDEHQHILFLRVRSDUDFXDOTXLHUYHFLQR\DTXHVHSRGUtDQRUJDQL]DUZRUNVKRSV
GHVXDFWLYLGDGHQODFLXGDG\DVtDXPHQWDUODDIOXHQFLDGHWXULVWDVSURYHQLHQWHVGHFLXGDGHV
GH OD ]RQD $VLPLVPR HVWD PRGDOLGDG SHUPLWLUtD JHQHUDU XQ IOXMR GH WXULVWDV \ GLQHUR PiV
FRQVWDQWH\QRWDQFHQWUDGRHQFLHUWDVIHFKDVHQSDUWLFXODUTXHPDUFDQJUDQHVWDFLRQDOLGDG

 $GHPiVHQDOJXQRVWLSRVGHORJRVHPRVWUDUtDOD³\´GHODSDODEUD$UUR\RVFRQXQGLEXMR
UHSUHVHQWDQGRODGLVWULEXFLyQUHDOGHORVFXUVRVGHORVDUUR\RV2UHOODQRGHO0HGLR\6HFRTXH
SDUWHQGHODFLXGDG7UHV$UUR\RV\XQLGRVFRQYHUJHQHQHODUUR\R&ODURPHFyTXHGHVHPERFD
HQHO0DU$UJHQWLQRVREUHODERFDGHODYLOODEDOQHDULDKRPyQLPD/DWLSRJUDItDVHLQWHQWDVHD
ODPLVPDRDOPHQRVSDUHFLGDDODGHORVFDUWHOHVGHELHQYHQLGDODFLXGDGTXHFRLQFLGHFRQHO
ORJR³7UHV$UUR\RVWXULVPR´YLVWRDQWHULRUPHQWH

0HWRGRORJtD VH GHEHUi FUHDU XQ PDQXDO GH QRUPDV SDUD HVWDEOHFHU FXiOHV VHUtDQ ORV
SRVLEOHVHVFHQDULRVGHLPSOHPHQWDFLyQGHOLVRORJRWLSR6HSXHGHQFRQVLGHUDUFDVRVH[LVWHQWHV
FRSLDU PRGHORV HQ DTXHOORV FDVRV TXH VH HVWDEOH]FDQ H[LWRVRV (V QHFHVDULR TXH VHD
FRQFLVRFODUR\QRGHMHHVSDFLRDGXGDVRSODQWHRVGHYDJXHGDG(VSULRULWDULRHVWDEOHFHUORV
SDUiPHWURVGHOXVRTXHVHOHGDUiDOD0DUFDLQFOXVLYHSODQLILFDUXQDPHGLFLyQGHOLPSDFWRD
PHGLDQR SOD]R SDUD JHQHUDU XQ IHHGEDFN \ GHWHUPLQDU VL KD\ HUURUHV HQ OD HVWUDWHJLD SDUD
FRUUHJLUORV D WLHPSR $ VX YH] HV UHOHYDQWH SODQWHDU GH DQWHPDQR XQ FRQWURO DO ILQDOL]DU ODV
HWDSDVGHHMHFXFLyQGHODHVWUDWHJLDSDUDGHWHUPLQDUVLORVREMHWLYRVIXHURQREWHQLGRV

 (O SUR\HFWR GH HMHFXFLyQGH OD SODQLILFDFLyQ GHEHUi FRQWHQHUWDQWDV YLVLRQHV FRPRVHDQ
SRVLEOHV HVWR HV VHU OR PiV KROtVWLFR SRVLEOH HQ FXDQWR D RSLQLRQHV GH GLYHUVRV VHFWRUHV
VRFLDOHV 3DUD HOOR VH SRGUi EULQGDU FKDUODV LQIRUPDWLYDV VREUH OD HVWUDWHJLD GH 0DUFD \ DVt


8QFODURHMHPSORHVHO0DQXDOGH,GHQWLGDG9LVXDOGHOD)DFXOWDGGH&LHQFLDV(FRQyPLFDVGHOD
8QLYHUVLGDG1DFLRQDOGH/D3ODWDFRQH[SOLFDFLyQGHWDOODGDSDUDHOXVRGHO/RJR2EVpUYHVHHQ
KWWSZZZHFRQRXQOSHGXDUXSORDGVGRFVPDQXDOBGHBLGHQWLGDGBYLVXDOSGI

0DQXDOGHPDUFD%XHQRV$LUHV(Q
KWWSZZZEXHQRVDLUHVJREDUDSOLFDFLRQHVDUHDVVHFUHWDULDBJUDO0DQXDOB,QVWLWXFLRQDOB*&%$BSGI
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

GDUVHDFRQRFHUHQWUHORVUHVLGHQWHVTXHDFXGDQYROXQWDULDPHQWHFRPRDVtWDPELpQSXHGHVHU
TXHVHUHFRUUDQEDULRVRFROHJLRV\VHYLVLWHQFDVDVGHYHFLQRVHOHJLGRVGHPDQHUDDOHDWRULD
SDUDFRQRFHUVXRSLQLyQ

 6HLQWHQWDUiTXHODPDUFDVHDGHUHWHQFLyQGHWXULVWDV\DTXHHQXQDSULPHUDLQVWDQFLD
ORV FDSWDUtD PHGLDQWH DFFLRQHV GH SUHVHQWDFLyQ GH OD PLVPD HQ GLIHUHQWHV PHGLRV GH
SURPRFLyQ SDUD OXHJR VHU FRQFHELGD HQ HO LPDJLQDULR GHO WXULVWD FXDQGR VH PHQFLRQD 7UHV
$UUR\RV

 ,PSOHPHQWDFLyQGHOD0DUFD

 /D HMHFXFLyQ SUiFWLFD GH OD PDUFD SXHGH GDUVH FRQ XQD PHWRGRORJtD H[SOLFLWDGD HQ XQ
0DQXDOGHQRUPDVXQXVRS~EOLFRPiVH[WHQGLGR\SULYDGRQRWDQJHQHUDOL]DGRXQD LPDJHQ
GH JHVWLyQ HO ILQDQFLDPLHQWR PHGLDQWH OD FUHDFLyQ GH XQD 7DVD PXQLFLSDO GH 3URPRFLyQ GH
7XULVPR\ XQD HYDOXDFLyQ QR FRQWHPSODGD HQ HVWD WHVLV SHURTXH HQ FDVR GH FRQFUHWDUVHOD
SURSXHVWDGHEHUiVHUDQDOL]DGD

 6LJXLHQGR HO HMHPSOR GH OD 0DUFD *HVHOO VH SXHGH LQVFULELU OD 0DUFD HQ HO ,QVWLWXWR
1DFLRQDO GH 3URSLHGDG ,QGXVWULDO ,13, TXH RWRUJDWtWXORV GH SURSLHGDG VREUH 3DWHQWHV GH
,QYHQFLyQ0RGHORVGH8WLOLGDG\0DUFDV

 3DUD HO XVR H[WHQGLGR S~EOLFDPHQWH VH SXHGHQ FDPELDU ORV VLWLRV ZHE UHODFLRQDGRV DO
0XQLFLSLR ZZZWUHVDUUR\RVJRYDU \ ZZZWUHVDUUR\RVWXULVPRFRP GHVWDFDQGR HQ OD SiJLQD
SULQFLSDO HO QXHYR ORJRWLSR GH OD 0DUFD 7DPELpQ SRGUtD VHU YLVLEOH HQ FDUSHWDV IROOHWRV
LQIRUPHV\SDSHOHVRILFLDOHVGHOJRELHUQRORFDO /DIROOHWHUtDMXHJDXQUROHVHQFLDOHQODQXHYD
SURPRFLyQ GH OD HVWUDWHJLD \D TXH DO VHU HQWUHJDGD HQ IHULDV GH WXULVPR \ RWURV HYHQWRV D
WXULVWDVSRWHQFLDOHVHVPiVTXHLPSRUWDQWHTXHVHUHQXHYHHVWHSRVLFLRQDPLHQWRTXHVHWLHQH
VREUHHOGHVWLQR

 $TXtHVGRQGHVHYHUiODUHDOSDUWLFLSDFLyQGHORVFLXGDGDQRVHQODFUHDFLyQGHOD0DUFD
\D TXH VL UHDOPHQWH ORV LGHQWLILFD D\XGDUi D DILDQ]DU HO VHQWLGR GH SHUWHQHQFLD \ D TXHUHU
SURPRFLRQDUVXFLXGDGLQFOXVLYHSRGUiQKDFHUORFRORFDQGRFDOFRPDQtDVFRQHOORJRWLSRHQVXV
ORFDOHV DXWRPyYLOHV FDVDV 0LVPR SDUD XQD PHMRU LPSOHPHQWDFLyQ SRGUtD JHVWLRQDUVH XQ
0DQXDOHVWDEOHFLHQGRPHGLDQWHRUGHQDQ]DVPXQLFLSDOHVFyPR\FXiQGRGHEHUtDXWLOL]DUVHHO
ORJRWLSRFRPRSRUHMHPSORFRPRHOGH$JHUR  

 &RPRORPHQFLRQDEDDQWHULRUPHQWHHVWDLQYHUVLyQHQPDWHULDGHPDUNHWLQJ\SURPRFLyQ
H[WHUQDSRGUtDILQDQFLDUVHFRQODFUHDFLyQGHXQD7DVDGH7XULVPRGHULYDQGRRXQSRUFHQWDMH
GH OD PLVPD D OD SURPRFLyQ GH OD DFWLYLGDG HQ OD FLXGDG < DVt OD &RPLVLyQ 0XQLFLSDO GH
7XULVPR GH 9LOOD *HVHOO  UHJXOD OD 7DVD GH 3URPRFLyQ 7XUtVWLFD GH OD FLXGDG HQ OD FXDO
SDUWLFLSDQGLVWLQWRVVHFWRUHVSULYDGRVTXHDVHVRUDQDO(MHFXWLYRHQHOWHPD/RVIRQGRVQRVyOR
VRQSDUDODFUHDFLyQLPSOHPHQWDFLyQ\SURPRFLyQGHOD0DUFDVLQRTXHWDPELpQFRQWHPSODQOD
UHDOL]DFLyQGHHQFXHVWDV\FDSDFLWDFLRQHV &DOYHQWR\&RORPERE 
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 &DVR VXSUHPR GH OHJLWLPLGDG GH LQYHUVLyQ HQ WXULVPR HV OD /H\ 1DFLRQDO GH 7XULVPR
Qƒ GHO  HQ OD TXH VH GHFODUD OD FUHDFLyQ GHO ,QVWLWXWR 1DFLRQDO GH 3URPRFLyQ
7XUtVWLFD \ HO )RQGR 1DFLRQDO GH 7XULVPR FRPR HQWHV FHQWUDOL]DGRV GHO 3RGHU (MHFXWLYR FRQ
ILQHVWXUtVWLFRV(QGLFKDQRUPDVHHVWDEOHFLyGHGyQGH\FyPRVHFROHFWDUiQORVLQJUHVRVTXH
OXHJRVHUiQODIXHQWHSULQFLSDOGHLQYHUVLyQDQLYHOQDFLRQDOHQODDFWLYLGDGDYDODQGRSUR\HFWRV
GH JUDQ DOFDQFH (V XQ EXHQ HMHPSOR SDUD GHPRVWUDU OD HILFDFLD GH UHJODPHQWDFLRQHV \
SODQLILFDFLyQ HQ HO iPELWR TXH ELHQ SRGUtD VHU UHDOL]DGR D PHQRU HVFDOD \D VHD SURYLQFLDO
UHJLRQDOORFDORPXQLFLSDO(VHQHVWHPDUFRTXHVHFUHyOD0DUFD3DtVSUR\HFWRILQDQFLDGRHQ
JUDQPHGLGDJUDFLDVDODUHFDXGDFLyQGHODVDGPLQLVWUDFLRQHVPHQFLRQDGDVDQWHULRUPHQWHFRQ
ODGLUHFFLyQGHO0LQLVWHULRGH7XULVPRGHOD1DFLyQ

 /D SUHVHQWDFLyQ VH SXHGH GDU HQ XQ DFWR RILFLDO TXH SUHVLGD HO ,QWHQGHQWH HQ DOJ~Q
PDUFRORFDOFRPRODFRQPHPRUDFLyQGHODQLYHUVDULRGHODIXQGDFLyQGHOD&LXGDGHOGtDGH
$EULOFRPRXQFRQWUDWRTXHVHDSOLFDUiDSDUWLUGHHVHGtDSDUDORVDFWRV\UHXQLRQHVRILFLDOHV
\ VH GHEHUiQ GLFWDU FKDUODV HQ GLVWLQWRV DPELHQWHV VREUH FyPR VHUi OD LPSOHPHQWDFLyQ GH OD
0DUFD HQ HO VHFWRU SULYDGR /XHJR GH OD UHYHODFLyQ GH OD HVWUDWHJLD HV QHFHVDULR EULQGDU
LQIRUPDFLyQ DO S~EOLFR TXH GHEHUi LPSRQHUOD D WUDYpV GH IROOHWHUtD SXEOLFLGDGHV RILFLDOHV HQ
FDUWHOHUDVS~EOLFDVSXEOLFLGDGHQFDQDOHVORFDOHVHQWUHRWUDVIRUPDVGHGLIXVLyQ

 (O 3ODQ GH $FFLyQ SXHGH OOHYDUVH D FDER HQ GRV QLYHOHV ORFDO \ UHJLRQDO $ QLYHO ORFDO
SXHGHQ FUHDUVH GLVWLQWDV FDPSDxDV GH GH DFWXDFLyQ HQWUH ORV VHFWRUHV S~EOLFRV \ SULYDGRV
PHGLDQWHFRQFLHQWL]DFLyQ\FDSDFLWDFLyQGHOD0DUFDHQRWURVHYHQWRV ORFDOHVGHVWDFDQGRHO
YDORU SRVLWLYR \ VROLGDULR GH OD 0DUFD (Q HO SODQR UHJLRQDO SXHGHQ LGHDUVH FDPSDxDV
GHVWDFDQGROD0DUFD HQIHULDV SURYLQFLDOHV\ QDFLRQDOHVGH WXULVPR FKDUODV \ SUHVHQWDFLRQHV
HQ RWURV PXQLFLSLRV SXEOLFLWDQGR HQ PHGLRV JUiILFRV UDGLDOHV \ WHOHYLVLYRV KRWHOHV \
UHVWDXUDQWHV TXH SURPRFLRQDQ OD FLXGDG DVLVWLHQGR D RUJDQLVPRV GHO VHFWRU S~EOLFR R
SULYDGRUHSUHVHQWDQWHVWUHVDUUR\HQVHVHWFpWHUD

 $PRGRGHHMHPSORLQWHUQDFLRQDO5HS~EOLFD&KHFDFDPELyGHLPDJHQDWUDYpVGHXQD
FDPSDxDWHOHYLVLYDHQ$JRVWR6HWUDWyGHODPD\RUFDPSDxDHQODKLVWRULDGHOSDtV6HOOHYy
DFDERHQ(VWDGRV8QLGRV&KLQD5XVLD\$PpULFD/DWLQDGHVWLQRVTXHHOSDtVFRQVLGHUDFRQ
JUDQWHQGHQFLDGHFUHFLPLHQWRDFRUWRSOD]R

 (VQHFHVDULRTXHVHDFODUHTXHHVWDSURSXHVWDGHHVWUDWHJLDGHSURPRFLyQDWUDYpVGHOD
0DUFD&LXGDGQRWLHQHFRORUSROtWLFR(OORDVtVLELHQVHSUHWHQGHTXHVHDSDUWHGHXQDSROtWLFD
S~EOLFD DEDUFDHVSDFLRV \ SHUtRGRVTXH VXSHUDQXQ PDQGDWRHOHFWRUDOGH XQ SDUWLGR SROtWLFR
/D 0DUFD &LXGDG HQ PL SURSXHVWD QR GHEH VHU SDUWLGDULD QL UHIOHMDU DWULEXWRV SURSLRV GH XQ
PRYLPLHQWRORFDOUHJLRQDORQDFLRQDO6tHVHOHPHQWRSUHFLVRSDUDODDSUREDFLyQ\HMHFXFLyQGH
ODHVWUDWHJLDTXHFXHQWHFRQHODSR\RGHOJRELHUQRPXQLFLSDO\SRUHQGHVHDpVWHTXLHQUHJXOH

2EVpUYHVHHQ
KWWSZZZKFGQJRYDUGHSHQGHQFLDVFWXULVPR/HJLVODFLRQOH\QDFLRQDOGHWXULVPRKWP

 1RWD SHULRGtVWLFD SXEOLFDGD HQ KWWSKRVWQHZVFRPDULQGH[SKSQHZV5HSXEOLFD&KHFD
HVWUHQDQXHYRORJRWLSRHQOD),7KWP
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

FRQIHFFLRQH SURPRFLRQH \ SURFHGD HQ  OD LPSOHPHQWDFLyQ GHO 3ODQ SHUR VLQ DWULEXLUOR FRPR
XQDLGHDTXHVXUJLyHQHOiPELWRSDUWLGDULR

 
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

&RQFOXVLRQHV
 /D0DUFDHVXQDFRPSOHMDHVWUDWHJLDGHFRPXQLFDFLyQTXHSHUPLWHODUHSUHVHQWDFLyQGHO
SDWULPRQLR FRPR HOHPHQWR GLIHUHQFLDGRU GH ORV GHPiV FRPSHWLGRUHV 5HVDOWDU ORV UHFXUVRV
QDWXUDOHV FXOWXUDOHV\ SDWULPRQLDOHVGH XQ GHVWLQR HV XQDIRUPDGH SRQHU YDORU ORVDWUDFWLYRV
WXUtVWLFRVTXHHOSURFHVRGHFRQVWUXFFLyQGHOD³0DUFD´GHEHUiWHQHUORVHQFXHQWDHQVXGLVHxR
'H HVWD PDQHUD OD SHUVSHFWLYD GHO PDUNHWLQJ FRPSOHPHQWD ODV SROtWLFDV S~EOLFDV GH FRUWH
KRUL]RQWDO TXH DOLHQWDQ HO WUDEDMR LQWHUGLVFLSOLQDULR (O FLW\PDUNHWLQJ FXHQWD FRQ ODV
KHUUDPLHQWDVHLQVWUXPHQWRVQHFHVDULRVSDUDIRPHQWDUHVWHWLSRGHDERUGDMH

 /DFLXGDGGH7UHV$UUR\RVFXHQWDFRQHVSDFLRV QDWXUDOHV\DUTXLWHFWyQLFRVTXHVLELHQ
ORV SURSLRV WUHVDUUR\HQVHV QR UHFRQRFHQ FRPR WXUtVWLFRV SUREDEOHPHQWH PHGLDQWH XQD
FDPSDxD GH FRQFLHQWL]DFLyQ R JUDFLDV D XQ HVIXHU]R HQWUH GLYHUVRV DFWRUHV WDQWR S~EOLFRV
FRPRSULYDGRVSRGUtDQJHQHUDUXQDLPDJHQGHGHVWLQR6HUtDODPDUFDHOFLHUUHGHWRGDVODV
SROtWLFDVWXUtVWLFDVTXHDVXYH]HQJOREHRWUDVGLVFLSOLQDVRiUHDV\SUHVHQWHDODXUEHFRPRXQ
WRGRGHVGHODYLVLyQVLVWpPLFDKDFLDRWURVVLWLRV

 /RVWXULVWDVWLHQHQXQSRVLFLRQDPLHQWRGHODORFDOLGDGUHIHULGRSUHIHUHQWHPHQWHDOFDPSR
DOOt VH HQFXHQWUD HO SRWHQFLDO DO FXDO VH GHEHUtD GLULJLU OD PDUFD (O LGHDO VHUtD TXH LPDJHQ \
SRVLFLRQDPLHQWR FRLQFLGDQ RIHUWD \ GHPDQGD  GHO GHVWLQR 7UHV $UUR\RV HQ HTXLOLEULR 'LFKR
REMHWLYRVHGHEHHQSDUWHDOLQWHUpVGHORVVHFWRUHVHQGLYHUVLILFDUODRIHUWD\FUHDUXQSURGXFWR
FRPSHWLWLYREDVDGRHQODFRQIRUPDFLyQGHVDUUROOR\SURPRFLyQGHOPLVPRPHGLDQWHOD0DUFD\
SRU RWUR ODGR D OD LGHQWLILFDFLyQ GHO S~EOLFR DO TXH VH GLULJH GHWHUPLQDQGR SODQHV GH DFFLyQ
FRQFUHWRVFRQXQDLPDJHQFRQVROLGDGD

 (OILQPD\RUGHHVWDSURSXHVWDHVTXHORVWXULVWDVUHFRQR]FDQDODFLXGDGFRPRXQ/XJDU
QR FRPR XQ VLWLR TXH VH VLHQWDQ VDWLVIHFKRV \ TXLHUDQ UHFRPHQGDU XQ SURGXFWR tQWHJUR GH
FDOLGDGPLHQWUDVORVOXJDUHxRVVHHQRUJXOOH]FDQGHORTXHVHWLHQHTXLHUDQGHIHQGHU\H[KLELU
VXLGHQWLGDGXQDPDUFDGHH[SHULHQFLD

 +D\ LQQXPHUDEOHV FLXGDGHV GHO PXQGR GHO SDtV \ GH OD SURYLQFLD TXH \D FXHQWDQ FRQ
0DUFD HO HVWXGLR GH ORV FDVRV $]XO \ 3HUJDPLQR SHUPLWLy HQFXDGUDU FXiOHV IXHURQ ORV
FRPSRQHQWHV HVHQFLDOHV SDUD GLVWLQJXLUVH \ JHQHUDU XQ SURGXFWR TXH LQFRUSRUy YDORU D OR
WXUtVWLFR0HGLDQWHHODQiOLVLVGHQRWLFLDVIXHSRVLEOHVHxDODUTXHKXERPD\RUFDQWLGDGGHQRWDV
HQUHODFLyQDOWXULVPRHQODVFLXGDGHVFLWDGDVDSDUWLUGHORVDxRVGHVXGLIXVLyQFRQORJRWLSR

 3DUD ILQDOL]DU FUHR TXH HO SDQRUDPD GH 7UHV $UUR\RV HV DOHQWDGRU KD\ XQD FUHFLHQWH
OOHJDGDGHYLVLWDQWHVHQJHQHUDODODYH]TXHGHVGHODFLXGDGVHWLHQHPD\RUFRQVLGHUDFLyQGH
ODLPSRUWDQFLDGHOWXULVPRHQODHFRQRPtDUHJLRQDO(VSRUHOORTXHXQD0DUFDHQ7UHV$UUR\RV
VHUtDXQDPDQHUDGHORJUDUHILFDFLD\HILFLHQFLDHQODFRPSHWLWLYLGDGORFDO

 $ PRGR GH UHIOH[LyQ ILQDO SXHGR DVHYHUDU TXH VLQ OXJDU D GXGDV 7UHV $UUR\RV FXHQWD
FRQ UHFXUVRV HFRQyPLFRV KXPDQRV SDWULPRQLDOHV \ SROtWLFRV VXILFLHQWHV FRPR SDUD
LPSOHPHQWDUXQD0DUFD3RUORWDQWRVyORTXHGDODFXHVWLyQ³PDQRVDODREUD´


2EVpUYHVH(QWUHYLVWDUHDOL]DGDD'LHJR)HUQiQGH]HQHO$QH[R
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

3UR\HFFLRQHVR5HFRPHQGDFLRQHV
 *UDFLDVD HVWD LQYHVWLJDFLyQ \ DODVLGHDVTXH VHGHVSUHQGHQGH HOOD KD\ XQDVHULH GH
UHFRPHQGDFLRQHVSUiFWLFDVSDUDSURSRQHUHQHOSURFHVRGHLPSOHPHQWDFLyQGHODHVWUDWHJLDGH
³0DUFD´ 3RU HMHPSOR OD FUHDFLyQ GH XQ SODQ HVWUDWpJLFR GH OD FLXGDG D PHGLDQR SOD]R TXH
WHQJD DO WXULVPR FRPR XQR GH VXV HMHV SODQ TXH VL ELHQ \D IXH UHGDFWDGR HQ YDULDV
RSRUWXQLGDGHV QR KD VLGR OOHYDGR D FDER (Q GLFKR 3ODQ VH H[SRQGUtD DO WXULVPR FRPR XQD
DFWLYLGDG SULPRUGLDO FRPSOHPHQWDULD D ORV ELHQHV \ VHUYLFLRV H[LVWHQWHV FRPR DVt WDPELpQ VH
SRGUtDSURSRQHUFDPELRVHQODHQVHxDQ]DVHFXQGDULDDJUHJDQGRHQORVSODQHVGHHVWXGLRXQ
DQiOLVLVGHWDOODGRGHORVUHFXUVRV\SURGXFWRVFRQORVTXHHOSDUWLGRFXHQWD

 3DUDHOORVHUiLPSUHVFLQGLEOHKDFHUXQWUDEDMRGHFDPSRPLQXFLRVRHQHOPXQLFLSLRFRQHO
SURSyVLWRGHUHDOL]DUHQFXHVWDVFHQVDOHVSDUDWHQHUQRFLyQGHODLPDJHQGHORVWUHVDUUR\HQVHV
$VXYH]LQWHQWDUVHJPHQWDUODGHPDQGDDWUDYpVGHHVWUDWHJLDVGHSURPRFLyQHQiPELWRVPiV
HVSHFtILFRVVHJ~QODDFWLYLGDGHQGHVWLQRHGDGPRWLYDFLyQRSUHFLR3RUFLWDUDOJXQRVFDVRV
VH SRGUtD KDFHU KLQFDSLp HQ HO WXULVPR GH SHVFD HQ DTXHOODV SiJLQDV GHGLFDGDV D GLFKD
DFWLYLGDGHOWXULVPRGHHYHQWRVHQDTXHOODVRUJDQL]DFLRQHVTXHUHTXLHUHQVLWLRVLQVWDODFLRQHV\
SODQWDVDFFHVLEOHVDWDOSURSyVLWRGHODFLXGDGWXULVPRGHDYLVWDMHGHDYHV\RFD]DHQDTXHOORV
GHVWLQRVTXHHPLWHQHVHWLSRGHWXULVWDFRQHVHREMHWR

 3DUDFRPSOHPHQWDUODRIHUWDWXUtVWLFDDILUPDQGRODWHRUtDGHO'LUHFWRUGH7XULVPRGH7UHV
$UUR\RV/LFHQFLDGR'LHJR)HUQiQGH]VHUtDRSRUWXQRSUR\HFWDUXQDFRPDUFDRFOXVWHUWXUtVWLFR
HQWUHORVSXHEORVGH7UHV$UUR\RVHVGHFLUXQHQWHTXHUH~QDDGPLQLVWUDWLYDPHQWH\JDUDQWLFH
OD UHVWDXUDFLyQ HO PDQWHQLPLHQWR QHFHVDULR D ORV SDWULPRQLRV FXOWXUDOHV WDQJLEOHV \ OD
SURPRFLyQ GH ORV LQWDQJLEOHV PHGLDQWH OD FRPSOHPHQWDFLyQ GH VXV DFWLYLGDGHV DWUDFWLYRV \
FURQRJUDPDV (VWH REMHWLYR VH SRGUtD GHVWDFDU JUDFLDV DO GLFWDGR GH RUGHQDQ]DV PXQLFLSDOHV
JHQHUDGDV SRU HO +RQRUDEOH &RQFHMR 'HOLEHUDQWH TXH FRQWULEXLUtD D GHVDUUROODU PD\RUHV
YHQWDMDVFRPSHWLWLYDV

 7DPELpQ VH GHWHFWy OD QHFHVLGDG GH IXQGDU XQD DVRFLDFLyQ SDUD RUJDQL]DFLRQHV
GLUHFWDPHQWH YLQFXODGDV DO WXULVPR HQ OD FLXGDG FRPR DJHQFLDV GH YLDMH KRWHOHV \
UHVWDXUDQWHVDGHPiVGHPXVHRVVDORQHVGHXVRVP~OWLSOHV\RWURVDWUDFWLYRV/DH[LVWHQFLDGH
XQSDGUyQTXHUHJLVWUHWRGRVDTXHOORVQHJRFLRVTXHVHYHQLPSDFWDGRVGHELGRDOWXULVPRHQOD
FLXGDGSHUPLWLUtDWUDEDMDUDODVSHTXHxDVHPSUHVDVFRQXQVRSRUWHDQLYHOORFDOGHIHQGLHQGR
ORV GHUHFKRV H LQWHUHVHV GH HVRV WUDEDMDGRUHV PDQWHQLHQGR ODV IXHQWHV GH WUDEDMR
GLVPLQX\HQGR ORV QLYHOHV GH GHVHPSOHR \ D VX YH] ORV HPSOHDGRUHV FRQWDUtDQ FRQ XQ HQWH
FRPSXHVWR SRU FROHJDV OR FXDO OHV SHUPLWLUtD HO UHVSDOGR PXWXR \ OD GHIHQVD DQWH
RUJDQL]DFLRQHV GH PD\RU DOFDQFH (Q UHVXPHQ SURSRQJR OD FUHDFLyQ GH XQD DVRFLDFLyQ TXH
FRQJORPHUHDORVWUDEDMDGRUHVSHUWHQHFLHQWHVDODUDPDGHOWXULVPRGH7UHV$UUR\RV

 &RPR~OWLPDSUR\HFFLyQFUHRTXH7UHV$UUR\RVFXHQWDFRQXQSUHVHQWH~QLFRIXHQWHGH
SDWULPRQLR FXOWXUDO FRQ UHVSHFWR D ODV FROHFWLYLGDGHV H[WUDQMHUDV SRU OR TXH VH GHEHUtD
SURPRYHU XQ LQWHUFDPELR GH DXWRULGDGHV GH OD FLXGDG FRQ RWURV  MHIHV GH RWUDV FLXGDGHV R
SDtVHV SDUD DVt FUHDU OD]RV GH FRRSHUDFLyQ PD\RU LQWHUDFFLyQ FRQ RWURV GHVWLQRV H
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

LQWHUFDPELRGHFRQRFLPLHQWRV\OHJDGRVFXOWXUDOHVTXHDODUJRSOD]RDIHFWDUiDODFLXGDGFRQ
XQPD\RUIOXMRGHWXULVWDV

 
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

%LEOLRJUDItD
$JXLOHUD0R\DQR0LJXHO 0DU]R /DLPDJHQGHODVFLXGDGHVHQHOPDUNHWLQJXUEDQR´
5HYLVWD0.0DUNHWLQJYHQWDVQžSiJV0DGULG

$JHUR-%UHD.0LUDEDO-  ³$QiOLVLVGHODVSRWHQFLDOLGDGHVGHODFLXGDGGH6DQWR


'RPLQJR GH *X]PiQ SDUD OD FRQVWUXFFLyQ GH VX PDUFDFLXGDG´ 8QLYHUVLGDG $3(& 6DQWR
'RPLQJR(QKWWSZZZFLHORQDUDQMDFRPPDUFDVWRGJRSGI

$ORQVR1LHWR,VLGUR  ³$VtQDFLy&ODURPHFy´3iJ(GLWRULDO$OPDIXHUWH

$PDGHXV $EULO   ³&XDQGR OD FLXGDG HV OD PDUFD´ 5HYLVWD 6DYLD HQ
KWWSZZZDPDGHXVFRPHVGRFXPHQWVDFRVSDLQHVUHYLVWDBVDYLDVDYLDBJHVWLRQBPDUFD&LX
GDGHVSGI

$QDOtWLFD 0DUNHWLQJ  5HVHDUFK   3URFHVR GH GHVDUUROOR GH XQD PDUFD FLXGDG  (Q
KWWSZZZVOLGHVKDUHQHWDQDOLWLNDVYPDUFDFLXGDG

$XJp0DUF QI HQKWWSZZZSHGDJRJLDVRFLDOFOWH[FXOWXUDDXJ(3')

%RVWQDQ&RPXQLFDFLyQ(OHFWUyQLFD/D0DUFD³,GHQWLGDG,PDJHQ\3HUVRQDOLGDGGH0DUFD´HQ
KWWSWXFDQDOHVERVWQDQSGIDUWLFXORSGI

&DOYHQWR 0 &RORPER 6 D  ³/D 0DUFD&LXGDG FRPR KHUUDPLHQWD GH SURPRFLyQ
WXUtVWLFD¢,QVWUXPHQWRGHLQVHUFLyQQDFLRQDOHLQWHUQDFLRQDO"´5HYLVWD(VWXGLRV\3HUVSHFWLYDV
HQ7XULVPR9ROXPHQSS(QKWWSZZZVFLHORRUJDUSGIH\SWYQYQDSGI

&DOYHQWR 0 &RORPER 6 E  ³/DV 0DUFDV &LXGDG FRPR KHUUDPLHQWD SDUD HO GHVDUUROOR
ORFDO HQ PXQLFLSLRV GH OD SURYLQFLD GH %XHQRV $LUHV %DODQFH SUHOLPLQDU \ SHUVSHFWLYDV´ ,;
(QFXHQWUR1DFLRQDOGHOD5HGGH(FRQRPtDV5HJLRQDOHVHQHOPDUFRGHO3ODQ)pQL[

&DOYHQWR02FKRWHFR0  ³8QDDSUR[LPDFLyQDODFRQVWUXFFLyQGHPDUFDFLXGDGFRPR


HVWUDWHJLD GH LQVHUFLyQ QDFLRQDO H LQWHUQDFLRQDO´ 5HYLVWD (FRQRPtD 6RFLHGDG \ 7HUULWRULR
9ROXPHQ,;Q~PHURSS(O&ROHJLR0H[LTXHQVH$&0p[LFRGH5HGGH5HYLVWDV
&LHQWtILFDVGH$PpULFD/DWLQDHO&DULEH(VSDxD\3RUWXJDO6LVWHPDGH,QIRUPDFLyQ&LHQWtILFD
HQKWWSZZZUHGDO\FRUJSGISGI

&DSHO+RUDFLR  ³/DGHILQLFLyQGHORXUEDQR´(VWXGLRV*HRJUiILFRVQƒ)HEUHUR


0D\RSHQKWWSZZZFLGDGHLPDJLQDULDRUJHX8UEDQRSGI

&DSULRWWL3HUL3DXO  %UDQGLQJFRUSRUDWLYR)XQGDPHQWRVSDUDODJHVWLyQHVWUDWpJLFDGHOD


,GHQWLGDG&RUSRUDWLYD&ROHFFLyQGH/LEURVGHOD(PSUHVD,6%16DQWLDJR
&KLOH(QKWWSZZZVOLGHVKDUHQHWDJDUDLDOGHEUDQGLQJFRUSRUDWLYR

&KtDV-RVHS QI 0DUNHWLQJHQKWWSZZZFKLDVPDUNHWLQJFRPHVGHIDXOWSKS

&ODUtQ   $WODV 7RWDO GH OD 5HS~EOLFD $UJHQWLQD %XHQRV $LUHV ,,, 7RPRV  \  %XHQRV
$LUHV$JHQWLQD

'H/HR*UDFLHOD  ³*HVWLyQXQDxRGHWUDEDMRUHJLRQDO\SURYLQFLDO´3iJ


Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

'HOOD 0HD *LVHOOH   ¢4Xp HV OD ³PDUFD FLXGDG´"  HQ KWWSYHFWRUHVFRPTXHHVOD
PDUFDFLXGDG

)HUQiQGH] * 3D] 6   ³0iV DOOi GHO PDUNHWLQJ GH FLXGDGHV KDFLD XQD QXHYD SROtWLFD
S~EOLFDGHGLVHxR\JHVWLyQGHORVVLJQRVGHLGHQWLILFDFLyQGHODFLXGDG´6FULSWD1RYD5HYLVWD
(OHFWUyQLFD GH *HRJUDItD \ &LHQFLDV 6RFLDOHV 8QLYHUVLGDG GH %DUFHORQD %DUFHORQD  (Q
KWWSZZZXEHGXJHRFULWVQVQKWP

*DVSDU$ULDV/XFDV  ³3HORWDWULJR\VRFLHGDG(OI~WEROFRPRFRQVWUXFWRUGHODLGHQWLGDG


WUHVDUUR\HQVH(OFDVR+XUDFiQ´(GLWDGRSRUHO,QVWLWXWR3DUDHO'HVDUUROOR3iJ

.RWOHU3KLOLS  'LUHFFLyQGH0DUNHWLQJ$QiOLVLV3ODQLILFDFLyQ*HVWLyQ\&RQWURO(GLWRULDO


3UHQWLFH+DOO0p[LFR

.RWOHU 3 %RZHQ - \ 0DNHQV -   0DUNHWLQJ SDUD 7XULVPR 3HDUVRQ 3UHQWLFH +DOO
7HUFHUD(GLFLyQ(VSDxD

.RWOHU35REHUWV.HYLQ  0DUNHWLQJ&yPRFRQYHUWLUOD0DUFDHQUHIHUHQWH6HPLQDULR


$XGLRYLVXDOGH0DQDJHPHQW(GLWRULDO+60HUDHGLFLyQ%XHQRV$LUHV

/RUHWR )ORULiQ \ *HPD 6DQ]   ³3ODQLILFDFLyQ HVWUDWpJLFD \ PDUNHWLQJ GH FLXGDGHV´
8QLYHUVLGDGGH$OFDOi

0DUWtQH]*yPH]$QWRQLR  ³&UHDFLyQGHXQDPDUFDGHFLXGDG´0DGULG

0LQLVWHULR GH (FRQRPtD GH OD 3URYLQFLD GH %XHQRV $LUHV &HQVR  (Q
KWWSZZZHFJEDJRYDU(VWDGLVWLFDOLEURFHQVRSGI

0LQLVWHULRGH7XULVPRGHOD1DFLyQ0DUFD3DtV(VWUDWHJLD$UJHQWLQD

0LQLVWHULR GH 7XULVPR GH OD 1DFLyQ   3ODQ )HGHUDO (VWUDWpJLFR GH 7XULVPR 6XVWHQWDEOH
³'LUHFWULFHVGH*HVWLyQ7XUtVWLFDGH0XQLFLSLRV´

0RQJDQ -XDQ &DUORV /RPEDUGL 0 6DOLP /   ³(O VHFWRU WXULVPR HQ OD SURYLQFLD GH
%XHQRV $LUHV´ 'RFXPHQWR GH 7UDEDMR '3('( 1ƒ -XQLR 'LUHFFLyQ 3URYLQFLDO GH (VWXGLRV\
3UR\HFFLRQHV (FRQyPLFDV 0LQLVWHULR GH (FRQRPtD 3URYLQFLD GH %XHQRV $LUHV
(Q
KWWSZZZHFJEDJRYDUDUHDVHVWXGLRVBSUR\HFFLRQHVGRFXPHQWRV(OVHFWRUWXULVPR
HQODSURYLQFLDGH%XHQRV$LUHVSGI

0XQLFLSDOLGDGGH$]XO(QZZZD]XOJRYDU

0XQLFLSDOLGDGGH$]XO2ILFLQDGH7XULVPR\3DWULPRQLR(QZZZD]XOHVWXULVPRFRPDU

0XQLFLSDOLGDGGH3HUJDPLQR(QKWWSZZZSHUJDPLQRJREDU

0XQLFLSDOLGDGGH7UHV$UUR\RVSHUtRGR3iJ

0XQLFLSDOLGDGGH7UHV$UUR\RV(QZZZWUHVDUUR\RVJRYDU

0XQLFLSDOLGDGGH7UHV$UUR\RV'LUHFFLyQGH7XULVPR(QZZZWUHVDUUR\RVWXULVPRFRP
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

2FKRWHFR 0DLD   ³8QD RSRUWXQLGDG GH GHVDUUROOR ORFDO HQ HO PXQGR JOREDO ODV 0DUFDV
&LXGDGHQHOFRQWH[WRGHOD0DUFD$UJHQWLQD/RVFDVRVGH7DQGLO2ODYDUULD\$]XO´

2UJDQL]DFLyQ0XQGLDOGHO7XULVPR  ,QWURGXFFLyQDO7XULVPR

2UWL] 5HQDWR   (QVD\RV VREUH HO 0XQGR &RQWHPSRUiQHR 8QLYHUVLGDG 1DFLRQDO GH
4XLOPHV

2VRULR*DUFtD0DULEHO  ³/DWHRUtDGHVLVWHPDVDSOLFDGDDOWXULVPR´

3DQRUDPDSURGXFWLYRGHODSURYLQFLDGH%XHQRV$LUHV  'LUHFFLyQ3URYLQFLDOGH(VWXGLRV


\ 3UR\HFFLRQHV (FRQyPLFDV 0LQLVWHULR GH (FRQRPtD 3URYLQFLD GH %XHQRV $LUHV 0DU]R
(Q
KWWSZZZHFJEDJRYDUDUHDVHVWXGLRVBSUR\HFFLRQHV$UFKLYRV3DQRUDPDSURGXFWLYRG
HODSURYLQFLDGH%XHQRV$LUHV0DU]RGHSGI

