A Proposal to Measure the Construction of the Territorial Brand of Málaga through Facial Coding

Abstract

The construction of territorial identities requires moving beyond declarative metrics such as awareness, satisfaction, or intention, which are limited by biases and post-hoc rationalization. This article proposes an innovative methodology that integrates neuromarketing techniques, specifically automated facial coding, within the place branding framework to capture spontaneous and non-conscious emotional responses associated with urban experiences. The proposal is illustrated through the case of Málaga, measuring emotions in natural contexts of citizen participation during three cultural events that structure the city’s identity: Christmas, Holy Week, and the August Fair. The model advances a replicable protocol based on the selection of event micro-moments, non-invasive audiovisual capture, automated analysis of facial expressions (FACS/AFC), and the aggregation of results into comparable indicators. As outputs, the methodology proposes estimating an «emotional signature» for each event using three aggregated metrics: mean emotional intensity, emotional coherence, and emotional stability, which can be complemented with brief questionnaires for segmentation (e.g., residents/visitors) and interpretative triangulation. The expected results will enable the assessment of the emotional coherence of the territorial brand, the identification of symbolic and sensory elements with greater resonance, and the generation of actionable insights for the strategic management of the Málaga brand and for future research in place branding.