City-branding as a tool to enhance social cohesion and economic recovery in post-pandemic and post-outbreak scenarios Social in Colombia: the Santiago de Cali case El City-branding como una herramienta para potencializar la cohesión social y la recuperación económica en escenarios de pospandemia y pos-estallido Social en Colombia: caso Santiago de Cali

Abstract

This article explores the possibilities of City-Branding for the development of a city brand for Santiago de Cali, Colombia, as an element of social cohesion and a catalyst for economic systems in a post-pandemic and post-social outbreak scenario. Through a qualitative investigation of the Grounded Theory type (grounded theory), an attempt was made to understand the imaginaries and perceptions of the citizens of the city of Santiago de Cali after the COVID-19 Pandemic and the Social Outbreak of 2020 for the development of a brand. of a city that contributes to boosting the economy and social cohesion. The following data collection techniques were used: in-depth interviews, focus groups, participant observation, documentary review and analysis. The analysis consisted of coding openly and axially to then categorize and interpret the responses of the participants, both from the interviews and from the focus groups. The theory underlying this work shows that, in the case of Santiago de Cali, a historically divided and fragmented city, Family, History and Opportunities are the three articulating axes of life and identity in Santiago de Cali, and since working In this synergy, it is possible to outshine the spectres or new negative ghosts that arrived as a result of the pandemic and the social outbreak.