3D] 6HUJLR 7NDFKXN &DUROLQD   ³7LHPSR GH &LW\0DUNHWLQJ OD LPDJHQ GH 5RVDULR´
3RQHQFLD GHO ƒ 6HPLQDULR 9LUWXDO ³0DUNHWLQJ GH FLXGDGHV \ GHVDUUROOR XUEDQR´ ,PDJR 8UELV
'HODOGH'LFLHPEUHGH(QZZZLPDJRXUELVXQTHGXDU

3ODQ (VWUDWpJLFR7UHV $UUR\RV  ³0RGHOR GH GHVDUUROOR´0XQLFLSDOLGDGGH7UHV $UUR\RV


MXQWR D OD 8QLYHUVLGDG 1DFLRQDO GH /D 3ODWD  (Q
KWWSZZZXQOSHGXDUXSORDGVGRFV3ODQ(VWUDW&$JLFR7UHV$UUR\RVSGI

3UHVLGHQFLD GH OD 1DFLyQ   'RFXPHQWR )XQGDFLRQDO 0DUFD $UJHQWLQD 6HFUHWDUtD GH
PHGLRVGHFRPXQLFDFLyQ\6HFUHWDUtDGH7XULVPR3UHVLGHQFLDGHOD1DFLyQ$UJHQWLQD

3URJUDPD 'HOQHW GH $SR\R DO 'HVDUUROOR /RFDO &HQWUR ,QWHUQDFLRQDO GH )RUPDFLyQ GH OD 2,7
 ([SHULHQFLDVGHGHVDUUROORORFDOHQ$UJHQWLQD:RUNLQJ3DSHUVQ~P±'RFXPHQWRV
GH 7UDEDMR 3S    2FWXEUH                                                      (Q
KWWSZZZIXQGDFLRQUHJLRQDOFRPDUGRZQORDGH[SHULHQFLDVBGHBGHVDUUROORBORFDOBHQBDUJHQWLQD
SGI

5RYHWWR $OGDQD   ³+DFLD OD FRQVWUXFFLyQ GH XQD HVWUDWHJLD GH 0DUFD&LXGDG SDUD
7RURUDVSURYLQFLDGH6DQWD)H5HFRQRFLPLHQWRLGHQWLWDULRHLPDJHQGHPDUFDSDUDXQDFLXGDG
VDQWDIHVLQD´ 8QLYHUVLGDG $ELHUWD ,QWHUDPHULFDQD 5RVDULR $JRVWR GH  (Q
KWWSLPJELEOLRYDQHGXFHGXDUIXOOWH[WILOHV7&SGI

6iQFKH] -RUJH /XLV   ³0DUNHWLQJ HVWUDWHJLD GH PDUFD´ HQ


KWWSZZZWHFVLPDFRPDUDUFKLYRV(675$7(*,$B'(B0$5&$SGI

6HFUHWDUtD *HQHUDO GHO *RELHUQR GH OD &LXGDG GH %XHQRV $LUHV 0DQXDO GH 0DUFD HQ
KWWSZZZEXHQRVDLUHVJREDUDSOLFDFLRQHVDUHDVVHFUHWDULDBJUDO0DQXDOB,QVWLWXFLRQDOB*&%$B
SGI

6HFUHWDUtD GH 7XULVPR GH 0p[LFR 6HFWXU  3ODQLILFDFLyQ \ *HVWLyQ GHO 'HVDUUROOR 7XUtVWLFR
0XQLFLSDOHQKWWSZZZFGLJREP[HFRWXULVPRGRFVGHVDUUROORBWXULVWLFRBPXQLFLSDOSGI

6LPRQDWR)HUQDQGR  0DUNHWLQJGH)LGHOL]DFLyQ3HDUVRQ3UHQWLFH+DOO


Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

7LQWR $UDQGHV -RVp $QWRQLR   ³/D LPDJHQ GH PDUFD GH FLXGDGHV´ HQ 3URYLQFLD Qƒ
(QHUR-XQLR

9DOOHV 0LJXHO   7pFQLFDV FXDOLWDWLYDV GH LQYHVWLJDFLyQ VRFLDO 5HIOH[LyQ PHWRGROyJLFD \
SUiFWLFDSURIHVLRQDO(GLWRULDO6tQWHVLV(VSDxD3ULPHUDUHLPSUHVLyQ

(QWUHYLVWDV

x /LFHQFLDGR HQ 7XULVPR 2VFDU 0LUDQGH HO  HQ HO iPELWR GH OD FRQIHUHQFLD
3ULPHUD -RUQDGD GH *UDGXDGRV \ )XWXURV *UDGXDGRV HQ 7XULVPR RUJDQL]DGD SRU HO
'HSDUWDPHQWR GH 7XULVPR GH OD )DFXOWDG GH &LHQFLDV (FRQyPLFDV GH OD 8QLYHUVLGDG
1DFLRQDOGH/D3ODWD
x /LFHQFLDGR HQ 7XULVPR 'LHJR )HUQiQGH] HO  HQ OD 'LUHFFLyQ GH 7XULVPR GH
7UHV$UUR\RV&DVWHOOL
x 5REHUWR 'L 0DUFR GXHxR GH OD $JHQFLD GH 9LDMHV ³0DSDPXQGL´ HO  HQ
&KDFDEXFR7UHV$UUR\RV
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

$QH[RV

x $QH[R0DSDGHOD3URYLQFLDGH%XHQRV$LUHV




x $QH[R)ROOHWRVGH7UHV$UUR\RV
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 

 
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos



x $QH[R$QiOLVLVGHGLDULRV
1RWLFLDVUHODFLRQDGDVDOD&LXGDGGH$]XO
'LDULR&ODUtQ
x ILOWURFLXGDGD]XOEXHQRVDLUHVDUJHQWLQD
 KWWSHGDQWFODULQFRPVXSOHPHQWRVYLDMHVYKWP³6HGXFFLyQGHODOODQXUD´WXULVPR
 KWWSHGDQWFODULQFRPVXSOHPHQWRVYLDMHVYKWP³$]XOHQHOFRUD]yQGHODSDPSD´WXULVPR
 KWWSROGFODULQFRPVXSOHPHQWRVYLDMHVYKWP³'RQ4XLMRWHORVPRQMHV\ODVVLHUUDV´WXULVPR
 KWWSZZZUHYLVWDHQLHFODULQFRPOLWHUDWXUDIHVWLYDOFHUYDQWLQRD]XOPDWHRFKRPDWHREDQNVBBKWPO³0DWHRFKR
HOPtVWLFRXQGtDGHVSXpVGHODVFDUUHUDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
x ILOWURFLXGDGD]XO
 KWWSZZZFODULQFRPVRFLHGDG0DQFKDDUUDQFR)HVWLYDO&HUYDQWLQR$]XOBBKWPO ³'H /D 0DQFKD D OD
SDPSDDUUDQFyHO9)HVWLYDO&HUYDQWLQRHQ$]XO´SDWULPRQLRKLVWyULFRFXOWXUDO
 KWWSZZZUHYLVWDHQLHFODULQFRPOLWHUDWXUDIHVWLYDOFHUYDQWLQRD]XOBBKWPO³(VFHQDVPLVWHULRVDVGHODGLYLVLyQ
GHDOPDVHQ$]XO´SDWULPRQLRKLVWyULFRFXOWXUDO
 KWWSZZZFODULQFRP]RQDUXWDQDFLRQDOPHWHSXHEORVFLXGDGHVBBKWPO ³5XWD  /D UXWD QDFLRQDO TXH VH
PHWHHQSXHEORV\FLXGDGHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPYLDMHVYHUPXQGRDLUHBBKWPO ³3DUD YHU HO PXQGR GHVGH HO DLUH´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
 KWWSZZZFODULQFRPYLDMHVDUTXLWHFWXUDOHJDGR&HUYDQWHVBBKWPO³/DDUTXLWHFWXUD\HOOHJDGRGH&HUYDQWHV´
WXULVPR
 KWWSZZZFODULQFRPVRFLHGDG&KRFDQFDPLRQHV$]XOPXHUHPXMHUBBKWPO ³&KRFDQ GRV FDPLRQHV HQ $]XO
\PXHUHXQDPXMHU´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
x ILOWURFLXGDGD]XOVRFLHGDG
 KWWSHGDQWFODULQFRPGLDULRVRFLHGDGVKWP ³$]XO HO )HVWLYDO &HUYDQWLQR HV XQD H[FXVD SDUD
H[WHQGHUODFXOWXUD´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSHGDQWFODULQFRPGLDULRVRFLHGDGVKWP³/DFLXGDGGH$]XOFRQPRYLGDSRUXQDGRQDFLyQGHO
4XLMRWH´SDWULPRQLRKLVWyULFRFXOWXUDO
 KWWSROGFODULQFRPGLDULRVRFLHGDGVKWP ³8Q IHVWLYDO KDUi FDEDOJDU D (O 4XLMRWH SRU OD SDPSD´
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSROGFODULQFRPGLDULRVRFLHGDGVKWP ³$]XO OD FLXGDG GRQGH YLYH (O 4XLMRWH´  SDWULPRQLR
KLVWyULFRFXOWXUDO
 KWWSHGDQWFODULQFRPGLDULRVRFLHGDGVKWP ³$]XO HO FRORU GH &HUYDQWHV´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
 KWWSHGDQWFODULQFRPGLDULRVRFLHGDGVKWP³6DODPRQHHOLQTXLHWDQWHDUTXLWHFWRGHODVSDPSDV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
x ILOWURFLXGDGD]XOSROtWLFD
 KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP ³(Q SOHQD FRVHFKD KD\ FXSRV SDUD FRPSUDU JDVRLO´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSROGFODULQFRPGLDULRHOSDLVSKWP³'HEH\KDEHU´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
x ILOWURFLXGDGD]XOYLDMHV
 KWWSROGFODULQFRPVXSOHPHQWRVYLDMHVYKWP³/D5XWDGHORV(PEXWLGRV´WXULVPR

'LDULR/D1DFLyQ
)LOWURD]XO(QWUHHO\HO/D1DFLyQ$UJHQWLQD
 KWWSZZZODQDFLRQFRPDUWHPHQTXHKD\DQXHYRVKHFKRVGHYLROHQFLDHQD]XO ³7HPHQ TXH KD\D QXHYRV
KHFKRVGHYLROHQFLDHQ$]XO´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHQFXHQWURHQD]XO³(QFXHQWURHQ$]XO´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUHOTXLMRWHSRUD]XO³(O4XLMRWHSRU$]XO´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUGLH]PLOSURGXFWRUHVVHFRQFHQWUDURQHQD]XOSDUDUHFODPDUVROXFLRQHV ³'LH] PLO
SURGXFWRUHVVHFRQFHQWUDURQHQ$]XOSDUDUHFODPDUVROXFLRQHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVHWUDEDODLQYHVWLJDFLRQVREUHORVLQFLGHQWHVFRQ ODFDUJDGHJUDQRV ³6H WUDED OD
LQYHVWLJDFLyQVREUHORVLQFLGHQWHVFRQODFDUJDGHJUDQRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHQHOFRUD]RQGHOFDPSRHOFDQGLGDWRGHODPHVDGHHQODFHTXHGRXOWLPRMXQWRDO
SDUWLGRREUH ³(Q HO FRUD]yQ GHO FDPSR HO FDQGLGDWR GH OD 0HVD GH (QODFH TXHGy ~OWLPR´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODFXOWXUDGHOFHPHQWR³/DFXOWXUDGHOFHPHQWR´SDWULPRQLRKLVWyULFRFXOWXUDO
 KWWSZZZODQDFLRQFRPDUGHQXQFLDQGLVFULPLQDFLRQHQD]XOSRUXQSRVLEOHFDVRGHJULSHSRUFLQD ³'HQXQFLDQ
GLVFULPLQDFLyQHQ$]XOSRUXQSRVLEOHFDVRGHJULSHSRUFLQD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUPDQLIHVWDFLRQGHUXUDOLVWDVHQD]XO ³0DQLIHVWDFLyQ GH UXUDOLVWDV HQ $]XO´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUPDVDPHQD]DVGHWUDQVSRUWLVWDVDSURGXFWRUHVDJURSHFXDULRV ³0iV DPHQD]DV GH
WUDQVSRUWLVWDVDSURGXFWRUHVDJURSHFXDULRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSUHVHQWDURQHOLLIHVWLYDOFHUYDQWLQR ³3UHVHQWDURQ HO ,, )HVWLYDO &HUYDQWLQR´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUFRQODPLUDHQRFWXEUHNLUFKQHUDSXQWDORDVFLROL ³&RQ OD PLUD HQ 2FWXEUH .LUFKQHU
DSXQWDOyD6FLROL´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUPDVFROHJLRVFHUUDGRVSRUHODYDQFHGHODJULSHSRUFLQD ³0iV FROHJLRV FHUUDGRV
SRUHODYDQFHGHODJULSHSRUFLQD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG

'LDULR3iJLQD
 KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVWXULVPRKWPO³(O4XLMRWHHQODSDPSD´WXULVPR
 KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVWXULVPRVXEQRWDVKWPO ³)HVWLYDO &HUYDQWLQR HQ
$]XO´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVWXULVPRKWPO³'HILHVWDHQILHVWD´WXULVPR
 KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVWXULVPRKWPO³&XPEUHVGHODSDPSD´WXULVPR
 KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVWXULVPRKWPO³'RQ4XLMRWHGHODSDPSD´WXULVPR
 KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVWXULVPRKWPO³$JXDVEUDYDV´WXULVPR
 KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVHVSHFWDFXORVKWPO³'RQ4XLMRWHS6DQFKR3DQ]DDQ´
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVHVSHFWDFXORVKWPO ³(O 4XLMRWH HVWi FHUFD GH WRGRV´
SDWULPRQLRKLVWyULFRFXOWXUDO
 KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVHVSHFWDFXORVKWPO ³'RQ 4XLMRWH FUX]D HO 2FpDQR
$WOiQWLFR´SDWULPRQLRKLVWyULFRFXOWXUDO
 KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVHVSHFWDFXORVKWPO ³/D VXFXUVDO ERQDHUHQVH GH /D
0DQFKD´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZSDJLQDFRPDUGLDULRHFRQRPLDKWPO ³5DWLQJ EDMR HQ HO FDPSR \ HQ OD FLXGDG´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO ³3URGXFWRUHV KDFHQ XQ FRUWH HQ DSR\R D ODV
HQWLGDGHVUXUDOLVWDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVHVSHFWDFXORVKWPO ³-XDQ %DUQHV HQ $]XO´ 


DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV


$]XOQ~PHURGHQRWDVSRUGLDULR\WHPD  HQWRWDO


7XULVPR&ODUtQ/D1DFLyQ3iJLQD
$FWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV&ODUtQ/D1DFLyQ3iJLQD
3HUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG&ODUtQ/D1DFLyQ3iJLQD
3DWULPRQLRKLVWyULFRFXOWXUDO&ODUtQ/D1DFLyQ3iJLQD

$]XOSRUFHQWDMHSRUWHPiWLFD  
7XULVPR
$FWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
3HUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
3DWULPRQLRKLVWyULFRFXOWXUDO

$]XOQRWLFDVVREUHWXULVPR  






$]XOWRWDOGHQRWDVSRUGLDULR  
&ODUtQ
/D1DFLyQ
3iJLQD

$]XOFDQWLGDGGHQRWDVSRUDxR  

 




1RWLFLDVUHODFLRQDGDVDOD&LXGDGGH3HUJDPLQR
'LDULR&ODUtQ
x ILOWURSHUJDPLQRQRWLFLDV
 KWWSZZZFODULQFRPUXUDOFKRFOROXSDHWDQROBBKWPO³(OFKRFOREDMRODOXSDGHOHWDQRO´SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPUXUDOWLHPSRDFWLYDUUDGDUHVBBKWPO ³(V WLHPSR GH DFWLYDU ORV UDGDUHV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDGRWUDSDUHFLGDTXHWDPELpQKDEODGHODWXFXUD
 KWWSZZZFODULQFRPVRFLHGDG+DOODQDKRUFDGRDFXVDGRPDWDUDQFLDQRVBBKWPO ³+DOODQ DKRUFDGR DO
DFXVDGRGHPDWDUDVHLVDQFLDQRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPUXUDO6LHPSUHYXHOYHGDSHOHDBBKWPO ³6LHPSUH YXHOYH \ GD SHOHD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPQDUFRWUDILFR$WHUUL]RHPHUJHQFLDNLORVGURJDBBKWPO ³$WHUUL]y GH HPHUJHQFLD FRQ 
NLORVGHGURJD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPSROLFLDOHVDYLRQHWDPDULKXDQDDWHUUL]R3HUJDPLQRGHWHQLGRVBBKWPO³8QDDYLRQHWDFRQ
 NLORV GH PDULKXDQD VH TXHGy VLQ QDIWD \ DWHUUL]y HQ 3HUJDPLQR KD\ WUHV GHWHQLGRV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPVRFLHGDG&UHHQLQFHQGLRJHULDWULFRYHQJDQ]DBBKWPO ³&UHHQ TXH HO LQFHQGLR GHO
JHULiWULFRIXHXQDYHQJDQ]D´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPVRFLHGDG3ROHPLFDKDELOLWDFLRQJHULDWULFRBBKWPO ³&UXFHV HQWUH HO PXQLFLSLR HO
PLQLVWHULRGH6DOXGERQDHUHQVHSRUODKDELOLWDFLyQGHOJHULiWULFR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSZZZFODULQFRPVRFLHGDG'HWXYLHURQHPSOHDGDJHULDWULFRLQFHQGLDGRBBKWPO³,QFHQGLRHQXQJHUtDWULFR
³ORVYR\DTXHPDUDWRGRVFXDQGRHVWpQGXUPLHQGR´´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPVRFLHGDGWLWXORBBKWPO ³$UGLy XQ JHULiWULFR DOPHQRV PXHUWRV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPUXUDOHVFDSHBBKWPO ³3DUD TXH QR VH QRV HVFDSH QLQJXQD´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPFRXQWULHVUXWDEDUULRVSULYDGRVBBKWPO ³3RU OD UXWD GH ORV EDUULRV SULYDGRV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPHGXFDFLRQ3HUJDPLQRHFKDURQDOXPQRVLJXHSUHVDBBKWPO³(Q3HUJDPLQRHFKDURQDO
DOXPQR\ODPDGUHVLJXHSUHVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPHGXFDFLRQ*ROSHDQGLUHFWRUDYH]$UUR\RVBBKWPO ³7UDV HO FDVR GH 3HUJDPLQR
GHQXQFLDQQXHYRVDWDTXHVFRQWUDGRFHQWHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPHGXFDFLRQ'RFHQWHVERQDHUHQVHVFXPSOHQUHSXGLRGLUHFWRUBBKWPO ³'RFHQWHV
ERQDHUHQVHV FXPSOHQ XQ SDUR HQ UHSXGLR DO DWDTXH FRQWUD XQ GLUHFWRU´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD \
VRFLHGDG
 KWWSZZZFODULQFRPVRFLHGDG'HWXYLHURQDWDFRGLUHFWRUFROHJLR3HUJDPLQRBBKWPO ³3HUJDPLQR OD PXMHU
GLMRTXHDWDFyDOGLUHFWRUSRUKDEHUDEXVDGRGHVXKLMR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPSROLFLDOHVDQFLDQRVGHWHQLGRVSHGRILOLD3HUJDPLQRBBKWPO ³7UHV DQFLDQRV GHWHQLGRV
SRUSHGRILOLDHQ3HUJDPLQR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPSROLWLFD-XQWD(OHFWRUDOFRQILUPDLUUHJXODULGDGHV3HUJDPLQRBBKWPO ³/D -XQWD (OHFWRUDO
FRQILUPDLUUHJXODULGDGHVHQ3HUJDPLQR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPUXUDO0DL]ORJUDUULQGHVDOWRVBBKWPO ³0Dt] FyPR ORJUDU ULQGHV PiV DOWRV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPHOHFFLRQHV3HUJDPLQRLQWHQGHQWHUDGLFDOKDEODIUDXGHBBKWPO ³(Q 3HUJDPLQR HO
LQWHQGHQWHUDGLFDOKDEODGHIUDXGH´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPVRFLHGDGYHLDUDUDGRSDGDWHPHURVDH[WUDYLDGDBBKWPO³6HODYHtDUDUDFRPRGRSDGD
RWDOYH]KDEUtDHVWDGRWHPHURVDRH[WUDYLDGD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPSROLFLDOHV&DHHQJDQRKHFKR)DFHERRNBBKWPO ³&DH SRU XQ HQJDxR KHFKR HQ
)DFHERRN´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPEORJVWHBDEULJR$/(.&2/(5$',2&/8%BBKWPO³$OHNHQHOFROHHQODUDGLR\HQHO
FOXE´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZFODULQFRPUXUDOVHFUHWRVEXHQDSXOYHUL]DFLRQBBKWPO ³/RV VHFUHWRV GH XQD EXHQD SXOYHUL]DFLyQ´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZLHFRFODULQFRPDJURQHJRFLRVWLHUUDDJULFRODPLWDG3%,$UJHQWLQDBBKWPO ³/D WLHUUD DJUtFROD \D
YDOHFDVLODPLWDGGHO3%,HQOD$UJHQWLQD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPRSLQLRQGHSXUDFLRQIXHU]DVSROLFLDOHVBBKWPO ³/D GHSXUDFLyQ GH IXHU]DV SROLFLDOHV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPVRFLHGDG%HQHGLFWRDSURERPLODJURDUJHQWLQDEHDWDBBKWPO³(O3DSD%HQHGLFWRDSUREy
XQPLODJUR\XQDPRQMDDUJHQWLQDVHUiEHDWD´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZFODULQFRPHFRQRPLD0DWHPDWLFDVIRWRJUDILDPXVLFDHQFXHQWURMRYHQHVBBKWPO ³0DWHPiWLFDV
IRWRJUDItD\P~VLFDHQXQHQFXHQWURSDUDMyYHQHV´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZFODULQFRPUXUDO1XHYDHGLFLRQFKRFOHDGDBBKWPO ³1XHYD HGLFLyQ GH ³/D FKRFOHDGD´´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP³0XQLFLSLRVERQDHUHQVHVVXEHQLPSXHVWRVSURSLRV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPGLDULRVRFLHGDGVKWP³&LXGDGHVGLJLWDOHVKD\PiVSHURVXDOFDQFHWRGDYtDHV
OLPLWDGR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSROGFODULQFRPVXSOHPHQWRVUXUDOUKWP ³1XWULFLyQ DQLPDO´  SHUVRQDOLGDGHV UHFRQRFLGDV
HFRQRPtD\VRFLHGDG
 KWWSROGFODULQFRPGLDULRGHSRUWHVPKWP ³'H 3HUJDPLQR \ FRQ WRGR DPRU´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSROGFODULQFRPGLDULRVRFLHGDGVKWP³&RQHOWtWXOREDMRHOEUD]RFDGDYH]PiVMyYHQHVUHJUHVDQ
DOSDJR´SDWULPRQLRKLVWyULFRFXOWXUDO
 KWWSZZZFODULQFRPUXUDOVHPEUDUGLFKRBBKWPO³$VHPEUDUVHKDGLFKR´SHUVRQDOLGDGHVUHFRQRFLGDV
HFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPVRFLHGDGPDHVWURVGLFHQVDEHQKDFHUDUPDVBBKWPO ³/RV PDHVWURV GLFHQ TXH QR
VDEHQTXpKDFHUFRQODVDUPDVHQHODXOD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPVRFLHGDG3DVDURQPHVHVFUHHYROYHULDGRFHQWHBBKWPO ³3DVDURQ  PHVHV \ FUHH TXH
QRYROYHUtDDVHUGRFHQWH´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSZZZFODULQFRPUXUDOFXHUQRVVRUSUHQGDQBBKWPO ³4XH ORV FXHUQRV QR WH VRUSUHQGDQ´ 


SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPRSLQLRQ/LPLWHVFRQYLYHQFLDHVFXHODBBKWPO³/tPLWHV\FRQYLYHQFLDHQODHVFXHOD´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPVRFLHGDGFDQWRUWDQJRVYDULRVILQDOVDOLUBBKWPO³(OFDQWRUGHWDQJRVTXHVDOYyDYDULRV
\DOILQDOQRSXGRVDOLU´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDGSHUVRQDOLGDGHV
 KWWSZZZFODULQFRPVRFLHGDG3HUJDPLQRSUHFHGHQWHBBKWPO ³3HUJDPLQR HO SUHFHGHQWH´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPUXUDO$UJHQWLQDUHIHUHQWHPDLFHURBBKWPO ³$UJHQWLQD UHIHUHQWH PDLFHUR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPUXUDOJXDUGDUWULJRGRUPLUIUD]DGDBBKWPO ³&yPR JXDUGDU WULJR \ GRUPLU VLQ IUD]DGD´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPUXUDOGHWDOOHVKDFHQFXOWLYRVDQRBBKWPO ³/RV GHWDOOHV TXH KDFHQ D XQ FXOWLYR VDQR´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPVRFLHGDG3LGHQSROLFLDVYD\DQMXLFLRRUDOBBKWPO³3LGHQTXHVHLVSROLFtDVYD\DQDMXLFLR
RUDO´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPVRFLHGDGFKLFDVDQRVDSXQDODURQWHUDSLDLQWHQVLYDBBKWPO ³'RV FKLFDV GH  \ 
DxRVDSXxDODURQDRWUDGHHVWiHQWHUDSLDLQWHQVLYD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPVRFLHGDG3HUJDPLQRJUDYHDGROHVFHQWHDWDFDGDKHUPDQDVBBKWPO ³3HUJDPLQR HVWi
JUDYH XQD DGROHVFHQWH DWDFDGD SRU GRV KHUPDQDV GH  \  DxRV´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD \
VRFLHGDG
 KWWSZZZFODULQFRPVRFLHGDG3HUJDPLQRBBKWPO³/DVFKLFDVTXHDJUHGLHURQDPLKLMDHVWiQFRPRVLQDGD
KXELHUDSDVDGR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPVRFLHGDG0HMRUDDSXQDODGDLQYHVWLJDQLQWHQWRKRPLFLGLRBBKWPO ³0HMRUD OD FKLFD
DSXxDODGD\DKRUDLQYHVWLJDQXQLQWHQWRGHKRPLFLGLR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPUXUDO3UHPLRH[SHUWRPDL]BBKWPO ³3UHPLR D XQ H[SHUWR HQ HO PDt]´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPUXUDO$VRFLDWLYLGDGJDQHQBBKWPO ³$VRFLDWLYLGDG SDUD TXH JDQHQ WRGRV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPUXUDOVHPLOODDUUDQFDUBBKWPO ³8QD VHPLOOD SDUD DUUDQFDU FRQ WRGR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPUXUDODUUR\HWULJBBKWPO ³$KRUD WRGRV FRQ HO WULJR´  SHUVRQDOLGDGHV UHFRQRFLGDV
HFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPHVSHFWDFXORVPXVLFDKRPHQDMHV'RQ$WDDOODBBKWPO³'RVKRPHQDMHVD'RQ$WDDTXt
\DOOi´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZFODULQFRPSROLWLFD&ULVWLQDYXHOYHOLFLWDUREUDUXWDBBKWPO ³&ULVWLQD YXHOYH D OLFLWDU OD REUD GH OD
UXWD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPFRXQWULHV]RQDFUHFLPLHQWRBBKWPO ³8QD ]RQD HQ FUHFLPLHQWR´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPFRXQWULHVDWUDFWLYRFDPSHVWUHBBKWPO FRXQWULHV ³&RQ HO DWUDFWLYR GH OR FDPSHVWUH XQ
EDUULRTXHVHUiXQOXMRSDUDODFLXGDG´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPHFRQRPLD)XHUWHPHMRUDUHQWDELOLGDGFDPSRSDUHMDBBKWPO ³)XHUWH PHMRUD GH OD
UHQWDELOLGDGGHOFDPSRDXQTXHQRHVSDUHMD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZLHFRFODULQFRPHFRQRPLD(XUQHNLDQDXWRSLVWD3HUJDPLQRBBKWPO ³(XUNHQLDQ VLQ OD DXWRSLVWD D
3HUJDPLQR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPUXUDOIRVIRURSUHQGHPHFKDULQGHBBKWPO ³(O IyVIRUR SUHQGH OD PHFKD GHO ULQGH´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPLQWHUQHWSHUJPLQRWHFQRORJLDFRPSXWDGRUDVBBKWPO ³(Q 3HUJDPLQR HQWUHJDUiQ XQD
QHWERRNDFDGDDOXPQRGHSULPDULD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPGHSRUWHVIXWERO'RXJODVB+DLJBBKWPO ³(O RUJXOOR GH YROYHU D VHU´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
 KWWSZZZFODULQFRPVRFLHGDGPXHUWRVFKRTXHPXOWLSOHBBKWPO³&LQFRPXHUWRVHQXQFKRTXHP~OWLSOH´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³0LGLHQGR D OD PHGLGRUD´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPGLDULRGHSRUWHVGKWP ³/LEUHWD GH SROLGHSRUWLYR´  DFWLYLGDGHV FXOWXUDOHV
\GHSRUWLYDV
 KWWSHGDQWFODULQFRPGLDULRVRFLHGDGVKWP ³7UDJHGLD HQ 3HUJDPLQR KXER GRV PXHUWRV SRU OD
FUHFLGDGHXQDUUR\R´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSHGDQWFODULQFRPGLDULRVRFLHGDGVKWP ³1XHYRV MHIHV SROLFLDOHV \ YXHOWD DO ULWPR KDELWXDO HQ
3HUJDPLQR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPGLDULRVRFLHGDGVKWP ³0DUFKD PXOWLWXGLQDULD´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPGLDULRVRFLHGDGVKWP ³7UDV HO UHFRQRFLPLHQWR ORV FXHUSRV GH OD IDPLOLD
OOHJDURQD3HUJDPLQR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPGLDULRVRFLHGDGVKWP³3HUJDPLQRODFLXGDGTXHURPSLyHOVLOHQFLR\DKRUD
SLGHUHVSXHVWDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPGLDULRVRFLHGDGVKWP³3RPDUFUHFHODKLSyWHVLVGHOFRQIOLFWRIDPLOLDU´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³&RFRGULOR TXH VH GXHUPH«HV FDUWHUD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³/RV JUDQRV OD HFRQRPtD \ OD LQGXVWULD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³8Q WHPSUDQHUR TXH ULQGH ELHQ´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPGLDULRSROLFLDOHVJKWP³'HWLHQHQDSROLFtDVTXHEDOHDURQDXQFKLFRGH
DxRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³%UHYHV´  SHUVRQDOLGDGHV UHFRQRFLGDV
HFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP³/DVFODYHVSDUDSRGHUPD[LPL]DUORVULQGHV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPVXSOHPHQWRVDXWRVFKWP ³1RWLFLDV´  SHUVRQDOLGDGHV UHFRQRFLGDV
HFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP³(Q3HUJDPLQRGLFHQTXHODFRVHFKDGHMDUiODPLWDGGH
GLQHURTXHHQ´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPGLDULRHVSHFWDFXORVFKWP ³/D JUDQ GLVFtSXOD GH $WDKXDOSD´  SDWULPRQLR
KLVWyULFRFXOWXUDO
 KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³0iV DOOi GH ORV SUREOHPDV OD KLVWRULD FRQWLQ~D´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPGLDULRVRFLHGDGVKWP ³/DV FRVDV \ OD JHQWH´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPGLDULRGHSRUWHVGKWP ³&RQ XQD D\XGLWD GHO DPLJR´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPVXSOHPHQWRVYLDMHVYKWP³3HUJDPLQR%V$V´WXULVPR
 KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³3HUJDPLQR´  DFWLYLGDGHV FXOWXUDOHV \
GHSRUWLYDV
 KWWSHGDQWFODULQFRPGLDULRGHSRUWHVGKWP ³3HOHDURQ \ QDGLH JDQy´  DFWLYLGDGHV FXOWXUDOHV \
GHSRUWLYDV
 KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³)RUUDMHUDV SXHVWD DO GtD HQ 3HUJDPLQR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPGLDULRHOPXQGRLKWP ³'H ,RZD D 3HUJDPLQR´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPGLDULRVRFLHGDGVKWP ³5HFRUGDUiQ D <XSDQTXL FRQ YDULRV KRPHQDMHV´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDVSHUVRQDOLGDGHV
 KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP³(Q3HUJDPLQR³UHLQRGHODVRMD´HOFRQVXPRHPSH]yD
FDHUDSLTXH´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP ³&RQ XQ SHDMH PiV DOWR TXLHUHQ DPSOLDU OD DXWRSLVWD D
5RVDULR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP³/DOHFKHPLUDKDFLDDGHODQWH´SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³/D JHQpWLFD FDSWD OD DWHQFLyQ´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPGLDULRGHSRUWHVGKWP ³/LEUHWD GH 3ROLGHSRUWLYR´  DFWLYLGDGHV FXOWXUDOHV \
GHSRUWLYDV
 KWWSHGDQWFODULQFRPVXSOHPHQWRV]RQD]KWP ³$WDKXDOSD OD YR] TXH VLJXH VRQDQGR´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDVSHUVRQDOLGDGHV
 KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³$ ORV ELFKRV KD\ TXH GDUOHV FRQ WRGR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSHGDQWFODULQFRPGLDULRHVSHFWDFXORVFKWP ³$WDKXDOSD <XSDQTXL  FLHQ DxRV GH


VROHGDG´SDWULPRQLRKLVWyULFRFXOWXUDO
 KWWSHGDQWFODULQFRPGLDULRSROLFLDOHVJKWP ³7UHV PXHUHV XQ FDGiYHU FDPELDGR GH WXPED \ XQD
KHUHQFLDHQGLVSXWD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDGSHUVRQDOLGDGHV
 KWWSHGDQWFODULQFRPVXSOHPHQWRVDXWRVFKWP ³+RQGD HQ 3HUJDPLQR´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³,QDXJXUDURQ XQD SODQWD GH LQRFXODQWHV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP ³/LEUHWD GH SROLGHSRUWLYR´  DFWLYLGDGHV FXOWXUDOHV \
GHSRUWLYDVSROLGHSRUWLYR
KWWSROGFODULQFRPGLDULRSROLFLDOHVJKWP ³'HWHQLGRV´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD \
VRFLHGDG
KWWSROGFODULQFRPGLDULRSROLFLDOHVJKWP³,QYHVWLJDQODGHVDSDULFLyQGHXQPpGLFRHQ6DQWD)H´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDGGHVDSDULFLRQHVHQOD]RQDGHSHUJDP
KWWSROGFODULQFRPVXSOHPHQWRVUXUDOUKWP ³)HVWHMR GH FRUULGR HQ 3HUJDPLQR´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
KWWSROGFODULQFRPVXSOHPHQWRVUXUDOUKWP³$SXUDH[SR´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
KWWSROGFODULQFRPVXSOHPHQWRVUXUDOUKWP ³'H FDUD D OD VRMD TXH YLHQH´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSROGFODULQFRPGLDULRVRFLHGDGVKWP ³< XQ GtD HO SDtV SDUHFLy OD 3DWDJRQLD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDGQLHYHHHHHHH
KWWSROGFODULQFRPGLDULRSROLFLDOHVJKWP ³6L \R QR UHDFFLRQDED DVt FDSD] TXH HO DVDOWDQWH PH
PDWDEDDPt´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSROGFODULQFRPVXSOHPHQWRVUXUDOUKWP ³7LUDQGR WRGD OD FDUQH DO DVDGRU´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
KWWSROGFODULQFRPGLDULRVRFLHGDGVKWP³-XJDEDHQXQDSOD]DHQ3HUJDPLQR\XQPiVWLOVHOHFD\y
HQODFDEH]D´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSROGFODULQFRPVXSOHPHQWRVUXUDOUKWP³8QPHQ~SDUDWRGRVORVJXVWRV´SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSROGFODULQFRPVXSOHPHQWRVUXUDOUKWP ³636 DQWLFLSD OR TXH YLHQH HQ 3HUJDPLQR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP ³6XiUH] DOHJUy D WRGR 3HUJDPLQR´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP ³0DUUR QXQFD VH DFKLFD´  DFWLYLGDGHV FXOWXUDOHV \
GHSRUWLYDV
KWWSROGFODULQFRPVXSOHPHQWRVUXUDOUKWP ³2SFLyQ HQ JUDQRV HQ 1HFRFKHD \ 3HUJDPLQR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG

x ILOWURSHUJDPLQRWXULVPR
KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP ³6LHPEUD \ FRVHFKD´  SHUVRQDOLGDGHV UHFRQRFLGDV
HFRQRPtD\VRFLHGDG
KWWSROGFODULQFRPVXSOHPHQWRVDXWRVFKWP ³/D ILHVWD GH ODV FXSHFLWDV IXH XQ p[LWR´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV

'LDULR/D1DFLyQ
x )LOWUR3HUJDPLQRODQDFLyQSROLWLFD
 KWWSZZZODQDFLRQFRPDUHOFRQVHMRVHHQIUHQWDDXQDFDXVDGHOLFDGD ³(O &RQVHMR VH HQIUHQWD D XQD FDXVD
GHOLFDGD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDGHSDDGYLUWLRVREUHORVULHVJRVGHORVDJUDYLRVDODSUHQVD³$'(3$DGYLUWLyVREUHORV
ULHVJRVGHORVDJUDYLRVDODSUHQVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUEUHYHV³%UHYHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHODFWRWHUPLQRFRQSHOHDV\GHWHQLGRV ³(O DFWR WHUPLQy FRQ SHOHDV \ GHWHQLGRV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUXQSDWULPRQLRGHWRGRVORVDUJHQWLQRV ³8Q SDWULPRQLR GH WRGRV ORV DUJHQWLQRV´ 
SDWULPRQLRKLVWyULFRFXOWXUDO
 KWWSZZZODQDFLRQFRPDUHPRWLYRKRPHQDMHDLOOLDHQODUHFROHWD³(PRWLYRKRPHQDMHD,OOLDHQOD5HFROHWD´
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUHQMXQLQVHYDFLDQJRQGRODV\GRQDQOHFKH ³(Q -XQtQ VH YDFtDQ JyQGRODV \ GRQDQ
OHFKH´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSZZZODQDFLRQFRPDUMXQLQ\SHUJDPLQRHQWUHODQRUPDOLGDG\HOHQRMR ³-XQtQ \ 3HUJDPLQR HQWUH OD


