Spanish Abstract: Se muestra un primer avance del diseno de la marca Rodadero con su eslogan “Magico Destino”, en el que se aplican los enfoques de gestion y comunicacion. Para ello, se analiza la percepcion de imagen expresada por turistas, residentes y empresarios; se proponen algunas medidas de mejoramiento; se identifican los atributos del destino y se definen la diferenciacion, la vision, la invencion, el dinamismo y la semiotica. La investigacion es un estudio de caso social y de tipo mixto, dado que se recolecta informacion de tipo secundario o documental y primaria por medio de encuestas, en las que se analizaron 17 variables categorizadas en funcionales e intangibles. Los resultados presentan una valoracion negativa de las estructurales o funcionales por parte de los actores, lo cual permite inferir que se atribuyen a la inversion y al control del Gobierno, mientras que las psicologicas o intangibles son de alcance de los empresarios y los residentes. De este modo, todos los actores requieren medidas de mejoramiento, pero, en especial, la administracion publica. Este analisis sirvio ademas para identificar los atributos que la diferencian: ambiental, desarrollo social, cultural, deportivo, cientifico, internacional, que obedecen a la combinacion entre los propios del territorio y la Norma tecnica sectorial de turismo. English Abstract: This paper presents a first breakthrough in the design of the Rodadero Brand with its slogan “Magico Destino”, in which management and communication approaches are applied. For this, the perception of image, expressed by tourists, residents and businessmen was analysed; improvement measures are proposed; the attributes of the target are identified and the differentiation, vision, invention and dynamism, semiotics are defined. The research is a social and mixed type case study, given that the information collected is secondary and primary through surveys 17 variables were analysed and categorized as functional and intangible. The results present a negative evaluation of the structural variables by the actors, which could infer that they are attributed to the investment and control of the government while the psychological or intangible variables are at the reach of the entrepreneurs and residents. Thereby, all actors require improvement measures, but especially the public administration. This analysis also allowed to identify the attributes that differentiate it: environmental, social, cultural, sporting, scientific, international development, due to the combination between the own of the territory and the Sectorial Technical Standards of Tourism.