Conference Agenda

The research “Institutional Branding and Municipal Public Image: An Analysis from the Citizen’s Perspective, La Libertad Region - Peru” analyzes the relationship between institutional branding and public image from the citizens' perspective. The study was conducted using a quantitative approach, with a non-experimental design, applied type, and descriptive-correlational level. For data collection, a structured questionnaire consisting of 40 items was used, evenly distributed among the study variables and rated using a five-level Likert scale. The sample consisted of citizens from the municipal area, selected through non-probabilistic sampling. The obtained data were analyzed using Spearman's correlation coefficient, which allowed determining the degree of relationship between the variables. The results showed a high positive correlation between institutional branding and the municipal public image, demonstrating that a greater development of identity, communication, and positioning strategies significantly contributes to improving citizens' perception. In this sense, it is confirmed that strengthening branding directly impacts the construction of a solid and trustworthy institutional image. In conclusion, the study establishes that branding is a strategic factor in municipal management, as it decisively influences the value that citizens attach to the institution. Therefore, the need to implement comprehensive and sustainable communication, visual identity, and institutional positioning policies is emphasized, aimed at strengthening citizen trust, optimizing public management, and contributing to local economic development.