QRUPDOLGDG\HOHQRMR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHQHOLQWHULRUQREDMDQODJXDUGLD ³(Q HO LQWHULRU QR EDMDQ OD JXDUGLD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUWUDFWRUD]RFRQSHUVRQDVHQSHUJDPLQR ³7UDFWRUD]R FRQ  SHUVRQDV HQ
3HUJDPLQR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUHQFRORQORVFRPHUFLDQWHVDPHQD]DQFRQFHUUDUORFDOHV ³(Q &ROyQ ORV FRPHUFLDQWHV
DPHQD]DQFRQFHUUDUORFDOHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUFLQFRGHWHQLGRVSRUHOLQFHQGLRGHFDPSRV ³&LQFR GHWHQLGRV SRU HO LQFHQGLR GH
FDPSRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUXQWUDFWRUD]RHQSHUJDPLQRPRVWURTXHVLJXHHOPDOHVWDU ³8Q WUDFWRUD]R HQ
3HUJDPLQRPRVWUyTXHVLJXHHOPDOHVWDU´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUFURQRORJLDODSURWHVWDDJUDULDHQQXHVWUDKLVWRULD ³&URQRORJtD OD SURWHVWD DJUDULD HQ
QXHVWUDKLVWRULD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUODVOOXYLDVQRUHVXOWDURQVXILFLHQWHV ³/DV OOXYLDV QR UHVXOWDURQ VXILFLHQWHV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUDGLRVVHQRUSUHVLGHQWH³$GLyVVHxRU3UHVLGHQWH´SDWULPRQLRKLVWyULFRFXOWXUDO
KWWSZZZODQDFLRQFRPDUXQLQWHQGHQWHIXHHOHMHGHODSROHPLFD³8QLQWHQGHQWHIXHHOHMHGHODSROpPLFD´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUSDUDOLVLVHFRQRPLFDHQHOFRUD]RQGHODSDPSDKXPHGD ³3DUiOLVLV HFRQyPLFD HQ HO
FRUD]yQGHODSDPSDK~PHGD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUFRQWXQGHQWHDYDOHQSXHEORVTXHYLYHQGHODVRMD ³&RQWXQGHQWHDYDO HQ SXHEORV TXH
YLYHQGHODVRMD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUODSUHVLGHQWDFRQVLJXLRXQIXHUWHUHVSDOGRHQODV]RQDVUXUDOHV ³/D 3UHVLGHQWD
FRQVLJXLyXQIXHUWHUHVSDOGRHQODV]RQDVUXUDOHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG

x ILOWUR3HUJDPLQRODQDFLyQFXOWXUD
KWWSZZZODQDFLRQFRPDU\DWLHQHUHFWRUHOQRURHVWHERQDHUHQVH ³<D WLHQH UHFWRU HO QRURHVWH ERQDHUHQVH´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUHOSRHWDPDVVROLWDULRGHOPXQGR ³(O SRHWD PiV VROLWDULR GHO PXQGR´  SDWULPRQLR
KLVWyULFRFXOWXUDO
KWWSZZZODQDFLRQFRPDUFRQXQDPDUDWRQPXVLFDOVHULQGLRWULEXWRDDWDKXDOSD ³&RQ XQD PDUDWyQPXVLFDO VH
ULQGLyWULEXWRD$WDKXDOSD´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
KWWSZZZODQDFLRQFRPDUODDUJHQWLQDQXQFDSUHPLRDODJHQWHTXHVHGHGLFDDSURGXFLU ³/D $UJHQWLQD QXQFD
SUHPLyDJHQWHTXHVHGHGLFDDSURGXFLU´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUVHLVFXHUGDVSDUDSLQWDUHOSDLV ³6HLV FXHUGDV SDUD SLQWDU HO SDtV´  SDWULPRQLR
KLVWyULFRFXOWXUDO
KWWSZZZODQDFLRQFRPDUDWDKXDOSDODJXLWDUUDHVFRPRXQWHPSOR³$WDKXDOSD³ODJXLWDUUDHVFRPRXQWHPSOR´´
SDWULPRQLRKLVWyULFRFXOWXUDO
KWWSZZZODQDFLRQFRPDUHQEXVFDGHDWDKXDOSD\XSDQTXL³(QEXVFDGH$WDKXDOSD<XSDQTXL´SDWULPRQLR
KLVWyULFRFXOWXUDO
KWWSZZZODQDFLRQFRPDUPXULRHOGLEXMDQWHKHUHGLD ³0XULy HO GLEXMDQWH +HUHGLD´  SDWULPRQLR KLVWyULFR
FXOWXUDO
KWWSZZZODQDFLRQFRPDUVLQWHVLV³6tQWHVLV´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
KWWSZZZODQDFLRQFRPDUXKDUWXQDDXWRUDHQPRYLPLHQWR ³8KDUW XQD DXWRUD HQ PRYLPLHQWR´  SDWULPRQLR
KLVWyULFRFXOWXUDO
KWWSZZZODQDFLRQFRPDUIHUR]JROSL]DDXQGRFHQWHHQSHUJDPLQR³)HUR]JROSL]DDXQGRFHQWHHQ3HUJDPLQR´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUVXKLMRYHQLDFRQSUREOHPDVLPSRUWDQWHVGHFRQGXFWDGLMRHOGLUHFWRUGHHVFXHOD
DJUHGLGR³(VWHKRPEUHDFRVDEDDPLKLMRGHVGHTXHHPSH]DURQODVFODVHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\
VRFLHGDG
KWWSZZZODQDFLRQFRPDURWUDGRFHQWHIXHDWDFDGDSRUORVSDGUHVGHGRVDOXPQRV ³2WUDV GRV GRFHQWHV IXHURQ
DWDFDGDVSRUPDGUHVGHDOXPQRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUVRUFUHVFHQFLDHQFDPLQRDODVDQWLGDG ³6RU &UHVFHQFLD HQ FDPLQR D OD VDQWLGDG´
SDWULPRQLRKLVWyULFRFXOWXUDO
KWWSZZZODQDFLRQFRPDUHOSDSDSURFODPDUDEHDWDDODDUJHQWLQDVRUFUHVFHQFLD ³(O 3DSD SURFODPDUi EHDWD D
ODDUJHQWLQD6RU&UHVFHQFLD´SDWULPRQLRKLVWyULFRFXOWXUDO

x ILOWUR3HUJDPLQRWXULVPRODQDFLyQ
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

KWWSZZZODQDFLRQFRPDUYHUGHHVWLORVHUHQR\FRQVXKLVWRULDDFXHVWDVSDUDVDEHU³9HUGHHVWLORVHUHQR\FRQ
VXKLVWRULDDFXHQWDV´WXULVPR
KWWSZZZODQDFLRQFRPDUGLDVGHVRMDGLDVGHILHVWD ³'tDV GH VRMD GtDV GH ILHVWD´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUHVFDSDGDVSDWULDV³(VFDSDGDVSDWULDV´WXULVPR
KWWSZZZODQDFLRQFRPDUYDFDFLRQHVDOULWPRGHOGRODU\GHOUHDO³9DFDFLRQHVDULWPRGHOGyODU\GHOUHDO´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUEUHYHV³%UHYHV´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
KWWSZZZODQDFLRQFRPDUSDUDORVPDVMRYHQHVMXQWRVHVPHMRU ³3DUD ORV PiV MyYHQHV MXQWRV HV PHMRU´ 
SDWULPRQLRKLVWyULFRFXOWXUDO
KWWSZZZODQDFLRQFRPDUXQDUXWDFRQSHDMHSHURVLQREUDV ³8QD UXWD FRQ SHDMHV SHUR VLQ REUDV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUODFULVLVVHVLHQWHHQODVSURYLQFLDV ³/D FULVLV VH VLHQWH HQ ODV SURYLQFLDV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUGHVDUUROORWHFQLFRHQVHPLOODVIRUUDMHUDV ³'HVDUUROOR WpFQLFR HQ VHPLOODV IRUUDMHUDV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUYLDMHDOFHQWURGHHVTXLPDVSHTXHQRGHOSDLV ³9LDMH DO FHQWUR GH HVTXt PiV SHTXHxR
GHOSDtV´WXULVPR

'LDULR3iJLQD
x )LOWUR3HUJDPLQR
KWWSZZZSDJLQDFRPDUGLDULRVRFLHGDGKWPO ³$YLRQHWD PiV TXH FDUJDGD´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRVRFLHGDGKWPO ³(O LQFHQGLR GHO JHULiWULFR´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRVRFLHGDGKWPO ³8QD YHQJDQ]D VHOODGD FRQ IXHJR \ PXHUWH´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRVRFLHGDGVXEQRWDVKWPO ³3UHVR SRU SHGRILOLD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHOSDLVVXEQRWDVKWPO ³&LHUUH HQ 5RVDULR \ 3HUJDPLQR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRVRFLHGDGKWPO ³1R HV HO FRWLGLDQR GH ODV HVFXHODV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRVRFLHGDGKWPO ³/RV FKLFRV TXH DSUHQGHQ D FRQYLYLU´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRVRFLHGDGKWPO ³8QD PDGUH FRQ SUREOHPDV GH FRQGXFWD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVWXULVPRKWPO³/RVSDJRVGH'RQ$WD´WXULVPR
KWWSZZZSDJLQDFRPDUGLDULRVRFLHGDGKWPO ³/D LQVHJXULGDG XQLIRUPDGD´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO ³0iV GHWDOOH GH OD LQVHJXULGDG XQLIRUPDGD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHFRQRPLDKWPO³+RUDGHOHYDQWDUODEDUUHUD´SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVHVSHFWDFXORVKWPO ³(O HFOHFWLFLVPR GH XQ SLDQR VROR´
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDVSHUVRQDOLGDGHV
KWWSZZZSDJLQDFRPDUGLDULRHOSDLVKWPO ³3URFHVDGRV SRU HVD YLHMD FRVWXPEUH SROLFLDO´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO³6HLVRILFLDOHVGHOD%RQDHUHQVHIXHURQSURFHVDGRV
SRUHOFDVR3RPDU´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHOSDLVVXEQRWDVKWPO ³(O GtD TXH IDOWy 1Rp´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVVXEQRWDVKWPO ³(O LQWHQGHQWH GH 3HUJDPLQR SLGLy OD
UHQXQFLDGHOSURVHFUHWDULRGH6HJXULGDGGHODSURYLQFLD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVVXEQRWDVKWPO ³,QVSHFFLRQDQ OD -HIDWXUD
'HSDUWDPHQWDOGH3HUJDPLQR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHOSDLVKWPO ³8Q DFFLGHQWH HO ILQDO WUiJLFR GH OD IDPLOLD 3RPDU´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVVXEQRWDVKWPO ³9HFLQRV GH 3HUJDPLQR SURWHVWDURQ
SRUHOIUDFDVRGHODLQYHVWLJDFLyQ´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

KWWSZZZSDJLQDFRPDUGLDULRVRFLHGDGKWPO ³*DWLOOR IiFLO HQ 3HUJDPLQR´  SHUVRQDOLGDGHV


UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVHVSHFWDFXORVKWPO ³/D VHxRUD GHO FDQWR SDPSHDQR´
SDWULPRQLRKLVWyULFRFXOWXUDO
KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVHVSHFWDFXORVVXEQRWDVKWPO ³2WUR UHJDOLWR SDUD HO
SD\DGRUSHUVHJXLGR´SDWULPRQLRKLVWyULFRFXOWXUDO
KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVUDGDUKWPO ³/DPDJLD GH ORV FDPLQRV´  SDWULPRQLR
KLVWyULFRFXOWXUDO
KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVHVSHFWDFXORVKWPO ³(O SD\DGRU UHFRSLODGR´ 
SDWULPRQLRKLVWyULFRFXOWXUDO
KWWSZZZSDJLQDFRPDUGLDULRHOSDLVKWPO ³/iJULPDV GH FRFRGULOR HQ HO FDPSR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHFRQRPLDKWPO ³&UyQLFD GHO SLTXHWH HQ 3HUJDPLQR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHFRQRPLDKWPO ³(O ERRP HV SDUD DOJXQRV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHFRQRPLDVXEQRWDVKWPO ³(O FOLPD HQ HO SLTXHWH VH SRQH
HVSHVR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVUDGDUKWPO ³3RU ORV FDPLQRV GHO LQGLR´  SDWULPRQLR
KLVWyULFRFXOWXUDO
KWWSZZZSDJLQDFRPDUGLDULRHOSDLVKWPO³&KDFKR\ODSROtWLFD´SHUVRQDOLGDGHVUHFRQRFLGDV
HFRQRPtD\VRFLHGDG

x ILOWUR3HUJDPLQRWXULVPR
KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVWXULVPRKWPO³0DQVR\WUDQTXLOR´WXULVPR

3HUJDPLQRQ~PHURGHQRWDVSRUGLDULR\WHPD  HQWRWDO
7XULVPR&ODUtQ/D1DFLyQ3iJLQD
$FWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV&ODUtQ/D1DFLyQ3iJLQD
3HUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG&ODUtQ/D1DFLyQ3iJLQD
3DWULPRQLRKLVWyULFRFXOWXUDO&ODUtQ/D1DFLyQ3iJLQD

3HUJDPLQRSRUFHQWDMHSRUWHPiWLFD  
7XULVPR
$FWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
3HUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
3DWULPRQLRKLVWyULFRFXOWXUDO

3HUJDPLQRQRWLFDVVREUHWXULVPR  






3HUJDPLQRWRWDOGHQRWDVSRUGLDULR  
&ODUtQ  
/D1DFLyQ  
3iJLQD  

3HUJDPLQRFDQWLGDGGHQRWDVSRUDxR  

 



Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

1RWLFLDVUHODFLRQDGDVDOD&LXGDGGH7UHV$UUR\RV
'LDULR&ODUtQ
x )LOWUR7UHV$UUR\RV
 KWWSZZZFODULQFRPGHSRUWHVGHVJDUUR3DODFLRVHPDQDVLQDFWLYRBBKWPO ³3DODFLR GHVJDUUDGR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPVRFLHGDGIORUHVOOHQDQSODWRVDURPDVFRORUHVBBKWPO³/DVIORUHVDKRUDWDPELpQOOHQDQORV
SODWRVGHDURPDV\VDERUHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPVRFLHGDGFKLQDDKRUDDWDFDLQWHULRU3URYLQFLDBBKWPO ³/D PDILD FKLQD DKRUD DWDFD HQ HO
LQWHULRUGHOD3URYLQFLD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPSROLFLDOHV/DQ]DQDPHQD]DVXSHUPHUFDGRVYDULDVFLXGDGHVBBKWPO ³$PHQD]D
FRRUGLQDGD FRQWUD GXHxRV GH VXSHUPHUFDGRV FKLQRV HQ YDULDV FLXGDGHV´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD \
VRFLHGDG
 KWWSZZZFODULQFRPVRFLHGDG9DQLGDGHVFRQYXOVLRQHVVHPDQDGDSHQVDUBBKWPO³9DQLGDGHV\FRQYXOVLRQHV
GHXQDVHPDQDTXHGDTXHSHQVDU´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPHGXFDFLRQFDVRVYLROHQFLDGRFHQWHV3URYLQFLDBBKWPO³0iVFDVRVGHYLROHQFLDFRQWUDORV
GRFHQWHVHQOD3URYLQFLD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPHGXFDFLRQ3HUJDPLQRHFKDURQDOXPQRVLJXHSUHVDBBKWPO ³(Q 3HUJDPLQR HFKDURQ DO
DOXPQR\ODPDGUHVLJXHSUHVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPHGXFDFLRQ*ROSHDQGLUHFWRUDYH]$UUR\RVBBKWPO³7UDVHOFDVRGH3HUJDPLQRGHQXQFLDQ
QXHYRVDWDTXHVFRQWUDGRFHQWHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZFODULQFRPHGXFDFLRQFDVRVYLROHQFLDGRFHQWHV3URYLQFLDBBKWPO³0iVFDVRVGHYLROHQFLDFRQWUDORV
GRFHQWHVHQOD3URYLQFLD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPFLHQFLDWLWXORBBKWPO ³/H LPSODQWDUiQ HPEULRQHV FRQJHODGRV GH VX H[ PDULGR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPVDOXG,PSRUWDQWHSUHPLRGHVWDFDGRVYHWHULQDULRVBBKWPO ³,PSRUWDQWH SUHPLR SDUD GRV
GHVWDFDGRVYHWHULQDULRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPVRFLHGDGYHWHULQDULRSUHPLDGROXFKDSDUDVLWRVBBKWPO ³8Q YHWHULQDULR SUHPLDGR SRU VX
OXFKDFRQWUDORVSDUiVLWRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPGHSRUWHVGHVFHQVRVIXWERODUJHQWLQRBBKWPO³7RGRVORVGHVFHQVRVHQOD3ULPHUD'LYLVLyQ
GHOI~WERODUJHQWLQR´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
KWWSZZZFODULQFRPGHSRUWHVKLVWRULD3URPRFLRQHVBBKWPO³/DKLVWRULDGHODV3URPRFLRQHV´DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
KWWSZZZFODULQFRPGHSRUWHV%URZQ0DGU\QFDPSHRQBBKWPO ³%URZQ GH 0DGU\Q HV HO FDPSHyQ´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
KWWSZZZFODULQFRPUXUDOYLHMRQXHYRGRQBBKWPO ³$OJR YLHMR DOJR QXHYR DOJR« GyQ´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG*UDQMD7UHV$UUR\RV
KWWSZZZFODULQFRPVRFLHGDGFDPLRQHURDOFRKROL]DGRFKRFRWUDVSODQWDGRFRUD]RQBBKWPO ³8Q FDPLRQHUR
DOFRKROL]DGRFKRFy\PDWyDXQFKLFRWUDQVSODQWDGRGHOFRUD]yQ´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPVRFLHGDG$\HUWUDJHGLDFDPLRQBBKWPO ³$\HU RWUD WUDJHGLD FRQ XQ FDPLyQ´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPVRFLHGDG'RORURVRDGLRV,DQWUDVSODQWDGRFRUD]RQBBKWPO³'RORURVRDGLyVD,DQHOQHQH
WUDQVSODQWDGRGHOFRUD]yQ´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPSROLWLFD3UHVLGHQWDUHDSHUWXUDSODQWDV3LODUBBKWPO ³/D 3UHVLGHQWD HQ OD UHDSHUWXUD GH
SODQWDVHQ3LODU´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPUXUDO7ULJRGRORUFDEH]DBBKWPO ³7ULJR XQ GRORU GH FDEH]D´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPSROLWLFDFDPSRGHOLEHURFRVWDGRSULPHUSURWHVWDBBKWPO³(OFDPSRGHOLEHUyDOFRVWDGRGH
ODUXWDHQHOSULPHUGtDGHSURWHVWD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPVRFLHGDGVFRXWDUUR\R&ODURPHFRDFWLYLGDGUHFUHDWLYDBBKWPO ³8Q MRYHQ VFRXW VH DKRJy
HQXQDUUR\RGH&ODURPHFyHQPHGLRGHXQDDFWLYLGDGUHFUHDWLYD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZLHFRFODULQFRPHFRQRPLDROYLGRWLHUUDYROYLRSUHFLRUHFRUGBBKWPO³(OFDPSRVHROYLGyGHODVHTXtD
\ODWLHUUDYROYLyDOSUHFLRUHFRUG´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPSROLFLDOHV$QWHFHGHQWHVBBKWPO ³$QWHFHGHQWHV´  SHUVRQDOLGDGHV UHFRQRFLGDV
HFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPSROLFLDOHV6XPDUDQSROLFLDVORFDOLGDGHV&RVWDYHUDQRBBKWPO³6XPDUiQSROLFtDVHQ
ODVORFDOLGDGHVGHOD&RVWDHVWHYHUDQR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPYLDMHVSHUODV$UUR\RVBBKWPO³/DVWUHVSHUODVGH7UHV$UUR\RV´WXULVPR
KWWSZZZFODULQFRPVRFLHGDGVHFUHWDULR7XULVPRKDEODRFXSDFLRQSOHQDBBKWPO ³(O VHFUHWDULR GH 7XULVPR
KDEODGH³RFXSDFLyQSOHQD´´WXULVPR
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

KWWSZZZFODULQFRPUXUDOSRFKRFORQDFH$UUR\RVBBKWPO ³(O SRFKRFOR TXH QDFH HQ 7UHV $UUR\RV´ 


SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPSROLWLFD6FLROLJREHUQDGRUHVSURYLQFLD%XHQRV$LUHVBBKWPO³6FLROLLPSXOVDODFUHDFLyQGH
³PLQLJREHUQDGRUHV´HQODSURYLQFLDGH%XHQRV$LUHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPUXUDO6XUH[LVWHBBKWPO ³(O 6XU WDPELpQ H[LVWH´  SHUVRQDOLGDGHV UHFRQRFLGDV
HFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPUXUDOJLUDVROTXLHUHUHYDQFKDBBKWPO ³(O JLUDVRO TXLHUH UHYDQFKD´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPUXUDOJRWDDJXDFXHQWDBBKWPO ³&DGD JRWD GH DJXD FXHQWD´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPGHSRUWHVIXWEROYLFWRULDV3ULPHUDBBKWPO ³0iV YLFWRULDV GH 3ULPHUD´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
KWWSZZZFODULQFRPPHGLRBDPELHQWHVLJXHPDUWHVQLHYHOOHJRSURYLQFLDVBBKWPO ³(O IUtR VLJXH KDVWD HO
PDUWHV\ODQLHYHOOHJyDSURYLQFLDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPVRFLHGDG0HQGR]D0DU3ODWDVLHUUDVERQDHUHQVHVBBKWPO³/DRODSRODUSURYRFyQHYDGDV
HQSURYLQFLDVHOIHQyPHQRFRQWLQXDUi´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZLHFRFODULQFRPHPSUHVDVJXHUUDSDVWDVOOHJRVXSHUBBKWPO³/DJXHUUDGHODVSDVWDVOOHJyDOV~SHU´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZLHFRFODULQFRPHFRQRPLD&UHGLWRVDPLJDEOHFDPSRSDUWH&ULVWLQDBBKWPO³&UpGLWRV\WRQRDPLJDEOH
FRQHOFDPSRSRUSDUWHGH&ULVWLQD´ SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZFODULQFRPUXUDO1XHYDHGLFLRQFKRFOHDGDBBKWPO ³1XHYD HGLFLyQ GH ³/D &KRFOHDGD´´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³(O JLUDVRO GLVHxD VX IXWXUR´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPVXSOHPHQWRVFRXQWULHV\KWP ³8QD ORFDOLGDG GH FRVWDV YtUJHQHV \ PpGDQRV´
WXULVPR
KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³$QXQFLDQ MRUQDGDV WpFQLFDV VREUH HO JLUDVRO´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP³%UHYHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD
\VRFLHGDG
KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³8QD MRYHQ RSRUWXQLGDG´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP ³¢1XHYR PXOWLPHGLR . HQ 7UHV $UUR\RV"´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP ³(O FDPSR UHFKD]D HO LPSXHVWD]R GH 6FLROL´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRVRFLHGDGVKWP³3URYLQFLD\DQRVHSXHGHIXPDUHQOXJDUHVFHUUDGRV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP ³.UDIW \D QR SURGXFH \ FUHFH OD SUHRFXSDFLyQ´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRSROLFLDOHVJKWP ³9HFLQRV SUHRFXSDGRV SRU XQD ROD GH GHOLWRV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³/R TXH KD\ TXH VDEHU´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRVRFLHGDGVKWP³%XHQRV$LUHVHVWXGLDGHFODUDUHPHUJHQFLDVDQLWDULDSRU
GtDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP ³9HQH]XHOD LPSRUWD SROORV DUJHQWLQRV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRGHSRUWHVGKWP³3DODFLRGLRSRUWHUPLQDGRVXFLFOR\SLHQVDHQ(VSDxD´
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³&XHVWD DUULED« SHUR OD VLHPEUD YD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRGHSRUWHVGKWP ³/RFDWHOOL \ HO FRUD]yQ SDUWLGR´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
KWWSHGDQWFODULQFRPGLDULRSROLFLDOHVJKWP ³'HOLWRV \ MXVWLFLD´  SHUVRQDOLGDGHV UHFRQRFLGDV
HFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRHVSHFWDFXORVFKWP ³'H 7UHV $UUR\RV D (XURSD´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³$JiUUHQVH GH ODV PDQRV«´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

KWWSHGDQWFODULQFRPGLDULRHVSHFWDFXORVFKWP³(QXQDSOD\DMXQWRDOPDU´DFWLYLGDGHVFXOWXUDOHV
\GHSRUWLYDV
KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP³.LUFKQHUGLMRTXHHOSHURQLVPR³QDGDWLHQHTXHYHUFRQHO
352´´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRSROLFLDOHVJKWP ³3RU HO FULPHQ GH XQ PpGLFR H[RQHUDQ D GRV MHIHV
SROLFLDOHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³/RV ILHUURV VHDQ XQLGRV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPVXSOHPHQWRVROODVRKWP ³&RUWLWDV´  SHUVRQDOLGDGHV UHFRQRFLGDV
HFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRVRFLHGDGVKWP³)DOVDDODUPDHQ7UHV$UUR\RVFUH\HURQTXHDOOtHVWDED
6RItD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPVXSOHPHQWRVYLDMHVYKWP³(QODUXWDGHORVGDQHVHV´WXULVPR
KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³(O LQYLHUQR WLHQH DOWHUQDWLYDV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³7ULVWH VROLWDULR \ ILQDO´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPVXSOHPHQWRVYLDMHVYKWP³/DVRWUDVSOD\DVHOPLVPRPDU´WXULVPR
KWWSHGDQWFODULQFRPGLDULRGHSRUWHVGKWP ³£4Xp UHFXHUGR´  SHUVRQDOLGDGHV UHFRQRFLGDV
HFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP³$QJXV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD
\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRSROLFLDOHVJKWP ³&DVR 1DLU GXGDV VREUH XQ QXHYR WHVWLPRQLR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRSROLFLDOHVJKWP ³8Q WHVWLJR GLFH VDEHU TXLpQHV DVHVLQDURQ D 1DLU
0RVWDIi´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRVRFLHGDGVKWP³/DKLVWRULDGHXQWHDWURTXHYROYLyDQDFHUJUDFLDVDXQ
JUXSRGHPXMHUHV´SDWULPRQLRKLVWyULFRFXOWXUDO
KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³ DxRV PHMRUDQGR HO JLUDVRO DUJHQWLQR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP³0iVGHFRUWHVGHUXWDHQHOLQWHULRU´SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP ³6H SURIXQGL]DURQ ORV FRUWHV GH UXWD \ VH H[WHQGLHURQ D FDVL
WRGRHOSDtV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRSROLFLDOHVJKWP³&UHFLHURQXQODVGHQXQFLDVVREUHGHOLWRVVXIULGRV
HQOD3URYLQFLD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP ³6XEVLVWHQ FRUWHV GH UXWD D OD HVSHUD GH TXH YXHOYD HO
FRPHUFLRGHJUDQRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRSROLFLDOHVJKWP ³6RUSUHQGHQ D XQD DQFLDQD \ OH UREDQ´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRSROLFLDOHVJKWP ³0DWy GH XQ WLUR D VX H[ PXMHU HPEDUD]DGD GH FLQFR
PHVHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP ³(O FRQIOLFWR GHO FDPSR \D KDFH FDHU OD DFWLYLGDG HFRQyPLFD
GHOLQWHULRU´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP³/RVSURGXFWRUHVVHGLVSRQtDQDQRGHMDUSDVDUORVFDPLRQHV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRSROLFLDOHVJKWP ³7UHV $UUR\RV DVDOWDQ D VHLV WXULVWDV LWDOLDQRV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³/D WLHUUD WDPELpQ WLHQH DOJR SDUD GHFLU´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP ³'H $QJHOL YLDMD HQ XQ DYLyQ 3LSHU \ HV DGPLUDGR SRU
JDQDGHURVGH&DUSDE´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP ³'H $QJHOL ³/D JHQWH SLGH VHJXLU LQFOXVR HQGXUHFHU OD
PHGLGD´´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP ³8QD YLVLWD GH OD SULQFHVD 0i[LPD VLQ GHFODUDFLRQHV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP ³+XER FDFHUROD]RV HQ OD &DSLWDO \ HQ PXFKDV FLXGDGHV GHO
LQWHULRU´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRSROLFLDOHVJKWP³8QDDOPDFHQHUDVDOYyDXQ UHKpQGXUDQWHXQURER´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³/D FHEDGD VH YD KDFLD ODV QXEHV´ 


SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRRSLQLRQRKWP ³*HQWH DVXVWDGD \ FRQ EURQFD´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRSROLFLDOHVJKWP ³3RU OD LQVHJXULGDG HQ 7UHV$UUR\RVDUPDURQ EULJDGDV GH
DXWRGHIHQVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRSROLFLDOHVJKWP ³$YDQ]D HO SHGLGR GH MXLFLR SROtWLFR D MXHFHV HQ 7UHV
$UUR\RV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRSROLFLDOHVJKWP³7UHV$UUR\RVORVYHFLQRVTXLHUHQHFKDUDORVGRVMXHFHV\
DOILVFDO´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRSROLFLDOHVJKWP ³8Q ODGUyQ DWDFy D SXxDODGDV D XQD PpGLFD TXH OR
VRUSUHQGLy´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPVXSOHPHQWRVYLDMHVYKWP ³'H FDPSLQJ SRU ODV SOD\DV GH OD $UJHQWLQD´ 
WXULVPR
KWWSHGDQWFODULQFRPGLDULRHOSDLVSKWP ³/DQ]DQ XQ PHJDRSHUDWLYR FRQWUD HO WUDEDMR HQ QHJUR HQ OD
&RVWD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPGLDULRSROLFLDOHVJKWP³$VDOWDQ\JROSHDQ DXQDSDUHMDVHOOHYDQSHVRV\
MR\DV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³3DUD TXH HO FHUHDO FUH]FD ELHQ IXHUWH´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSHGDQWFODULQFRPVXSOHPHQWRVUXUDOUKWP ³7HDWUR VREUH HO FXLGDGR GHO VXHOR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSROGFODULQFRPVXSOHPHQWRVUXUDOUKWP ³(Q 7UHV $UUR\RV \ HQ SULPHUD ILOD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSROGFODULQFRPGLDULRHVSHFWDFXORVFKWP ³/D DYHQWXUD OD WUDJHGLD \ HO DPRU´   SDWULPRQLR
KLVWyULFRFXOWXUDO
 KWWSROGFODULQFRPVXSOHPHQWRVUXUDOUKWP ³7UHV $UUR\RV \D HV GH SHOtFXOD´  SDWULPRQLR
KLVWyULFRFXOWXUDO
 KWWSROGFODULQFRPVXSOHPHQWRVYLDMHVYKWP ³7UHV $UUR\RV DLUHV GH PDU \ GH FDPSR´ 
WXULVPR
 KWWSROGFODULQFRPVXSOHPHQWRVUXUDOUKWP ³(Q JLUDVRO KD\ XQD WRUWD GH LQWHUpV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSROGFODULQFRPVXSOHPHQWRVUXUDOUKWP ³-RUQDGDV WpFQLFDV VREUH JLUDVRO´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP ³6REUDURQ ORV DUFRV´  DFWLYLGDGHV FXOWXUDOHV \
GHSRUWLYDV
 KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP³/LEUHWDGHI~WERO´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSROGFODULQFRPVXSOHPHQWRVUXUDOUKWP ³(O WULJR YD WRPDQGR YHORFLGDG´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP ³(O SODQWHO TXH YLHQH´  DFWLYLGDGHV FXOWXUDOHV \
GHSRUWLYDV
 KWWSROGFODULQFRPGLDULRSROLFLDOHVJKWP³5REDURQOD6HFUHWDUtDGH6HJXULGDGGH7UHV$UUR\RV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP ³(O HPSDWH QR GHMy QDGD´  DFWLYLGDGHV FXOWXUDOHV \
GHSRUWLYDV
 KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP³(OIXWXURGH3DODFLR\5RPiQ´DFWLYLGDGHVFXOWXUDOHV\
GHSRUWLYDV
 KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP ³*HVWLRQHV SDUD FRPSUDU WRGR HO SDVH GH 3DODFLR´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP³/LEUHWDGHI~WERO´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP³e[LWRGH3ODWHQVH´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP³+XUDFiQ\RWURJROSHD7DOOHUHV´DFWLYLGDGHVFXOWXUDOHV
\GHSRUWLYDV
 KWWSROGFODULQFRPVXSOHPHQWRVUXUDOUKWP ³'RV ³GXURV´ FRQWUD \X\RV UHEHOGHV \ KRQJRV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP ³&ODXGLR )ORUHV HQ HO VSULQW ILQDO´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
 KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP³5HVSLUD+XUDFiQ´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSROGFODULQFRPVXSOHPHQWRVUXUDOUKWP ³/RV GHWDOOHV EDMR FRQWURO´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP³$OPDJURVXPD´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP ³/D ILHVWD IXH SDUD HO +XUDFiQ GH 7UHV $UUR\RV´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSROGFODULQFRPVXSOHPHQWRVUXUDOUKWP ³(O FDPLQR GHO FDPELR´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP ³$GHODQWR HQ 5DIDHOD´  DFWLYLGDGHV FXOWXUDOHV \
GHSRUWLYDV
 KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP³6RQULVDVSDUD&$,´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP ³+XUDFiQ FRQVLJXLy XQ SXQWR YDOLRVR´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
 KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP³+XUDFiQUHVSLUD´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSROGFODULQFRPGLDULRGHSRUWHVGKWP ³$OGRVLYL SRU XQ HUURU´  DFWLYLGDGHV FXOWXUDOHV \
GHSRUWLYDV
 KWWSROGFODULQFRPGLDULRVRFLHGDGVKWP ³-XELODGRV HQVHxDQ VXV RILFLRV HQ SXHEORV HQ YtDV GH
GHVDSDULFLyQ´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSROGFODULQFRPGLDULRHOSDLVSKWP ³/OHJD HO SULQFLSDO SURFHVDGRU GH FDUQH GH (VWDGRV 8QLGRV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG

x )LOWUR7UHV$UUR\RVWXULVPR
 KWWSZZZFODULQFRPYLDMHV&RVWD$WODQWLFDNPSOD\DVHOHJLUBBKWPO ³&RVWD $WOiQWLFD  NP GH SOD\DV
SDUDHOHJLU´WXULVPR
 KWWSHGDQWFODULQFRPVXSOHPHQWRVYLDMHVYKWP ³(Q OD UXWD GH ORV GDQHVHV´  SDWULPRQLR
KLVWyULFRFXOWXUDO
 KWWSZZZFODULQFRPVRFLHGDGVHFUHWDULR7XULVPRKDEODRFXSDFLRQSOHQDBBKWPO ³(O 6HFUHWDULR GH 7XULVPR
KDEODGH³RFXSDFLyQSOHQD´´WXULVPR

'LDULR/D1DFLyQ
x )LOWUR7UHV$UUR\RV/D1DFLyQ
 KWWSZZZODQDFLRQFRPDUOLVWDGHORVJDQDGRUHVGHORVSUHPLRVDGHSDDOSHULRGLVPR ³6H HQWUHJDURQ ORV
SUHPLRV$'(3$DOSHULRGLVPR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOFRQIOLFWRPDVDQXQFLDGR ³(O FRQIOLFWR PiV HQXQFLDGR´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODVSDORPDVHOQXHYRIODJHORGHOFDPSR ³/DV SDORPDV HO QXHYR IODJHOR GHO FDPSR´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDQWHFHGHQWHVFULPHQHVPHQRUHV ³/RV FUtPHQHV GH FKLFRV TXH FRQPRYLHURQ DO SDtV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODSHORWDDOERURWRODSDWDJRQLD³/DSHORWDDOERURWyOD3DWDJRQLD´SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSHTXHQDHVFDODPLVPDVHPRFLRQHV ³3HTXHxD HVFDOD PLVPDV HPRFLRQHV´ 
WXULVPR
 KWWSZZZODQDFLRQFRPDULQ\HFWDQIRQGRV\SUHVHQWDQHQFRQFXUVRDHNL ³,Q\HFWDQ IRQGRV \ SUHVHQWDQ HQ
FRQFXUVRD(NL´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFHUHDOHVGHLQYLHUQRWDPELHQSDUDVLODMH ³&HUHDOHV GH LQYLHUQR WDPELpQ SDUD VLODMH´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSRUORVFDPLQRVGHODQRVWDOJLD ³3RU ORV FDPLQRV GH OD QRVWDOJLD´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
KWWSZZZODQDFLRQFRPDUXQUHFODPRJUHPLDOPDQWLHQHSDUDGRVORVSXHUWRVERQDHUHQVHV ³8Q UHFODPR JUHPLDO
PDQWLHQHSDUDGRVORVSXHUWRVERQDHUHQVHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUODVSHUOLWDV³/DVSHUOLWDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUHQHOFRUD]RQGHOFDPSRHOFDQGLGDWRGHODPHVDGHHQODFHTXHGRXOWLPRMXQWRDO
SDUWLGRREUH³(QHOFRUD]yQGHOFDPSRHOFDQGLGDWRGHOD0HVDGH(QODFHTXHGy~OWLPR´SHUVRQDOLGDGHVUHFRQRFLGDV
HFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUODSUHVLGHQWDFRQVLJXLRXQIXHUWHUHVSDOGRHQODV]RQDVUXUDOHV ³/D 3UHVLGHQWD
FRQVLJXLyXQIXHUWHUHVSDOGRHQODV]RQDVUXUDOHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUWULJRJXHUUDGHOLVWDVHQWUHPRUHQR\GRPLQJXH]³7ULJRJXHUUDGHOLVWDVHQWUH0RUHQR
\'RPtQJXH]´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUKD\SLEHVFRQSDGUHVDXVHQWHVRWDQYLROHQWRVFRPRHOORV ³+D\ SLEHV FRQ SDGUHV
DXVHQWHVRWDQYLROHQWRVFRPRHOORV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUDUUDQFDFRPSOLFDGDODVLHPEUDORFDOGHJUDQRVJUXHVRV ³$UUDQFD FRPSOLFDGD OD
VLHPEUDORFDOGHJUDQRVJUXHVRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

KWWSZZZODQDFLRQFRPDUYLROHQFLDHVFRODUHLPSXQLGDG ³9LROHQFLD HVFRODU H LPSXQLGDG´  SHUVRQDOLGDGHV


UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUUHFUXGHFHODYLROHQFLDHQODVHVFXHODV³5HFUXGHFHODYLROHQFLDHQODVHVFXHODV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDURWUDGRFHQWHIXHDWDFDGDSRUORVSDGUHVGHGRVDOXPQRV ³2WUDV GRV GRFHQWHV IXHURQ
DWDFDGDVSRUPDGUHVGHDOXPQRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUUHPDWHJDQDGHUR ³5HPDWH JDQDGHUR´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD \
VRFLHGDG
KWWSZZZODQDFLRQFRPDUFUHFHQODVLQYHUVLRQHVHQHTXLSR ³&UHFHQ ODV LQYHUVLRQHV HQ HTXLSR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUODWYFRPXQLWDULDEXVFDVXIXWXUR ³/D 79 FRPXQLWDULD EXVFD VX IXWXUR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUVFLROLLQWHQWDUDGHVFHQWUDOL]DUODSURGXFFLRQHQODSURYLQFLD ³6FLROL LQWHQWDUi
GHVFHQWUDOL]DUODSURGXFFLyQHQODSURYLQFLD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUXQJUXSRLQYHUVRUORFDOVHTXHGRFRQODFDGHQDHNL³8QJUXSRLQYHUVRUORFDOVHTXHGy
FRQODFDGHQD(NL´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUDGYLHUWHQTXHKD\YDULDV]RQDVFRQSULQFLSLRVGHVHTXLD ³$GYLHUWHQ TXH KD\ YDULDV
]RQDVFRQSULQFLSLRVGHVHTXtD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUUHDSDUHFHODLQVHJXULGDGHQFDPSRVERQDHUHQVHV ³5HDSDUHFH OD LQVHJXULGDG HQ
FDPSRVERQDHUHQVHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUDQWHFHGHQWHVGHFULPHQHVFDQGHOD ³2WURV FUtPHQHV VLPLODUHV TXH LPSDFWDURQ D OD
RSLQLyQS~EOLFD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUODSDVWDHVVDJUDGDSDUDODVLQYHUVLRQHV ³/D SDVWD HV VDJUDGD SDUD ODV LQYHUVLRQHV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUSURGXFWRUHVTXHVHXQHQSRUHOHWDQRO ³3URGXFWRUHV VH XQHQ SRU HO HWDQRO´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUFRQWXQGHQWHDYDOHQSXHEORVTXHYLYHQGHODVRMD ³&RQWXQGHQWHDYDO HQ SXHEORV TXH
YLYHQGHODVRMD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUFULVWLQDWDPELHQJDQDHQOXJDUHVHPEOHPDWLFRVSDUDHOFDPSR ³(Q HO FDPSR WDPELpQ
JDQD&ULVWLQD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDULQQRFHQWLWUDHGHUHJUHVRDPHUHOOR ³,QQRFHQWL WUDH GH UHJUHVR D 0HUHOOR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUKXERWHPRUSRUODSRVLEOHSUHVHQFLDGHUDIDHOGL]HR ³+XER WHPRU SRU OD SRVLEOH
SUHVHQFLDGH5DIDHO'L=HR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUTXHSDVD³4XpSDVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUFDUWDVGHOHFWRUHV³&DUWDVGHOHFWRUHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\
VRFLHGDG
KWWSZZZODQDFLRQFRPDUSUHPLRDGRVGHVWDFDGRVFLHQWLILFRV ³3UHPLR D GRV GHVWDFDGRV FLHQWtILFRV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUVLQWHVLV³6tQWHVLV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUWUDVODVSHUGLGDVVHUHFRPSRQHHOYDORUGHORVJUDQRV ³7UDV ODV SpUGLGDV VH
UHFRPSRQHHOYDORUGHORVJUDQRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUWUHFHKRPLFLGLRVGHPXMHUHVFRQGRVSXQWRVHQFRPXQ ³7UHFHKRPLFLGLRV GHPXMHUHV
FRQGRVSXQWRVHQFRP~Q´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUODVLHPEUDORFDOGHJUDQRVILQRVDYDQ]DDWRGDPDUFKD ³/D VLHPEUD ORFDO GH JUDQRV
ILQRVDYDQ]DDWRGDPDUFKD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUWULVWH]DHQWLHUUDWULSHUD ³7ULVWH]D HQ WLHUUD WULSHUD´  SHUVRQDOLGDGHV UHFRQRFLGDV
HFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUTXHSDVD³4XpSDVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUHOUHEHOGHTXHYHQFLRDOUXLGR ³(O UHEHOGH TXH YHQFLy DO UXLGR´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUWULJRODERQDQ]DH[WHUQDQRVHUHIOHMDHQHOPHUFDGRORFDO ³7ULJR OD ERQDQ]D H[WHUQD
QRVHUHIOHMDHQHOPHUFDGRORFDO´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUTXHSDVD³4XpSDVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUHOSROORDPHQD]DFRQGHVWURQDUDOELIH³(OSROORDPHQD]DFRQGHVWURQDUDOELIH´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUFRO]D\FHEDGDODVRSFLRQHVSDUDUHHPSOD]DUDOWULJR ³&RO]D \ FHEDGD ODV RSFLRQHV
SDUDUHHPSOD]DUDOWULJR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUILHVWDHQHOVXUEURZQHVQDFLRQDO ³)LHVWD HQ HO 6XU %URZQ HV QDFLRQDO´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

