SUMMARY
Rebranding Barcelona: city of business, talent and innovation
Translated and adapted from The Place Brand Observer " / March 13, 2015
As the city's branding expert Juan Carlos Belloso explains in this case study, Barcelona's now-admired brand is the result of many years of hard work and determination. A few days ago, Barcelona was voted City of the Future at the World Communication Forum in Davos - a remarkable achievement in economically troubled times. Rebranding accomplished? This reflection on city branding is based on the extensive practical and professional experience of Juan Carlos Belloso, Managing Director of FuturePlaces. Juan Carlos helped organize the Barcelona '92 Olympic Games and helped develop the Metropolitan Strategic Plan and design the new Barcelona brand strategy. He is also a founding member and board member of Barcelona Global.
Keywords: talent attraction, attractiveness, creative economy, entrepreneurship, integrated marketing, place branding, global attractiveness strategy, talents, Barcelona, Spain.
Illustration : Adobe Stock - @Gatsi (c)
Publication is reserved for founding members and partners of the A&NMT Chair. If you have access, log in to your partners area to read the rest.
