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The following qualitative work analyzes the.relationship between integrated communication.and the construction of city brands from the very.perspective of the professionals of communication,.who allocate different meanings to this process..The construction of city brands is challenging. There.has been an investigation coming from the tensions.and challenges that arise from the construction.and management of a city brand. Furthermore, a.research was carried out through open interviews.and discussion groups, this technique allowed to.frame historically and socially the professional.experiences and the collective construction of a.dialogue. Additionally, based on a thematic and.content analysis, the textual data was organized.and analyzed, this process allowed to created.categories and a referential framework that places.the purpose of the study..In conclusion, a renaissance figure in communication.vanishes before the active participation of all.the communication professionals, who ought to.work in an integrated, inclusive and collaborative.processes beyond the commercial and tourist point,.thus, a real change and transformation of a city.could be seen from inside and out. [ABSTRACT FROM AUTHOR]