KWWSZZZODQDFLRQFRPDUWRGRIXWERO³7RGRI~WERO´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
KWWSZZZODQDFLRQFRPDUODUR\DHQODFHEDGDFHUYHFHUD ³/D UR\D HQ OD FHEDGD FHUYHFHUD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUHOGHVDILRHVHOHTXLOLEULRHQWUHULQGH\FDOLGDG³(OGHVDItRHVHOHTXLOLEULRHQWUHULQGH\
FDOLGDG´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUXQDPDODUDFKDKD\TXHVDEHUDIURQWDUOD ³8QD PDOD UDFKD KD\ TXH VDEHU DIURQWDUOD´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUTXHSDVD³4XpSDVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUFRQXQFDFKRGHEXHQRVDLUHV³&RQXQ&DFKRGH%XHQRV$LUHV´SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUHQSURGXFFLRQ ³(Q SURGXFFLyQ´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD \
VRFLHGDG
KWWSZZZODQDFLRQFRPDUIDYRUDEOHHYROXFLRQGHODFDPSDQDGHVRMD ³)DYRUDEOH HYROXFLyQ GH OD FDPSDxD GH
VRMD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUTXHSDVD³4XpSDVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUTXHSDVD³4XpSDVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUFRQWHFQRORJLDHOJLUDVROUHFXSHUDWHUUHQRSHUGLGR³&RQWHFQRORJtDHOJLUDVROUHFXSHUD
WHUUHQRSHUGLGR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUODH[WUDQDUHODFLRQHQWUHHOWULJR\HOEPZHQODDGXDQD ³/D H[WUDxD UHODFLyQ HQWUH HO
WULJR\HO%0:HQODDGXDQD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUFDXVDQODVSDORPDVGDQRVHQFXOWLYRV ³&DXVDQ ODV SDORPDV GDxRV HQ FXOWLYRV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUXQSXQDGRGHQRPEUHVFRQVXHQRVGHVHOHFFLRQ³8QSXxDGRGHQRPEUHVFRQVXHxRV
GHVHOHFFLyQ´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
KWWSZZZODQDFLRQFRPDU\QRVIXLPRVDOFDPSR³«<QRVIXLPRVDOFDPSR´SHUVRQDOLGDGHVUHFRQRFLGDV
HFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUODPHVDGHHQODFHHQEDKLDEODQFD ³/D 0HVD GH (QODFH HQ %DKtD %ODQFD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUXQDSHOHDDWRGRRQDGD ³8QD SHOHD D WRGR R QDGD´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDURUHQVHODSOD\DHVFRQGLGD³2UHQVHODSOD\DHVFRQGLGD´WXULVPR
KWWSZZZODQDFLRQFRPDURUHQVHODSOD\DHVFRQGLGD ³8QD H[SORVLyQ GH UHQGLPLHQWRV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUHOJLUDVROEXVFDHOWHFKRSURGXFWLYR ³(O JLUDVRO EXVFD HO WHFKR SURGXFWLYR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUHOPDQHMRFODYHSDUDHOFHUHDO³(OPDQHMRFODYHSDUDHOFHUHDO´ SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUODVSDORPDVQRGDQWUHJXDDORVFXOWLYRV ³/DV SDORPDV QR GDQ WUHJXD D ORV FXOWLYRV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUSRUXQDSURGXFFLRQGLYHUVLILFDGD ³3RU XQD SURGXFFLyQ GLYHUVLILFDGD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUXQSLRQHURTXHDSRVWRWRGRDODFRO]D ³(O SLRQHUR TXH DSRVWy WRGR D OD FRO]D´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUSDUWLFLSDUSDUDFDPELDUODUHDOLGDG ³3DUWLFLSDU SDUD FDPELDU OD UHDOLGDG´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUHOVHOHFFLRQDGRORFDOWLHQHKLVWRULDVPLQLPDV ³(O VHOHFFLRQDGR ORFDO WLHQH 
KLVWRULDVPtQLPDV´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
KWWSZZZODQDFLRQFRPDUHVWDYH]HOSUHPLRPHUFXULRUHFD\RHQFRPSHWLGRUHVQRFRQYHQFLRQDOHV ³(VWD YH] HO
SUHPLR0HUFXULRUHFD\yHQFRPSHWLGRUHVQRFRQYHQFLRQDOHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUODFRVHFKDGHWULJRVHULDPD\RUTXHORVFDOFXORVLQLFLDOHV ³/D FRVHFKD GH WULJR VHUtD
PD\RUTXHORVFiOFXORVLQLFLDOHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUWUHVDUUR\RVWDPELHQFUHFH ³7UHV $UUR\RV WDPELpQ FUHFH´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUORTXHYLRVDUDKNHPS³/RTXHYLR6DUDK.HPS´SDWULPRQLRKLVWyULFRFXOWXUDO
KWWSZZZODQDFLRQFRPDUQXHYDLQFXUVLRQHQODWHOHYLVLRQDELHUWD³1XHYDLQFXUVLyQHQODWHOHYLVLyQDELHUWD´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUVFLROLTXLHUHGLYLGLUEXHQRVDLUHVHQQXHYHUHJLRQHV³6FLROLTXLHUHGLYLGLU%XHQRV$LUHV
HQQXHYHUHJLRQHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUVFLROLEXVFDUDGLYLGLUODSURYLQFLDHQQXHYHUHJLRQHVDGPLQLVWUDWLYDV ³6FLROL EXVFDUi
GLYLGLUODSURYLQFLDHQQXHYHUHJLRQHVDGPLQLVWUDWLYDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

KWWSZZZODQDFLRQFRPDUFRPEDWHQHODYDQFHGHODWXFXUD ³&RPEDWHQ HO DYDQFH GH OD WXFXUD´ 


SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUVHUHVXHOYHVRORHOGHORVGHOLWRVUXUDOHVHQODSURYLQFLDGHEXHQRVDLUHV ³6H
UHVXHOYHVyORHOGHORVGHOLWRVUXUDOHVGHODSURYLQFLDGH%XHQRV$LUHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\
VRFLHGDG
KWWSZZZODQDFLRQFRPDUHOFRELVPRDSXURDODXFU\FRTXHWHRFRQGHQDUYDH] ³(O FRELVPR DSXUy D OD 8&5 \
FRTXHWHyFRQ'H1DUYiH]´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUODOOXYLDWUDMRDOLYLRSDUDHOFDPSR ³/D OOXYLD WUDMR DOLYLR SDUD HO FDPSR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUODVFRPPRGLWLHVTXLHUHQWHQHUPDUFD ³/DV FRPPRGLWLHV TXLHUHQ WHQHU PDUFD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUFRQWUDWRPLOORQDULRSDUDXQDILUPDOLJDGDDPR\DQR ³&RQWUDWR PLOORQDULR SDUD XQD
ILUPDOLJDGDD0R\DQR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUUHFXHUGRGHODJHVWLRQGHPDULDQRVDDYHGUD ³5HFXHUGR GH OD JHVWLyQ GH 0DULDQR
6DDYHGUD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUSUHPLRDODH[FHOHQFLDDJURSHFXDULD ³3UHPLR D OD ([FHOHQFLD $JURSHFXDULD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUJLUDVROSUHYHQXQFUHFLPLHQWRGHODVXSHUILFLHVHPEUDGD ³*LUDVRO SUHYpQ XQ
FUHFLPLHQWRGHODVXSHUILFLHVHPEUDGD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDULQYHVWLJDUDQVLKXERYLQFXORVHQWUHORVDWDFDQWHVGHSLSDUR\ODSROLFLD ³,QYHVWLJDUiQ
VLKXERYtQFXORVHQWUHORVDWDFDQWHVGH3tSDUR\ODSROLFtD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUHVSHUDQXQDUHFXSHUDFLRQHQHODUHDVHPEUDGDFRQPDL] ³(VSHUDQ XQD UHFXSHUDFLyQ
HQHOiUHDVHPEUDGDFRQPDt]´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUGHQDUYDH]GXURFRQWUDHONLUFKQHULVPRSRUVXSROLWLFDFRQWUDODLQVHJXULGDG ³'H
1DUYiH]GXURFRQWUDHONLUFKQHULVPRSRUVXSROtWLFDFRQWUDODLQVHJXULGDG´ SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\
VRFLHGDG
KWWSZZZODQDFLRQFRPDUVXEHHOFRQVXPRGHSDVWDVIUHQWHDODO]DGHODFDUQH ³6XEH HO FRQVXPR GH SDVWDV
IUHQWHDODO]DGHODFDUQH´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUHQODDOLDQ]DDGPLWHQTXHKD\IDWLJD ³(Q OD DOLDQ]D DGPLWHQ TXH KD\ ³IDWLJD´´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUFRERVEXVFRH[SOLFDUODIRWRFRQGHQDUYDH] ³&RERV EXVFy H[SOLFDU OD IRWR FRQ 'H
1DUYiH]´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUJHVWRGHXQLGDGGHFRERV\GHQDUYDH] ³*HVWR GH XQLGDG GH &RERV \ 'H 1DUYiH]´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUFRPRRSHUDEDODEDQGDTXHDWDFRDODPXMHUHPEDUD]DGDHQODSODWD ³&yPR
RSHUDEDODEDQGDTXHDWDFyDODPXMHUHPEDUD]DGDHQ/D3ODWD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZODQDFLRQFRPDUWRGRIXWERO³7RGRI~WERO´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUWUHVSURIXJRVSRUHODWDTXHFRQWUDODPXMHUHPEDUD]DGD ³7UHV SUyIXJRV SRU HO
DWDTXHFRQWUDODPXMHUHPEDUD]DGD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUWRGRIXWERO³7RGRI~WERO´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUXQDRODGHIULRLQYDGHDWRGRHOSDLV ³8QD ROD GH IUtR LQYDGH D WRGR HO SDtV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUQHYRHQSURYLQFLDV\FRQWLQXDUDODRODGHIULR ³1HYy HQ  SURYLQFLDV \
FRQWLQXDUiODRODGHIUtR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDOTXLOHUHVDJULFRODVRWUDYH]FXHVWDDUULED ³$OTXLOHUHV DJUtFRODV RWUD YH] FXHVWD
DUULED´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDURWURDQRGHWULJRHVFDVR ³2WUR DxR GH WULJR HVFDVR´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUGHPDUJHQHV\HVIXHU]RLQWHOHFWXDO ³'H PiUJHQHV \ ³HVIXHU]R LQWHOHFWXDO´´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDJULFXOWXUDSRUDPELHQWHVWRGRSDUDJDQDU ³$JULFXOWXUD SRU DPELHQWHV WRGR SRU
JDQDU´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVLQFRQVHQVRHQHOFDPSRSRUHOGRODU ³6LQ FRQVHQVR HQ HO FDPSR SRU HO GyODU´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSLGHQTXHVHQRUPDOLFHHOPHUFDGRGHOWULJR ³3LGHQ TXH VH QRUPDOLFH HO PHUFDGR
GHOWULJR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUJHQHURPDOHVWDUXQDTXHMDSRUWUDEDVTXHSXVRXUXJXD\ ³*HQHUy PDOHVWDU XQD
TXHMDSRUWUDEDVTXHSXVR8UXJXD\´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUGRVKRUDVGXURXQDVDOWRDXQFRQFHMDO ³'RV KRUDV GXUy XQ DVDOWR D XQ FRQFHMDO´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSZZZODQDFLRQFRPDUHVWDQGDGDVODVFRQGLFLRQHVSDUDWHQHUDOWRVUHQGLPLHQWRV ³(VWiQ GDGDV ODV


FRQGLFLRQHVSDUDWHQHUDOWRVUHQGLPLHQWRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUUDIDHODVLJXHFRQSDVRJDQDGRU³5DIDHODVLJXHFRQSDVRJDQDGRU´DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUSUHRFXSDQORVHPEDWHVVREUHSDSHOSUHQVD ³3UHRFXSDQ ORV HPEDWHV VREUH 3DSHO
3UHQVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFHUWLILFDFLRQGHFDOLGDGHQHVFXHODVDJURWHFQLFDV ³&HUWLILFDFLyQ GH FDOLGDG HQ
HVFXHODVDJURSHFXDULDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUXQDFRUWDHVWDGLDHQODSULPHUDGLYLVLRQ ³8QD FRUWD HVWDGtD HQ OD SULPHUD GLYLVLyQ´
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUWUHVDUUR\RVDVHVLQDQDXQMRYHQTXHLQWHQWRIUXVWUDUXQURER ³7UHV $UUR\RV
DVHVLQDQDXQMRYHQTXHLQWHQWyIUXVWUDUXQURER´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUEUHYHV³%UHYHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUXQDHOHFFLRQTXHGHVQXGRXQDSXMDHQWUHVFLROL\EDOHVWULQL ³8QD HOHFFLyQ TXH
GHVQXGyXQDSXMDHQWUH6FLROL\%DOHVWULQL´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUUHPDWHJDQDGHUR ³5HPDWH JDQDGHUR´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD
\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUIUDQHWRYLFKSLGLRGDUVHQDOHVDOFDPSR ³)UDQHWRYLFK SLGLy GDU VHxDOHV DO FDPSR´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUXQSXHUWRFRQKDPEUHGHWULJR ³8Q SXHUWR FRQ KDPEUH GH WULJR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODWHQVLRQGHFULVWLQD\PR\DQR ³/D WHQVLyQ GH &ULVWLQD \ 0R\DQR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDEUDFDGDEUDHOWULJRGHFHUHDODJUDQRH[RWLFR³£$EUDFDGDEUDHOWULJRGHOFHUHDOD
JUDQRH[yWLFR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDSHVDUGHODFXHUGRVLJXHVLQDFWLYDUVHHOFRPHUFLRGHWULJR ³$ SHVDU GHO DFXHUGR
VLJXHVLQDFWLYDUVHHOFRPHUFLRGHOWULJR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUTXHSDVD³4XpSDVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUNUDIWVHFRQVROLGDFRPRHOULYDOGHDUFRUHQHOUXEURJRORVLQDV ³.UDIW VH FRQVROLGD
FRPRHOULYDOGH$UFRUHQHOUXEURJRORVLQDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUWULJRORVULQGHVDSHQDVFRQIRUPDURQ ³7ULJR ORV ULQGHV DSHQDV FRQIRUPDURQ´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDJULFXOWXUDSRUDPELHQWHV ³$JULFXOWXUD SRU DPELHQWHV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVRUJRVJUDQLIHURVSDUDHOVXUERQDHUHQVH ³6RUJRV JUDQtIHURV SDUD HO VXU
ERQDHUHQVH´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOJLUDVRODSXUDWHFQRORJLD ³(O JLUDVRO D SXUD WHFQRORJtD´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVLQFRUEDWD ³6LQ FRUEDWD´  VRFLHGDG PDUFD &KHHN\ SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODKLSRWHVLVGHOFRQIOLFWRIDPLOLDUHVWDHQLQYHVWLJDFLRQGLMRODILVFDOGHOFDVRSRPDU
³/D KLSyWHVLV GHO FRQIOLFWR IDPLOLDU HVWi HQ LQYHVWLJDFLyQ´GLMR OD ILVFDO GHO FDVR 3RPDU´  SHUVRQDOLGDGHV UHFRQRFLGDV
HFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUEUHYHV³%UHYHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUEUHYHV³%UHYHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHQKXERHOSHRUFOLPDHQDQRV ³(Q  KXER HO SHRU FOLPD HQ  DxRV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODPHMRUHQWUHORVPHMRUHV ³/D PHMRU HQWUH ORV PHMRUHV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOFDPSRDUJHQWLQRWLHQHQXHYRVFDPSHRQHV ³(O FDPSR DUJHQWLQR WLHQH QXHYRV
FDPSHRQHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUGLVWLQJXLHURQDORVPHMRUHVGHOFDPSR³'LVWLQJXLHURQDORVPHMRUHVGHOFDPSR´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUPRGHUDGDUHFXSHUDFLRQGHODVOOXYLDV ³0RGHUDGD UHFXSHUDFLyQ GH ODV OOXYLDV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDSHVDUGHODFULVLVGHVWDFDQODVRSRUWXQLGDGHVGHODJDQDGHULD ³$ SHVDU GH OD
FULVLVGHVWDFDQODVRSRUWXQLGDGHVGHODJDQDGHUtD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDOWDKRWHOHULDHQODFRVWD³$OWDKRWHOHUtDHQODFRVWD´WXULVPR
 KWWSZZZODQDFLRQFRPDUORVEDQFRVGHODEXHQDIHVHH[WLHQGHQSRUHOSDLV ³/RV EDQFRV GH EXHQD IH VH
H[WLHQGHQSRUHOSDtV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSZZZODQDFLRQFRPDUYDULHGDGHV³9DULHGDGHV´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUODHVFDVDHQWUDGDIDFLOLWRODVYHQWDV ³/D HVFDVD HQWUDGD IDFLOLWy ODV YHQWDV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVFLROLFHGLRDODSUHVLRQ\OLPLWRORVDOFDQFHVGHODXPHQWRLPSRVLWLYR ³6FLROL FHGLy D
ODSUHVLyQ\OLPLWyORVDOFDQFHVGHODXPHQWRLPSRVLWLYR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFDUWDVGHOHFWRUHV ³&DUWD GH OHFWRUHV´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD
\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDILUPDQTXHFUHFHHOKDPEUHHQHOSDLV ³$ILUPDQ TXH FUHFH HO KDPEUH HQ HO SDtV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODVHQFXHVWDVTXHQDGLHTXLHUHYHU ³/DV HQFXHVWDV TXH QDGLH TXLHUH YHU´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSDJDUDQPDVHQHOQRUWH\HQHORHVWH ³3DJDUiQ PiV HQ HO 1RUWH \ HQ HO 2HVWH´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUORVUXUDOLVWDVDGYLHUWHQTXH\DQRSXHGHQFRQWHQHUDORVSURGXFWRUHV ³/RV
UXUDOLVWDVDGYLHUWHQTXH\DQRSXHGHQFRQWHQHUDORVSURGXFWRUHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUQLDVLQRVYDQDGDUDOJR ³1L DVt QRV YD D GDU DOJR´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOLPLQDUDHOJRELHUQRXQEHQHILFLRSDUDHOFDPSR ³(OLPLQDUi HO *RELHUQR XQ
EHQHILFLRSDUDHOFDPSR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUROLYDUHVRUJDQLFRVHQWLHUUDVERQDHUHQVHV ³2OLYDUHV RUJiQLFRV HQ WLHUUDV
ERQDHUHQVHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVXVSHQGHQODVUHWHQFLRQHVHQSDUWLGRVERQDHUHQVHV ³6XVSHQGHQ ODV
UHWHQFLRQHVHQSDUWLGRVERQDHUHQVHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOVHQDGRHOLPLQRODVUHWHQFLRQHVHQSDUWLGRVERQDHUHQVHV ³(O 6HQDGR HOLPLQy
ODVUHWHQFLRQHVHQSDUWLGRVERQDHUHQVHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDJHQGDFXOWXUDO³$JHQGDFXOWXUDO´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUFKLQDFRPSUDULDFDUQHDUJHQWLQD ³&KLQD FRPSUDUtD FDUQH DUJHQWLQD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDFULELOODURQDRWURSROLFLDERQDHUHQVH ³$FULELOODURQ D RWUR SROLFtD ERQDHUHQVH´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDVHVLQDQDXQSROLFLDHQXQLQWHQWRGHURERHQWUHVDUUR\RV ³$VHVLQDQ D XQ SROLFtD
HQXQLQWHQWRGHURERHQ7UHV$UUR\RV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUGHEHQHGLFWLVHQHOQRPEUHGHOSDGUH³'H%HQHGLFWLVHQHOQRPEUHGHOSDGUH´
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUQRHVWDEDGHDFXHUGRFRQYHQLUDFRUUHUDFD ³1R HVWDED GH DFXHUGR FRQ YHQLU D
FRUUHUDFi´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUUHPDWHJDQDGHUR ³5HPDWH JDQDGHUR´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD
\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUTXHSDVD³4XpSDVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUQXHYRSUHVLGHQWHHQHOPRYLPLHQWRFUHD ³1XHYR SUHVLGHQWH HQ HO PRYLPLHQWR
&5($´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSRGULDQSHUGHUVHPDVGLDVGHFODVHVSRUSDURV ³3RGUtDQ SHUGHUVH PiV GtDV GH
FODVHVSRUSDURV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUUDIDHOOORUHQWHHVHOQXHYRSUHVLGHQWHGHOPRYLPLHQWRFUHD ³5DIDHO /ORUHQWH HV HO
QXHYRSUHVLGHQWHGHOPRYLPLHQWR&5($´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUOOXYLDVGLVSDUHVSDUDHOWULJR ³/OXYLDV GLVSDUHV SDUD HO WULJR´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUQRFLHUUDQELHQORVQXPHURVGHOWULJR ³1R FLHUUDQ ELHQ ORV Q~PHURV GHO WULJR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSRUODVUXWDVGHOWHDWUR³3RUODVUXWDVGHOWHDWUR´SDWULPRQLRKLVWyULFRFXOWXUDO
 KWWSZZZODQDFLRQFRPDUHOWHDWURDUJHQWLQRYLDMDSRUVDWHOLWHDFLXGDGHVGHOLQWHULRUERQDUHQVH³(O7HDWUR
$UJHQWLQRYLDMDSRUVDWpOLWHDFLXGDGHVGHOLQWHULRUERQDHUHQVH´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUURWDFLRQHVHQDPELHQWHVOLPLWDGRV ³5RWDFLRQHV HQ DPELHQWHV OLPLWDGRV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOFDPSRUHXQH\FDSDFLWDILVFDOHVSDUDODRSRVLFLRQ ³(O FDPSR UH~QH \ FDSDFLWD
ILVFDOHVSDUDODRSRVLFLyQ´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUERFDVHHQIULDHOSDVHGHSDODFLRDOGHSRUWLYR ³%RFD HQIUtD HO SDVH GH 3DODFLR DO
'HSRUWLYR´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUVHQRUPDOL]DHOWUDQVLWRWUDVODLQWHQVDQLHEOD ³6H QRUPDOL]D HO WUiQVLWR WUDV OD
LQWHQVDQLHEOD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDGUXWD
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSZZZODQDFLRQFRPDUODVSULPHUDVJHVWLRQHVGHODFRUXQDSRUSDODFLR ³/DV SULPHUDV JHVWLRQHV GH /D


&RUXxDSRU3DODFLR´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUERFDSDODFLRVHLULDDMXJDUDGHSRUWLYRODFRUXQD ³%RFD 3DODFLR VH LUtD D MXJDU D
'HSRUWLYR/D&RUXxD´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUGHQDUYDH]OHSLGLRDVFLROLEDMDUHOWRQRGHODFDPSDQD ³'H 1DUYiH] OH SLGLy D
6FLROLEDMDUHOWRQRGHODFDPSDxD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVHDJRWDQORVWLHPSRVSDUDHOWULJR ³6H DJRWDQ ORV WLHPSRV SDUD HO WULJR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUORVIRQGRVGHODVRMDQROOHJDQDORVPXQLFLSLRV ³/RVIRQGRV GH OD VRMD QR OOHJDQ D
ORVPXQLFLSLRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODVOOXYLDVQRDSODFDURQODVHTXLD ³/DV OOXYLDV QR DSODFDURQ OD VHTXtD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHQHOFDPSRQRVHROYLGDQGHOFRQIOLFWR ³(Q HO FDPSR QR VH ROYLGDQ GHO FRQIOLFWR´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODVLWXDFLRQ³/DVLWXDFLyQ´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUIDOWDKXPHGDGSDUDLQLFLDUODVLHPEUD³)DOWDKXPHGDGSDUDLQLFLDUODVLHPEUD´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOWULJRDOERUGHGHODELVPR ³(O WULJR D ERUGH GHO DELVPR´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOWULJR\ODSROLWLFDWLHQHQGRVDJHQGDVLQFRPSDWLEOHV ³(O WULJR \ OD SROtWLFD WLHQHQ
GRVDJHQGDVLQFRPSDWLEOHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUTXHSDVD³4XpSDVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHQXQFOLPDGHGRORUSRUHODVHVLQDWRGHFDSULVWRNLUFKQHUOHUHFODPR
UHVSRQVDELOLGDGDODMXVWLFLD³(QXQFOLPDGHGRORUSRUHODVHVLQDWRGH&DSULVWR.LUFKQHUOHUHFODPy³UHVSRQVDELOLGDG´DOD
-XVWLFLD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFDSLWDQLFKHQWUHHOGHQJXH\XQDILHVWDHQHOWDWWHUVDOO ³&DSLWDQLFK HQWUH HO GHQJXH
\XQDILHVWDHQHO7DWWHUVDOO´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDJHQGDFXOWXUDO³$JHQGDFXOWXUDO´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUODHFRQRPLD\DHVWDHQUHFHVLRQVHJXQLQGLFDGRUHVSULYDGRV³/DHFRQRPtD\DHVWi
HQUHFHVLyQVHJ~QLQGLFDGRUHVSULYDGRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUPDVLQWHQGHQWHVSRQHQUHSDURVSDUDVHUFDQGLGDWRV ³0iV LQWHQGHQWHV SRQHQ
UHSDURVSDUDVHUFDQGLGDWRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUQHVWRUNLUFKQHUDVHJXURTXHVHUHDFWLYRODHFRQRPLDDUJHQWLQD ³1pVWRU .LUFKQHU
DVHJXUyTXHVHUHDFWLYyODHFRQRPtDDUJHQWLQD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOHFFLRQHVXQRVSRQGUDQHOFXHUSRRWURVHODSHOOLGR ³(OHFFLRQHV XQRV SRQGUiQ HO
FXHUSRRWURVHODSHOOLGR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDJHQGDFXOWXUDO³$JHQGDFXOWXUDO´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUQHVWRUNLUFKQHU\DGDVHQDOHVGHTXHVHUDFDQGLGDWR ³1pVWRU .LUFKQHU \D GD
VHxDOHVGHTXHVHUiFDQGLGDWR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODVLHPEUDGHWULJRSRGULDVHUODPHQRUHQPDVGHDQRV ³/D VLHPEUD GH WULJR
SRGUtDVHUODPHQRUHQPiVGHDxRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUKDEUDPDVSURPRWRUHVFRPXQLWDULRVHQODSURYLQFLDGHEXHQRVDLUHV ³+DEUi PiV
SURPRWRUHVFRPXQLWDULRVHQOD3URYLQFLDGH%XHQRV$LUHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFUHFHODWHQVLRQHQWUHSURGXFWRUHV\FDPLRQHURV ³&UHFH OD WHQVLyQ HQWUH
SURGXFWRUHV\FDPLRQHURV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUKXERPDVGHFRUWHVHQWRGRHOSDLV ³+XER PiV GH  FRUWHV HQ WRGR HO SDtV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUEXVFDQDFRWDUODYHQWDGHHQHUJL]DQWHV ³%XVFDQ DFRWDU OD YHQWD GH HQHUJL]DQWHV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFDUWDVGHOHFWRUHV ³&DUWD GH OHFWRUHV´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD
\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODSUHVLGHQWDFXHVWLRQRORVFRUWHV ³/D 3UHVLGHQWH FXHVWLRQy ORV FRUWHV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFDUWDVGHOHFWRUHV ³&DUWD GH OHFWRUHV´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD
\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFRQDOJXQRVFRUWHVSURGXFWRUHVDJXDUGDQGHILQLFLRQHVHQODVUXWDV ³&RQ DOJXQRV
FRUWHVSURGXFWRUHVDJXDUGDQGHILQLFLRQHVHQODVUXWDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSURGXFWRUHVHQDOHUWDDORVFRVWDGRVGHODVUXWDV ³3URGXFWRUHV HQ DOHUWD D ORV
FRVWDGRVGHODVUXWDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSZZZODQDFLRQFRPDUORVLQWHQGHQWHVDUPDQHOGREOHMXHJR ³/RV LQWHQGHQWHV DUPDQ HO ³GREOH ULHVJR´´


SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUUHPDWHJDQDGHUR ³5HPDWH JDQDGHUR´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD
\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODFRO]DXQDRSFLRQTXHFUHFH ³/D FRO]D XQD RSFLyQ TXH FUHFH´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUEDQGHUDVQHJUDV\PXFKDVFULWLFDVSDUDODSUHVLGHQWD ³%DQGHUDV QHJUDV \ PXFKDV
FUtWLFDVSDUDOD3UHVLGHQWD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODSUHVLGHQWDHYLWRXQDSURWHVWD\FULWLFRDORVPHGLRV\DOFDPSR ³/D 3UHVLGHQWD
HYLWyXQDSURWHVWD\FULWLFyDORVPHGLRV\DOFDPSR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSROLGHSRUWLYR³3ROLGHSRUWLYR´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUFRQFRQFHQWUDFLRQHV\DFWRVWHUPLQDKR\HOSDURUXUDOLVWD ³&RQ FRQFHQWUDFLRQHV \
DFWRVWHUPLQDKR\HOSDURUXUDOLVWD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUGHDQJHOLFRQWLQXDFRQODSURWHVWDGHSURGXFWRUHVUXUDOHVHQXQEDQFRHQHQWUH
ULRV ³'H ÈQJHOL FRQWLQ~D FRQ OD SURWHVWD GH SURGXFWRUHV UXUDOHV HQ XQ EDQFR HQ (QWUH 5tRV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSDVDMHVGHSDULV³3DVDMHVGH3DUtV´SDWULPRQLRKLVWyULFRFXOWXUDO
 KWWSZZZODQDFLRQFRPDUODVRMDIDYRUHFLGDSRUODVXOWLPDVOOXYLDV³/DVRMDIDYRUHFLGDSRUODV~OWLPDVOOXYLDV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUOOHJRHODJXDSDUDODV]RQDVPDVFDVWLJDGDV ³/OHJy HO DJXD SDUD ODV ]RQDV PiV
FDVWLJDGDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVFLROLGHFODURODHPHUJHQFLDDJURSHFXDULD ³6FLROL GHFODUy OD HPHUJHQFLD
DJURSHFXDULD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVFLROLGDUDEHQHILFLRVLPSRVLWLYRVDODJUR³6FLROLGDUiEHQHILFLRVLPSRVLWLYRVDODJUR´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUEXHQRVDLUHVHOJLURFRSHUQLFDQRGHOJREHUQDGRUVFLROL ³%XHQRV $LUHV HO JLUR
FRSHUQLDQRGHOJREHUQDGRU6FLROL´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVHDJUDYDODFULVLVSRUODVHTXLDHQYDULDVSURYLQFLDV ³6H DJUDYD OD FULVLV SRU OD
VHTXtDHQYDULDVSURYLQFLDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUNLUFKQHUUHSDUWHREUDVPLOORQDULDVHQEXVFDGHYRWRV ³.LUFKQHU UHSDUWH REUDV
PLOORQDULDVHQEXVFDGHYRWRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOFDPSRUHFODPDXQDUHXQLRQFRQODSUHVLGHQWD ³(O FDPSR UHFODPD XQD UHXQLyQ
FRQOD3UHVLGHQWD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDURWUDVHQDOGHVFLROLDORVUXUDOLVWDV ³2WUD VHxDO GH 6FLROL D ORV UXUDOLVWDV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUKXERPXHUWRVHQDFFLGHQWHVGHWUDQVLWR ³+XER  PXHUWRV HQ DFFLGHQWHV GH
WUiQVLWR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUUXWDVWUDJLFDVDOPHQRVGRFHPXHUWRVHQGLYHUVRVDFFLGHQWHVGHWUDQVLWR ³5XWDV
WUiJLFDV DO PHQRV GRFH PXHUWRV HQ GLYHUVRV DFFLGHQWHV GH WUiQVLWR´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD \
VRFLHGDG
 KWWSZZZODQDFLRQFRPDUWLURIHGHUDODSHQDVXQVXHQRHQWUH ³7LUR )HGHUDO DSHQDV XQ VXHxR HQWUH ´
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUHQPDU]RVXELUDODWDULIDGHODJXDHQEXHQRVDLUHV ³(Q PDU]R VXELUi OD WDULID GHO
DJXDHQ%XHQRV$LUHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSURQRVWLFDQOOXYLDVSDUDHOILQGHVHPDQDSHURVHULDQLQVXILFLHQWHV ³3URQRVWLFDQ
OOXYLDVSDUDHOILQGHVHPDQDSHURVHUtDQLQVXILFLHQWHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFDHPDVODFRVHFKDGHWULJR ³&DH PiV OD FRVHFKD GH WULJR´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVXEDJHQHUDOGHODVFRWL]DFLRQHV ³6XED JHQHUDO GH ODV FRWL]DFLRQHV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDULQ\HFFLRQGHHQHUJLDSURSLD ³,Q\HFFLyQ GH HQHUJtD SURSLD´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUGHWXYLHURQDXQLQYHUVLRQLVWDDFXVDGRGHHVWDIDUDSHUVRQDV³'HWXYLHURQDXQ
LQYHUVLRQLVWDDFXVDGRGHHVWDIDUDSHUVRQDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSUHRFXSDFLRQSRUXQDLQYDVLRQGHWXFXUDV ³3UHRFXSDFLyQ SRU XQD LQYDVLyQ GH
WXFXUDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODH[SRUWDFLRQDJUROLPHQWDULDPDVLQQRYDGRUD ³/D H[SRUWDFLyQ DJURDOLPHQWDULD PiV
LQQRYDGRUD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOVXHQRGHODJUDQMDJDQDUYDORUDJUHJDGR ³(O VXHxR GH OD JUDQMD JDQDU YDORU
DJUHJDGR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSZZZODQDFLRQFRPDUORVULQGHVGHWULJRHQHOWRERJDQMXQWRFRQODPHQRUSURGXFFLRQ ³/RV ULQGHV GHO


WULJRHQHOWRERJiQMXQWRFRQODPHQRU´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUGHDQJHOLDPHQD]RFRQHQGXUHFHUODSURWHVWD³'HÈQJHOLDPHQD]yFRQHQGXUHFHUOD
SURWHVWD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUPRGHODUYLDVGHHVFDSH ³0RGHODU YtDV GH HVFDSH´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOSMERQDHUHQVHYDDXQDVLQWHUQDVFRQILQDOFDQWDGR³(O3-ERQDHUHQVHYDDXQDV
LQWHUQDVFRQHOILQDOFDQWDGR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFRQWURODUDQODVUXWDVFRQUDGDUHV³&RQWURODUiQODVUXWDVFRQUDGDUHV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVHTXLDRWUDSLHGUDHQODFDPSDQD ³6HTXtD RWUD SLHGUD HQ ODT FDPSDxD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUXQFODVLFRTXHOOHYDUDVXVWHPRUHV\VXFOLPDHQUDUHFLGRDODERPERQHUD ³8Q
FOiVLFR TXH OOHYDUi VXV WHPRUHV \ VX FOLPD HQUDUHFLGR D OD %RPERQHUD´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD \
VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFDOLGDGGHVLHPEUDSDUDHOPDL] ³&DOLGDG GH VLHPEUD SDUD HO PDt]´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHVWUDWHJLDVSDUDVXSHUDUGLILFXOWDGHV ³(VWUDWHJLDV SDUD VXSHUDU GLILFXOWDGHV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSUHFLVLRQHOFDPLQRSDUDJDQDU ³3UHFLVLyQ HO FDPLQR SDUD JDQDU´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSROHPLFDSRUODVIXJDVGHPHQRUHV ³3ROpPLFD SRU ODV IXJDV GH PHQRUHV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUGHWXYLHURQDGRVPHQRUHVTXHVHKDELDQIXJDGRGHXQLQVWLWXWR ³'HWXYLHURQ D GRV
PHQRUHVTXHVHKDEtDQIXJDGRGHXQLQVWLWXWR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSRUXQSDLVOLEUHGHKXPRGHWDEDFR ³3RU XQ SDtV OLEUH GH KXPR GH WDEDFR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUOLQLHUVRSHURFRQFDEH]DV ³/LQLHUV RSHUy FRQ  FDEH]DV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVHRSHURFRQFDEH]DV ³6H RSHUy FRQ  FDEH]DV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVHUORFRRQRVHU³6HUORFR2QRVHU´SDWULPRQLRKLVWyULFRFXOWXUDO
 KWWSZZZODQDFLRQFRPDUWLELRFRPLHQ]RGHODSURWHVWDUXUDO ³7LELR FRPLHQ]R GH OD SURWHVWD UXUDO´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUTXHSDVD³4XpSDVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSRUODOOXYLD\ODVPDODVPDQLREUDVKXERPXHUWRVHQDFFLGHQWHVYLDOHV ³3RU OD
OOXYLD \ ODV PDODV PDQLREUDV KXER  PXHUWRV HQ DFFLGHQWHV YLDOHV´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD \
VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHQPHGLRGHODOOXYLDRQFHSHUVRQDVPXULHURQHQGLVWLQWRVDFFLGHQWHVHQHOSDLV
³(Q PHGLR GH OD OOXYLD RQFH SHUVRQDV PXULHURQ HQ GLVWLQWRV DFFLGHQWHV HQ HO SDtV´  SHUVRQDOLGDGHV UHFRQRFLGDV
HFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUPD\RUSURWDJRQLVPR\ULHVJRGHFRQFHQWUDFLRQHQHOQRUWH ³0D\RU SURWDJRQLVPR \
ULHVJRGHFRQFHQWUDFLyQHQHO1RUWH´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODVHPSUHVDVTXHOOHJDURQDODFLPDGHODH[FHOHQFLD³/DVHPSUHVDVTXHOOHJDURQD
ODFLPDGHODH[FHOHQFLD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVHHQWUHJDHOSUHPLRDODH[FHOHQFLDH[SRUWDGRUD ³6H HQWUHJD HO 3UHPLR D OD
([FHOHQFLD([SRUWDGRUD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUEXVFDQGLYHUVLILFDUODFRVHFKDILQD ³%XVFDQ GLYHUVLILFDU OD FRVHFKD ILQD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUGHQXQFLDQXQKRPHQDMHDORVDVHVLQRVGHOFRURQHOODUUDEXUH ³'HQXQFLDQ XQ
KRPHQDMHDORVDVHVLQRVGHO&RURQHO/DUUDEXUH´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUEDOHDURQDXQOLEUHURHQORPDVGH]DPRUD ³%DOHDURQ D XQ OLEUHUR HQ /RPDV GH
=DPRUD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOPDQGDSDUWHFRQQDLVVHXU ³(O ³PDQGDSDUWH FRQQDLVVHXU´´  SDWULPRQLR
KLVWyULFRFXOWXUDO
 KWWSZZZODQDFLRQFRPDUODKLVWRULDGHXQWHDWURFRQVWUXLGRFRQFRUDMH ³/D KLVWRULD GH XQ WHDWUR FRQVWUXLGR
FRQFRUDMH´SDWULPRQLRKLVWyULFRFXOWXUDO
 KWWSZZZODQDFLRQFRPDUODFLXGDGTXHUHFXSHURHODSODXVR ³/D FLXGDG TXH UHFXSHUy HO DSODXVR´ 
SDWULPRQLRKLVWyULFRFXOWXUDO
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSZZZODQDFLRQFRPDUODKLVWRULDVHFUHWDGHXQSDVHTXHTXHGRHQODLQFHUWLGXPEUH ³/D KLVWRULD VHFUHWD


