Guanajuato, Gto., a 28 de noviembre de 2015.- With the objective to identify areas of opportunity that allow detonating the development in Celaya and secure the identity of their citizens, a group of researchers from the University of Guanajuato develops a research with the name "Marca Ciudad Celaya (Brand City of Celaya), an empirical diagnosis on "celayense" identity and pride".

The work is in charge of the Academic Body of Innovation, Management and Marketing from the Department of Finance and Administration, from the Division of Social and Administrative Sciences from Campus Celaya-Salvatierra with Dr. Emiglio Larios Gómez as coordinator.

The academic explained that the research emerged with the need to identify which are the opportunities Celaya has with the industrial growth, services and agricultural business. Because there are, many companies of great influence that arrived ten years ago "And for one part, they have made the city evolve and grow turning it in one of the main cities in Guanajuato and the region. In the other hand, its repercussion on identity, pride and satisfaction as citizens and residents before this new condition of coexistence and interaction with new cultures, society, thought, religion and form of doing business, are elements that open the possibility of generating a research project of the Brand "Ciudad Celaya".

A brand city is a public policy based in studies of citizen identity to identify opportunity areas in which the four groups of main actors, private initiative, social initiative (foundations, ONG, citizen councils), government and universities can make decisions and strategies to identify the most convenient zones to live, make business or tourist oriented. This way, the "Celayense" attitude can be built; its history, heritages, productive activities and lifestyle.

Part of the strategies are the territory system, landscaping, social marketing, government marketing, economic, cultural, politics studies and demographic analysis.

This academic project is part of an international network of research Mexico-brazil composed by the "Universidad de San Paulo Campus Ribeirao Preto" with the participation of Ph.D. Edgar Montfort Merlo and Helenita R. de Silva; the "Universidad Metodista de Piracicaba" from where the Ph.D. Carlos Antonio Giuliani and Ph.D. Valeria Spears participate. And from the University of Guanajuato, Ph.D. Salvador Estrada Rodríguez, Ph.D. Mario Jesús Aguilar Camacho, Ph.D. Enrique Luna Correa, Ph.D. Eduardo Barrera Áreas and Ph.D. Emiglio Larios Gómez.

UG also participated in gathering information and diagnosing scholarship PRODEP students and from College Social Service, all from the bachelor degree in Marketing, Carlos Galván, Celeste Cruz and Martha Mariscal.

As part of the research, there was a participation in the book "Ejes de crítica y reflexión en torno a la cultura y al desarrollo" (Lines of criticism and though towards culture and development), with chapter eight. The brand "Ciudad Celaya", as an insertion strategy to city marketing: preliminary diagnosis. The indexed magazine "Cuaderno Profesional de Marketing" accepted their work and with the same title from the book, in the magazine "RAU Revista de Administraçao from UNIMEP they published "City Branding: Competitive strategy for cities in the third millennium".