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The Role of a City Council in a Place Branding Campaign: The Case of Vic in Catalonia

Author

Listed:
  • Xavier Ginesta

    (Department of Communication, University of Vic-Central University of Catalonia, Sagrada Família 7, 08500 Vic, Barcelona, Spain)

  • Jordi de-San-Eugenio-Vela

    (Department of Communication, University of Vic-Central University of Catalonia, Sagrada Família 7, 08500 Vic, Barcelona, Spain)

  • José-Antonio Corral-Marfil

    (Department of Economics and Business, University of Vic-Central University of Catalonia, Sagrada Família 7, 08500 Vic, Barcelona, Spain)

  • Jordi Montaña

    (ESADE, Ramon Llull University, Av. Pedralbes 60-62, 08034 Barcelona, Spain)

Abstract

The fundamental goal of this article is to show the implications that place branding has for regional public management through a case study of the brand “Vic, a city with a human dimension” [Vic, ciutat a la mesura humana, in Catalan language], a project commissioned by the city council of Vic and carried out by the city’s university (University of Vic-Central University of Catalonia). Vic is the capital of the Osona region, in the centre of Catalonia, with a population of 45,040 inhabitants. Methodologically, this research utilised 14 focus group discussions, two in-depth interviews and a survey addressed to citizens and answered by 855 people. In regards to results, the research shows that the practice of place branding transcends the traditional action areas of place marketing and place promotion, in order to be fully integrated in the region’s overall management policies, that is to say, its urban governance. The article also concludes that the processes of conceptualisation and implementation of new place brands must be framed within a bottom-up approach, integrating all the stakeholders (public–private cooperation) in the decision-making process.

Suggested Citation

  • Xavier Ginesta & Jordi de-San-Eugenio-Vela & José-Antonio Corral-Marfil & Jordi Montaña, 2020. "The Role of a City Council in a Place Branding Campaign: The Case of Vic in Catalonia," Sustainability, MDPI, vol. 12(11), pages 1-15, May.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:11:p:4420-:d:364322
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    References listed on IDEAS

    as
    1. Line Schmeltz & Anna Karina Kjeldsen, 2019. "Co-creating polyphony or cacophony? A case study of a public organization’s brand co-creation process and the challenge of orchestrating multiple internal voices," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 304-316, May.
    2. Amelia Green & Debra Grace & Helen Perkins, 2016. "City branding research and practice: An integrative review," Journal of Brand Management, Palgrave Macmillan, vol. 23(3), pages 252-272, May.
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    Cited by:

    1. Patrick Naef, 2020. "Resilience as a City Brand: The Cases of the Comuna 13 and Moravia in Medellin, Colombia," Sustainability, MDPI, vol. 12(20), pages 1-21, October.
    2. Anna Matwiejczyk, 2023. "Place Branding Approach within Functional Urban Areas—Evidence from Poland," Sustainability, MDPI, vol. 15(15), pages 1-15, August.
    3. Núria Arimany-Serrat & Elisenda Tarrats-Pons, 2021. "Integrated Social Value at Universities: A Guarantee for Public Subsidies," Sustainability, MDPI, vol. 13(11), pages 1-13, May.
    4. Beatriz Casais & Túlia Poço, 2023. "Emotional branding of a city for inciting resident and visitor place attachment," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(1), pages 93-102, March.

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