GHXQSDVHTXHTXHGyHQODLQFHUWLGXPEUH´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDOHUWDHQODVIURQWHUDVWUDVODIXJDGHOUHSUHVRUFRUUHVHQEDKLDEODQFD ³$OHUWD HQ
ODVIURQWHUDVWUDVODIXJDGHOUHSUHVRU&RUUHVHQ%DKtD%ODQFD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUYROYLRDFRPSOLFDUODQLHEOD ³9ROYLy D FRPSOLFDU OD QLHEOD´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUTXHSDVD³4XpSDVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUTXHSDVD³4XpSDVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDXWRUL]RVFLROLXQDO]DHQODOX]DXQPLOORQGHXVXDULRV ³$XWRUL]y 6FLROL XQ DO]D HQ
ODOX]DXQPLOOyQGHXVXDULRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFDUWDVGHOHFWRUHV ³&DUWD GH OHFWRUHV´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD
\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUORVYDFXQRVFRSDURQOLQLHUV ³/RV YHFLQRV FRSDURQ /LQLHUV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFRQWLQXDURQORVFRUWHVSHURKXERPHQRVWHQVLRQ³&RQWLQXDURQORVFRUWHVSHURKXER
PHQRVWHQVLyQ´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUTXHSDVD³4XpSDVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVWRUQHOOLFDGDYH]VHGHQXQFLDQPDVGHOLWRV ³6WRUQHOOL FDGD YH] VH GHQXQFLDQPiV
GHOLWRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUORVWUDQVSRUWLVWDVVHJXLUDQFRQORVFRUWHVKDVWDTXHYXHOYDHOGLDORJR ³/RV
WUDQVSRUWLVWDVVHJXLUiQFRQORVFRUWHVKDVWDTXHYXHOYDHOGLiORJR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVHDJXGL]DQORVEORTXHRVHQHOLQWHULRU ³6H DJXGL]DQ ORV EORTXHRV HQ HO LQWHULRU´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUD]XOIXHODSDUDGDREOLJDGDSDUDXQRVPLOFDPLRQHV ³$]XO IXH OD SDUDGD REOLJDGD
SDUDXQRVPLOFDPLRQHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVHDJXGL]DQORVFRUWHVGHUXWDVHQHOLQWHULRUGHOSDLV ³6H DJXGL]DQ ORV FRUWHV GH
UXWDVHQHOLQWHULRUGHOSDtV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUORVWUDQVSRUWLVWDVEORTXHDQODVUXWDV ³/RV WUDQVSRUWLVWDV EORTXHDQ ODV UXWDV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDPHQD]DQFRQXQSDURWRWDOORVWUDQVSRUWLVWDV ³$PHQD]DQ FRQ XQ SDUR WRWDO ORV
WUDQVSRUWLVWDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSHUVLVWHQDOJXQRVFRUWHV ³3HUVLVWHQ DOJXQRV FRUWHV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSHUVLVWHQIRFRVGHSURWHVWDHQODVUXWDV ³3HUVLVWHQ IRFRV GH SURWHVWD HQ ODV UXWDV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUWUHVDUUR\RVODWLHUUDSURVSHUDHQODTXHKR\FRVHFKDQEURQFD ³7UHV $UUR\RV OD
WLHUUDSUyVSHUDHQODTXHKR\FRVHFKDQEURQFD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUPHGLDKRUDDPHUFHGGHOGXHQRGHXQDUXWD ³0HGLD KRUD D PHUFHG GHO ³GXHxR´ GH
XQDUXWD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUYLROHQWDVSHOHDVHQEORTXHRVGHUXWDV³9LROHQWDVSHOHDVHQEORTXHRVGHUXWDV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUQRFHGHODSURWHVWDHQHOLQWHULRU ³1R FHGH SURWHVWD HQ HO LQWHULRU´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHQFRORQORVFRPHUFLDQWHVDPHQD]DQFRQFHUUDUORFDOHV ³(Q &ROyQ ORV
FRPHUFLDQWHVDPHQD]DQFRQFHUUDUORFDOHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODSURWHVWDVLJXHILUPHHQHOLQWHULRU ³/D SURWHVWD VLJXH ILUPH HQ HO LQWHULRU´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOIULRSRODUFRQJHORFDVLWRGRHOSDLV ³(O IULR SRODU FRQJHOy FDVL WRGR HO SDtV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFRQHSLFHQWURHQHQWUHULRVVHPXOWLSOLFDQORVSLTXHWHV ³&RQ HSLFHQWUR HQ (QWUH
5tRVVHPXOWLSOLFDQORVSLTXHWHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVHH[WLHQGHQGHVGHDQRFKHORVSLTXHWHVHQFDVLWRGRHOSDLV ³6H H[WLHQGHQ GHVGH
DQRFKHORVSLTXHWHVHQFDVLWRGRHOSDtV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUIUHQWHDXQHVFHQDULRFDVLGHVFRQRFLGR ³)UHQWH D XQ HVFHQDULR FDVL GHVFRQRFLGR´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUEUHYHV³%UHYHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDVDOWDQ\JROSHDQDWXULVWDVLWDOLDQRV ³$VDOWDQ \ JROSHDQ D WXULVWDV LWDOLDQRV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUEUHYHV³%UHYHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSZZZODQDFLRQFRPDUDOLYLRSDUDHOWULJRHPSH]RDOORYHUHQODV]RQDVGHVLHPEUD ³$OLYLR SDUD HO WULJR


HPSH]yDOORYHUHQODV]RQDVGHVLHPEUD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOSDURDOGLD ³(O SDUR DO GtD´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD \
VRFLHGDG
 KWWSZZZODQDFLRQFRPDUORVYHFLQRVVDEHQTXHKDFHUFRQODEDVXUD ³/RV YHFLQRV VDEHQ TXp KDFHU FRQ OD
EDVXUD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOGHVDQLPROHJDQDODFDUUHUDDOWULJR³(OGHViQLPROHJDQDODFDUUHUDDOWULJR´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSUHVLRQDFDPLRQHURVGHEUDVLO ³3UHVLyQ D FDPLRQHURV HQ %UDVLO´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSROLGHSRUWLYR³3ROLGHSRUWLYR´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUHQEDKLDEODQFDODSURWHVWDIXHPDVLYD ³(Q %DKtD %ODQFD OD SURWHVWD IXH PDVLYD´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDURWUDMRUQDGDDSXURWUDFWRUD]R³2WUDMRUQDGDDSXURWUDFWRUD]R´SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVHH[WLHQGHQORVWUDFWRUD]RV\FRQFHQWUDFLRQHVHQHOLQWHULRU ³6H H[WLHQGHQ ORV
WUDFWRUD]RV\FRQFHQWUDFLRQHVHQHOLQWHULRU´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDSR\RGHWUDQVSRUWLVWDVORFDOHVHQJXDOHJXD\FKX ³$SR\R GH WUDQVSRUWLVWDV ORFDOHV
HQ*XDOHJXD\FK~´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHQHOLQWHULRUODSURWHVWDFUHFH\VHPRYLOL]D ³(Q HO LQWHULRU OD SURWHVWD FUHFH \ VH
PRYLOL]D´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHQRWURGLDGHSDURODVSURWHVWDVVHPXOWLSOLFDQHQHOLQWHULRU ³(Q RWUR GtD GH SDUR
ODVSURWHVWDVVHPXOWLSOLFDQHQHOLQWHULRU´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDGHPDVGHORVFRUWHVKXERFDFHUROD]RV\XQHVFUDFKHDURVVL ³$GHPiV GH ORV
FRUWHVKXERFDFHUROD]RV\XQ³HVFUDFKH´D5RVVL´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSROLGHSRUWLYR³3ROLGHSRUWLYR´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUFDUULRKDUHQDFLGRODGLJQLGDG ³&DUULy ³+D UHQDFLGR OD GLJQLGDG´´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFRQXQPDVLYRDFWRHODJURUHQRYRHOOODPDGRDIHGHUDOL]DUODSURWHVWD ³&RQ XQ
PDVLYRDFWRHODJURUHQRYyHOOODPDGRDIHGHUDOL]DUODSURWHVWD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODRSRVLFLRQFDPLQDODVUXWDV ³/D RSRVLFLyQ FDPLQD ODV UXWDV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUUHPDWHVJDQDGHURV ³5HPDWHV JDQDGHURV´  SHUVRQDOLGDGHV UHFRQRFLGDV
HFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODSURWHVWDGHOFDPSRVHVLQWLRIXHUWHHQWRGRHOSDLV ³/D SURWHVWD GHO FDPSR VH
VLQWLyIXHUWHHQWRGRHOSDtV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODVFHQL]DVGHOYROFDQFKLOHQROOHJDURQDOVXUGHEXHQRVDLUHV ³/DV FHQL]DV GHO
YROFiQFKLOHQROOHJDURQDOVXUGH%XHQRV$LUHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUGHWHFWDQQXHYRVFDVRVGHPHQLQJLWLV ³'HWHFWDQ QXHYRV FDVRV GH PHQLQJLWLV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODSD]VHWRUQDIUDJLOHQODVUXWDV ³/D SD] VH WRUQD IUiJLO HQ ODV UXWDV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUH[LJHQTXHKD\DUHVXOWDGRVFRQFUHWRV ³([LJHQ TXH KD\D ³UHVXOWDGRV FRQFUHWRV´´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOKXPR\ODQLHEODGDQXQDWUHJXD ³(O KXPR \ OD QLHEOD GDQ XQD WUHJXD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUEUHYHV³%UHYHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFUHFHUDODSURGXFFLRQGHJLUDVRO ³&UHFHUi OD SURGXFFLyQ GH JLUDVRO´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODYLGULHUD³/DYLGULHUD´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUQRWDVVRFLDOHV³1RWDVVRFLDOHV´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUHOUHSDUWRGHODWDUMHWDPDJQHWLFD ³(O UHSDUWR GH OD WDUMHWD PDJQpWLFD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVDWLVIDFFLRQUXUDOLVWDSRUXQGLDORJRTXHLQFOX\RDXWRFULWLFDV ³6DWLVIDFFLyQ UXUDOLVWD
SRUXQGLiORJRTXHLQFOX\yDXWRFUtWLFDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUQRWDVVRFLDOHV³1RWDVVRFLDOHV´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUOHYDQWDURQODPD\RULDGHORVFRUWHVGHUXWDVHQHOLQWHULRU ³/HYDQWDURQ OD PD\RUtD
GHORVFRUWHVGHUXWDVHQHOLQWHULRU´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFRQWLQXDQORVFRUWHVGHUXWD ³&RQWLQ~DQ ORV FRUWHV GH UXWD´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSZZZODQDFLRQFRPDULQWHQGHQWHVFRQIURQWDQLGHDVVREUHHOFRQIOLFWR ³,QWHQGHQWHV FRQIURQWDQ LGHDV VREUH


HOFRQIOLFWR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFRQWLQXDUDHOSDURKDVWDTXHDQXOHQODVXEDGHUHWHQFLRQHV ³&RQWLQXDUi HO SDUR
KDVWDTXHDQXOHQODVXEDGHUHWHQFLRQHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODSURWHVWDVHKDUDVHQWLUHQODVUXWDV³/DSURWHVWDGHKDUiVHQWLUHQODVUXWDV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSUHIHUHQFLDVSRUHOSROOR ³3UHIHUHQFLDV SRU HO SROOR´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSURYLQFLDGHEXHQRVDLUHV ³3URYLQFLD GH %XHQRV $LUHV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHODJURSUHSDUDPDVFRUWHV\SRGULDQIDOWDUDOLPHQWRV ³(O DJUR SUHSDUD PiV FRUWHV \
SRGUtDQIDOWDUDOLPHQWRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFDRVHQODVUXWDVSRUODSURWHVWDGHODJUR³&DRVHQODVUXWDVSRUODSURWHVWDGHODJUR´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOLQWHULRUFDGDYH]PDVGXUR ³(O LQWHULRU FDGD YH] PiV GXUR´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFHQWHQDULRGHOFROHJLRGHDERJDGRVPDVDQWLJXR ³&HQWHQDULR GHO &ROHJLR GH
$ERJDGRVPiVDQWLJXR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOMXHJRDYDQ]DGHODPDQRGHOSRGHU³(OMXHJRDYDQ]DGHODPDQRGHOSRGHU´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVRODSURYRFRODLUDGHVFLROL ³6ROi SURYRFy OD LUD GH 6FLROL´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUYHQGLDQOHFKHGHOSODQYLGDDSDUDJXD\ ³9HQGtDQ OHFKH GHO SODQ 9LGD D 3DUDJXD\´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSDODFLRVHWLUDDQWHVHUDDPDULOODSRUVLPXODFLRQ ³3DODFLR VH WLUD DQWHV HUD DPDULOOD
SRUVLPXODFLyQ´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUPDJOLRUHFRQRFLRTXHVHHTXLYRFR ³0DJOLR UHFRQRFLy TXH VH HTXLYRFy´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUWULJRFDUEDSWDPELHQDPHQD]DFRQSURWHVWDV ³7ULJR &DUEDS WDPELpQ DPHQD]D FRQ
SURWHVWDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOFDPSRUHSXGLDHOKRUURURVRPDQLSXOHRFRQHOWULJR\ODFDUQH³(OFDPSRUHSXGLDHO
KRUURURVRPDQLSXOHRFRQHOWULJR\ODFDUQH´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUMXDQPDQXHOXJDUWHHOSRGHUORWLHQHQODERQDHUHQVH\ORVFDXGLOORV ³-XDQ 0DQXHO
8JDUWH³(OSRGHUORWLHQHQOD%RQDHUHQVH\ORVFDXGLOORV´´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVWRUQHOOLSURPHWLRPD\RUVHJXULGDGDYHFLQRVGHVDQSHGUR³6WRUQHOOLSURPHWLyPD\RU
VHJXULGDGDYHFLQRVGH6DQ3HGUR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDQWHHOGLOHPDPDVJUDQGH ³$QWH HO GLOHPD PiV JUDQGH´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSLGHQHQVDQSHGURTXHODJHQWHQRVHDUPH ³3LGHQ HQ 6DQ 3HGUR TXH OD JHQWH QR
VHDUPH´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVWRUQHOOLHQMXQLQSRUORVGHOLWRV ³6WRUQHOOL HQ -XQtQ SRU ORV GHOLWRV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFRPSURPLVRGHVWRUQHOOLDQWHORVYHFLQRVGHMXQLQSRUODVHJXULGDG ³&RPSURPLVR GH
6WRUQHOOLDQWHORVYHFLQRVGH-XQtQSRUODVHJXULGDG´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHQQHFRFKHDSLGHQXQFRQWUROGHDUPDV ³(Q 1HFRFKHD SLGHQ XQ FRQWURO GH DUPDV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOSUREOHPDGHODLQVHJXULGDGHVVHULR³(OSUREOHPDGHODLQVHJXULGDGHVVHULR´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVWRUQHOOLDGPLWLRTXHODLQVHJXULGDGHVXQSUREOHPDVHULR ³6WRUQHOOL DGPLWLy TXH OD
LQVHJXULGDGHVXQSUREOHPDVHULR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDULQVHJXULGDGLQWHQWDQDSODFDUODFULVLV ³,QVHJXULGDG LQWHQWDQ DSODFDU OD FULVLV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVWRUQHOOLGHVLJQRDOUHHPSOD]DQWHGHORSH]SHUUDQGR ³6WRUQHOOL GHVLJQy DO
UHHPSOD]DQWHGH/ySH]3HUUDQGR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFULVLVHQHOJDELQHWHGHVFLROLSRUODLQVHJXULGDG³&ULVLVHQHOJDELQHWHGH6FLROLSRUOD
LQVHJXULGDG´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUTXHSDVD³4XpSDVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUIDOODVTXHOOHYDURQDODFULVLV ³)DOODV TXH OOHYDURQ D OD FULVLV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSZZZODQDFLRQFRPDUWUHVDUUR\RVHQYLDQLQVSHFWRUHVSDUDFRQWURODUDILVFDOHV ³7UHV $UUR\RV HQYtDQ


LQVSHFWRUHVSDUDFRQWURODUDILVFDOHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUPHQRUHVFDGDYH]PDVYLROHQWRVHQWUHVDUUR\RV ³0HQRUHV FDGD YH] PiV YLROHQWRV
HQ7UHV$UUR\RV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUEUHYHV³%UHYHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHORJLRVGHFULVWLQDSDUDHOVHFWRUDYLFROD ³(ORJLRV GH &ULVWLQD SDUD HO VHFWRU DYtFROD´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUXQDFLXGDGLQGLJQDGDFODPDVHJXULGDG ³8QD FLXGDG LQGLJQDGD FODPD VHJXULGDG´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSLQDPDUYLYLRXQDVLQJXODUFDUUHUDGHDQWRUFKDV ³3LQDPDU YLYLy XQD FDUUHUD GH
DQWRUFKDV´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUHVHLQILHUQRWDQWHPLGR³(VHLQILHUQRWDQWHPLGR«´SHUVRQDOLGDGHVUHFRQRFLGDV
HFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSRUPLHGRODJHQWH\DQRGXHUPH ³3RU PLHGR OD JHQWH \D QR GXHUPH´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUH[LJHQODUHPRFLRQGHMXHFHV\ILVFDOHV ³([LJHQ OD UHPRFLyQ GH MXHFHV \ ILVFDOHV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSHUVSHFWLYDV³3HUVSHFWLYDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUKRUL]RQWHFRQYDORUHVHVWDEOHV³+RUL]RQWHFRQYDORUHVHVWDEOHV´SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDYDQ]DQRWUDVXUEDQL]DFLRQHV ³$YDQ]DQ RWUDV XUEDQL]DFLRQHV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSURSRQHQFHUWLILFDUODFDOLGDGHGXFDWLYD ³3URSRQHQ FHUWLILFDU OD FDOLGDG HGXFDWLYD´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUORVFOXEHVDFHOHUDQODEXVTXHGD³/RVFOXEHVDFHOHUDQODE~VTXHGD´DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUFRQWUROHVODERUDOHVHQODFRVWD ³&RQWUROHV ODERUDOHV HQ OD &RVWD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUQHFHVLWDPRVODSDUWLFLSDFLRQGHODPXMHU ³1HFHVLWDPRV OD SDUWLFLSDFLyQ GH OD PXMHU´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUORVWHFQLFRVHQKRUDGHUHFDPELR ³/RV WpFQLFRV HQ KRUD GH UHFDPELR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDUUDQFRHORSHUDWLYRFRQWUDHOWUDEDMRHQQHJURHQODFRVWD ³$UUDQFy HO RSHUiWLFR
FRQWUDHOWUDEDMRHQQHJURHQODFRVWD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFXDQGRODLPDJHQHVQRWLFLD ³&XDQGR OD LPDJHQ HV QRWLFLD´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOREMHWLYRHVJDQDUODOLEHUWDGRUHV\YROYHUDMDSRQ ³(O REMHWLYR HV JDQDU OD
/LEHUWDGRUHV\YROYHUD-DSyQ´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUFRQWURODUDQHOWUDEDMRHQQHJURHQODFRVWDDWODQWLFD³&RQWURODUiQHOWUDEDMRHQQHJUR
HQOD&RVWD$WOiQWLFD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUEUHYHV³%UHYHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUJXVWDYRJURERFRSDWHOHODPELFLRVRUH\GHODVRMD ³*XVWDYR *URERFRSDWHO HO
DPELFLRVRUH\GHODVRMD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVHKDEULDQSHUGLGRKDVWDPLOORQHVGHWRQHODGDVGHWULJR³6HKDEUtDQSHUGLGRKDVWD
PLOORQHVGHWRQHODGDVGHWULJR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODVKHODGDVWDUGLDVQRGDQWUHJXDDORVFXOWLYRV³/DVKHODGDVWDUGtDVQRGDQWUHJXDD
ORVFXOWLYRV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUEUHYHV³%UHYHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODVQXHYDVKHODGDVSURYRFDULDQXQDPHUPDHQODFRVHFKDGHWULJR\PDL] ³/DV
QXHYDV KHODGDV SURYRFDUtDQ XQD PHUPD HQ OD FRVHFKD GH WULJR \ PDt]´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD \
VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSRUQXHYDVKHODGDVVXELULDQORVSUHFLRVGHIUXWDV\KRUWDOL]DV ³3RU QXHYDV KHODGDV
VXELUtDQORVSUHFLRVGHIUXWDV\KRUWDOL]DV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFDPSDQDGHVWUX\HURQDUPDV ³&DPSDQD GHVWUX\HURQ  DUPDV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUYLGDHPSUHVDULD ³9LGD HPSUHVDULD´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD \
VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODFDUQHDUJHQWLQDWLHQHJXVWRDSRFR ³/D FDUQH DUJHQWLQD WLHQH JXVWR D SRFR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSZZZODQDFLRQFRPDUVHDKRJRXQDSDUHMDHQPDUGHOSODWD³6HDKRJyXQDSDUHMDHQ0DUGHO3ODWD´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUXQDSDUHMDPXULRDKRJDGDHQPDUGHOSODWD ³8QD SDUHMD PXULy DKRJDGD HQ 0DU GHO
3ODWD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUTXHSDVD³4XpSDVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOFXLGDGRGHOVXHOREDMRODRSWLFDOLWHUDULD ³(O FXLGDGR GHO VXHOR EDMR OD ySWLFD
OLWHUDULD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOJLUDVROUHFXSHUDHOWHUUHQRSHUGLGR ³(O JLUDVRO UHFXSHUD HO WHUUHQR SHUGLGR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDXQFOLF³$XQFOLF´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUSURQRVWLFRGHOWLHPSRHQODSDPSDKXPHGD ³3URQyVWLFR GHO WLHPSR HQ OD SDPSD
K~PHGD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODVPXMHUHVERQDHUHQVHVVHVXPDQDODRODQDFLRQDO ³/DV PXMHUHV ERQDHUHQVHV VH
VXPDQDODRODQDFLRQDO´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOWRUQHRGHORVFXDWURSXQWRVFDUGLQDOHV³(OWRUQHRGHORVFXDWURSXQWRVFDUGLQDOHV´
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUGLVWLQJXHQDODVS\PHVH[SRUWDGRUDV ³'LVWLQJXHQ D ODV S\PHV H[SRUWDGRUDV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUWLJUHWDPELHQDSULPHUD ³7LJUH WDPELpQ D SULPHUD´  DFWLYLGDGHV FXOWXUDOHV \
GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUSRUODIDOWDGHJDVQRVHSURGXFHXQIHUWLOL]DQWHSDUDHOFDPSR ³3RU OD IDOWD GH JDV
QRVHSURGXFHXQIHUWLOL]DQWHSDUDHOFDPSR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSURKLELGDODFD]DGHFDXTXHQHV ³3URKLELGD OD FD]D GH FDXTXHQHV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUTXHSDVD³4XpSDVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFUHFHODYRUDFLGDGILVFDOHQHOLQWHULRU ³&UHFH OD YRUDFLGDG ILVFDO HQ HO LQWHULRU´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUDIHFWDDODDJURLQGXVWULDODIDOWDGHJDV ³$IHFWD D OD DJURLQGXVWULD OD IDOWD GH JDV´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUXQIXWXURFRQFDPELRVHQHOSODQWHO ³8Q IXWXUR FRQ FDPELRV HQ HO SODQWHO´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUDSXQWHV³$SXQWHV´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUSRUODVFDQFKDV³3RUODVFDQFKDV´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUFXDWURPXHUWRVSRUODLQWHQVDRODGHIULR ³&XDWUR PXHUWRV SRU OD LQWHQVD ROD GH IULR´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDULQYHVWLJDQHOFKRTXHHQQHFRFKHD ³,QYHVWLJDQ HO FKRTXH HQ 1HFRFKHD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODRODGHIULRWUDMRQHYDGDV ³/D ROD GH IULR WUDMR QHYDGDV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUVHLVPXHUWRVHQXQDFFLGHQWHHQQHFRFKHD ³6HLV PXHUWRV HQ XQ DFFLGHQWH HQ
1HFRFKHD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUODXOWLPDIHFKDVHUDXQDILQDO ³/D ~OWLPD IHFKD VHUi XQD ILQDO´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUOHVLRQDGR\WRGRVHODVLQJHQLRSDUDPDUFDUOHHOFDPLQRDERFD ³/HVLRQDGR \ WRGR
VHODVLQJHQLySDUDPDUFDUOHHOFDPLQRD%RFD´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUSDODFLRSRGULDSDVDUDEDUFHORQD ³3DODFLR SRGUtD SDVDU D %DUFHORQD´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUORVHTXLSRVFRUGREHVHVFRPSOLFDGRV ³/RV HTXLSRV FRUGREHVHV FRPSOLFDGRV´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUXQDWDUGHGHVRQULVDV\ODJULPDV ³8QD WDUGH GH VRQULVDV \ OiJULPDV´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUSODWHQVHHQHOILQDO³3ODWHQVHHQHOILQDO´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUODVPLVPDVQHFHVLGDGHVGLVWLQWRVILQHV ³/DV PLVPDV QHFHVLGDGHV GLVWLQWRV ILQHV´
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUODDJURLQGXVWULDDSRUWDHODOILVFR ³/D DJURLQGXVWULD DSRUWD HO  DO ILVFR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUKXUDFDQJROHR\VXEHHQODJHQHUDO ³+XUDFiQ JROHy \ VXEH HQ OD JHQHUDO´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUXQUHVXOWDGRORJLFR³8QUHVXOWDGROyJLFR´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSZZZODQDFLRQFRPDUKXUDFDQGHMRSDVDUODFKDQFH ³+XUDFiQ GHMy SDVDU OD FKDQFH´  DFWLYLGDGHV


FXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUKXUDFDQYVSODWHQVHHOGHVWDFDGR ³+XUDFiQ YV 3ODWHQVH HO GHVWDFDGR´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUXQLRQJDQR\VHVXPRDOORWHGHDUULED³8QLyQJDQy\VHVXPyDOORWHGHDUULED´
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUSROLGHSRUWLYR³3ROLGHSRUWLYR´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUPDOHVWDUHQWUHFRQVXPLGRUHVSRUODHVFDVH]HQODVJRQGRODV ³0DOHVWDU HQWUH
FRQVXPLGRUHVSRUODHVFDVH]HQODVJyQGRODV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSODWHQVHJDQRHQHOVXU ³3ODWHQVH JDQy HQ HO VXU´  DFWLYLGDGHV FXOWXUDOHV \
GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUGHIHQVDSRUODYXHOWD ³'HIHQVD SRU OD YXHOWD´  DFWLYLGDGHV FXOWXUDOHV \
GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUDJHQGDFXOWXUDO³$JHQGDFXOWXUDO´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUJRQ]DOH]\ERVLRHQULRFXDUWR ³*RQ]iOH] \ %RVLR HQ 5tR &XDUWR´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUDOPDJUR\XQUHVSLURHQEDKLDEODQFD ³$OPDJUR \ XQ UHVSLUR HQ %DKtD %ODQFD´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUSROLGHSRUWLYR³3ROLGHSRUWLYR´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUDJRQLFRH[LWRGHDOPDJURTXHYROYLRDVRQUHLU³$JyQLFRp[LWRGH$OPDJURTXHYROYLy
DVRQUHtU´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUKXUDFDQVHSUHQGHHQODOXFKD ³+XUDFiQ VH SUHQGH HQ OD OXFKD´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUHQODEQDFLRQDOKXUDFDQYVYLOODPLWUH ³(Q OD % 1DFLRQDO +XUDFiQ YV 9LOOD 0LWUH´
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUEDU]DDODFDUJDSRUSDODFLR ³%DUFD D OD FDUJD SRU 3DODFLR´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUVHUHWUDVDODFRVHFKDSRUHOH[FHVRGHDJXD³6HUHWUDVDODFRVHFKDSRUHOH[FHVRGH
DJXD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUKXERRWURFRUWHGHOX]SRUODVIXHUWHVOOXYLDV ³+XER RWUR FRUWH GH OX] SRU ODV IXHUWHV
OOXYLDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUEQDFLRQDOGHIHQVD\MXVWLFLDPDVOLGHUTXHQXQFD ³% 1DFLRQDO 'HIHQVD \ -XVWLFLD
PiVOtGHUTXHQXQFD´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUGHIHQVD\MXVWLFLDYVROLPSRODJUDQDWUDFFLRQ ³'HIHQVD \-XVWLFLDYV 2OLPSR OD JUDQ
DWUDFFLyQ´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUSRUODVFDQFKDV³3RUODVFDQFKDV´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUSRUODVFDQFKDV³3RUODVFDQFKDV´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUPLVLRQSDUDFRPSUDUPDTXLQDULD ³0LVLyQ SDUD FRPSUDU PDTXLQDULD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUUHSDUWHQORVVXEVLGLRVDOSDQ\DOSROOR ³5HSDUWHQ ORV VXEVLGLRV DO SDQ \ DO SROOR´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSRUODVFDQFKDV³3RUODVFDQFKDV´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUXQDYLFWRULDSDUDVDOLUGHPX\DEDMR ³8QD YLFWRULD SDUD VDOLU GH PX\ DEDMR´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUPXQGR[WUHPR ³0XQGR ;WUHPR´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD \
VRFLHGDG
 KWWSZZZODQDFLRQFRPDUGHODPDQRGHODLQWHUVLHPEUD³'HODPDQRGHODLQWHUVLHPEUD´ SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUEUHYHV³%UHYHV´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUYLOODPLWUHJDQR\VXPDHVSHUDQ]DV ³9LOOD 0LWUH JDQy \ VXPD HVSHUDQ]DV´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUFRQODFDOFXODGRUDHQODPDQR ³&RQ OD FDOFXODGRUD HQ OD PDQR«´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUGLFHQTXHHVLUUHJXODUHOIXQFLRQDPLHQWRGHSODQWDVLQFLQHUDGRUDV ³'LFHQ TXH HV
LUUHJXODUHOIXQFLRQDPLHQWRGHSODQWDVLQFLQHUDGRUDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFXDOHVHOHVFHQDULRSRUHVSHUDUHQHODQRFXOWLYRSRUFXOWLYR ³&XiO HV HO HVFHQDULR
SRUHVSHUDUHQHODxRFXOWLYRSRUFXOWLYR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSRUODVFDQFKDV³3RUODVFDQFKDV´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUSROLGHSRUWLYR³3ROLGHSRUWLYR´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUSRUODVFDQFKDV³3RUODVFDQFKDV´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

 KWWSZZZODQDFLRQFRPDUWLJUHIXHLQWUDVFHQGHQWH ³7LJUH IXH LQWUDVFHQGHQWH´  DFWLYLGDGHV FXOWXUDOHV \


GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUHOQXHYRGXHQRGHTXLOPHVODQ]DXQDRIHUWDSDUDFRQWURODUHO ³(O QXHYR GXHxR
GH4XLOPHVODQ]DXQDRIHUWDSDUDFRQWURODUHO´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFRQFRORUHVELHQQDFLRQDOHV ³&RQ FRORUHV ELHQ QDFLRQDOHV´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUKXERRWURVPXHUWRVSRUDFFLGHQWHVGHWUDQVLWR ³+XER RWURV  PXHUWRV SRU
DFFLGHQWHVGHWUiQVLWR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFD\RHOLQGLFHGHWUDEDMRHQQHJURHQODFRVWDERQDHUHQVH³&D\yHOtQGLFHGHWUDEDMR
HQQHJURHQODFRVWDERQDHUHQVH´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUFKLTXLWRERVVLRVHYDDJUHPLR ³&KLTXLWR %RVVLR VH YD D *UHPLR´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUTXHSDVD³4XpSDVD´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUSRUODVFDQFKDV³3RUODVFDQFKDV´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUUHPDWHJDQDGHUR³5HPDWHJDQDGHUR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\
VRFLHGDG
 KWWSZZZODQDFLRQFRPDUHOWLHPSRGHORVODPHQWRV\DSDVRDKRUDSHQVDPRVHQJDQDUODFRSDOLEHUWDGRUHV
³(O WLHPSR GH ORV ODPHQWRV \D SDVy DKRUD SHQVDPRV HQ JDQDU OD &RSD /LEHUWDGRUHV´  DFWLYLGDGHV FXOWXUDOHV \
GHSRUWLYDV
 KWWSZZZODQDFLRQFRPDUFODURPHFRXQDGROHVFHQWHPXULRDOFDHUGHXQFXDWULFLFOR ³&ODURPHFy XQ
DGROHVFHQWHPXULyDOFDHUGHXQFXDWULFLFOR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZODQDFLRQFRPDUEDVHGHGDWRV ³%DVH GH GDWRV´  SHUVRQDOLGDGHV UHFRQRFLGDV HFRQRPtD \
VRFLHGDG


x ILOWUR³7UHV$UUR\RVWXULVPR´/D1DFLyQ
 KWWSZZZODQDFLRQFRPDUDOWDKRWHOHULDHQODFRVWD³$OWDKRWHOHUtDHQODFRVWD´WXULVPR
 KWWSZZZODQDFLRQFRPDUSHTXHQDHVFDODPLVPDVHPRFLRQHV ³3HTXHxD HVFDOD PLVPDV HPRFLRQHV´ 
WXULVPR
 KWWSZZZODQDFLRQFRPDURUHQVHODSOD\DHVFRQGLGD³2UHQVHODSOD\DHVFRQGLGD´WXULVPR
 KWWSFDQFKDOOHQDODQDFLRQFRPDUSRUORVFDPLQRVGHODQRVWDOJLD ³3RU ORV FDPLQRV GH OD QRVWDOJLD´ 
WXULVPR
 KWWSZZZODQDFLRQFRPDUXQSLRQHURTXHDSRVWRWRGRDODFRO]D³8QSLRQHURTXHDSRVWyWRGRDODFRO]D´
WXULVPR

'LDULR3iJLQD
x )LOWUR³7UHV$UUR\RV´
 KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVURVDULRKWPO ³3ULPHU JRO FDQD\D GHO DxR´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
 KWWSZZZSDJLQDFRPDUGLDULRHOSDLVKWPO ³5LYDV HQ 7UHV $UUR\RV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZSDJLQDFRPDUGLDULRVRFLHGDGKWPO ³8QD SDWHUQLGDG D OD IXHU]D´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZSDJLQDFRPDUGLDULRHFRQRPLDKWPO ³/D 3UHVLGHQWD FRVHFKy GRQGH DQWHV KDEtD
SLTXHWHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZSDJLQDFRPDUGLDULRVRFLHGDGKWPO ³7UDJHGLD HQ OD UXWD ´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
 KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVWXULVPRKWPO³7UHV$UUR\RV«\HOPDU´WXULVPR
 KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO³+D\RFXSDFLyQSOHQDHQOD&RVWD´WXULVPR
 KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVWXULVPRKWPO³/DPDUHVWDEDVHUHQD«´WXULVPR
 KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVWXULVPRKWPO³(OPDULUUHVLVWLEOH´WXULVPR
KWWSZZZSDJLQDFRPDUGLDULRXQLYHUVLGDGVXEQRWDVKWPO ³/LEUH GH KXPR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHFRQRPLDVXEQRWDVKWPO ³(O WULJR VLJXH HQ DVFHQVR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHFRQRPLDKWPO ³$FXHUGR SRU PHQXGRV GH SROOR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHOSDLVKWPO ³'RV DPLJRV HQ 7UHV $UUR\RV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

KWWSZZZSDJLQDFRPDUGLDULRVRFLHGDGKWPO ³7DQ EODQFD FRPR OD QLHYH´  SHUVRQDOLGDGHV


UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO ³(O IULR SRODU VHJXLUi KDVWD HO PDUWHV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO ³8QD ROD GH IULR UHFRUUHUi OD $UJHQWLQD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHOSDLVVXEQRWDVKWPO³3ROORV\GUDJDGR´SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVWXULVPRKWPO³&XUYDVEDOFDUFHxDV´WXULVPR
KWWSZZZSDJLQDFRPDUGLDULRHOSDLVKWPO³8QDSROtWLFDHPSUHVDULDJOREDO´SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO³.LUFKQHUGHIHQGLyXQDYH]PiVHOPRGHORDFWXDOGH
GHVDUUROORHFRQyPLFR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHOSDLVKWPO ³3RQJR HO KRPEUR \ OD RWUD PHMLOOD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO ³+D\ RWURV VHFWRUHV FRQ PiV QHFHVLGDGHV TXH HO
DJURSHFXDULR´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRVRFLHGDGKWPO ³&KRTXH HQ 7UHV $UUR\RV´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRGHSRUWHVKWPO ³%RFD WHQtD XQ DV HQ OD PDQJD´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
KWWSZZZSDJLQDFRPDUGLDULRVRFLHGDGKWPO ³+D\ KXPR HQ WXV OXJDUHV S~EOLFRV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRGHSRUWHVKWPO ³8Q *ORER TXH VH KL]R JUDQGH´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
KWWSZZZSDJLQDFRPDUGLDULRHFRQRPLDKWPO ³/RV UXUDOLVWDV PDUFKDQ DO &RQJUHVR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHOSDLVKWPO ³/iJULPDV GH FRFRGULOR HQ HO FDPSR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO ³(VFDVD YLVLELOLGDG HQ ODV UXWDV ERQDHUHQVHV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRGHSRUWHVKWPO ³7HQGHQFLD TXH DODUPD HQ $YHOODQHGD´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
KWWSZZZSDJLQDFRPDUGLDULRHOSDLVKWPO ³6WRUQHOOL VDOH GH VX HQFLHUUR´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHFRQRPLDKWPO³&DPLyQHQODUXWDSHURDWUDYHVDGR\YDFtR´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHOSDLVKWPO ³3DUD QR VHQWLUVH VRORV HQ OD UXWD´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO ³/RV SURGXFWRUHV FRQWLQ~DQ HQ ODV UXWDV´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHVSHFLDOHVKWPO ³$Fi WRGRV VRPRV HO FDPSR´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO ³7UDFWRUD]R HQ %DKtD %ODQFD´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO ³3URWHVWDV \ DOJXQRV SLTXHWHV HQ GLVWLQWDV UXWDV
DUJHQWLQDV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHFRQRPLDKWPO ³/RVVtQWRPDV GHO ELHQHVWDU´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHOSDLVVXEQRWDVKWPO ³&RUWHV SRU DTXt FRUWHV SRU DOOi´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO³/DVRMDVHJXLUiVLHQGRXQJUDQQHJRFLRDXQTXHVH
HOHYHQODVUHWHQFLRQHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO³6FLROLFRPHQ]yDUHSDUWLUVXWDUMHWDGHD\XGDVRFLDO´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRGHSRUWHVKWPO³3DODFLR´DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO ³)XH 6WRUQHOOL TXLHQ OH SLGLy OD UHQXQFLD DO
VXEVHFUHWDULRGH6HJXULGDGERQDHUHQVH´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHOSDLVVXEQRWDVKWPO ³/D JREHUQDFLyQ HQ 7DQGLO´ 
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVUDGDUKWPO ³-R\DV \ WLWDQHV GH OD SRHVtD´ 


SDWULPRQLRKLVWyULFRFXOWXUDO
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO ³$OWR SDUR´  SHUVRQDOLGDGHV UHFRQRFLGDV
HFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO ³(O WUDEDMR LQIDQWLO HVWi OLJDGR D OD SREUH]D \ D OD
H[FOXVLyQVRFLDO´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHFRQRPLDVXEQRWDVKWPO³6LQFRPEXVWLEOHSDUDVHPEUDU´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVOLEHURKWPO ³(O 3DODFLR GH ORV QHJRFLRV´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
KWWSZZZSDJLQDFRPDUGLDULRGHSRUWHVVXEQRWDVKWPO ³3RU DKRUD QR OR YHQGHQ´ 
DFWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
KWWSZZZSDJLQDFRPDUGLDULRHFRQRPLDVXEQRWDVKWPO ³(O IULR FDXVy DO PHQRV FLQFR
PXHUWHV´SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRHOPXQGRKWPO ³8Q DOLDGR GH %XVK FULWLFy D &KiYH] WUDV UHQGLU
KRPHQDMHD6DQ0DUWtQ´SDWULPRQLRKLVWyULFRFXOWXUDO
KWWSZZZSDJLQDFRPDUGLDULRGHSRUWHVKWPO ³%XHQD YLFWRULD GH +XUDFiQ´  DFWLYLGDGHV
FXOWXUDOHV\GHSRUWLYDV
KWWSZZZSDJLQDFRPDUGLDULRGHSRUWHVKWPO³(O*ORERODGHMySDVDU´DFWLYLGDGHVFXOWXUDOHV\
GHSRUWLYDV
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO ³1R VHUi OD FRUYLQD QHJUD«´  SDWULPRQLR
KLVWyULFRFXOWXUDO
KWWSZZZSDJLQDFRPDUGLDULRHFRQRPLDVXEQRWDVKWPO ³(PSOHR HQ QHJUR GH WHPSRUDGD´
SHUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
KWWSZZZSDJLQDFRPDUGLDULRXOWLPDVKWPO ³/D &RVWD EDMR FRQWURO´  SHUVRQDOLGDGHV
UHFRQRFLGDVHFRQRPtD\VRFLHGDG

x ILOWUR³7UHV$UUR\RVWXULVPR´
KWWSZZZSDJLQDFRPDUGLDULRVXSOHPHQWRVWXULVPRKWPO³'RQGHXQGtDYDOHGRV´WXULVPR

7UHV$UUR\RVQ~PHURGHQRWDVSRUGLDULR\WHPD  HQWRWDO


7XULVPR&ODUtQ/D1DFLyQ3iJLQD
$FWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV&ODUtQ/D1DFLyQ3iJLQD
3HUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG&ODUtQ/D1DFLyQ3iJLQD
3DWULPRQLRKLVWyULFRFXOWXUDO&ODUtQ/D1DFLyQ3iJLQD

