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The City Branding of Barcelona: A Success Story?
The City Branding of Barcelona: A Success Story? Juan Carlos Belloso
19 October 2011
The City Branding of Barcelona: A Success Story?
• 1.6 M, inhabitants
- 4.8 M. metropolitan area
• Spain’s second largest city in terms of population
• Capital of Catalonia
• 101.4 Km2
- 4.58 Km of beaches
• 2,000 years of history and cultural heritage
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Barcelona
The City Branding of Barcelona: A Success Story?
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Is Barcelona a successful city?
The City Branding of Barcelona: A Success Story?
One of the world’s most admired cities with one of the best images at an international level
•Saffron European City Brand Barometer 2010
- One of the cities with the greatest awareness, image and reputation on a worldwide scale.
- The third ranked European city brand together with Munich, behind only Paris and London and in front of many european cities and capitals such as Berlin, Amsterdam, Rome, Vienna or Madrid.
•Anholt – Gfk Roper City Brands Index 2009
• Sixth position in terms of brand image, behind Paris, Sydney, London, Rome and New York, and ahead of cities like San Francisco, Los Angeles, Vienna and Madrid.
One of the most popular tourist cities on a global level, with more than 7 million tourists per year, and the best european city in terms of quality of life.
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Is Barcelona a successful brand?
The City Branding of Barcelona: A Success Story?
3 main periods in recent history of the city (metropolitan area)
•Form 1987 to the 1992 Summer Olympic Games
•From 1992 to the present day
•The Future
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What’s the story?
The City Branding of Barcelona: A Success Story?
The key success factors
1.The city branding of Barcelona grounded in a profound transformation of the city.
2.The vision and leadership of the municipal leaders.
3.The involvement and participation of civil society.
4.The key role of the 1992 Olympic Games.
5.The unique and differentiated identity of the city.
6.Creativity, innovation and boldness as a common denominator.
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From 1987 to the 1992 Summer Olympic Games
The City Branding of Barcelona: A Success Story?
7A profound transformation of the city
The City Branding of Barcelona: A Success Story?
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Pascual MaragallMajor of Barcelona (1982-1997)
1987 Announcement of Barcelona as the elected city to host the 1992 Summer
Olympic Games
The vision and ledership of the municipal leaders
The City Branding of Barcelona: A Success Story?
9The involvement and participation of the civil society
The key role of the 1992 Olympic Games
The City Branding of Barcelona: A Success Story?
11The unique and differentiated Identity of the City
Location
Climate
History, Language
Mediterranean Architecture CultureTraditions
Culture CuisineLeisure
Human
Wellcoming
Quality of Life
The City Branding of Barcelona: A Success Story?
12Creativity, innovation and boldness
Creative
Innovative
Bold
The City Branding of Barcelona: A Success Story?
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From 1992 to the present daySuccessfully transforming and promoting the city
•New Strategic Metropolitan Plans.
•Continue with success redesigning and reinventing the city (ex. 22@Barcelona, the innovation district).
•‘Thematic years’ (Gaudí, Picasso, Design, Science, etc.).
•Products and services (ex. Custo Barcelona, Mango, other).
•New cultural, sports, professional events (ex. Mobile World Congress).
•Sport successes (ex. FCB).
•Film (ex. Vicky, Cristina, Barcelona) and literature (‘La Catedral del Mar’).
•Ongoing Tourism and Economic Promotion.
•City Brand Management and Promotion.
The City Branding of Barcelona: A Success Story?
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From 1992 to the present dayContinue with success redesigning and reinventing the city
The City Branding of Barcelona: A Success Story?
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From 1992 to the present day
An urban renovation strategy. A new model of making cityThe answer to a necessity: the Knowledge Economy
The 22@Barcelona, the innovation district
The City Branding of Barcelona: A Success Story?
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From 1992 to the present day
The City Branding of Barcelona: A Success Story?
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From 1992 to the present day
The City Branding of Barcelona: A Success Story?
18The Future: An innovative city
‘Consolidate the Barcelona Metropolitan Area as one of Europe’s most attractive and influencing Regions for global innov ative talent and a model for integration and social cohesion’ .
The City Branding of Barcelona: A Success Story?
Recent research (2010/2011) shows that:
1.Barcelona does not have a single image around the world
2.Barcelona is ‘a tourist destination’
3.Barcelona is ‘a good place to live’
4.Barcelona is ‘a vibrant experience’
5.Barcelona is a city associated to ‘creativity’
6.Barcelona is ‘slightly’ associated to ‘a differentiated identity and culture’
7.Barcelona is not perceived espontaneusly as a city to do business
8.Barcelona has an emerging potential to become an ‘innovation hub’
9.Barcelona counts with an education offer with strong potential
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What does the research say?
The City Branding of Barcelona: A Success Story?
20New Challenges
Creativity + Innovation + Boldness
New leadership
+
Strategic City (and City Brand) Management
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Major de Sarrià 185 – 187,
Esc. 1, 2º 1ª
08017 Barcelona
Tel. 34 93 180 38 79
Mob. 93 628 303 673
www.futureplaces.com
Thank You very much