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City brand (Inglês)

As globalization intensifies, urban development has come to include an image dimension. The common rationale is that a well-known place name often creates opportunities for international attention, events, investments, and become winning places. The aim is often to orchestrate the totality of perceptions, experiences, and feelings that people hold about that city to ensure that it is as distinctive, compelling, and memorable as possible. In recent years, city brands are increasingly being seen as the new tool to enhance city positioning and development. By capturing the spirit of the city and its characteristics, a successful city brand can stimulate increased attractiveness, competitiveness, investment, and pride in the city as well as coherent city development to deliver the brand promise. Equally, poor branding can erode city attractiveness. Given the close link between a city's brand and its identity, having a clear city brand strategy is useful in supporting cities to develop a long-term vision and future perspectives. Since cities are by definition multilayered, each city will need to create and manage specific city brand in the way that is best for the situation.

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