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Building

a Brand for a place: a matter of social responsibility




Keys words:
Brand place, Identity, Culture

Abstract
The purpose of this communication is present a reflection on the importance of creating
a brand applied to a place allowing is projection of differentiating and unique way, and
the importance of this brand by representing the identity of a place projecting globally.
Discusses the importance of diversity and cultural identity as the differentiating factor
since it takes many forms through time and space.
The identity of a place is the synthesize of its intrinsic characteristics, where the image
has a crucial role, since that projected image must be reported in accordance of their
true potential, it must be true at the same time meets with mental picture that each of
the inhabitants of the place already has.
To assess and understand the local identity is necessary to waive the tangible and
intangible culture, built heritage, traditions and its relationship with socio-urban fabric,
to substantiate a representative of the brand site.
The creation of this brand is a complex process because the uniqueness of the place is
hard to be represented, since this is not an organization with well-defined limits. Any
city or place have multiple users and is important to divide the tangible and intangible
elements of it. The city should not be interpret as a corporate brand because is an
intricate network of several factors that are constantly changing, and the variables are
much more difficult to control than the variables of corporate domain. In the other way
the city itself is different from a product because its extreme more complex.
The local brand should translate into graphical representation that reassuring and
representative picture of the collective and timeless values, which the community
identifies and feel as their own.
The local brand should have as its main concern stimulate the sense of belonging to
their residents and underpin the spirit of the place while it aims to increase the number
of visitors, be more attractive, encourage business investment and encourage people to
live in it.
The relevance of the topic impose because in graphic design, there still havent a model
to creating brands attached to cities or local, professionals having been adopting

existing models for the creation of corporate brands, with awareness that the variables
to evaluated are not the same.
This study is a framework of the doctoral thesis in design that aims to create an effective
model to help the designer in the creation of a brand associated to places that reflect is
identity effectively.



Author: Ctia Rijo
PhD student in Design, investigator at FCT and University Teacher
Filiation: Faculty of Architecture in University of Lisbon
Adress: FAUL, Plo da Ajuda 1300-000 Lisboa

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