THE RELATIONSHIP BETWEEN TERRITORIAL BRAND AND LOCAL DEVELOPMENT: CASE STUDY OF A MATLATZINCA COMMUNITY IN THE MEXICAN CENTRAL PLATEAU

Abstract

This paper analyzes the participatory process of conformation of a territorial brand in a community of Central Mexican Plateau. Territorial brand strategies, based on communication, play a fundamental role in the processes of productive diversification of rural space. Through a literature review and a participatory approach, the process of constructing a territorial brand within a broader rural development strategy is shown. It is concluded that the territorial brand is an indispensable requirement for the development of rural tourism.