La aplicación del 'Branding' en modelos de planificación urbana

Abstract

The theme of "City Branding" has become very popular among urban planners as it is seen as a model to study and sets the attributes of the city to develop strategies to help enhance the image of the latter. This model arises as an adaptation of business models to the area of the city with the aim of improving the local economy, attracting foreign investment among others. The purpose of this research is to understand how business practices are translated to an urban environment and city and establish both the limits and possibilities of the "City Branding". After examining a series of lectures on the subject, questions of how the mass of this concept can meet the particular understanding of each of the cities examined, without posing a threat to individual aspects of them. This conceptual model provides a number of parameters to study which claim to be "universal", regardless of the particularities of each city. The differences that define the city may be affected because of the framework of study that is used to understand it and therefore this concept may not address the differences and specificities of each.