7UHV$UUR\RVSRUFHQWDMHSRUWHPiWLFD  
7XULVPR
$FWLYLGDGHVFXOWXUDOHV\GHSRUWLYDV
3HUVRQDOLGDGHVUHFRQRFLGDVHFRQRPtD\VRFLHGDG
3DWULPRQLRKLVWyULFRFXOWXUDO

7UHV$UUR\RVQRWLFDVVREUHWXULVPR  






7UHV$UUR\RVWRWDOGHQRWDVSRUGLDULR  
&ODUtQ  
/D1DFLyQ  
3iJLQD  

7UHV$UUR\RVFDQWLGDGGHQRWDVSRUDxR  


Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos





x $QH[R0RGHORVGHHQWUHYLVWD\HQFXHVWD
ƒ 0RGHORGHHQWUHYLVWD
(QWUHYLVWD)HFKD«««

 ¢4XpHV7XULVPRSDUD8G"
 ¢&RQVLGHUDDOWXULVPRFRPRXQDDFWLYLGDGHFRQyPLFDRSDUWHGHHOOD"
 ¢&UHH TXH HV SRVLEOH LGHQWLILFDU DO WXULVPR FRPR XQD DOWHUQDWLYD SDUD FRPEDWLU OD HVWDFLRQDOLGDG \ JHQHUDU
LQJUHVRVGHXQVHFWRUQRWUDGLFLRQDO"
 ¢(VWLSXODSDUWHGHOSUHVXSXHVWRPXQLFLSDODOGHVDUUROORGHOWXULVPRHQODFLXGDG"
 ¢&RQVLGHUD8GTXH7UHV$UUR\RVHVXQGHVWLQRWXUtVWLFR"
 ¢&XiOHVVHUtDQVXVDWUDFWLYRVWXUtVWLFRV"
 ¢&XiO FUHH 8G  HV OD SROtWLFD WXUtVWLFD GHO PXQLFLSLR" 3ODQLILFDFLyQ 2EMHWLYRV 0HGLFLRQHV ,QGLFDGRUHV
+HUUDPLHQWDV¢,PSXHVWRPXQLFLSDO"+DELOLWDFLRQHV3URPRFLyQ)ROOHWHUtD
 ¢&RQRFHODHVWUDWHJLDPDUFDGHFLXGDG"
 ¢&UHHTXHORVWUHVDUUR\HQVHVLGHQWLILFDQDOD&LXGDGFRPRWXUtVWLFD"¢3RUTXp"
¢&XiOHVFUHH8GVRQORVDWUDFWLYRVGHODFLXGDGTXHORVWUHVDUUR\HQVHVLGHQWLILFDQFRPRWXUtVWLFRV"
6LVHOHVEULQGDUDODRSRUWXQLGDGGHSDUWLFLSDUFRQHO0XQLFLSLRHQODFUHDFLyQGHXQD0DUFDSDUDODFLXGDG¢8G
FUHHTXHFRODERUDUtDQWUD\HQGRVXVLGHDV\DSRUWDQGRHVWUDWHJLDV"
¢&UHHTXHORVFLXGDGDQRVGHRWUDVFLXGDGHVLGHQWLILTXHQD7UHV$UUR\RVFRPRXQDFLXGDGWXUtVWLFD"'HFLXGDGHV
GHOD]RQDGHOUHVWRGHODSURYLQFLDGH%XHQRV$LUHVGHRWUDVSURYLQFLDV«
¢4XpHVORTXH8GFRQVLGHUDTXHEXVFDHOWXULVWDTXHYLHQHDODFLXGDG"
¢&UHH TXH HO HVWDEOHFLPLHQWR GH XQD 0DUFD &LXGDG DIHFWDUtD SRVLWLYDPHQWH DO GHVDUUROOR GHO WXULVPR HQ 7UHV
$UUR\RV"¢3RUTXp"


ƒ 0RGHORGHHQFXHVWD
)HFKD««««««(QFXHVWDQƒ««
 1RPEUH««««««««««««««««
 (GDG««
 *pQHUR)HPHQLQR  0DVFXOLQR  
 (VWDGR&LYLO6ROWHUR  &DVDGR  'LYRUFLDGR  9LXGR  
 ¢7LHQHKLMRV"6t  1R  
 2FXSDFLyQ(VWXGLDQWH6HFXQGDULR  (VWXGLDQWH8QLYHUVLWDULR  &RPHUFLDQWH  (PSOHDGRS~EOLFR 
(PSOHDGR3ULYDGR  $PDGHFDVD  -XELODGR  3URIHVLRQDOGHSHQGLHQWH  3URIHVLRQDO
,QGHSHQGLHQWH  (PSUHVDULR  2WURV  
 1LYHOGH(GXFDFLyQFRQFOXLGD3ULPDULD  6HFXQGDULD  8QLYHUVLWDULD  3RVJUDGR  
 ¢&XiOHVODSULPHUDFLXGDGWXUtVWLFDGHODSURYLQFLDGH%V$VTXHVHOHYLHQHDODPHQWHHQIRUPDSRVLWLYD"
««««««««««««««««««««
 ¢&XiOHVODSULPHUDFLXGDGWXUtVWLFDGHODSURYLQFLDGH%V$VTXHVHOHYLHQHDODPHQWHHQIRUPDQHJDWLYD"
«««««««««««««««««««««
 ¢&RQVLGHUD8G4XH7UHV$UUR\RVHVXQDFLXGDGWXUtVWLFD"6t   VLJXH1R  SDVDD
¢&XiOHVFRQVLGHUD8G6RQORVSULQFLSDOHVDWUDFWLYRVGHODFLXGDG" FXDGURFROXPQD 
¢&XiOHVQRWLHQH\GHEHUtDWHQHU" FXDGURFROXPQD 
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

$WULEXWRVGHWXULVPR SUHJ SUHJ $WULEXWRVGHWXULVPR SUHJ SUHJ


'LUHFFLyQGH7XULVPR 3DUTXH&DEDxDV
&DUWHOHVGHELHQYHQLGD 3DUTXH,QGXVWULDO
)ROOHWHUtD %DUURZ
&RQJUHVRV\HYHQWRV &ROHJLRV+RODQGHV\'DQHV
3OD\DV 3HVFD/DJXQDV
&DPSR(VWDQFLDV 6RFLHGDG5XUDO
,JOHVLDV7XULVPRUHOLJLRVR &HPHQWHULRV
)LHVWD3URYLQFLDOGHO7ULJR $UWHVDQtDV
)HULD&ROHFWLYLGDGHV *DVWURQRPtD&RQILWHUtDV
&OXE+XUDFiQ &HQWUR6KRSSLQJ
0XVHRV &LQH7HDWUR
$UUR\RV 2WURV 
¢6DEH8GORTXHHVXQD0DUFD&LXGDG"6t  VLJXH1R  SDVDD
¢&RQRFH8GDOJXQDFLXGDGFRQ0DUFD"6t  ¢&XiO"««««««««««1R  
¢6DEH8GVL7UHV$UUR\RVWLHQH0DUFD"6t  1R  
¢&RQVLGHUD8GTXH7UHV$UUR\RVGHEHUtDWHQHUXQD0DUFD"6t  1R  
¢&XiOHVVHUtDQVXVUHFRPHQGDFLRQHVSDUDWHQHUHQFXHQWDDODKRUDGHFUHDUOD0DUFD7UHV$UUR\RV"
««««««««««««««««««««««««««««««««««««««««««««««««««««
««««««««««««««««««««««««««««««««««««««««
(QFDVRGHFUHDUXQORJR¢&XiOHVGHEHUtDQVHUORVDWULEXWRVSULQFLSDOHVTXHQRGHEHUtDQIDOWDUHQpO" FRORU
IRUPDWDPDxRVORJDQUHSUHVHQWDFLyQ 
«««««««««««««««««««««««««««««««««««««««««««««««««««
«««««««««««««««««««««««««««««««««««««««««
 6L8G1RIXHVHUHVLGHQWHKDELWXDOGHOD&LXGDG¢YHQGUtDGHYLVLWD"6t   VLJXH1R  3DVDD
¢9HQGUtDPiVGHXQDYH]"6L  1R  
¢'yQGHVHDORMDUtD"&DVDGHSDULHQWH  +RWHO  3HQVLyQ  2WURV  
¢&XiQWRFUHH8GTXHJDVWDUtDHQDORMDPLHQWR SRUQRFKH "
¢&RQRFHDOJXQDSXEOLFLGDGWXUtVWLFDGHODFLXGDG"6t  1R  
¢4XpSUREDELOLGDGKD\GHTXH8GUHFRPLHQGHYLVLWDUODFLXGDG"
          
          
$KRUDOHOHHUpXQDVHULHGHFXDOLGDGHVTXHSXHGHWHQHUXQDSHUVRQD(QFDGDFDVRGtJDPHHQTXpPHGLGD
FRQVLGHUDTXHFDGDXQDGHHVDVFXDOLGDGHVORGHVFULEHQD8G
5DVJR 1DGD 3RFD0HGLGD $OJXQD0HGLGD *UDQ0HGLGD 7RWDO0HGLGD
&RGLJR     
&RQVXPLVWD
$KRUUDWLYR
0HJXVWDSHOHDUSRUHOSUHFLR\FRQVHJXLUUHEDMDV
0HJXVWDUHFRUUHUKDVWDFRQVHJXLUHOPHMRUSUHFLR
0HJXVWDHVWDUDODPRGD
0HJXVWDWHQHUORXOWLPR
0HJXVWDHOFRQIRUW
0HJXVWDQODVFRVDVGHFDOLGDG
0HJXVWDHOOXMRODVFRVDVOXMRVDV
0HJXVWDYHUODVSURSDJDQGDV
0HPROHVWDQORVYHQGHGRUHV
$FRVWXPEURDSDUWLFLSDUHQFRQFXUVRV\SURPRFLRQHV
0HJXVWDHOSODFHU

0XFKDVJUDFLDVSRUVXWLHPSR

)LFKDWpFQLFDGHODHQFXHVWD
- 8QLYHUVR&RPHUFLDQWHVPD\RUHVGHDxRV
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

- 7DPDxRGHODPXHVWUD[[FDVRV
- 7pFQLFDGHLQYHVWLJDFLyQ(QFXHVWDVSHUVRQDOHVFDUDDFDUDHQORVFRPHUFLRV
- ,QVWUXPHQWRGHUHFROHFFLyQGHGDWRV&pGXODGHHQWUHYLVWDVHPLHVWUXFWXUDGD
SUHFRGLILFDGDFRQDOWHUQDWLYDVFHUUDGDV
- 'LVHxRPXHVWUDO&RLQFLGHQWDO\GLULJLGD
- /XJDUGHUHDOL]DFLyQFLXGDGGH7UHV$UUR\RV
- )HFKDGHUHDOL]DFLyQ-XOLR\$JRVWRGH

x $QH[R(QWUHYLVWDVUHDOL]DGDV
(QWUHYLVWDD'LHJR)HUQiQGH]
'LHJR)HUQiQGH]HVHO'LUHFWRUGH7XULVPRGH7UHV$UUR\RV(V/LFHQFLDGRHQ7XULVPRGHOD8QLYHUVLGDG
&$(&( &HQWURGH$OWRV(VWXGLRVHQ&LHQFLDV([DFWDV VHGH0DUGHO3ODWD
(QWUHYLVWD SHUVRQDO \ JUDEDGD HQ DXGLR UHDOL]DGD HO OXQHV  GH 1RYLHPEUH GH  D ODV  DP HQ
&DVWHOOLRILFLQDGHOD'LUHFFLyQGH7XULVPRGH7UHV$UUR\RV

'LHJRODPDUFDODWHQpVDQLYHOSDUWLGRQRODWHQpVDQLYHOFLXGDGGLJDPRV1RODWHQpVDQLYHOFLXGDGSRUTXHHQ
DOJ~QPRPHQWR\RFUHRTXHFRQPLJRVRPRVGRVORVGLUHFWRUHVTXHLQWHQWDPRVKDFHURWUDWDUGHIRUPDUXQUHDOR
SVHXGRERUHDXSRUWRPDUORGHDOJXQDPDQHUDTXHVHUtDORPHMRUSDUDWUDWDUORGHOSXQWRGHYLVWDGHORVQHJRFLRVGH
ODVFRQYHQFLRQHVTXHHVORTXHSRUDKtPiVIXHUWHSXHGHOOHJDUDODFLXGDG
0HOLVD$SDUWHHVWiQODVIHULDV
'LHJR([DFWDPHQWH3HURQRKD\FDVR
0HOLVD¢3RUTXp"
'LHJR/RVHPSUHVDULRVORFDOHVQRYHQRQRWHUPLQDQGHGHVFXEULUORTXHSRGUtDOOHJDUDVHUODEHWDTXHUHDOPHQWH
QRV SRVLFLRQH FRPR XQD ORFDOLGDG GH HYHQWRV 1R WHQpV XQD UHVSXHVWD R VHD YRV KR\ ¢TXp WHQpV" +DFLHQGR XQ
FRQWHRUiSLGR«
0HOLVD <R HVWR\ WUDEDMDQGR HQ HVH WHPD %iVLFDPHQWH \R GLJR OD PDUFD FLXGDG WLHQH TXH VDOLU LQGXGDEOHPHQWH
FRPR XQD SROtWLFD WLHQH TXHVDOLU GH 7XULVPRGHOD 'LUHFFLyQFRQ XQ JRELHUQR TXHORVXVWHQWHVLQRVLVDOH GH OD
SDUWHSULYDGDTXHGDHQODSDUWHSULYDGD
'LHJR (Q UHDOLGDG OD PHMRU PDQHUD GH TXH VXUMD HV PL[WD SRUTXH ORV JRELHUQRV ORV GLULJHQWHV YDPRV SDVDQGR
(QWRQFHVKR\\ROHGR\EROLOODVLHOTXHYLHQHPDxDQDQROHGDEROLOODFKDXGHVDSDUHFHSRUTXHGHSHQGHPXFKRGH
FDGDXQR&XDQGRHVPL[WR«
0HOLVD8VWHGHVODSURPXHYHQSHURODLPSOHPHQWDHOVHFWRUSULYDGR
'LHJR&RQORVHYHQWRVORKDFHQ&DGDYH]TXHKD\YLHQHQPHGLFHQ³7UHV$UUR\RVWHQGUtDTXH«OD0XQLFLSDOLGDG
WHQGUtDTXHKDFHUOD)LHVWDGHOD3ULPDYHUDHQ&ODURPHFy´1R<RVR\HOSULPHURTXHGLFH³QRHVWiHTXLYRFDGR´(O
TXHWLHQHTXHKDFHUOD)LHVWDGHOD3ULPDYHUDVRQRODVLQVWLWXFLRQHVRXQSULYDGR¢<OD0XQLFLSDOLGDGTXpWLHQHTXH
KDFHU"$SR\DU
0HOLVD¢<FyPRKDFHQFRQODSURPRFLyQ"
'LHJR /H GDPRV SURPRFLyQ DSR\DU FRQ SODWD FRQ PDQR GH REUD $SR\DU HVWDU WUDEDMDU FRQ HVR Vt 3HUR XQD
IHVWLYLGDGR XQ HYHQWR GHWHUPLQDGR QR SXHGHVRVWHQHUVH R VXVWHQWDUVH GH ORV DxRVHFRQyPLFRV GHO 0XQLFLSLR 7H
GLJRHO0XQLFLSLRWHGLJROD3URYLQFLDWHGLJROD1DFLyQFXDOTXLHUDGHORVHVWDPHQWRVSRUTXHODPHQWDEOHPHQWHHO
DxR TXH WH YD PDO HFRQyPLFDPHQWH FRPR SDVy FRQ HO DxR  SDUHFtD TXH HQ &ODURPHFy QDGD SRGtD SDVDU
SRUTXHOD0XQLFLSDOLGDGQRTXHUtD%XHQRDKtHVWXYRHOHUURU
 &XDQGRODLQYHUVLyQHVSULYDGDTXHDFRPSDxDHO0XQLFLSLRHOSULYDGRQRGHMDGHKDFHUORDORVXPRORKDUi
GHRWUDPDQHUDPiVDFRWDGD«
0HOLVD1RVHEXVFDODUHQWDELOLGDGQRVHPXHYHSDUDSRGHUJDQDU
'LHJR([DFWDPHQWH<WHQpVODSRVLELOLGDGGHUHFXSHURPXFKDVYHFHV9RVFXDQGRFUHDVDOJRGHVGHHO0XQLFLSLR
GHVGHHO(VWDGRYDPRVDKDEODUGHVGHHO(VWDGRFXDQGRYRVWUDpVDOJRGHVGHHO(VWDGR«
0HOLVD6tVRQWRGDVH[WHUQDOLGDGHV$O(VWDGRQROHLQWHUHVDJHQHUDUEHQHILFLRV
'LHJR1R\HVTXHDGHPiVQRSXHGH<RFRPR(VWDGRQRWHSXHGRFREUDUSRUXQHVSHFWiFXORPXVLFDO£1RSXHGR
2VHDQRPHORSHUPLWHODGLQiPLFDGHORV(VWDGRV(QWRQFHVHOSUREOHPDHVDVt
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

0HOLVD 7HQJR XQ PRGHOR GH HQWUHYLVWD TXH PL LGHD HUD KDFHU XQ H[SHULPHQWR 'H KHFKR SUHJXQWDUWH HVWDV
SUHJXQWDVTXHSDUDYRVVRQEiVLFDV\GHVSXpVVLSXHGRDO,QWHQGHQWHSDUDFRPSDUDUUHVSXHVWDV
'LHJR2QRWDQWRSRUDKt
0HOLVD1RQRSRUHMHPSOR¢4XpHV³WXULVPR´SDUDYRVTXHVRV'LUHFWRUGH7XULVPR"
'LHJR<PLUiSDUDPtHVFRPR\RORYHRFRPR\RORYLYRQRFRPRORGLFHQSDUDPtHOWXULVPRHVKDFHUWXULVPRHV
ODH[SUHVLyQGHOGHVHRGHFRQRFLPLHQWR\HVWiPX\YLQFXODGRFRQHORFLRHVWiPX\YLQFXODGRFRQODFXOWXUD\HVWi
PX\YLQFXODGRFRQHOGHSRUWHWDPELpQ3HURHYLGHQWHPHQWHTXHDPtPHPRWLYHDKDFHUWXULVPRVLJQLILFDTXHKD\
XQD QHFHVLGDG GH FRQRFLPLHQWR R GH E~VTXHGD GH FRQRFHU DOJR FRPR SDUD SRGHU GHVSOD]DUPH KDFLD HVH OXJDU
'HVSXpVHVHOXJDUTXHORFRQRFtPHJXVWy\ORUHSLWRORYXHOYRDUHSHWLUWLHQH\DTXHYHUFRQXQDFXHVWLyQRGHRFLR
RGHFXOWXUDRGH«
0HOLVD¢9RVFUHpVTXHXQWUHVDUUR\HQVHSXHGHKDFHUWXULVPRHQ7UHV$UUR\RVHQODFLXGDG"
'LHJR8QWUHVDUUR\HQVHSXHGHWUDQTXLODPHQWHKDFHUWXULVPRHQODFLXGDG
0HOLVD1RHVQHFHVDULRTXHVHGHVSODFHORVNPTXHGLFHOD207
'LHJR1RODSDUWHTXHVtHVFLHUWREXHQRDYHUPiVTXHWXULVPRKDUtDH[FXUVLRQLVPRSRGUtDPRV«
0HOLVD6tVtODFDWHJRUtDGHYLVLWDQWHV\SHUQRFWHV
'LHJR3HURVtQRHVPHQRVFLHUWRTXHSRGUtDKDFHUH[FXUVLRQLVPRHQVXSURSLDFLXGDGORTXHSDVDHVTXHHQWRGDV
ODVORFDOLGDGHVSDVDORPLVPRFRQHOORFDOVLHPSUHFUHHPRVTXHFRQRFHPRVWRGR(QWRQFHVQRVRODPHQWHFRQOD
FLXGDGWH KDEOR GH OD ]RQD UXUDOTXHQRV URGHD (O WUHVDUUR\HQVHQRVDEH OD ]RQD UXUDO TXHOR URGHD 6L YDPRVD
KDFHU XQD HQFXHVWD HQ OD FDOOH \ SUHJXQWiV FXiQWRV FRQRFHQ HO 5tR 4XHTXpQ 6DODGR TXH HVWi D  NP OD JUDQ
PD\RUtDQRORFRQRFH³1R¢SHURTXpKD\"´'HVSXpVYDQ\ORFRQRFHQVHYXHOYHQORFRVHVWiQIDVFLQDGRV
0HOLVD<KD\XQJUDQSRWHQFLDOHQHO3DUWLGRHQFXDQWRDWXULVPRUXUDOSRUODSDUWHHXURSHD
'LHJR%XHQRYRVYLVWHTXHQRVRWURVDKtHQHO~OWLPRWLHPSRHVWDPRVPX\LQVLVWHQWHVFRQHOWHPDGHOWXULVPRUXUDO
HQORVSXHEORV\ORVSXHEORV\ORVSXHEORV«
0HOLVD(Q&RSHWRQDV2UHQVH(VJHQLDOORTXHKDQKHFKRFRQ&RSHWRQDV
'LHJR 3RU HMHPSOR IXQFLRQD PX\ ELHQ FRQ HO FDVR GH &RSHWRQDV \ VL WRGR YD PiV R PHQRV ELHQ HQ QR PXFKR
WLHPSRPiVGHEHUtDFRQYHUWLUVHHQ3XHEOR7XUtVWLFRGHOD3URYLQFLD(QWRQFHVGLJDPRVHOSURSLRORFDO<RHVWXGLp
HQ %XHQRV $LUHV PH IXL D HVWXGLDU D %XHQRV $LUHV &RPSDxHURV GH OD )DFXOWDG HVWXGLDQWHV GH 7XULVPR PH
SUHJXQWDEDQFyPRHUD5HWLUR&ODUR\R5HWLURORFRQRFtDGHLU\YROYHUPLOORQHVGHYHFHV«0HSUHJXQWDEDQFyPR
HUD5HWLUR2QRFRQRFtDQHO&RQJUHVR<RKDEtDSDVDGRGRVVHPDQDVHQ%XHQRV$LUHV\ORSULPHURTXHKDEtDLGRD
FRQRFHUHUDHO&RQJUHVR
0HOLVD%XHQRSDVDORPLVPRFRQORVFKLFRVGH/D3ODWDTXHQRFRQRFHQOD/HJLVODWXUD«
'LHJR %XHQR H[DFWDPHQWH&RQ WRGRV ORV ORFDOHV MXVWDPHQWH D HVRLED YROYLHQGRD OR TXH YLYtV HQ /D 3ODWD HO
ORFDOFUHHTXHFRQRFHWRGRDXQTXHHQUHDOLGDGQRFRQRFHQDGD
0HOLVD$GHPiVDQGiDGHFLUOHDXQWUHVDUUR\HQVHTXHQRFRQRFHHOFDPSR/HHVWiVSHJDQGRDOHJR(VWRGRXQ
WHPD
'LHJR<QLKDEODUVLTXHUpVORFRPSOLFiVXQSRFRPiVFXDQGROHSUHJXQWiVGHTXHFyPRHVHO&RQFHMR'HOLEHUDQWH
7HQHPRV XQ 6DOyQ %ODQFR \ XQ 3DODFLR 0XQLFLSDOGLJQR GH VHU YLVLWDGRSRUTXH DGHPiV HVWi WRGR VXEYHQFLRQDGR
SHURHVRHVDSDUWH
0HOLVD$PtPHKDFHDFRUGDUDO'DUGR5RFKDGH/D3ODWD
'LHJR%XHQRSRUHMHPSORH[DFWDPHQWHHVPX\SDUHFLGRWLHQHPXFKDVVLPLOLWXGHV
0HOLVD(ORWURHVXQSDUDMHFXOWXUDO
'LHJR<RHVWR\VHJXURTXHKD\XQSRUFHQWDMHDOWtVLPRGHJHQWHTXHQRFRQRFHHO&RQFHMR'HOLEHUDQWHSRUTXHFUHH
TXHDO&RQFHMR'HOLEHUDQWHYDQVRODPHQWHORVFRQFHMDOHVDKDFHUVXVGHEDWHVSROtWLFRV<HQUHDOLGDGHVXQOXJDU
TXH HV DELHUWR DO S~EOLFR GXUDQWH WRGRV ORV GtDV GHO DxR (QWRQFHV ¢HO WUHVDUUR\HQVH HQ Vt SXHGH R QR KDFHU
H[FXUVLRQLVPR WXULVPR GHQWUR GH VX FLXGDG GHQWUR GHO SDUWLGR" 6tVLQ GXGDV ¢/R KDFH" 1R ¢3RU TXp" 3RUTXH
FUHHTXHORFRQRFH
0HOLVD¢&RQVLGHUiVDOWXULVPRFRPRXQDDFWLYLGDGHFRQyPLFDRFRPRXQSDUWHGHODHFRQRPtD"7HFRPHQWRYHQJR
GH&LHQFLDV(FRQyPLFDVSRUHVR«
'LHJR6LQGXGDVVtORTXHQRVSRGHPRVSRQHUDGLVFXWLUHVVLHVODSULPHUDODVHJXQGDRWHUFHUDRFXDUWDSDUWHGH
ODHFRQRPtDGHXQVLVWHPD(QHOFDVRGH7UHV$UUR\RV\KDEODQGRSXQWXDOPHQWHGHODFLXGDG\RFUHRTXHHVWiHQ
XQHVFDOyQEDVWDQWHEDMRSRUTXHHVXQDFLXGDGTXHWLHQHPXFKRPRYLPLHQWRLQWUtQVHFRTXHKDFHTXHKD\DPXFKR
PRYLPLHQWR 3HURVLQ LU PiV OHMRV HVWH ILQGH VHPDQD TXH SDVyXQ JUXSR GHMXELODGRV SHUVRQDV GHOD WHUFHUD
HGDG GH 3DUDQi HVWiQ YLVLWDQGR 7DQGLO 0DU GHO 3ODWD 6LHUUD GH OD 9HQWDQD 7UHV $UUR\RV \ &ODURPHFy KDFLHQGR
EDVHHQ7UHV$UUR\RV6LGXUDQWHHVRVFXDWURGtDVHQORVTXHDFiVHPRYLyODKRWHOHUtDVHPRYLyODJDVWURQRPtD\
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

DGHPiVSRUTXHWHQJRFRQRFLPLHQWRSRUTXHYLQLHURQDEXVFDUORDFiHPSOHDURQDXQDSHUVRQDSDUDKDFHUGHJXtD
TXHDPtQDGLHPHYHQJDDGHFLUTXHHVRQROHVJHQHUyXQPRYLPLHQWRHFRQyPLFRDHVWRVWUHVIDFWRUHVTXHWHHVWR\
QRPEUDQGR
 /OHYiQGRORDRWURDVSHFWRTXHWDPELpQSDVyHOILQGHVHPDQDFRQHOWHPDGHOFHQWHQDULRGH2UHQVH7RGRV
ORVP~VLFRVWRGRVORVVRQLGLVWDV\ODPLVPD6ROHGDGVHDORMDURQHQKRWHOHVHQDORMDPLHQWRTXHHVWiQGHQWURGHO
SDUWLGR GH 7UHV $UUR\RV (QWRQFHV TXH PH GLJDQ GH TXH QR H[LVWH PRYLPLHQWR 4XH PH OR YHQJDQ D QHJDU OD
FDQWLGDGGHYHFHVTXHTXLHUDQQRPHORYDQDUHFRQRFHUSHURHVWiH[LVWH6LQRH[LVWLHVHHVHPRYLPLHQWR
0HOLVD 1R HVWDUtD 7XULVPR QR HVWDUtD SURPRYLHQGR ¢&UHHV TXH HO WXULVPR HV XQD DOWHUQDWLYD SDUD FRPEDWLU OD
HVWDFLRQDOLGDG\JHQHUDULQJUHVRVDXQVHFWRUQRWUDGLFLRQDO"
'LHJR 6t VLHPSUH WDPELpQ TXH HVWHPRV KDEODQGR GH OD FLXGDG ¢VLHPSUH KDEODPRV GH OD FLXGDG QR"
5HVXPLGDPHQWHHQHOSDUWLGRORTXHSDVDHVTXHSULQFLSDOPHQWHODVFLXGDGHVWXUtVWLFDVVRQODVWUHVFRVWHUDVWLHQHQ
XQSXQWRPX\IXHUWHGXUDQWHHOYHUDQR\GHVSXpVGXUDQWHHOLQYLHUQRGHFDHQ
0HOLVD(QHOYHUDQRVHUHFDXGDORTXHQRVHUHFDXGDHQHOUHVWRGHODxR/RKDEODEDFRQHOVHxRUTXHSDVDFRQ
0DUGHO3ODWDLQGXGDEOHPHQWHWDPELpQ
'LHJR ([DFWDPHQWH FRQ WRGRV ORV GHVWLQRV TXH VRQPX\ PDUFDGRV GH VRO \ SOD\D $KRUD ¢FXiO HV OD PLVLyQ GH
DFXHUGR D ODV SROtWLFDV WXUtVWLFDV TXH VH ILMDURQ GHVGH 1DFLyQ" 'HVGH PL SXQWR GH YLVWD VRQ ODV GHVDUUROODGDV
DXQTXH HQ QXHVWUR FDVR HQ SDUWLFXODU KD\ TXH DGDSWDUVH PiV ILQHV GH VHPDQD PiV ILQHV GH VHPDQD ODUJRV
IHULDGRVTXpVH\RHVEXHQRSDUDHOWXULVPRLQWHUQRHVWR\WRWDOPHQWHGHDFXHUGR6DQ/XLV&yUGREDHVWiQWRGRV
FRQWHQWRVFKRFKRV$OD&RVWD$WOiQWLFDODPDWyHVDSROtWLFD$YHUQRHVTXHODPDWySHURVtGHVFRPSULPH(VTXH
GHVFRPSULPHPXFKtVLPR2VHDKR\YRV\DQRWHQpVODQHFHVLGDGGHYHQLUWHGtDVDODFRVWDSRUTXHHVOR~QLFR
TXHWHQpVHQHODxR9RVWHQpVXQPRQWyQGHILQHVGHVHPDQDHQHODxRGRQGHYDVJDVWDQGRXQDPRQHGDRLQFOXVR
KDVWDWHGLYLGtVODVYDFDFLRQHVSRUTXHWRWDODJDUUiV\VXPiVODVHPDQDDOILQGHVHPDQDODUJR\\DWHQpVGtDV1R
WHQpVSHURWHQpV/RGLYLGtVHQGRVHQWRQFHV\DVDOtVGRVYHFHVHQHODxRQRVDOtVXQDRPiVVLWHQpVOD
SRVLELOLGDGGHDFXHUGRDOSHUILOGHOWXULVWD$OD&RVWD$WOiQWLFDHVRODGHVFRPSULPHXQPRQWyQSRUTXH\DQRHVWi
VDWXUDGD\DQRKD\WHPSRUDGDSOHQDHVGLItFLOTXHKD\DWHPSRUDGDVUHFRUG$YHUSRGUiKDEHUWHPSRUDGDUHFRUGVL
ODPHGLPRV«
0HOLVD+D\RFXSDFLyQGH
'LHJR(QFXDQWRDRFXSDFLyQ\DQRKD\WHPSRUDGDVUHFRUGGHXQ\TXHWRGRH[SORWH3HURHVOyJLFR\HVWi
ELHQTXHSDVHDVt(VWiELHQ$KRUDWLHQHTXHKDEHUXQDYLYH]D\XQDDGDSWDFLyQSRUSDUWHGHWRGRVORVPXQLFLSLRV
FRVWHURVHQEXVFDUDOWHUQDWLYDVSDUDTXHHVDGHVFRPSUHVLyQGHODWHPSRUDGDDOWDVHYHDXQSRFRPiVUHVDUFLGD
SRUGHFLUORGHDOJXQDPDQHUDHQHOUHVWRGHORVILQHVGHVHPDQDHQHOUHVWRGHODxR8QDWDUHDGLItFLOSHURTXHVH
SXHGHWUDEDMDU (VR D QLYHO SDUWLGR $ QLYHOFLXGDG HV ORFRQWUDULR SUiFWLFDPHQWH 9RVDFi HQOD FLXGDG WHQpVXQD
RFXSDFLyQLQWHUHVDQWHHQWUHHOOXQHV\HOMXHYHV6HFDHHOYLHUQHVHOViEDGR\HOGRPLQJR(QWRQFHVYRVOH
SUHJXQWiVDODJHQWHGHDFiFyPRKDFHSDUDWUDEDMDUPHMRUSDUDUHSDUWLUPHMRU\JHQHUDUPiVLQJUHVRVDO3DUWLGR³<
WUiHPHHYHQWRVIXHUWHVORVILQHVGHVHPDQD´WHYDQDGHFLUORVKRWHOHURV$OJXQRVGHHOORVPHGLMR³OD~QLFDPDQHUD
GHTXHYRVWHQpVDOJRSDUDKDFHUHQ7XULVPRTXHYDOJDODSHQDSDUD7UHV$UUR\RVFLXGDGHVTXH+XUDFiQYXHOYDD
3ULPHUD´ 1R FUHR TXH VHD WDQ DVt WDPSRFR SHUR QR HV PHQRV FLHUWR TXH HO IXHUWH DFi HVWi HQ OD VHPDQD /RV
UHVWDXUDQWVPXHYHQSUiFWLFDPHQWHGXUDQWHWRGDODVHPDQD
0HOLVD$OJRTXHYHUFRQ3HUJDPLQRSDVDH[DFWDPHQWHORPLVPRTXHHOORVWUDEDMDQGHOXQHVDMXHYHVYLHUQHVFRQ
HOVHFWRUHPSUHVDULDO
'LHJR 3DUTXH ,QGXVWULDO &RPHUFLDO &HQWUR FRPHUFLDO 6RQ  FXHVWLRQHV TXH KDFHQ TXH VH PXHYD GXUDQWH OD
VHPDQD
0HOLVD,QGXGDEOHPHQWHFRQVLGHUiVTXH7UHV$UUR\RVHVXQGHVWLQRWXUtVWLFR
'LHJR6tTXHKD\TXHWHUPLQDUGH«
0HOLVD 'HVSXpV YHPRV HQ TXp HWDSD HVWi FRPR GHVWLQR (QWRQFHV ¢FXiOHV FRQVLGHUiV YRV TXH VHUtDQ VXV
SULQFLSDOHVDWUDFWLYRVWXUtVWLFRV"
'LHJR+R\ORVSULQFLSDOHVDWUDFWLYRVVRQVLQGXGDVHOSDWULPRQLRDUTXLWHFWyQLFRHO0XVHR0XOD]]LSRUVXKLVWRULD\OR
TXHJXDUGDVREUHWRGRHQODSODQWDEDMDTXHHVODSDUWHDUTXHROyJLFD\GHVSXpVWLHQHXQVXVWHQWRLPSRUWDQWH\FDGD
YH]PiVHQORVHYHQWRV
0HOLVD6tVHYH+D\GHVILOHVGHPRGDHQODUDGLR\HQHOGLDULRVLHPSUHKD\DFWLYLGDG
'LHJR+D\GHVILOHVSRUGHFLUWHDOJRKD\DUWLVWDVGHUHQRPEUHQDFLRQDOWDPELpQKD\KD\DFWLYLGDGGHDUWHVDQRVKD\
DFWLYLGDG GH HYHQWXDO LQWHUQR WDPELpQ XQ PRQWyQ SHUR SRU DKt HVR QR PXHYH DO WXULVPR /R TXH Vt XQ DUWLVWD GH
UHQRPEUHQDFLRQDO6DQ&D\HWDQR$GROIR*RQ]iOH]&KiYH]3ULQJOHV'RUUHJRQRORVWLHQHQRWLHQHQTXHLUVHPiV
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

OHMRV/D)LHVWD3URYLQFLDOGH7ULJRHVVLQGXGDVVHFRQYLHUWHHQXQDWUDFWLYRWXUtVWLFR(VXQHYHQWRTXHVHFRQYLUWLy
HQXQDWUDFWLYRWXUtVWLFRSRUTXHYLHQHJHQWHGHWRGDOD]RQDSRUHOQLYHOGHORVHVSHFWiFXORVTXHVHWUDHQ
0HOLVD0LVPRRFXUUHFRQOD)LHVWDGHO&RORUTXHWUDHD$JDSRUQLVEXHQRPXFKDMXYHQWXGTXHYDTXHUHUYHQLUDYHU
DODEDQGD
'LHJR2OYLGDWHVLQGXGDV
0HOLVD7HSUHJXQWRDPDQHUDJHQHUDO¢FXiOHVODSROtWLFDWXUtVWLFDGHO0XQLFLSLR"
'LHJR $ QLYHO« 1R OD PDQHMR D QLYHO ORFDO LQWHQWR SRU OR PHQRV 2 VHD D QLYHO SXQWXDO ORFDO GH FDGD GH ODV
ORFDOLGDGHVVLQRORTXHTXLHURHVWUDEDMDUORGHXQDPDQHUDLQWHJUDO
0HOLVD&RPR3DUWLGR
'LHJR ([DFWDPHQWH (VH HV HO REMHWLYR TXH PH SXVH FXDQGR OOHJXp FXDQGR KDEODPRV FRQ HO ,QWHQGHQWH FXDQGR
OOHJXp\HOTXHDOGtDGHKR\VHVLJXHVRVWHQLHQGR7HQJRDGHSWRV\GHWUDFWRUHV¢3RUTXp"3RUTXHREYLDPHQWHYRV
OH HPSH]iV DSUHVWDU DWHQFLyQ D PXFKRV RWURV SDUiPHWURV GHMiV GH SUHVWDUOHPXFKD DWHQFLyQ D RWURVOXJDUHV 1R
GLJRWDPSRFRTXHVHDODPDQHUDFRUUHFWDHVODPDQHUDHQTXH\RORYHR\RFUHRTXHKD\TXHPDQHMDUHO3DUWLGRGH
PDQHUDLQWHJUDO\SULQFLSDOPHQWHFRQFLHQWL]DU\DFiYXHOYRDXQDSDUWHTXHPHSUHJXQWDVWHDQWHVFRQFLHQWL]DUDO
ORFDOSULPHURDOORFDODOWUHVDUUR\HQVHGHWRGRHOSDUWLGRKDEORTXHWLHQHXQSRWHQFLDOWXUtVWLFRTXHWLHQHUHFXUVRV
WXUtVWLFRVTXHH[SORWDU(VRHVORSULPHURHQORTXHKD\TXHWUDEDMDU
0HOLVD 0XFKRV PH GLFHQ ³¢YDV D KDFHU XQD WHVLV VREUH WXULVPR HQ 7UHV $UUR\RV"´ PH GLFHQ WRGRV £6t +D\ XQ
IXHUWHSRWHQFLDOWXUtVWLFRHOWHPDHVQRVDEHUYHUOR
'LHJR3ULPHURVHODWLHQHQTXHFUHHU6HJXQGRKD\TXHLQYROXFUDUDPiVDFWRUHV$YHU¢FXiOHVODPDQHUDTXH\R
WHQJR GH SRU GHFLU DO DLUH SRWHQFLDU &ODURPHFy FXDQGR HO FOLPD QR DFRPSDxD" 9DORUL]DQGR OD HVWDQFLD UXUDO R
YDORUL]DQGR6DQ)UDQFLVFRGH%HOORT¢3RUTXp"3RUTXHDOJRPiVSDUDKDFHU¢&yPRKDJRSDUDKDFHUORFRQ5HWD"
/HEXVFRODDFWLYLGDGHQ&RSHWRQDV4XHHOUHVWRGHODVORFDOLGDGHVWHQJDQDOJRSDUDPRVWUDUHVXQFRPSOHPHQWRD
HOGtDTXHQRHVWiEXHQRHQODSOD\DTXHHVORTXHYLHQHDKDFHUWHQJRDOJRSDUDKDFHU\QRPHWHQJRTXHTXHGDU
HQFHUUDGR
0HOLVD&RPRXQDLGHDGHFUHDUFRPRXQDFRPDUFDHQWUHYDULRVGHVWLQRV
'LHJR([DFWDPHQWH(VFRPRXQDFXHVWLyQXQDDPELFLyQXQSRFRIXHUWHSHUREXHQRHVHOREMHWLYR'HKHFKRWRGR
ORTXHWLHQHTXHYHUFRQORVSXHEORVWXUtVWLFRVFRQORVSXHEORVUXUDOHVGHDSRTXLWRIXHHQFDPLQiQGRVH(VHHVHO
REMHWLYRJHQHUDO1RWHQJRORFDO
0HOLVD¢&XiOHVFUHpVVRQORVDWUDFWLYRVGHODFLXGDGVHJ~QORVWUHVDUUR\HQVHV"6HJ~QFyPRHOORVLGHQWLILFDQFRPR
WXUtVWLFR 8QD FRVDHV OR TXHQRVRWURVFUHHPRV SHUR YRV GHFtVTXH OD JHQWH LGHQWLILFD SRFR D 7UHV $UUR\RV FRPR
WXUtVWLFR«
'LHJR6t\HQJHQHUDO¢TXpWHPXHVWUR"7HPXHVWURTXHHVXQDFLXGDGOLQGDPLUiODSOD]DKHUPRVDTXHWLHQHFRQ
HVD,JOHVLD\HVD0XQLFLSDOLGDG\HO3DUTXH&DEDxDV(VORSULPHURTXHVHUHFXUUHVHJ~QHOWUHVDUUR\HQVH1RKD\
UHDOPHQWH XQD H[SRVLFLyQ UiSLGD GH GHFLU ³TXp OLQGRHOVDOyQ TXH WLHQHHO 0XQLFLSLR FRQ HO &RQFHMR 'HOLEHUDQWH´ R
ItMDWHOD6RFLHGDG,WDOLDQDOD3HUVHYHUDQFLD
0HOLVD0LVPRODVLJOHVLDVWXULVPRUHOLJLRVR1DGLHVHDFXHUGDGLJDPRV
'LHJR 3ULQFLSDOPHQWH OD 3OD]D \ HO 3DUTXH &DEDxDV FRPR HVRV ³OXJDUHV TXH KD\ TXH FRQRFHU GH 7UHV $UUR\RV´
'HVSXpVYHVTXHHVXQDFLXGDGOLQGDWUDQTXLOD«
0HOLVD (VRV VRQ ORV SDUiPHWURV ¢FUHpV TXHFRQ HVWR GH OD VXED GHO GyODU LQIOX\y HQWXULVPR HQ 7UHV $UUR\RV"
¢+D\PiVWXULVWDVH[WUDQMHURV"¢+XERDOJXQDUHSHUFXVLyQ"2¢SRGUtDVHUXQGHVWLQRSDUDORVH[WUDQMHURV"
'LHJR 7HQpV GRV PDQHUDV GH SODQWHDUOR 1RVRWURV EXHQR SRU SULPHUD YH] HQ OD KLVWRULD KD\ WUHV FXDWUR
SUHVWDGRUHVGHVHUYLFLRVTXHVHKDQSXHVWRGHDFXHUGR\FRQD\XGDQXHVWUDDUPDPRVORVWDULIDULRVSDUDHPSH]DUD
SURPRFLRQDUVHHQGLVWLQWDVDJHQFLDVPD\RULVWDV(VRQRKDEtDSDVDGRQXQFDKDVWDDKRUDSDVDHVWiSDVDQGR«
0HOLVD0D\RULVWDVHQ%XHQRV$LUHV
'LHJR6tHQ%XHQRV$LUHV\HQ&yUGRED/RVUHVXOWDGRVSXHGHQVHUDKRUDRGHQWURGHDxRVQRORVpSHURVH
JHQHUyHVRTXHQRVHKDEtDJHQHUDGR+DEODQGRFRQFUHWDPHQWHGHORVH[WUDQMHURVKDVWDKDFHQRPXFKRWLHPSR
KXERPXFKRPRYLPLHQWRGHH[WUDQMHURVHQOD]RQDSRUTXHYHQtDQDFD]DU&D]DTXHKR\HVWiSURKLELGD¢<RSXHGR
IRPHQWDU\SURPRFLRQDUODFD]DGHOFDXTXpQFRORUDGRTXpHVWiYHGDGD"1RQRORSXHGRKDFHU¢3XHGRODGHRWUD
HVSHFLH" 1R HV OR PHMRU SDUD SURPRFLRQDU SRUTXH WDPSRFR HV XQ UHFXUVR JHQXLQR $GHPiV HV PXFKD SODWD
FRQFHQWUDGD SDUD PX\ SRFRV HQWRQFHV WDPSRFR FXPSOLUtD HO URO VRFLDO TXH GHEHUtD FXPSOLU HO WXULVPR FRPR
JHQHUDGRUGHLQJUHVRV+D\XQDUHDOLGDGTXHWLHQHTXHYHUFRQODVIOXFWXDFLRQHVGHOGyODUHQHOFHSRFDPELDULR\
GHPiVTXH\RFUHRTXHD7UHV$UUR\RVQROHYDQLOHYLHQHHQQLQJ~QDVSHFWR9LVWRGHORVGRVODGRVSULPHURHO
QDFLRQDO TXH WLHQHTXHVDOLUVH HQFXHQWUD TXH HVPiV GLItFLOSDUDVDOLU QR FUHR TXH QHFHVDULDPHQWH OH KDJD JUDQ
FDPELR
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

