City branding and the theory of social representation

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 e ective 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 di erent 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.

• Autores: Castillo-Villar, Fernando Rey
• Tipo de recurso: Article of journal
• Fecha de publicación: 2018
• Institución: Universidad Nacional de Colombia
• Repositorio: Universidad Nacional de Colombia
• Idioma: spa
• OAI Identifier: oai:repositorio.unal.edu.co:unal/68328
• Acceso en línea: https://repositorio.unal.edu.co/handle/unal/68328; http://bdigital.unal.edu.co/69361/
• Palabra clave: 71 Urbanismo y arte paisajístico / Landscaping and area planning; city branding; city’s image; theory of social representation; urban landscape; local identity.; marca ciudad; imagen urbana; teoría de la representación social; paisaje urbano; identidad local; marca da cidade; imagem da cidade; teoria da representação social; paisagem urbana; identidade local
• Rights: openAccess
• License: Atribución-NoComercial 4.0 Internacional