Abstract

CASTILLO-VILLAR, Fernando Rey. City branding and the theory of social representation. Bitácora Urbano Territorial [online]. 2018, vol.28, n.1, pp.33-38. ISSN 0124-7913.  https://doi.org/10.15446/bitacora.v28n1.52939.

City branding has as its objective to create an appealing image for tourists and investors, as well as strengthen local identity of local residents. These goals are achieved through the management and communication of the city's image. However, the city's image is a complex and multifaceted phenomenon that needs to be conceptualized for its proper management. The objective of this paper is to develop a theoretical analysis to understand the process of construction and communication of the city's image. Previous research has shown that individuals form their own images of the city, but at the same time share a public image of it. On the other hand, the urban landscape design has proved to be one of the most effective tools to design and communicate the city's image. Here, both elements are linked through the theory of the social representation that enables to conceptualize the city's image as a social construct. This different perspective of the city's image positions local residents as the most important target audience of city branding and the urban landscape as a key element to contextualize and strengthen local identity.

Keywords : city branding; city's image; theory of social representation; urban landscape; local identity.

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