La Bogotá percibida por los jóvenes universitarios. Imaginarios, narrativas y signos identitarios de la ciudad.

The city of Bogota's symbols are a way of interpreting different abstract manifestations of contemporary urban spaces that are summarized in imaginaries, narratives and identity signs of the city. These elements contribute to creating the concept of city brand, understanding that this is an imprint these spaces are identified with. In general terms, the city brand is a marketing strategy that seeks to promote a specific urban center. This strategy may be for example the idea that Bogotá is closer to the stars, a statement intended to sell a city that looks at the heights. By approaching a study with university students to find out how they see the city, the goal is to analyze if they consider the traditional symbols of Bogotá; if the information and traditions coming from the mass media or from outsiders who visit and inhabit the city correspond to the identities of the inhabitants of Bogotá; and how the narratives of Bogotá occur in relation to the identity signs of young people. The interest of this research is to understand what identity signs, imaginaries and narratives are considered by young Bogota university students to characterize the city and which ones can contribute to the construction of a city brand proposal. [ABSTRACT FROM AUTHOR]