Abstract Branding 4y5k3l

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  s  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  haven’t  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:  Cátia  Rijo   PhD  student  in  Design,  investigator  at  FCT  and  University  Teacher   Filiation:  Faculty  of  Architecture  in  University  of  Lisbon   Adress:  FAUL,  Pólo  da  Ajuda  1300-­‐000  Lisboa