The image and the branding of the Spanish city

Abstract

[eng] Cities are increasingly concerned with creating an urban image that makes them more attractive to capital, mobile professionals, and tourists. City branding and city marketing have emerged as essential strategies for achieving this goal. City brands play a pivotal role in city promotion and strategic planning. As a result, the development of a public image for Spanish cities has become paramount. This chapter delves into the concept of urban image and city branding in the Spanish context, initially exploring it from a theoretical standpoint. Subsequently, it conducts an in-depth analysis of a case study: Barcelona, as a prime exemplar of city branding in Spain. The study culminates with an examination of the competitive dynamics among Spanish cities, focusing on the role of events and the tourist image. It is worth noting that many Spanish cities predominantly orient their branding efforts toward the singular objective of attracting tourists. However, these city images and urban brands have the unintended consequence of reducing Spanish cities to commodities in the highly competitive global market, often neglecting the diverse urban spaces and the well-being of their residents. It is imperative to shift the perspective and regard the city not merely as a product but as a living habitat.