Bologna City Branding Project

Roberto Grandi

Resumo


In the international scenario the process of economic, social and cultural globalization has increased competition among cities and territories, stressing necessity to build a territorial brand able to express the unique and distinctive positioning of that territory. The first part of this paper deepens the theoretical framework for understanding the development of the place branding and city branding. The second part investigates the development of the Bologna City Branding Project. Analysis of the perception of Bologna’s image was the starting point of construction of the identity of the city, which constitutes the substance preceding the brand. The further step was characterized by the identification of the logo and the identification concept of the Bologna brand. The last phase proposes to reposition the city through valorisation, communication and management of the city branding seen as strategic communication.

Palavras-chave


Place marketing; Place branding; City Branding.

Texto completo:

PDF/A

Referências


O'Leary, R., & Iredale, I. (1976). The marketing concept: quo vadis? European Journal of Marketing, 10 (3), 156.

Grandi, R. (2010) Le città creative. Il Mulino 6 (10): 1037-1044.

Grandi,R. Miani, M. (2006) L’impresa che comunica. Come creare valore in azienda con la comunicazione. Novara, Isedi – De Agostini.

Anholt, S. (2005) Some important distinctions in place branding. Place branding 1 ( 2), 117

Grandi, R. a cura di (1994) Semiotica al marketing. Le tendenze della ricerca nel marketing, nel consumo, nella pubblicità. Milano, Angeli.

Anholt, S. (2005) Some important distinctions in place branding. Place branding 1 ( 2), 120.

Braun, E. Zenker, S. (2010) “Branding a city – a conceptual approach for place branding and place brand management”, paper presented at the 39th European Marketing Academy Conference, Copenhagen, 1-4 June: 3.

Grandi,R. Miani, M. (2006) L’impresa che comunica. Come creare valore in azienda con la comunicazione. Novara, Isedi – De Agostini.

Hanolt, S. (2007) Place branding: Is it marketing, or isn ’t it? Place branding and Public Diplomacy: 0 (0), 1-6

Kavaratzis, M. (2004) From city marketing to city branding: Towards a theoretical framework for developing city brands Place Branding 1 (1). Rivas, M. ed. (2012) City Logo. Innovative place brand management. UrbAct CityLogo Baseline report. Brussels.

Florian, B. (2002) “The city as a brand: Orchestrating a unique experience” in Hauben, T. Vermeulen, M. Patteeuw, V. (eds.) City branding: Image Building and Building Images. Rotterdam, Nai Uitgevers.

More information on all the phases of the development process of Bologna City Branding Process: http://www.urbancenterbologna.it/bologna-city-branding and https://www.youtube.com/watch?v=Hh_u-c_d3g8&feature=youtu.be

Grandi, R. Neri, F. (2014) “Sentiment Analysis and City Branding” in B. Catania et al. (eds.), New Trends in Databases and Information Systems, Advances in Intelligent Systems and Computing. Berlin, Springer International Publishing, 339-350.

Rivas, M. ed. (2012) City Logo. Innovative place brand management. UrbAct CityLogo Baseline report. Brussels, 11-12.

Anholt, S. (2008) “The Importance of National Reputation” in Engagement: Public Diplomacy in a Globalised World. London, Foreign and Commonwealth Office, 37-39.

Rivas, M. idem, 38.


Apontamentos

  • Não há apontamentos.