as the city territorial evolution and changes in the urban shape consti- tute the best indicator of urban identity. Projecting identity in an image – it is necessary to follow the final ob- jective and to aim the target audience (retaining old clients – resi- dents and attracting new residents, tourists, investors etc.). This phase also implies the mediation of the conflict of interest between all urban factors involved, may them be public or private. Image mediatisation – it is fundamental to organise and manage an event which will become a token for the city, allowing the interaction and association of the new image (in the spirit of developing and in- creasing city competitiveness) with its identity, with the old traditional values. This must not take place or be perceived as a rupture, but as a natural and continuous process, connecting it to the new promoted values.


Why brand or rebrand, in the sense of designing, communicating and


managing urban image? On one hand, because city branding is the basis for economic devel- opment policies (competitiveness is stimulated by globalisation), and on the other, it is a way through which residents identify with their own city (Mihalis Kavaratzis, 2004)20). Also, B. J. Graham (2002), J. Saunders (2005) and oth- ers identify, in the process of branding / rebranding, two “cities”, parallel from


INTERNAL CITY (MENTAL)


IDENTITY IMAGE LIFE STYLE BRAND


EXTERNAL CITY PHISICAL


() SOCIAL EXPERIENCE


ADVERTISING RESIDENTS NON-RESIDENTS VISUAL


EMOTIONAL FUNCTIONAL SOCIAL


Fig. 2 – The city and its mental projection


the point of view of the image: the “external city” – which can be encapsulated in one or two imagistic landmarks (symbol buildings, headquarters of interna- tional corporations, etc.) and which endows the respective settlement with a certain rank in the competitiveness lead hierarchy, and distinction, altogether


20) Mihalis Kavaratzis, City Brands: The Why and How of City Branding, URSI Research Conference, Groningen, 2004, p. 1.


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