events (event tourism), identifying two convergence elements between city branding and culture: the urban image and it ability to influence, in some cases, even the shape of the city, to which the urban identity is added, as it constitutes the substance of the idea of the new brand. Cultural aspects, as a response to the necessity of functional conver-
sion in many cities in Europe and the world, in the spirit of increasing competi- tiveness are quite layered; practically, a certain cultural event taking place in a certain city is able to transform its own residents into tourists. Graeme Evans (2001) identifies five stages of evolution of a cultural image, expressing the ability of a city to support and promote cultural “products” through its infra- structure:
the idea – idea generation, copyright, creativity, training; thus, we test whether the city may support and generate creativity, a certain idea which may portrait the new brand (Infrastructure: resources related to education, research, development); “production” – transforming the idea
into a selling (Infrastructure: the producer network, designers etc.)
circulation – promoting and distributing the of that cultural product (Infrastructure: advertising agencies, intermediaries, transport);
delivery – theatre, television, cinema, stores, museums, civic squares, etc. are the paths or elements of urban infrastructure through which the cultural product reaches the consumer. There are places in which one experiments the emotion of meeting it. To these tradi- tional forms of “delivery”, we may add the virtual one: the online.
audience – seeing, hearing; contact with the target audience, which is the receptor of the idea and, at the same time, its exegete, gener- ating feedback.
If, at the beginning of the 20th century, the single image of a city that
was accepted was the industrial one, globalisation and transition towards the sphere of services have accentuated the process of urban regeneration and functional re-conversion. We assist today, to the shift from the industrial im- age to the cultural one of European cities, and not only. And this transition implies a different kind of urban management, other instruments. Urban branding has received the credit of a solution in this sense. However, asks Hermenegildo Seisdedos (2006)19), PhD professor and head of Foro de Gestion Urbana (Instituto de Empresa, Madrid), how can a city “trademark” (logo, brand) be recreated, by associating the rebranding process with a “tic tac toe” game, in which one has to align three matters, for a successful brand: defining city identity – is the first phase of the process of recreating city image; one may reach this through complex interdisciplinary analysis,
19) Hermenegildo Seisdedos, Creando marca de ciudad: principos básicos, Ponencia Congreso City Marketing Mayo, 2006, p. 12.
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