The City Branding of Barcelona: A Success Story?

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1 Juan Carlos Belloso 19 October 2011

2 Barcelona M, inhabitants M. metropolitan area Spain s second largest city in terms of population Capital of Catalonia Km Km of beaches 2,000 years of history and cultural heritage

3 Is Barcelona a successful city? 3

4 Is Barcelona a successful brand? One of the world s most admired cities with one of the best images at an international level 4 Saffron European City Brand Barometer 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.

5 What s the story? 3 main periods in recent history of the city (metropolitan area) 5 Form 1987 to the 1992 Summer Olympic Games From 1992 to the present day The Future

6 From 1987 to the 1992 Summer Olympic Games The key success factors 6 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.

7 A profound transformation of the city 7

8 The vision and ledership of the municipal leaders 8 Pascual Maragall Major of Barcelona ( ) 1987 Announcement of Barcelona as the elected city to host the 1992 Summer Olympic Games

9 The involvement and participation of the civil society 9

10 The key role of the 1992 Olympic Games

11 The unique and differentiated Identity of the City 11 Location History, Language Climate Mediterranean Architecture TraditionsCulture Culture Cuisine Leisure Human Quality of Life Wellcoming

12 Creativity, innovation and boldness 12 Creative Innovative Bold

13 From 1992 to the present day Successfully transforming and promoting the city 13 New Strategic Metropolitan Plans. Continue with success redesigning and reinventing the city (ex. 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.

14 From 1992 to the present day Continue with success redesigning and reinventing the city 14

15 From 1992 to the present day The the innovation district 15 An urban renovation strategy. A new model of making city The answer to a necessity: the Knowledge Economy

16 From 1992 to the present day 16

17 From 1992 to the present day 17

18 The Future: An innovative city 18 Consolidate the Barcelona Metropolitan Area as one of Europe s most attractive and influencing Regions for global innovative talent and a model for integration and social cohesion.

19 What does the research say? 19 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

20 New Challenges 20 New leadership + Creativity + Innovation + Boldness + Strategic City (and City Brand) Management

21 Major de Sarrià , Esc. 1, 2º 1ª Barcelona Tel Mob Thank You very much

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