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This article presents the work related to the construction of territorial branding through the experience design of brands in the last three years, in the context of the Observatory of Design II in the programme of Industrial Design at Universidad Nacional de Colombia. It is exposed the necessity of continuing the interdisciplinary debates on the construction of territorial brands. In addition, it introduces different fieldwork experiences, including three dissertations, and more recently an applied research aiming to accomplish the mission of offering noncredit education in public universities. This article aims to reflect, from the academic field, on the current commitments and the role of industrial designers in society. To that end, it proposes various routes that designers might take, which are alternative and recently explored in formal education.

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Construcción de marca territorio mediante el diseño de experiencias de marca / Construction of territorial branding through the experience design of brands