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International Studies: Interdisciplinary Cultural and Political Journal

Author ORCID Identifier

https://orcid.org/0000-0002-9954-5486 Muñiz Martínez Norberto

Abstract

Colombia is now projecting a new, positive image to the world after over­coming a past characterised by politically inspired guerrilla warfare and violent conflict with narco-trafficking cartels which had ravaged the country for decades. Even before the country’s transformation, other intermediate place institutions – cities and regions – had already taken significant steps towards territorial change and marketing. This paper outlines the processes involved in urban and social transformation in the city of Medellín and in the marketing of the coffee region, as illustrative cases of city re-brand­ing and regional branding, respectively.

Keywords

urban transformation, cultural service ecosystem, Medellín, rebranding

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First Page

79

Last Page

94

Language

eng

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