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Magallania (Punta Arenas)

versión On-line ISSN 0718-2244


RODRIGUEZ T, Juan Carlos; MEDINA H, Patricio  y  REYES H, Sonia E. Territory, landscape and global marketing: Images in the construction of Patagonia as a brand. Magallania [online]. 2014, vol.42, n.2, pp.109-123. ISSN 0718-2244.

This article starts from the premise that patagonic binational territory and space possess a defined identity, altogether with a considerable symbolic capital that exceeds the purely geographic dimension transcending the national identities of Chile and Argentina. This materializes the construction of Patagonia as a product. We sustain that the geographical and spatial components have been included in a global marketing strategy, rendering its attributes as a brand. This brand contains a twofold logic: a spatial and territorial offer mediated by an imaginary that sustains this brand associated to a social "condition". And also a demand associated to a social stratification represented by tourists and consumers who seek unique experiences; together with foreign residents who want to be pioneers, that is to say, the first and maybe the last ones of living in the open free space. Therefore the article seeks to identify some of the dimensions that contribute and shape the social construction of the Patagonia brand. From an offer perspective it is possible to differentiate actors, what do they offer, to whom are they offering it to, and how it is promoted and sold. The product responds to the searching of a "distinctive social condition" that needs the reproduction of an imaginary according to this. From the consumer perspective the brand-product is consumed by a particular social condition. The methodology applied in this study covers the revision of secondary sources ranging from audio and visual documentation, through journals to technical reports, together with a multicentered ethnographic strategy which privileges primary data provided by different categories of informers interviewed in different locations.

Palabras clave : Patagonia; nature; capital; brand; imaginary.

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