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Culture-led City Brands as Economic Engines: Theory and Empirics

Author

Listed:
  • Beatriz Plaza

    (University of the Basque Country UPV/EHU, Spain)

  • Pilar Gonzalez-Casimiro

    (University of the Basque Country UPV/EHU, Spain)

  • Paz Moral-Zuazo

    (University of the Basque Country UPV/EHU, Spain)

  • Courtney Waldron

Abstract

Cultural re-imaging through iconic art museums aims to create symbolic capital for a place in the form of creative images, reputation, and associations with innovation. While literature has long identified architectural uniqueness as a potential driver of brand competitiveness, we argue diffusion of that image is equally important. This work draws upon economic concepts from other cultural industries (such as film, music, and art) to develop a framework for understanding how cultural brands are built: how reproducible images of singular architecture accumulate in the media to strengthen a brand. We then test an art brand´s impact on visitors. This work aims to offer evidence that the Guggenheim Museum Bilbao brand generates tourism to the city of Bilbao. By understanding how iconic cultural structures create symbolic capital, policy makers may better tailor similar culture-led branding strategies to other places.

Suggested Citation

  • Beatriz Plaza & Pilar Gonzalez-Casimiro & Paz Moral-Zuazo & Courtney Waldron, 2013. "Culture-led City Brands as Economic Engines: Theory and Empirics," ACEI Working Paper Series AWP-05-2013, Association for Cultural Economics International, revised Oct 2013.
    • Handle: RePEc:cue:wpaper:awp-05-2013
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    File URL: http://www.culturaleconomics.org/awp/AWP-05-2013.pdf
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Iconic Art Museums; Image Markets; Urban Economics; Branding Effectiveness;
    All these keywords.

    JEL classification:

    • Z1 - Other Special Topics - - Cultural Economics
    • R1 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics

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