0HOLVD2TXHFRQR]FD7UHV$UUR\RV
'LHJR1R(QUHDOLGDGORTXHQRVRWURVWHQHPRVTXHFDSWDUHVHOPRYLPLHQWRGHJHQWHLQWHUQDTXHKD\PXFKDJHQWH
QDFLRQDOTXHQRHOPDU\TXHWLHQHTXHDSURYHFKDUKD\TXHDSURYHFKDUDVDOLUORVILQHVGHVHPDQDRHQWHPSRUDGD
GH YDFDFLRQHV < HO TXH WLHQH DOJR GH FRQRFLPLHQWR GHO PDU GHO FDPSR EXVFDU GHVGH OR FXOWXUDO PDUFDU XQD
GLIHUHQFLDDOJRHQORTXHGLIHUHQFLDUVH¢3RUTXp"3RUTXHHOSRUWHxRVLHQWHDOJRTXHHVHOTXHPiVKDELGRSXHGH
HVWDUGHHVRWLHQH6DQ$QWRQLRGH$UHFRDNP\QRVHYDQDKDFHUSDUDFRQRFHU&RSHWRQDV$OJROHWHQJR
TXHGDUGLIHUHQWH
0HOLVD/DFODYHHVWiHQODGLIHUHQFLDHQODFRPSHWLWLYLGDG
'LHJR ([DFWDPHQWH < GHVGH HO SXQWR GH YLVWD GH ORV H[WUDQMHURV OD YHUGDG HV TXH OD $UJHQWLQD HV XQR GH ORV
SDtVHVPiVFDURVGHOPXQGRSDUDFRQRFHU<RHQUHDOLGDGFUHRTXHMXHJDHQFRQWUDQRVpVLHVWiFRPSUREDGRHQOD
EDODQ]DGHLQJUHVRV\HJUHVRVTXHGLVPLQX\yODFDQWLGDGGHWXULVWDVODEDODQ]DWXUtVWLFD«
0HOLVD4XHLJXDOPHQWHHOIDFWRUGHGLIHUHQFLDFLyQHVHOWHPDGHORVGDQHVHV\KRODQGHVHVTXHHVXQDFRORQLDTXH
HVUDURTXHKD\DXQDFRORQLDWDQJUDQGHHQHOPXQGR
'LHJR6tHVRGHKHFKRVHSXHGHOOHJDUDH[SORWDUGHKHFKRHVWRTXHQDFHGHOWDULIDULRHVWHTXHWHGLJRMXVWDPHQWH
WLHQHTXHYHUFRQHVR<HVWiEXHQRORTXHVHJHQHUyDXQTXH\DWHGLJRHVWRGDYtDPX\LQFLSLHQWH
0HOLVD %XHQR FRQRFpV OD HVWUDWHJLD GH PDUFD FLXGDG PDUFD SDtV PDUFDV UHJLRQDOHV PDUFD FLXGDG LPDJLQR
(QWRQFHVPLSUHJXQWDHV«
'LHJR'HQWURGHORTXHHVPDUFDQRHVXQDPDUFDSHURVtXQDGHQRPLQDFLyQGHRULJHQSVHXGRGHQRPLQDFLyQGH

RULJHQTXHKD\XQDRUGHQDQ]DQXHYDVDQFLRQDGDHVWHDxRVHOODPD³+HFKRHQ´ 1RPHDFXHUGRH[DFWDPHQWHHO
Q~PHURGHRUGHQDQ]DGHVSXpVHQWRGRFDVROREXVFR\WHORSDVR$SXQWDDORVSURGXFWRVTXHWLHQHQPDWHULDSULPD
RPDQXIDFWXUDHQXQSRUFHQWDMHGHWHUPLQDGRTXHORGHWHUPLQDOD6HFUHWDUtDGH3URGXFFLyQVREUHXQSURGXFWRTXH
VHGHQRPLQDJHQXLQRGH&ODURPHFy2UHQVH7UHV$UUR\RVHOTXHIXHUD
0HOLVD(O³PDGHLQ´GLJDPRV
'LHJR$OJRDVtH[DFWDPHQWH(QWRQFHVHVWiUHFLpQDSUREDGDODRUGHQDQ]D\KD\PXFKRWRGDYtDSRUDQGDUSHUR
HVRYDDVHUXQDHVSHFLHGHHPEOHPDSDUDODPDUFDFLXGDG
0HOLVD4XHSRGUtDD\XGDUPiVTXHQDGDDO0XQLFLSLRHQJHQHUDO
'LHJR'HKHFKRSDUWHGHOREMHWLYRSDUWHWDPELpQGHTXH\RFXDQGRYD\DDXQDH[SRVLFLyQSXHGDOOHYDUXQFXFKLOOR
XQDPHUPHODGDPLHOXQDWUHQ]D\XQDEROVDGHWULJRGHPDt]SLVLQJDOORFRPRPXHVWUDGHORTXHVHKDFH\ORTXH
XQRVHSXHGHOOHYDUFRPRRULJLQDOGHOOXJDUTXHYDDYLVLWDU(QWRQFHVFXDQGRSDVHVSRU7UHV$UUR\RVSDVHSRUHO
SXHVWRGHORVDUWHVDQRVGLJD³EXHQRPLUiPHSXHGROOHYDUHVWHFXFKLOORTXHODPDUFDHVJHQXLQDHVJHQXLQRKHFKR
HQ 7UHV $UUR\RV´ SRUTXH HO HQFDYDGR HVWi KHFKR HQ 7UHV $UUR\RV SRUTXH OD KRMD HVWi KHFKD HQ 7UHV $UUR\RV
SRUTXHODVGRVFRVDVHVWiQKHFKDVHQ7UHV$UUR\RV³¢4XpPHSXHGROOHYDURULJLQDOGHHVWHOXJDU"´%XHQRWDOFRVD
0HOLVD6tHVXQSURGXFWRGLIHUHQFLDGR
'LHJR([DFWDPHQWH6LYRVYDVD0LVLRQHVSRUDKtORSULPHURTXHSHQViVHVHQWUDHUWHXQPDWHEXHQRDFiFDSD]
TXHQRKD\DOJRFRPRTXHVHFDHGHPDGXURSHURVtKD\SURGXFWRVTXHVHJHQHUDQ«
0HOLVD 6t XQD FDQDVWD FRQYDULRV SURGXFWRV«  &RQ HO WHPD GH OD PDUFD VL VH LQWHQWDUD FUHDU XQD PDUFD GH OR
WHyULFR SDVDPRV D OR SUiFWLFR ¢YRV FUHpV TXH ORV YHFLQRV FRODERUDUtDQ HQ OD SDUWLFLSDFLyQ" 6HDQ FRPHUFLDQWHV
HPSUHVDULRVORVYHFLQRVPLVPRVDJHQFLDVGHYLDMHODKRWHOHUtD6LYRVKDFpVXQDUHXQLyQHVRTXHKDEOiEDPRVGH
ODSDUWLFLSDFLyQPL[WDGRQGHHOORVWDPELpQSURSRQJDQ\HOORVWDPELpQORYHDQFRPRSURSLRTXHQRYLHQHGHDUULED
GLJDPRV
'LHJR<RQRPHGR\SRUYHQFLGR\FUHRTXHVLKD\XQDQXHYDSRVLELOLGDGGHYROYHUDLQWHQWDUORVHYXHOYHDLQWHQWDU
\ FRQ ODV PLVPDV JDQDV \ ODV PLVPDV SLODV /D H[SHULHQFLD GLFH TXH D SULRUL HV XQD PLVLyQ GLItFLO 1R LPSRVLEOH
VHJXUDPHQWHSRUTXHODFRVDLPSRVLEOHYRVVDEpVFyPRHV
0HOLVD6LHVWiQFHUUDGRVPHGHFtDVDOWXULVPRHQODFLXGDGSDUWLHQGRGHHVDEDVH
'LHJR(VFRPRWRGRRVHDVLHPSUHTXHKD\XQSUREOHPDKD\XQDVROXFLyQ'HVSXpVVHUiPiVRPHQRVRUWRGR[D
PiVRPHQRVFRVWRVDSHURSODQWHDGDXQDVLWXDFLyQVHJXUDPHQWHHVUHYHUWLEOHQRKD\FRVDVLPSRVLEOHV/RTXHVt
TXHHVDUGXR
0HOLVD 7H SUHJXQWp SRU ORV WUHVDUUR\HQVHV \ DKRUD WH SUHJXQWR SRU YHFLQRV GH RWUDV FLXGDGHV ¢9RV FUHpV TXH
LGHQWLILFDQDODFLXGDGFRPRWXUtVWLFD"'HOD]RQDRGHODSURYLQFLD
'LHJR1HFHVDULDPHQWHODFLXGDGQRQRFUHRUHDOPHQWHTXHODLGHQWLILTXHQFRPRWXUtVWLFD


2EVpUYHVH2UGHQDQ]D0XQLFLSDOQƒVLWLRZHEGHO+RQRUDEOH&RQFHMR'HOLEHUDQWHGH7UHV
$UUR\RVHQKWWSZZZKFGDFRPDUUHVROXFLRQHVRUGKWP
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

0HOLVD6tODVSOD\DV
'LHJR6HJXUDPHQWHODVSOD\DVHLQFOXVRXQSXHEORTXHVHHVWpSRVLFLRQDQGR/DFLXGDGQRQHFHVDULDPHQWH3RU
DKtFUHRTXHODFLXGDGVtYDWRPDQGRXQDGLPHQVLyQGHTXHHVXQOXJDUGRQGHYDQSDVDQGRHYHQWRVRFRVDVTXH
VRQDWUDFWLYDV\TXH$YHUVL\RKR\WHSUHJXQWRUiSLGDPHQWH³¢-XQtQHVXQDFLXGDGWXUtVWLFDTXHJHQHUDTXHUHU
FRQRFHUODWXUtVWLFDPHQWH"´0X\GLItFLOPHQWHPHGLJDVTXHWXUtVWLFDPHQWHTXHUpVLUDFRQRFHUODPiVDOOiGHODODJXQD
TXHKD\ODJXQDVHQODSURYLQFLDGH%XHQRV$LUHV
0HOLVD<DKRUDPHHVWR\HQWHUDQGRTXHKD\FDUQDYDOHVKD\IHVWLYDOHVHQ-XQtQ
'LHJR/RREMHWDEOHHVTXHVLYDDWRFDUHO,QGLR6RODULXQDYH]VLYDDWRFDU/D5HQJDRWUDYH]VLYDDWRFDUQRVp
FXDOTXLHU EDQGD VL VH KDFH HO DXWRPRYLOLVPR OD FDUUHUD GH 7&  \ VH KDFH HO FDUQDYDO ¢D DOJXLHQ OH FDEHQ
GXGDVTXHFRQORVHYHQWRV\RUHODFLRQRORVHYHQWRVD-XQtQ"1RQRFDEHQLQJXQDGXGD(YLGHQWHPHQWH-XQtQHV
XQDORFDOLGDGGHHYHQWRV&RQ7UHV$UUR\RVGHDSRFRHQOD]RQDQXHVWUD\HQPHQRUGLPHQVLyQVHYDJHQHUDQGR
HVR /D JHQWH FRPR TXH HVWi DWHQWD D 7UHV $UUR\RV SRUTXH HQ 7UHV $UUR\RV SXHGHQ SDVDU FRVDV SXHGHQ SDVDU
HYHQWRV
0HOLVD3RUTXHHVXQDFLXGDGPX\LPSRUWDQWHGHQWURGHORTXHHVODUHJLyQRVHDODVFLXGDGHVTXHHVWiQDOUHGHGRU
VRQPHQRUHV$XQTXHHOFHQWURFHUFDQRPiVLPSRUWDQWHHV%DKtD%ODQFDTXHLQGXGDEOHPHQWHDFDSDUD«
'LHJR 6t HQWUH %DKtD %ODQFD \ 0DU GHO 3ODWD VH SHOHD XQ SRFR 3HUR VLQ GXGDV HV XQD FLXGDG TXH WRPy
SUHSRQGHUDQFLDDQLYHO]RQD<DQLYHO]RQDQRKD\PHQRVGHPLOPLOKDELWDQWHV(QWRQFHVHYLGHQWHPHQWH
VtVHYHWDOYH]\VHHPSLH]DDGLPHQVLRQDU«
0HOLVD3RUODSDUWHGHKRVSLWDOSRUODSDUWHGHHVFXHODVVtKD\PXFKRSRUKDFHU
'LHJR(YLGHQWHPHQWHVtVHHPSLH]DDGLPHQVLRQDUFRPRXQDFLXGDGGRQGHSDVDQFRVDV\TXHYRVWHQpVTXHHVWDU
DWHQWRSRUTXHHQFXDOTXLHUPRPHQWRSXHGHKDEHUDOJXQDDFWLYLGDGTXHWHJXVWHQRPHFDEHQGXGDVGHHVR'HDKt
DTXHVHSLHQVHTXHHVXQDFLXGDGWXUtVWLFDPHSDUHFHTXHWRGDYtDHVWDPRVOHMRV
0HOLVD3HURHVTXHKD\PXFKRVHYHQWRVVHJXURORYHR\HVWiEXHQtVLPR<DYHUFyPRSUHJXQWRHVWR¢YRVFUHpV
TXHXQDPDUFDFLXGDGHVWDEOHFLGDSRUTXHPLWHVLVHVVREUHPDUFDSRUHVRKDJRKLQFDSLpDIHFWDUtDSRVLWLYDPHQWH
HQFDVRGHSRGHUHVWDEOHFHUVHHQHOGHVDUUROORWXUtVWLFRGHODFLXGDG"
'LHJR 6t VHJXUDPHQWH D YHU D 7UHV $UUR\RV OD JHQWH OR FRQRFH SRU GRV FRVDV D QLYHO SDtV LQFOXVR SRU XQD
IXQGDPHQWDOPHQWHDQLYHOLQWHUQDFLRQDO\ORGLJRFRQFRQRFLPLHQWRGHFDXVDSRUTXHKHWHQLGRODVXHUWHGHFKDUODU
FRQ JHQWH TXH HVWi IXHUD GHO SDtV TXH QR FRQRFH GH GRQGH \R YHQJR GRQGH YLYR GH RWUD PDQHUD FXDQGR VH OR
QRPEUR SHUR Vt VDEH GHFLUPH OR DVRFLDQ FRQ +XUDFiQ SRU HMHPSOR SRU VX SDVR HQ 3ULPHUD (V PXFKR PiV
URWXODQWHTXHFXDOTXLHUDSXHGHGLPHQVLRQDUHOSDVRGH+XUDFiQSRUOD3ULPHUD'LYLVLyQGHOI~WERO,QFOXVR\DWHGLJR
WUDVFLHQGH OR QDFLRQDO $ QLYHO QDFLRQDO VLQ GXGDV +XUDFiQ HV HO UHIHUHQWH Pi[LPR \ HO 3DUTXH ,QGXVWULDO HV RWUR
UHIHUHQWHPX\LPSRUWDQWHGH7UHV$UUR\RVFRPRPDUFD
 &RQ ODV ORFDOLGDGHV WXUtVWLFDV SDVR DOJR EDVWDQWH SDUWLFXODU OD JHQWH FRQRFH &ODURPHFy PXFKDV YHFHV QR
QHFHVDULDPHQWHVDEHTXHHVWiHQHOSDUWLGRGH7UHV$UUR\RVORPLVPRSDVDFRQ5HWD\ORPLVPRSDVDFRQ2UHQVH
(QWRQFHVDKtHVXQSRFRODFRPSOHMLGDGHQQRVRWURVFRPRSDUDQR«
0HOLVD&RQODSXEOLFLGDGGH&ODURGHKDFHQGRVDxRVVHJXLPRVFRQWDQGR«(VRIXHXQGHVDVWUH
'LHJR 6t HVR IXH XQ ERRP 3HUR QRVRWURV YDPRV D ODV IHULDV HQ %XHQRV $LUHV SRU GHFLUWH DOJR OD ),7 WHQHPRV
IROOHWRVGHWRGDVODVORFDOLGDGHVFXDQGRYRVUHSDUWtVHOGH5HWDODJHQWHWHGLFH³DK5HWDSHURKDFHDxRVTXHYR\\
QXQFDPHHQWHUpTXHSHUWHQHFtDDOSDUWLGRGH7UHV$UUR\RV´
0HOLVD*HQWHTXHYLHQHKDFHWXULVPR
'LHJR6t(QWRQFHVWDPELpQHVGLItFLOODSURPRFLyQ\SRUHVRQRVRWURVDKRUDJHQHUDPRVXQGRPLQLRZHESDUDFDGD
ORFDOLGDGQRVp5HWDWXUDU&ODURPHFRWXUDU7UHV$UUR\RVWXUDUHQWRQFHVEXHQRGHHVDPDQHUDFDGDFXDOVLJXH
PDQWHQLHQGRFRPRXQDLGHQWLGDGSURSLDSHURFXDQGRYRVHQWUiVDXWRPiWLFDPHQWH\DWHHVWiOOHYDQGRDO3DUWLGRGH
7UHV$UUR\RVFRQODPDQHUDGHORJUDUHOLQWHJURHVWH«
0HOLVD3DUDTXHHOTXHHQWUHD5HWD\DVHSDTXHHVWiHQ7UHV$UUR\RV
'LHJR([DFWDPHQWHHQWRQFHVEXHQRHVXQDHVWUDWHJLDPiVGHKDFHUOOHJDUDODJHQWHGHGHVDUUROODUXQSURGXFWR
<DWHGLJRQRHVTXHVHDHVFpSWLFRRPDODRQGDSHURPHIDOWDPXFKRFDPLQRSRUUHFRUUHUKD\SHTXHxDVDFFLRQHV
TXHVHYDQWRPDQGRSDUDTXH7UHV$UUR\RVVHDFRQVLGHUDGRWXUtVWLFRSHURHVFRPSOLFDGR/DJHQWHWHXELFDSRUOR
LQGXVWULDOSRUORDJUtFRODSRUORJDQDGHUR\SRUHOI~WERO7UHV$UUR\RVODSDODEUDFRPELQDGD³7UHV$UUR\RV´
 0XFKRVVHORFRQIXQGHQFRQ7UHOHZFRQ5tR7HUFHUR(QWUH5tRV«
0HOLVD27UHQTXH/DXTXHQR7UHVGH)HEUHURRWURV³7UHV´
'LHJR3ULQFLSDOPHQWHFRQORV³WUHV´HQ&yUGREDVHFRQIXQGHQXQPRQWyQ(QFDPELRYRVGHFtV&ODURPHFyR5HWD
R QR OR FRQRFHQ R HO TXH OR FRQRFH VDEH TXH OH KDEOiV GH &ODURPHFy R 5HWD QR HVWi SUHVWDQGR DWHQFLyQ D TXH
QHFHVDULDPHQWHHVWiGHQWURGH7UHV$UUR\RV
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

0HOLVD<HOWXULVPRDVRFLDQSULQFLSDOPHQWHFRQODSOD\DDQLYHOQDFLRQDOVLQGXGDV
'LHJR6t3HUREXHQRGHVSXpVQDGDRVHDVLSXHGHOOHJDUDD\XGDURQRYDPRVDYHUVLQGXGDD\XGDUtD$\XGDUtD
\FUHRTXH«
0HOLVD7DPELpQSDUDFUHDUPD\RUXQLyQHQWUHHOVHFWRUS~EOLFR\SULYDGRRVHDORPL[WR/DVFDUSHWDVFRQODPDUFD
FRQHOORJRTXHWDPELpQKD\DHPSUHVDULRVTXHQRVpHQXQFRPHUFLRSRQJDQHOORJR\FRPRTXHWDPELpQVDOJDGH
HOORVSRUXQDFXHVWLyQGHRUJXOOR
'LHJR([DFWDPHQWH2UJXOORVRGHVHUWUHVDUUR\HQVHGLUtDSRUGHFLUORGHDOJXQDPDQHUD
0HOLVD+D\XQDFXHVWLyQGHLGHQWLGDG\FXOWXUDGHIRQGR
'LHJR7DPELpQ\HVEDVWDQWHIXHUWH/RTXHQRHVPHQRVFLHUWRWDPELpQHVTXHDOPRPHQWRGHODUJDUXQDPDUFDD
YHU¢FXiOHVHOWHPDSULQFLSDOSRUHOFXDOQRORJUDQHQVDPEODUVHORSULYDGRFRQORS~EOLFR"(OS~EOLFRWLHQHTXHHVWDU
HO(VWDGRWLHQHTXHHVWDUSUHVWDQGRDWHQFLyQDWRGDVODVORFDOLGDGHVHQFXDQWRD\SURGXFFLyQ(OSULYDGRPLUD
FRQUHVSHWRORYR\DGHFLUSHURPLUDVXRPEOLJR\HVOyJLFR'HKHFKRKD\XQDRUGHQDQ]DSDUDJHQHUDUXQHQWH
PL[WR TXH QR VH DSOLFD QR VH YD D SRGHU DSOLFDU QXQFD \ VL WXYLHVH OD SRVLELOLGDG GH VHU ,QWHQGHQWH GH XQ GtD OD
GHURJDUtD¢3RUTXp"3RUTXHORVLQWHUHVHVVRQPX\IXHUWHV
 (QWRQFHV \R WHQJR TXH DUPDU XQ HQWH PL[WR VLQ WHQHU FiPDUDV VHFWRULDOHV HV GHFLU QR WHQJR XQD FiPDUD
KRWHOHUDXQDFiPDUDJDVWURQyPLFD¢4XpHVORTXHJHQHUD"4XHWHQJRWUHVKRWHOHURTXHSXHGHQOOHJDUDVHUORV
LQWHUHVDGRV\GRVJDVWURQyPLFRVHQFDGDXQDGHODVORFDOLGDGHVVXSRQJDPRV$KRUD¢QRVYDPRVDMXQWDUDKDEODU
GHTXpGHWXULVPR"¢'yQGHHQHOSDUWLGRGH7UHV$UUR\RV"¢(QGyQGHQRVYDPRVDMXQWDU"(Q&ODURPHFyHOGH
5HWDPHYDDGHFLU³¢VDEpVTXpPHWHQJRTXHSHJDUWRGDODYXHOWDDOSDUWLGRSDUDTXHYD\DPRVDKDEODUWHPDVGH
&ODURPHFy" 1R FRQPLJR QR FRQWpV´ ¢'yQGH OD KDFHPRV HQ 7UHV $UUR\RV" ³HK KHUPDQR ¢QRV HVWiV KDFLHQGR
PRYHUDWRGRVSDUDKDEODUGHTXp"(OWHPDTXHYDPRVDWUDWDU¢TXpHV5HWDKR\"(QWRQFHVQRPHFRQWpVKiEODOR
FRQ HO GH 5HWD´ ¢6t" (QWRQFHV KD\ DFWDV KHFKDV GH FXDQGR VH TXLVR FRQIRUPDU \ QR IXQFLRQD SRUTXH QR KD\
FiPDUDVTXHUHSUHVHQWHQHQHOSHRUGHORVFDVRVRHQHOPHMRUGHORVFDVRVTXHVHUtDTXHWHGDUtDXQDKHUUDPLHQWD
PiVGHFRPXQLFDFLyQ¢3RUTXp"3RUTXHVL\RWXYLHVHSRUWLUDUXQDLGHD)(+*5$HQ7UHV$UUR\RV\R\DVpTXH
)(+*5$HOSUHVLGHQWHGHOHJDGRRVHFUHWDULRJHQHUDOGH)(+*5$PHYLHQHVLHPSUHDODVUHXQLRQHV'HVSXpVHVHO
VHFUHWDULRHOTXHLQWHUDFW~DFRQORVRWURV<RWDPELpQSRURWURODGRGHVGHORS~EOLFRSHURpOWLHQHODFDSDFLGDGGH
FDQDOL]DU«
0HOLVD'HDFWXDUSRUORVLQWHUHVHVLQGLYLGXDOHV
'LHJR ([DFWDPHQWH (QWRQFHV FRPR QR WHQHPRV ODV FiPDUDV SRU XQ ODGR WHQpV TXH EXVFDU LQGLYLGXDOPHQWH SRU
RWUR\GH\DSDWHQpVQRPHQRVGHNPDFDGDXQRGHORVOXJDUHVHVGHFLURNPLGD\YXHOWDD
FDGDXQRGHORVOXJDUHVODJHQWHQRVHPXHYHQRSDUWLFLSD1RVRWURVHVWHDxR WUDMLPRVHOSURJUDPD6,*2TXHHV
GH OD 1DFLyQ IXQFLRQy EiUEDUR HVWiQ WRGRV FRQWHQWRV 6L OR KXELpVHPRV KHFKR HQ 7UHV $UUR\RV IUDFDVDED /R
KLFLPRVHQ&ODURPHFyIXQFLRQyELHQ1RWHQHPRVJHQWHQLGH2UHQVHQLGH5HWDQLGH&RSHWRQDV6LORKXELpVHPRV
KHFKRHQ5HWDKXELHVHQLGRORVGH5HWD\QRKXELHVHQLGRORVGH&ODURPHFy1RORYHQ«
0HOLVD<DTXHIXHXQp[LWRHQ&ODURPHFy¢ORVGHPiVEDOQHDULRVQRTXLHUHQRQRSUHWHQGHQVHJXLUXQHVWiQGDUGH
FDOLGDGFRPRHVHO6,*2"
'LHJR$OGtDGHKR\QRORKDQPDQLIHVWDGR
0HOLVD<EXHQRFXHVWLyQGHFRPSHWLWLYLGDG
'LHJR<RFUHRTXHHQDOJ~QSXQWRSDVDHVRYDDSDVDUFXDQGRVHWHUPLQHQGHYHUORVUHVXOWDGRV\VHKDJDXQD
SURPRFLyQGLVWLQWDGHORVOXJDUHV\GHPiV\RFUHRTXHVtTXHYDDSDVDU<HQGRDDOJRPiVJOREDO\YROYLHQGRXQ
SRFRDOSULQFLSLRGHODFRQYHUVDFLyQYRVWHQpVKR\XQGHVDUUROORTXHQRYDDGHFUHFHUQXQFDHQQXHVWUDVSOD\DVSRU
XQD VHQFLOOD FXHVWLyQDUULEDHQ HO QRUWHGH 1HFRFKHD SDUD DUULED HVWi WRGR UHEDOVDGR 3LQDPDU SDUDDUULED HVWi
WRGRUHEDOVDGRODJHQWHVHDWURSHOODVHJROSHDWDUGDKRUDVSDUDKDFHUNP7RGRHVHGHUUDPHFDHSDUDODV
SOD\DVGHOVXUEXVFDQGRODWUDQTXLOLGDGEXVFDQGROOHJDUHQKRUDULR
0HOLVD<DGHPiVTXHHOIRFRGHORVWXULVWDVTXHYDQD7UHV$UUR\RVVRPRVORVWUHVDUUR\HQVHV
'LHJR3DVDVyORHQ&ODURPHFy(Q5HWD\HQ2UHQVHQRSDVD(Q5HWDHOVRQGHOD]RQDQRUWHGH%XHQRV
$LUHV$ORTXHYR\FRQHVWRHOGHUUDPHHVWiHQWRQFHVODSRVLELOLGDGGHTXHQRVYLVLWHQFDGDYH]PiVJHQWHQXHYD
HVWi KD\ TXH SURPRFLRQDUOR KD\ TXH IXQGDPHQWDUOR KD\ TXH IRJXHDUOR 3HUR HVWi /D ~QLFD PDQHUD HQ TXH QRV
SRGHPRV GLIHUHQFLDU HV FRQ FDOLGDG 3RUTXH VLQR ¢FXiO HV OD GLIHUHQFLD HQWUH 5HWD \ 0DULVRO" 2 HQWUH 2UHQVH \
0DULVRO6DQ&D\HWDQR\5HWD(QWUH&ODURPHFy\0RQWH+HUPRVR
0HOLVD<HO«
'LHJR7LHQHTXHYHUFRQODFDOLGDGSHURODFDOLGDGHQWRGRVHQWLGR
0HOLVD7DPSRFRWLHQHTXHYHUFRQXQDFXHVWLyQSUHFLR
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

'LHJR 1R SUHFLR QL OXMR (O OXJDU GRQGH PHMRU WH WUDWHQ HVR WLHQH TXH YHU 3RU DKt YD OD FDOLGDG 7RGR HVWR TXH
HVWDPRVKDEODQGRQRVRWURVORYHPRVGHVGHXQSXQWRGHYLVWDWHyULFR$OJXQDVFRVDVVHSXHGHQOOHYDUDODSUiFWLFD
RWUDV VRQ PiV GLItFLOHV RWUDV VH KDFHQ PiV IiFLO RWUDV VH KDFHQ PiV GLItFLO < WH SXHGR DVHJXUDU TXH VL YRV PH
SUHJXQWiVKR\\ROOHYRGRVDxRV\PHGLRVLPHSUHJXQWiVKR\VLYRVPHGHFtV³DKRUDTXHWHYDVDLUSRUTXHQRYDV
D HVWDU HQ OD 'LUHFFLyQ GH 7XULVPR ¢FUHpV TXH SXGLVWH KDFHU DOJR SRU HO WXULVPR HQ 7UHV $UUR\RV"´ <R QR SXGH
KDFHU QDGD XQD PLOORQpVLPD SDUWH GH OR TXHVH SXHGH KDFHU SRUTXH UHDOPHQWH HVWi WRGR FRPR SDUD KDFHU \ KD\
PLOHVGHFRVDVSDUDKDFHU3HURODYHUGDGHVTXHKD\WDPELpQUHDOLGDGHVTXHWHYDVFKRFDQGR\TXHWHQpVTXHLU
FLPHQWDQGRSRURWURODGRRVHDSXHGRGHFLUWHFXHVWLRQHVUHDOHV0HSRGpVGHFLU\UHSHWLUYHFHVTXHTXHUHPRV
KDFHU 7UHV $UUR\RV XQ GHVWLQR WXUtVWLFR \ QR KD\ VHxDOpWLFD 1R GLJR TXH QR VHD FLHUWR HV IXQGDPHQWDO TXH KD\D
VHxDOpWLFD SHUR PL FRQFHSFLyQ GHO WXULVPR DQWHV HV PiV IXQGDPHQWDO TXH HO ORFDO FUHD VLQR ¢SDUD TXp SRQJR HO
FDUWHO\RDGHODQWH"
 < XQ FDVR OR ~OWLPR QR WH VDFR PiV WLHPSR XQ FDVR GH HVH SDUDGLJPD TXH VH GLR \ TXH HV UHDO +R\ OD
IROOHWHUtD\ODSURPRFLyQ\ODZHEORTXHIXHUDGH6DQ)UDQFLVFRGH%HOORTSDVDSRUXQDSURPRFLyQSULQFLSDOGHOD
*UDQMD(FROyJLFD¢QR"(VORTXHKD\YRVGHFtV¢GHTXpYR\DKDEODU"/D*UDQMD(FROyJLFD«
0HOLVD<YRVGHFtV³¢3DUDTXpYR\DLUDXQDJUDQMD"4XLHURLUDXQDJUDQMD´+D\PXFKDJHQWHTXHQR
'LHJR %XHQR ¢TXp WH HQFRQWUiV HQ OD *UDQMD (FROyJLFD DKRUD" 1DGD QR KD\ QL XQiUERO ¢3RU TXp" 3RUTXH XQ
SUR\HFWRGH*UDQMD(FROyJLFDDOFXDOVHOHSXVRHOFDUWHODGHODQWHFRQHOFXDOVHDUPyXQDGLIXVLyQ(QWRQFHV\RKR\
¢OHVDFRODSURPRFLyQD6DQ)UDQFLVFRGH%HOORTGHVGHHOSXQWRGHYLVWDGHOD*UDQMD(FROyJLFD"6LVHORVDFRPH
PDWDQFRQUD]yQ¢3RUTXp"³3RUTXHHVOR~QLFRTXHWHQHPRVRHVXQDGHODVFRVDVSULQFLSDOHVTXHWHQHPRV´XQD
FXHVWLyQ FXOWXUDO 2N QR VH OR SXHGR VDFDU 6H OR GHMR ¢TXp WHQJR" (QWRQFHV \R DQWHV GH FDUJDU GH VHxDOpWLFD
WHQJRTXHUHDOPHQWHKDFHUTXHODJHQWHDFHSWHVXFLXGDG
0HOLVD,QYHUWLUHQHOSURGXFWRHQHODWUDFWLYR
'LHJR&ODURWLHQHTXHH[LVWLUHVRSULPHURVLQRHVWR\FRORFDQGRORVFDUWHOHVDQWHVTXHODVFRVDVSDVHQ(QWRQFHV
HQ6DQ)UDQFLVFR¢TXpHVORTXHYDDSDVDU"4XHKR\SRUKR\KD\JHQWHTXHVHHVWiGHGLFDQGR\TXHGHDSRTXLWR
HVWiTXHULHQGRKDFHUOD*UDQMD(FROyJLFDSHURDFiDXQSDUGHDxRVOD*UDQMD(FROyJLFDYDDVHUHFROyJLFDQRYDD
WHQHUXQFDUWHO\QDGDPiVYDDWHQHUJHQWHTXHORWUDEDMH\FXDQGRODSREODFLyQHVWpFRQFLHQWL]DGDSRUTXHHVWiQ
WUDEDMDQGRVREUHODSREODFLyQGHDFiDXQSDUGHDxRV\ROHSXHGRGHFLUDODJHQWHGHDIXHUDTXHYHQJD\TXHYHD
OD*UDQMD(FROyJLFDSRUTXHYDDWHQHUXQSURGXFWRTXHYHU3HURKR\QRORWLHQH
0HOLVD(QODWHVLVHVWR\WUDWDQGRHOWHPDGHLPDJHQTXHHVORTXHHO0XQLFLSLRSURPRFLRQDTXHVHYHHQORVVLWLRV
ZHEV\GHPiV\GHVSXpVXQDFXHVWLyQGLVWLQWDTXHDYHFHVFRLQFLGHDYHFHVQRHOSRVLFLRQDPLHQWRTXHWLHQHHO
WXULVWDFXDQGRYLHQHD7UHV$UUR\RV(LQGXGDEOHPHQWHKD\XQD EUHFKDSRUTXHHQODFXHVWLyQGHRIHUWDVHQRWDOD
JUDQGLYHUVLGDGGHDWUDFWLYRVTXHWLHQHHO0XQLFLSLRHQJHQHUDOSDUWLGRODFLXGDGPLVPDWDPELpQTXHWLHQHGLVWLQWRV
FLUFXLWRV < HQ FDPELR OD JHQWH DVRFLD +XUDFiQ \R HVWR\ KDFLHQGR XQD E~VTXHGD HQ LQWHUQHW VH QRWD FODULWR
+XUDFiQ ODV SOD\DV &ODURPHFy < EXHQR LQGXGDEOHPHQWH OD JHQWH WLHQH XQ SRVLFLRQDPLHQWR TXH QR FRUUHVSRQGH
FRQODLPDJHQGHOPXQLFLSLR
'LHJR<DWHGLJRFUHRTXHWDPSRFRQXQFDVHWUDEDMyVREUHODLPDJHQGHFLXGDG<ODVYHFHVTXHVHWUDEDMyQRVH
ORJUyPXFKRSRUGLVWLQWRVIDFWRUHVWDPELpQSXHGHKDEHUHUURUHVGHO(VWDGRSRUVXSXHVWRHO(VWDGRQRORKDFHWRGR
ELHQ 3HUR QR QR KD\ XQ SRVLFLRQDPLHQWR XQD PDUFD FLXGDG LPSXHVWD (V PiV WRGRV VH FRQIXQGHQ 9RV SRQpV
³7UHV$UUR\RV´\WRGRVVHFRQIXQGHQSRUTXHDSDUHFHQODVSOD\DV\ODVSOD\DVVLTXHUpVHVWiVKDEODQGRGHOD³UHLQD
GHOSODWD´
0HOLVD 6t PiV GH XQR PH GLMR ³¢TXp KD\ SOD\DV HQ 7UHV $UUR\RV HQ TXp SDUWH GH 7UHV $UUR\RV" ¢3RU TXp WH
UHIHUtVD7UHV$UUR\RV"´1RODFLXGDGQRWLHQHSOD\DV(VFRPRPiVGHXQRSHQVyTXHKDEtDSOD\DVDFi0iVJHQWH
HVWiSHQVDQGRTXH7UHV$UUR\RVHVWXUtVWLFDJUDFLDVDOORJRWLSRGH7XULVPRVHQRWDHVWHFUHFLPLHQWRGHOD'LUHFFLyQ
\HOWUDEDMR
'LHJR6tSXHGHVHU3RUORPHQRVVHHVWiWUDWDQGRGHKDFHUEDVWDQWHKLQFDSLpHQTXHHOORJRHVWpSUHVHQWH
0HOLVD&RQORVFDUWHOHVGHELHQYHQLGDHQODFLXGDG\GHPiV\DKt«
'LHJR6tTXHGHKHFKRDKtVR\FRQWUDGHODFDUWHOHUtDDQWHV\WRGRHVRSHURODFDUWHOHUtDTXHHVWiSXHGHTXHGDU
REVROHWDFRPRHVWi\ODYDPRVDUHQRYDUDQWHVGHILQGHDxRYDPRVDUHQRYDUHQWRQFHVXQSRFRGDUOHHVHDLUH«
0HOLVD0iVTXHQDGDSRUHOTXHSDVDSRU5XWDWDPELpQTXHYDD%DKtDDOVXU
'LHJR$VtTXHEXHQRDKtHVWDPRV
0HOLVD%XHQRWHDJUDGH]FRPXFKtVLPRWXWLHPSR

Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

(QWUHYLVWDD5REHUWR'L0DUFR
'XHxRGHOD$JHQFLDGH9LDMHV\7XULVPR³0DSDPXQGL´HQ&KDFDEXFR7UHV$UUR\RV
(QWUHYLVWDSHUVRQDO \JUDEDGDHQDXGLRUHDOL]DGDHOOXQHVGH1RYLHPEUHGHDODVKVHQOD
$JHQFLD

0HOLVD3DUDFRPSDUDUXQSRFRODVUHVSXHVWDVYHUTXpRSLQLyQWHQpVYRVXQFLXGDGDQRSRUTXHMXVWDPHQWHORTXH
\RSURSRQJRHVDOJRLQWHJUDGRU
5REHUWR6DEHUTXpRSLQR
0HOLVD&ODURHVDOJRLQWHJUDGRUTXHQRVRODPHQWHYHQGUtDDVLVRVS~EOLFRVLQRWDPELpQORWX\R<VLIXHUDUHDOLGDG
PLSURSXHVWDKD\TXHWHQHUHQFRQVLGHUDFLyQDWRGRVORVDFWRUHVKRWHOHURVJDVWURQyPLFRVDJHQFLDV(QWRQFHV\R
ORTXHWHSUHJXQWRHVSULPHUR5REHUWR¢TXpHVSDUDYRVWXULVPR"¢2TXpHVORTXHSHQViVTXHHVWXULVPR"
5REHUWR $EDUFD PXFKDV FRVDV $EDUFD DSDUWH GH OR TXH HV WXULVPR VRODPHQWH SDVD TXH XQR SRU DKt HVWi
DFRVWXPEUDGR D YHQGHU OR TXH HVSDUWH GHOD WUDVSRUWDFLyQ GH SHUVRQDV VLQ VHU WXULVPR HVRVLQR DEDUFD XQ WRGR
FRPRVRQORVSDVDMHVDpUHRVTXHYRVYDVFXDOTXLHUODGRSRUXQDSDUWHDIHFWLYDRGHWXULVPRRPpGLFRRGHQHJRFLRV
7DPELpQHQWUDHQHOHVTXHPDGHORVTXHHVWXULVPRSDUDQRVRWURVODVDJHQFLDV¢FLHUWR"$YHUHVFRPRORYHRD
HVWHVHFWRU
0HOLVD<RWHSUHJXQWRGHVGHHOSXQWRGHYLVWDGHODVDJHQFLDV
5REHUWR'HVGHPLSXQWRGHYLVWDPHSDUHFHHVRTXHHVWXULVPRTXHHVWRGR
0HOLVD/DWUDQVSRUWDFLyQODYHQWDGHOSDTXHWHHOGHVWLQR«
5REHUWR (V OR TXH WHQGUtD TXH KDFHU WRGD OD JHQWH TXH OR QHFHVLWD SRU XQD FRQFHSFLyQ GH GLVWUDHUVH SRU XQ
PRQWyQGHFRVDV,UDRWURVGHVWLQRVRWUDVFXOWXUDVGHFRQRFHUXQSRFRGHWRGR
0HOLVD ¢9RV FUHpV TXH FRQ HO DYDQFH GH LQWHUQHW TXH HVWi WRGR HQ *RRJOH HQWUH FRPLOODV KD GHVSUHVWLJLDGR OD
DJHQFLD"¢RDYRVWHKDKHFKRFDSDFLWDUWHPiV"
5REHUWR3DUDPtVt
0HOLVD0iVFRPSHWLWLYLGDGHQWXFDVR
5REHUWR 6t Vt OR TXH SDVD HV TXH \R GLJR TXH SDUD PL JXVWR LQWHUQHW HQ FXDOTXLHU RUGHQ QR VyOR GHO ODGR GHO
WXULVPR HV XQD SXEOLFLGDG FDSFLRVD 1R KD\ QDGD PDOR HQ GHFLUOR (V XQD SXEOLFLGDG FDSFLRVD R VHD D Pt PH
LQWHUHVDYDPRVDVXSRQHUXQKRWHOGRQGH\RQRFRQR]FRYHUORSRULQWHUQHWVLHVWiDFXDGUDVGHODSOD\DRHVWi
VREUHODSOD\D4XpHQWLHQGHTXpHVODOtQHDGHODSOD\D¢QRHVFLHUWR"(VWiELHQSXHGHTXHODOtQHDGHODSOD\DHVWp
DFXDGUDV\WHQpVXQFDUULWRHQHOFDPLQRTXHWHOOHYD3HURORTXHSDVDHVTXHSRUDKtHVPX\FDSFLRVR
0HOLVD<HVRHODJHQWHGHYLDMHORVDEHFRQRFHWLHQHPiVFDQFKD
5REHUWR6tXQSRFRODFRQWUD¢YLVWH"3HURODJHQWH\RYHRTXHHVWiPX\PHWLGDHQLQWHUQHW\TXHGLFH³\\RORYLHQ
LQWHUQHW´FRPRGLFLHQGR³\DHVWi´KD\TXHYHUODYHUGDG
0HOLVD3HURKD\TXHYHUTXpVHOHPXHVWUDHQODUHDOLGDGSUREDEOHPHQWH
5REHUWR<QRHVFDSFLRVD
0HOLVD$SDUWH¢FyPRFRPSHWLUFRQODH[SHULHQFLDGHOTXHYLDMy\TXHWHSXHGHGHFLUSRUYR]SURSLD"
5REHUWR3HUIHFWR/RTXHSDVDHVTXHSDUDPtUHDOPHQWHHVHVRODPRWLYDFLyQ(VHVRHVPDJLD0iJLFR
0HOLVD6tFRPSDUDQGRFKXVPHDQGR
5REHUWR 1L KDEODU (V PiJLFR ¢YLVWH" 3HUR QR Vp \R FRPR FRQVXPLGRU QR Vp <R Vp TXH KDQ WHQLGR DOJXQRV
EXHQDVH[SHULHQFLDV\RWUDVPDODV3RUHMHPSORHQXQSDVDMHDpUHRSHUVRQDHQ1RUXHJDTXHLEDDYHQLUDYLVLWDU
JHQWHGH7UHV$UUR\RVFRPSUyHOSDVDMHDOOiHQ1RUXHJDSRUTXHWHQtDXQDLQWHQFLyQGHTXHGDUVHXQWLHPSR\QR
VDEtDKDVWDFXiQGR(OODVDFDXQSDVDMHGH2VORD(]HL]DGHLGDVROR(QWRGRHVRHMHFXWDODRUGHQ\OHHPLWHHO
SDVDMHOHSDJDFRQWDUMHWDGHFUpGLWR
0HOLVD¢3HURHOGHYXHOWD"
5REHUWR$KtHVWiHOWHPD$OFRQVXOWDUHOSDVDMHWRGRORVSDtVHVWLHQHQXQUpJLPHQGRQGHDOWXULVWDRDOTXHYDOR
DFHSWDQSRUGtDV6LSDViVORVGtDVVRVLOHJDO2ELHQWHQpVTXHKDFHUXQDVHULHGHWUiPLWHVSDUDWHQHUXQD
UHVLGHQFLD \D VHD HQ (VSDxD )UDQFLD R HQ 1RUXHJD (QWRQFHV OD PiTXLQD QR WH SUHJXQWD HVR HQ FDPELR VL HOOD
KXELHVHLGR GHEH VHU ORPLVPR HQ 2VOR R QR Vp TXp FLXGDG VHUtDDUULED DXQD DJHQFLD GH YLDMHV \ HO DJHQWH GH
YLDMHVOHGLFH³XVWHGWLHQHTXHVDFDUHOGHYXHOWD´
0HOLVD<VLTXLHUHTXHGDUVHPiVWLHPSRWLHQHTXHVDFDUOD«/DH[SHULHQFLDGHOKRPEUHQRHVORPLVPR
5REHUWR ([DFWDPHQWH eO YD D OD FRPSDxtD DpUHD TXH OH YHQGLy HO SDVDMH VDFD HVH PDUJHQ TXH OH GD HO YXHOWR
SRUTXHVRQGRVFRVDVLQGHSHQGLHQWHVORTXHWHSHUPLWHUHFLELUHOSDtVFRPRWXULVWDDORTXHHVHOSDVDMH¢FLHUWR"
0HOLVD6tVRQGRVFRVDVGLVWLQWDV
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

5REHUWR$YHUDKtLQWHUQHWQRWHDFODUDTXHKD\FLHUWRVSDVDMHVFRQFLHUWDVWDULIDVTXHQRWLHQHQGHYROXFLyQ\TXH
SRUPiVTXHORKD\DSDJDGRFRQWDGR
0HOLVD&ODURHVRHOTXHPDQHMD$PDGHXVVHGDFXHQWD
5REHUWR(QFDPELRHODJHQWHGHYLDMHVOHYDDGHFLU³PLUHHVWRQRWLHQHGHYROXFLyQ´
0HOLVD'HVSHJDUQRWHKDFHHVDGLVWLQFLyQQRWHGLFH
5REHUWR1RWHGLFHSRUTXHQRHVLQWHOLJHQWHHQHVHDVSHFWRUHFLEHODRUGHQ(PLWHXQSDVDMHVDFDXQSDVDMH
0HOLVD(QFDPELRYRVLQJUHVDVFRQWXFRPSXWDGRUDDOVLVWHPD\FXDOTXLHUFRVDOHGHFtVDOWXULVWD
5REHUWR&ODURDKtHVWi
0HOLVD(VDHVODYHQWDMD
5REHUWR(VDPHSDUHFHXQDYHQWDMDTXHD\XGDDOTXHYLDMD(VRWLHQHTXHSDVDUPXFKRWLHPSRSDUDFRQVLGHUDUOR
LJXDO
0HOLVD¢9RVFRQVLGHUiVDOWXULVPRFRPRXQDDFWLYLGDGHFRQyPLFDRSDUWHGHHOOD"
5REHUWR 6t (V LPSRUWDQWH PXFKRV SDtVHV VH KDQ VDOYDGR FRQ HO WXULVPR &XED SRU HMHPSOR (VSDxD VH HVWi
VDOYDQGRFRQHOWXULVPRDKRUD<PXFKRVSDtVHVGH(XURSDGHO(VWH
0HOLVD*UHFLD
5REHUWR*UHFLDQLKDEODU
0HOLVD ¢9RV FUHpV TXH HV SRVLEOH LGHQWLILFDU DO WXULVPR FRPR XQD DOWHUQDWLYD SDUD FRPEDWLU OD HVWDFLRQDOLGDG D
YHFHV\JHQHUDULQJUHVRVHQXQVHFWRUTXHSRUDKtQRHVWDQWUDGLFLRQDO"¢9RVFUHpVTXHD\XGD"
5REHUWR<RFUHRTXHVt$\XGDXQPRQWyQGHFRVDVWRGRHVWRFRPRFXDOTXLHURWUDDFWLYLGDG
0HOLVD 3RU HMHPSOR FRPEDWLU OD HVWDFLRQDOLGDG TXH VH GD FRQ XQ WXULVPR GH VRO \ SOD\D TXH VH GD VRODPHQWH
FXDQGRKD\FDORUHQWHPSRUDGDHVWLYDO
5REHUWR6LYRVWHUHIHUtVDHVWD]RQD«
0HOLVD1RSRUHMHPSORWXULVPRHQJHQHUDOVLD\XGDKD\PXFKDPRGDOLGDGHVGHWXULVPRSRUVXHUWH
5REHUWR6tVtSHURREYLDPHQWHGHVWLQRVGHSOD\DYDPRVDVXSRQHUTXHQRVHDQ&DULEHTXHHQLQYLHUQRWLHQHQ
JUDGRVJUDGRVQRFRPRDFiTXHHVYHQWRVR
0HOLVD1RHVWiPDUFDGDODWHPSRUDGDDOWD
5REHUWR&RUUHFWRHVWiPDUFDGDSRUODRIHUWD\ODOH\GHGHPDQGD2IHUWD\GHPDQGD
0HOLVD3HURSRUHOHPSOHRSRUORVTXHWUDEDMDQ
5REHUWR7DPELpQSHURHVWiPDUFDGDSRUQRSRUWHPSHUDWXUD3RUHMHPSOR\RVLHPSUHGLJRTXHHQPLRSLQLyQSRU
HMHPSORDFi5LRGH-DQHLURHVXQDEDUUHUDQDWXUDOSRUTXHYLHQHXQWXULVWDGH(XURSDRODSDUWHQRUWHGH$PpULFD
YLHQHHQHQHUR\SRUDKtHQFXHQWUDXQWHPSRUDOGHGtDVDFiHQOD&RVWD$WOiQWLFDQRHVUDUR<KDFHUHVHYLDMH\
WHQHUHVRQRYDDVHUFRVDOLQGD(QFDPELR5LRGH-DQHLURVDOYRMXOLRDJRVWRWLHQHVXPX\EXHQDWHPSHUDWXUD
0HOLVD¢9RVFRQVLGHUiVTXH7UHV$UUR\RVHVXQGHVWLQRWXUtVWLFR"
5REHUWR¢7UHV$UUR\RVFLXGDGRODVSOD\DV"
0HOLVD&LXGDG0LWHVLVYDDDEDUFDUODFLXGDG
5REHUWR1RWDQWR
0HOLVD1RORYHVFRPRGHVWLQR
5REHUWR¢&XiQWRWLHPSRKD\TXHHVWDUSDUDFRQRFHU7UHV$UUR\RV"
0HOLVD¢2TXpHVORTXHSXHGHFRQRFHU"7HSUHJXQWRSRUORVDWUDFWLYRV
5REHUWR $Fi YLHQH JHQWH D FD]DU 9LHQHQ LQFOXVLYH GHVGH ,WDOLD D FD]DU $OJXQRV YLHQHQ D SHVFDU WDPELpQ PX\
SRFRVSHURVpTXHYLHQHQYLHQHQDSHVFDU6pTXHYLHQHQDSHVFDU\PXFKRSRUTXHORYHRFXDQGRSDVRSRUODUXWD
0HOLVD(VWDDJHQFLDHVVRODPHQWHHPLVLYD1RKD\WXULVPRUHFHSWLYR
5REHUWR1R
0HOLVD7UHV$UUR\RVPLVPRQRWLHQHDJHQFLDGHWXULVPRUHFHSWLYR
5REHUWR 1R WLHQH 0H KDQ GLFKR DOJXQD YH] PH KDQ KDEODGR GH %XHQRV $LUHV GH LQFRUSRUDU WXULVPR UXUDO 3HUR
¢VDEpVTXHSDVD"4XHVLYRVYLDMiVDFiHVSRUTXHDOJ~QDPLJRDOJ~QFRQRFLGRDOJ~QSDULHQWHWHQpVTXHWHQHUDFi
0HOLVD¢4XLpQWHGLMRHVRRWUDVDJHQFLDV"
5REHUWR0HKDQGLFKRGH%XHQRV$LUHV
0HOLVD'HRWUDVDJHQFLDVGH%XHQRV$LUHV
5REHUWR 3HUR DJDUUiV XQD ELFLFOHWD HQ  FXDGUDV HVWiV HQ WX FDVD (QWRQFHV QR OR YHR $SDUWH IXHUD GH GRV
PHVHVQRWHDFRPSDxDPXFKRHOFOLPDPXFKDVYHFHVFRPRSDUDKDFHUXQWXULVPRUXUDORGHFLXGDG1RWHQHPRV
PXFKR SDUD RIUHFHU VL HQ WRGDV ODV FDSLWDOHV GHO PXQGR WHQpV XQ FLW\WRXU GH XQ GtD 9RV WHQpV DOJXQDV FRVDV
DQH[DVTXHVp\RHQ,WDOLDWHPRYpVGH1iSROHVDXQPRQWyQGHODGRVPX\FHUFD\DFiQR$FiJHQHUDOHVWi7UHV
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

$UUR\RVVLORTXHUpVWHQHUGtDVVHYD9DD&ODURPHFy$ORWURGtDGLFH³EXHQRYDPRVDLUD2UHQVHTXHHVRWUD
SOD\D´SHUR£QRGHMDGHVHURWUDSOD\D1RWHQpVGLYHUVLGDG
0HOLVD6tHVWXYLVLyQWXSUR\HFWR¢&RQRFpVODHVWUDWHJLDGHPDUFDFLXGDG"4XHHVORSULPHURTXHWHSODQWHp
5REHUWR1RQRODFRQR]FRSHUR«
0HOLVD([LVWH0DUFD$UJHQWLQD0DUFD3DtV
5REHUWR6tSHURVLQKDEHUORFRQRFLGRORSXHGRLQWHUSUHWDUFRPRXQHVORJDQ
0HOLVD2XQORJRWLSR
5REHUWR(QWHQGpVYRVSRUDKt/RLQWHUSUHWRFRPRXQHVORQJDQQRFRPRXQDPDUFD
0HOLVD¢9RVQRORYHVFRPRXQDHVWUDWHJLDGHPDUNHWLQJFRPRXQDSURGXFFLyQ"
5REHUWR1RQRSRUHMHPSOR¢FyPRQDFHHOQRPEUHGH³0DSDPXQGL´"6LQTXHUHUSRUTXHQRPHJXVWDEDSRQHU
SRUHMHPSOR³5REHUWR'L0DUFR7XULVPR´\DPHFRQRFtDQPXFKRVORTXHKDFtDHVWR1RPHJXVWDEDR³'L0DUFR
7XULVPR´QRPHJXVWDED(QWRQFHVYR\SRUHOODGRGHPLVKLMRV$YHU¢TXpSRGtDSRQHUTXHOHVLJQLILTXHDHOORV"0L
KLMR PD\RU VH OODPD 3DEOR PL KLMD VH OODPD 0DUtD YRV OD FRQRFpV ³3D0D´ ³3DPD´ QR PH GDED ³3DPD´ ¢YLVWH"

7XULVPR«/RGR\YXHOWD\PHGD³PDSD´³0DSD\DHVDOJRGHWXULVPR´GLJR<SRQJR³0DSDPXQGL´ TXHHVWRGR
0HOLVD¢&yPRVHOODPDHQHOMXHJR WXWLIUXWL "PDSDPXQGLHVJHRJUDItDUtRPRQWDxDORTXHYHQJD*HRJUDItDHQ
JHQHUDO
5REHUWR<DKtPHVDOLyHOQRPEUH<SRUDKtHOHVORJDQDOJXQDVYHFHV
0HOLVD¢+DFHFXiQWRVDxRVTXHHVWiODDJHQFLD"
5REHUWRDxRV¢9HVHOHVORJDQ" PXHVWUDIROOHWRGHODDJHQFLD 0DSDPXQGLSHURHOHVORJDQHV³ODSRVLELOLGDG
GHYLDMDU´2VHDSRUHVRWHGLJRQRVpDTXpVHUHILHUHHOWHPDGHODPDUFD
0HOLVD(VXQDHVWUDWHJLDPiVLQWHJUDO9RVFXDQGRKDFpVXQDPDUFDEXVFiVGLIHUHQFLDUWH\SRUHVRFUHiVODPDUFD
FRQDOJRYLVLEOHTXHYHQGD0DUFDVGHSURGXFWRVTXpVH\RGHWHUJHQWHV]DSDWLOODV«
5REHUWR9RVGHFtVDOJRDVtFRPR³6DYRUD´\QRHV6DYRUDHVPRVWD]D
0HOLVD&ODURH[DFWReVDHVODDVRFLDFLyQGHODPDUFDFRQHOSURGXFWR
5REHUWR2XQ³*HQLRO´RXQD%D\DVSLULQDTXHHVXQDDVSLULQD
0HOLVD(VWDPRVKDEODQGRFRQPLGLUHFWRUTXHSDVDFRQ3XHUWR0DGU\QTXHDVRFLDQGLUHFWDPHQWHFRQODEDOOHQDQR
VHDVRFLDFRQRWUDFRVD(VPiVGLItFLOKDFHUORFRQQDWXUDOH]DWDOYH]
5REHUWR6t\RFUHRTXHSRUOODPDU³ODSDUWHFXOPLQDQWH´GH0DGU\QHVODEDOOHQD
0HOLVD 3RU HVR KD\ FRPR PDUFDV SRU HMHPSOR VL WHQpV TXH KDFHU XQ ORJRWLSR GH 0DGU\Q WHQpV TXH SRQHU OD
EDOOHQD
5REHUWR/DEDOOHQDSHUIHFWR<VtDFiORTXHSDVDHVTXHVHWHQGUtDTXHWHQpVTXHVLJQLILFDUFRPRXQHVFXGROD
SURGXFFLyQ DJURSHFXDULD QR TXHGD RWUD SUiFWLFDPHQWH < DKRUD MXVWR TXH HV DOJR IORUHFLHQWH 7UHV $UUR\RV OR
LGHQWLILFDQWRGRVFRQHOFDPSRFRPR6DQ&D\HWDQRFRPR&KiYH]FRPR-XiUH]FRPR3ULQJOHVFRPR'RUUHJR
0HOLVD 6t DFFHVLELOLGDG SRU OD 5XWD  HO FDPSR HO TXLORPER GHO FDPSR KDFLHQGR XQ SRFR XQ IRFR (V PX\
LPSRUWDQWH
5REHUWR<FUHRWDPELpQTXHKDEUtDTXHKDFHUpQIDVLVODVSOD\DV¢YLVWH"
0HOLVD'HKHFKRHOWXULVPRHQHOSDUWLGRVHDVRFLDGLUHFWDPHQWHFRQODVSOD\DVWHGLFHQWRGRV&ODURPHFy1RWH
GLFHQTXHKD\WXULVPRHQ7UHV$UUR\RV
5REHUWR6tORTXHSDVDHVTXHHVPX\GLItFLOKD\TXHWUDWDUGHRSLQDUTXpWXULVPRTXLHUHODJHQWHGHVXOXJDU6L
TXLHUH XQ WXULVPR VHOHFWLYR R XQ WXULVPR ¢FyPR WH SXHGR GHFLU" 0DVLILFDGR < EXHQR FRPR WRGR PXFKRV FDVRV
WDPELpQQRVyORGHXQWXULVPRVLQRTXHWDPELpQKDEUtDTXHKDFHUSDLVDMH
0HOLVD¢9RVFUHpVTXHORVWUHVDUUR\HQVHVYHQODFLXGDGFRPRWXUtVWLFD"
5REHUWR1R3RUTXHVRQODVPDQHUDVGHYHUOR
0HOLVD2VLYLHQHPiVJHQWH\EXVFDRWURVGHVWLQRV
5REHUWR6tREYLRQLKDEODU1RFUHRTXH«%XHQRHVWiGDGDODJHQWHTXHDOTXLODHQ&ODURPHFyTXHVRQORVPLVPRV
GH7UHV$UUR\RVTXHEXHQRORTXLHUHQD&ODURPHFy\DOILQDOGHVSXpVGHDxR
0HOLVD4XHKDFHQWXULVPRHQ&ODURPHFy
5REHUWR([DFWDPHQWH1RSDVDTXHDFiQRVpTXpYXHOWDEXVFDUOH
0HOLVD 1R HV XQD FXHVWLyQ GH SURSXHVWD 3RU HMHPSOR HQ HO FDVR TXH VH LQWHQWD HVWR\ WUDEDGD JHVWLRQDU XQD
PDUFD OD FUHDFLyQ GH XQD PDUFD SDUWLHQGR GH OD EDVH GH TXH HV DOJR PL[WR TXH WLHQH TXH WDPELpQ SDUWLFLSDU HO
VHFWRUSULYDGRSRUTXHVtORYDDRIUHFHUHOVHFWRUS~EOLFRVXSRQLHQGRTXHHVXQDPDUFD/DVPDUFDVHQWXULVPRVH


2EVpUYHVH$QH[R
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

HVWDEOHFHQGHVGHODSROtWLFDS~EOLFDSHURHVWiPDOTXHVRODPHQWHYHQJDGHDUULEDGHOVHFWRUS~EOLFRSRUTXHDYRV
WHLPSRQHQWHWHQpVTXHSRQHUHOORJRWLSR\VLQRWHJXVWDQRYDVDTXHUHUSRQHUOD<RWHSUHJXQWR¢YRVHVWDUtDVGH
DFXHUGR VL VH LQWHQWDUD SDUWLFLSDU HVFXFKDQGR TXp WLHQH SDUD SURSRQHU ORV DJHQWHV HO KRWHO HO JDVWURQyPLFR HO
FRPHUFLDQWH"
5REHUWR7RGRHVEXHQR
0HOLVD¢2WUDWDQGRGHSURPRYHUDOWXULVPRHQODFLXGDG"
5REHUWR /R TXH XQR XQ SRFR HQWLHQGH SDVDUtD D VHU OD SDUWH GH FLXGDGDQR TXH TXLHUH XQD FRVD ELHQ SDUD OD
FRPXQLGDG3HURPHSDUHFHPX\GLItFLO
0HOLVD(VPHGLRKHDY\(VXWySLFR
5REHUWR(VXWySLFRSRUTXHSRUDKtGLFHQ³QRHVWRVORFRVQRVYDQDGDUPXFKRWUDEDMRDIORMiFRQODSURSXHVWD´WH
VDFDQFRUULHQGR
0HOLVD6tSHUREXHQRGLJRVLWHGLFHQ³TXHUHPRVKDFHUWXULVPRHQ7UHV$UUR\RV\TXHUHPRVTXHORVDJHQWHVQRV
GHQVXVSXQWRVGHYLVWD´
5REHUWR6tHQFDQWDGtVLPR
0HOLVD6tLJXDOHVRYDPiVDOOiGHPtGHHVWDWHVLV
5REHUWR6tLJXDODPtQXQFDPHFRQVXOWDURQQDGD\QRFUHRTXHDPLVFROHJDVWDPSRFRQRKDEORFRQHOORVGH
HVR
0HOLVD¢+D\XQDFiPDUDRIHGHUDFLyQRDOJRTXHFRQJUHJDDORVDJHQWHVGHWXULVPR"
5REHUWR1R¢GHDFiHQ7UHV$UUR\RV"1RXQDYH]QRVMXQWDPRVSRUXQDVFRVDV
0HOLVD3HURQRKD\FiPDUDFRQUHSUHVHQWDFLyQ
5REHUWR1RSRUTXH¢VDEpVFXiOHVHOSUREOHPD"&RPRFXDOTXLHUDFWLYLGDGSDUWLFXODUHVWiHOTXHVDOWDHOFHUFR«
0HOLVD(VWi$$$9<7DOOiFRQRFt$9,$%8(«+D\HQ/D3ODWD
5REHUWR$FiQR$FiVXSXHVWDPHQWHGHSHQGHUtDPRVGH%DKtD%ODQFDSRUTXHHQ7UHV$UUR\RVQRKD\QDGD1RR
VHDVLYRVPHGHFtV³EXHQRQRWHQHPRVTXHWHQHUYHQGHGRUHVHQODORFDOLGDG´\PXFKRVORWLHQHQ¢4XpYDPRVD
KDEODU"+D\PXFKRVTXHVDOWDQHOFHUFRSRQHQDFXDOTXLHUDHVWRHVFRPRFXDOTXLHURWUDDFWLYLGDGFRPRGRQGHYDV
DFRPSUDUURSD
0HOLVD3DVDTXHHVXQVHFWRUPiVUHFLHQWHPXFKRPiVQXHYR\HVXQDDFWLYLGDGTXHQRPXFKRVHQWLHQGHQ
5REHUWR3HURVLYRVYHVORVDYLVRVSXEOLFLWDULRV³WRXUDWDOODGR´³WRXUDWDOODGR´\HVXQDFRPELTXHOHKDQSXHVWR
9LDMHVSHUR£QRWLHQHOHJDMR
0HOLVD6tLOHJDO
5REHUWR1RSXHGH9RVHVWXGLiVQRSXHGHQRWLHQHOHJDMR9RVYHV³$ODSHUHJULQDFLyQ´QRVpGHGyQGH³$OD
)LHVWDGHOD)ORU´\HVWRHVXQSRFRHOFXHQWRGHOKXHYR\ODJDOOLQD
0HOLVD1RHVVHJXUR
5REHUWR0HFRUWiVODOLEHUWDGGHWUDEDMR$SDUWHVL\RYR\DOTXHWLHQHXQDFRPEL\FRQPLIDPLOLDYDPRVDVXSRQHU
TXHVRPRVQRVRFXUUHLUDXQDFRVDFKLTXLWDD7DQGLOXQGtDSDUDLUDODVLHUUD¢4XLpQPHYDDSURKLELUDPt
FRQWUDWDUODFRPELGH0HOLVDDXQTXHQRWHQJDDJHQFLDGHYLDMHV"
0HOLVD1DGLH3HURQRGHEHUtDHVWDUKDELOLWDGDRVHDQRGHEHUtDHVWDUIXQFLRQDQGRVLQRHVWiKDELOLWDGD
5REHUWR3RUHVR
0HOLVD(VWiHOUHJLVWURHQLQWHUQHWYRVWHSRGpVILMDUVLHVOHJDO\KD\OH\HVDFi
5REHUWR<SHURWDPELpQHOSDVDMHURHVXQSRFRGLItFLO
0HOLVD(VGLItFLOOOHJDUDWHQHUXQDDJHQFLDORTXHHVKDELOLWDFLRQHV«
5REHUWR6tHVGLItFLOWDPELpQODJHQWHTXHORVXVDSRUTXHFREUDQPiVEDUDWR8QRWLHQHDUPDGRXQDHVWUXFWXUD
0HOLVD$KRUDWHOOHJDDSDVDUDOJR«
5REHUWR1RORPLUDODJHQWHDXQTXHWHSDUH]FDPHQWLUD
0HOLVD4XLHUHSDJDUSRFR\QRLQYHUWLUHQVHJXULGDG
5REHUWR/RVTXHWHGLFHQ³QR¢TXpPHYDDSDVDU"´
0HOLVD+DVWDTXHWHSDVD
5REHUWR([DFWR<RWHGLJR³HVWiELHQ´+D\TXHYHUVLHOFKLFRHVPX\MRYHQYDPRVDVXSRQHUDKRUDQRWDQWRSHUR
FXDQGRLEDQD(XURSDYRVOHVRIUHFtDVXQVHJXURDOYLDMHURSLHQVRTXHHVPiVTXHXQVHJXURGHODXWR7HDIHFWDWX
VDOXGWX
0HOLVD6HWHSLHUGHQODVYDOLMDVVHWHSLHUGHODYLGD
5REHUWR7RGRORTXHGLFHQ\SXHGHSDVDU'LRVTXLHUDTXHQRWHSDVHQDGDSHURSRUODVGXGDVWHQpVXQUHVSDOGR
GH DOJXLHQ TXH YD D VHU HFRGH OR TXH D YRV WH SDVD 3RGpV LU D XQ KRVSLWDO SRU XQD UD]yQ KXPDQLWDULD WH YDQ D
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

DWHQGHU HQ XQ KRVSLWDO \ YDPRVD YHU VL WH YDQD DWHQGHU HQ FLHUWRV SDtVHV 3HUR YLVWH TXH JDVWDQ HVWR HV HQHO
YLDMH\QRJDVWDQHQXQVHJXURTXHHVODPtQLPDSDUWH0XFKDVYHFHVHVGLItFLOODFRQFHSFLyQFRQODDJHQFLD
0HOLVD 6t \ WH KDJR XQD ~OWLPD SUHJXQWD FRQ UHVSHFWR D PDUFD \ FLHUUR HVWH WHPD ¢9RV FUHpV TXH VL VH
LPSOHPHQWDXQDPDUFDDIHFWDUtDSRVLWLYDPHQWHD7UHV$UUR\RV"(QFXDQWRDSURPRFLyQGHOPXQLFLSLRRGHODFLXGDG
PHMRUGLFKRSDUDLQWHQWDUSURPRFLRQDUHOWXULVPRHQODFLXGDG
5REHUWR6HUtDLQWHUHVDQWtVLPR3HURHVDPDUFDHVORTXHYRVGHFtVWLHQHTXHYHQLUGHODPDQRGHDOJRTXHHVWp
YLJHQWHHQHODxR\TXHVHDDKRUD9RVPHGHFtV³¢\VLORDVRFLDPRVFRQOD)LHVWDGHO7ULJR"´³3HUR£VRQGtDV´WH
GLJR\R¢YLVWH"4XHYRVPHGLJDVVtWHSXHGHVHUYLUSDUDTXHD7UHV$UUR\RVORLGHQWLILTXHQFRQOD)LHVWDGHO7ULJR
³VtFODURFyPRQR´WHGLJR3HURVRQGtDV$KtHVWiHOWHPD
0HOLVD2FRQODVHVWDQFLDVSHURKD\TXHLQYHUWLUHQHVRSRUVXSXHVWR
5REHUWR&RQODVHVWDQFLDVKD\JHQWHTXHWLHQHWXULVPRGHHVWDQFLDDFiSRUHMHPSOR
0HOLVD/RVGDQHVHVODHVWDQFLDGDQHVD
5REHUWR&ODURWUDHQJHQWHGDQHVHV<HQJHQHUDOELHQEiUEDUR2ORVLWDOLDQRVTXHYLHQHQDFD]DU3HURQRVpVL
VHOOHJDUtDRVHDpVHHVXQWXULVPRUHFHSWLYR<DHQXQPRPHQWRDXQGLUHFWRUGHWXULVPRHQIXQFLyQGHORVSODQHV
VRFLDOHVLEDVDODV&DWDUDWDV(QIXQFLyQGHSODQHVVRFLDOHVSRUTXHLEDVYRVTXHVtTXHWHDQRWDEDVDXQSODQVRFLDO
HLEDQORVLQYLWDGRVHQWRQFHV£LED\R4XHQRWHQJRQDGDTXHYHUFRQHOSODQVRFLDOLEDQPiVLQYLWDGRVTXHORVGHO
SODQVRFLDO(QWRQFHVXQDYH]OHGLMH³XVWHGHVXQGLUHFWRUGHWXULVPRDOUHYpVXVWHGWLHQHTXHWUDHUDQRVRWURVORVGH
RWURVODGRV´1ROHJXVWy)XHXQDFKDUODHQODFDOOHWHQJRXQWHVWLJR
0HOLVD9RVGHFtVHOWXULVWDWUHVDUUR\HQVHOOHYDUORDIXHUD
5REHUWReVHHVHOUROGHODVDJHQFLDVVRPRVHPLWLYRV3HUR\RFUHRTXHHOGLUHFWRUROD'LUHFFLyQGH7XULVPRVH
WLHQHTXHKDFHUFDUJRGHWUDHUJHQWHQRXQYLDMHDODV&DWDUDWDV6LYRVPHGHFtVTXHKD\XQLQWHUFDPELRWHGLJR
³VLHVWiELHQ0HOLVD´WHGLJR,QWHUFDPELRGHGLQHURQRDOLQYLWDGRFREUiQGROHDOSDVDMH(VWiPHGLR«(VRIXHORTXH
OHFRPHQWpHVWDEDHQODFDOOHWHQJRXQWHVWLJRTXHDSDUHQWHPHQWHPHGLMR³GHMi´
0HOLVD<EXHQRVLHPSUHHVGLItFLOLGHDU\RUJDQL]DUSODQHV
5REHUWR/RTXHSDVDHVTXHWLHQHTXHVHUYDPRVDHQWHQGHUELHQODSDODEUDPX\UtJLGRHOWLSR7LHQHTXHKDFHU
FRQFHVLRQHVHQIXQFLyQGHTXLHQOHGLJDHOPDQGDPiVGHWXUQR(QWRQFHVWHQHPRVTXHTXHGDUELHQFRQpO
0HOLVD¢9RVFUHpVTXHKD\XQDSROtWLFDWXUtVWLFDHQHOPXQLFLSLR"(QFXDQWRDWXULVPRRFRQODVDJHQFLDV«
5REHUWR 1R QR KH KDEODGR PXFKR FRQ HOORV 3HUR Vt HYLGHQWHPHQWH KDFHQ HVIXHU]RV SDUD FRQVHJXLU TXH YHQJD
JHQWH
0HOLVD$KRUDORGH&RSHWRQDVORGH2UHQVH
5REHUWR(VWiPX\EXHQR(VRHVWiPX\EXHQR
0HOLVD(VRSDUDHOPLVPRWUHVDUUR\HQVHTXHHVWiFRQRFLHQGRVXSDUWLGR
5REHUWR6tUHVDOWDULGHQWLGDGHVKD\XQPRQWyQGHFRVDV6tWRGRHVPX\EXHQR3DUDWRGRVLHPSUHVHGDTXH
SXVLPRVHOSXHEOLWRGHVLHPSUHFRQSRFDJHQWHYLVWHHVWDVFRVDV«
0HOLVD/DWUDGLFLyQODFXOWXUD
5REHUWR 3RU VXSXHVWR 1L KDEODU HVR HVWi EiUEDUR 3HUR Vt HO RWUR GtD 2UHQVH FXPSOLy  DxRV SHUR FXDQGR
FXPSOD  QL XQ EULQGLV (QWRQFHV ¢TXp YDV D HVSHUDU XQD SROtWLFD" 3RUTXH VLQR HQWUDPRV D KDFHU XQ UXLGR
LPSUHVLRQDQWH
0HOLVD6tHQWLHQGRWXSRVWXUD
5REHUWR +DFHQ XQ UXLGR ³YDPRV D KDFHU YDPRV D KDFHU YDPRV D KDFHU«´ \ GHVSXpV DFi QR WHQJR QDGD 1R
KD\«FRPRWHGLJRVLYRVGDWHFXHQWDTXH3DUtVXQFLW\WRXUORFRQRFpVHQXQGtD%XHQRV$LUHVHQXQFLW\WRXUOR
FRQRFpVHQXQGtD
0HOLVD&RQRFpVPiVRPHQRVSLVDVWH
5REHUWR3LVDVWHSHUIHFWR6tRVHDHVORTXHHVWiSURJUDPDGRHQXQ FLW\WRXUSRFRVGtDVKD\PXFKR¢4XpQRV
TXHGDDQRVRWURV"&RQWRGRHOFDULxRTXHXQROHWLHQHD7UHV$UUR\RV\HQWUHRWUDVFRVDV7HKDEORXQSRFRPiVHQ
VHULRHQHVHVHQWLGR(QWRQFHVQRHVTXHVHDLPSRVLEOHSHUR«
0HOLVD3HURKD\PXFKRWUDEDMRSRUGHODQWH
5REHUWR/RTXHSDVDHVTXHWHGLJRYHPRVDFXHQWRTXHQRKD\PXFKRSDUDRIUHFHU&RPRKD\PXFKRGHPD\RU
EiUEDUREiVLFRDDxRVTXHVHLQDXJXUyHO&HQWUR7UHDWDOHQ9i]TXH]KLFLHURQXQDPRYLGD0HOOHJDHVOLQGR
HVR&RPRVpWHQJRXQFRQRFLGRTXHVHSDVDORVILQHVGHVHPDQDHQ6DQ0D\RO
0HOLVD7DOYH]EXVFDQGRODWUDQTXLOLGDG
5REHUWR(VVyORWUDQTXLOLGDG¢YLVWH"%XHQRSRUHVR
0HOLVD%XHQRORPtRWHUPLQy*UDFLDV 
Melisa Saidman
Promoción y Desarrollo Local:
Estrategia de Marca Ciudad en Tres Arroyos

You might also like