Identidad y branding de barrio: retos y tendencias para la marca-lugar

Purpose. This study examines the relationship between neighborhood identity and neighborhood branding using a mixed-methods approach that integrates bibliometric analysis and qualitative conceptual synthesis. The objective is to analyze the evolution of these concepts in academic literature and identify their intersections and divergences. Methodology. A total of 161 peer-reviewed articles indexed in Scopus and Web of Science were analyzed. The study employed a systematic literature review framework, focusing on the most influential publications, conceptual approaches, and research trends. Key variables such as disciplinary scope, geographical distribution, and citation impact were examined to map the academic landscape of neighborhood identity and neighborhood branding. Results and Conclusions. The findings indicate that research on neighborhood identity is well-established across multiple disciplines, including social sciences, urban studies, and social psychology. In contrast, neighborhood branding is an emerging field with a predominant focus on urban planning and public administration. Both concepts share concerns about gentrification but from different perspectives: neighborhood identity emphasizes residents’ perceptions and sense of belonging, whereas neighborhood branding explores its impact on commercialization and urban repositioning. The study underscores the need for greater transdisciplinary integration to develop more equitable and sustainable branding strategies at the neighborhood level. Novelty. This research provides a comprehensive and updated overview of the academic development of neighborhood identity and neighborhood branding, two interrelated but often separately studied concepts. By synthesizing knowledge from multiple disciplines, the study contributes to bridging theoretical and methodological gaps, offering insights for researchers in place branding as well as marketing and urban planning professionals interested in developing inclusive and context-sensitive branding strategies.