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The City Branding of Barcelona: A Success Story?: Juan Carlos Belloso

Barcelona has transformed itself into a successful global city brand through strategic planning and leadership. It underwent a profound transformation from 1987 to 1992 in preparation for the Olympic Games, modernizing infrastructure and inviting civic participation. The Games promoted Barcelona internationally and established it as a tourist destination. Since then, Barcelona has continued reinventing and promoting itself through strategic plans, thematic years, cultural events, new districts like 22@Barcelona focused on innovation, and its association with creativity. Recent research finds Barcelona is known as a tourist destination, good place to live, and vibrant city, though it has more potential as an innovation hub. Maintaining creativity, innovation and strategic management will be key to Barcelona's future success.

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Praveen Yadav
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112 views21 pages

The City Branding of Barcelona: A Success Story?: Juan Carlos Belloso

Barcelona has transformed itself into a successful global city brand through strategic planning and leadership. It underwent a profound transformation from 1987 to 1992 in preparation for the Olympic Games, modernizing infrastructure and inviting civic participation. The Games promoted Barcelona internationally and established it as a tourist destination. Since then, Barcelona has continued reinventing and promoting itself through strategic plans, thematic years, cultural events, new districts like 22@Barcelona focused on innovation, and its association with creativity. Recent research finds Barcelona is known as a tourist destination, good place to live, and vibrant city, though it has more potential as an innovation hub. Maintaining creativity, innovation and strategic management will be key to Barcelona's future success.

Uploaded by

Praveen Yadav
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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The City Branding of Barcelona: A Success Story?

Juan Carlos Belloso


19 October 2011

The City Branding of Barcelona: A Success Story?

Barcelona
1.6 M, inhabitants
- 4.8 M. metropolitan area

Spains second largest city in terms of


population
Capital of Catalonia
101.4 Km2
- 4.58 Km of beaches
2,000 years of history and cultural
heritage

The City Branding of Barcelona: A Success Story?

Is Barcelona a successful city?

The City Branding of Barcelona: A Success Story?

Is Barcelona a successful brand?

One of the worlds most admired cities with one of the best images at an
international level
Saffron European City Brand Barometer 2010
- One of the cities with the greatest awareness, image and reputation on
a worldwide scale.
- The third ranked European city brand together with Munich, behind
only Paris and London and in front of many european cities and
capitals such as Berlin, Amsterdam, Rome, Vienna or Madrid.
Anholt Gfk Roper City Brands Index 2009
Sixth position in terms of brand image, behind Paris, Sydney, London,
Rome and New York, and ahead of cities like San Francisco, Los
Angeles, Vienna and Madrid.
One of the most popular tourist cities on a global level, with more than 7 million
tourists per year, and the best european city in terms of quality of life.
The City Branding of Barcelona: A Success Story?

Whats the story?


3 main periods in recent history of the city (metropolitan area)
Form 1987 to the 1992 Summer Olympic Games
From 1992 to the present day
The Future

The City Branding of Barcelona: A Success Story?

From 1987 to the 1992 Summer Olympic Games

The key success factors


1.The city branding of Barcelona grounded in a profound transformation of the
city.
2.The vision and leadership of the municipal leaders.
3.The involvement and participation of civil society.
4.The key role of the 1992 Olympic Games.
5.The unique and differentiated identity of the city.
6.Creativity, innovation and boldness as a common denominator.

The City Branding of Barcelona: A Success Story?

A profound transformation of the city

The City Branding of Barcelona: A Success Story?

The vision and ledership of the municipal leaders

Pascual Maragall
Major of Barcelona (1982-1997)

1987 Announcement of Barcelona as the


elected city to host the 1992 Summer
Olympic Games

The City Branding of Barcelona: A Success Story?

The involvement and participation of the civil society

The City Branding of Barcelona: A Success Story?

The key role of the 1992 Olympic Games

11

The unique and differentiated Identity of the City


History, Language

Location
Climate

Mediterranean

Culture

Architecture

TraditionsCulture

Cuisine
Leisure

Quality of Life

Human
Wellcoming

The City Branding of Barcelona: A Success Story?

12

Creativity, innovation and boldness

Creative

Innovative

Bold
The City Branding of Barcelona: A Success Story?

From 1992 to the present day


Successfully transforming and promoting the city
New Strategic Metropolitan Plans.
Continue with success redesigning and reinventing the city (ex.
22@Barcelona, the innovation district).
Thematic years (Gaud, Picasso, Design, Science, etc.).
Products and services (ex. Custo Barcelona, Mango, other).
New cultural, sports, professional events (ex. Mobile World Congress).
Sport successes (ex. FCB).
Film (ex. Vicky, Cristina, Barcelona) and literature (La Catedral del Mar).
Ongoing Tourism and Economic Promotion.
City Brand Management and Promotion.

The City Branding of Barcelona: A Success Story?

13

From 1992 to the present day


Continue with success redesigning and reinventing the city

The City Branding of Barcelona: A Success Story?

14

From 1992 to the present day


The 22@Barcelona, the innovation district

An urban renovation strategy. A new model of making city


The answer to a necessity: the Knowledge Economy

The City Branding of Barcelona: A Success Story?

15

From 1992 to the present day

The City Branding of Barcelona: A Success Story?

16

From 1992 to the present day

The City Branding of Barcelona: A Success Story?

17

The Future: An innovative city


Consolidate the Barcelona Metropolitan Area as one of Europes most
attractive and influencing Regions for global innovative talent and a
model for integration and social cohesion.

The City Branding of Barcelona: A Success Story?

18

What does the research say?

19

Recent research (2010/2011) shows that:


1.Barcelona does not have a single image around
the world
2.Barcelona is a tourist destination
3.Barcelona is a good place to live
4.Barcelona is a vibrant experience
5.Barcelona is a city associated to creativity
6.Barcelona is slightly associated to a
differentiated identity and culture
7.Barcelona is not perceived espontaneusly
as a city to do business
8.Barcelona has an emerging potential to
become an innovation hub
9.Barcelona counts with an education offer with
strong potential
The City Branding of Barcelona: A Success Story?

20

New Challenges
New leadership

+
Creativity + Innovation + Boldness
+
Strategic City (and City Brand) Management

The City Branding of Barcelona: A Success Story?

Major de Sarri 185 187,


Esc. 1, 2 1
08017 Barcelona
Tel. 34 93 180 38 79
Mob. 93 628 303 673
www.futureplaces.com

Thank You
very much

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