Paradigmes – issue number 5
Economy of identity: differentiation and country brand
National identity is positive in commercial branding if associated to acknowledged quality
With the upcoming of the internet, the local is becoming increasingly important. The brand needs to have an intention, it needs to be managed and measurable.
The role of public administration is to have the civil society become able to define the brand.
The success strategy of the Barcelona brand is based on going for own values.
What makes the city unique is what cannot be copied.
We are the perfect blend of Spaniards, Italians and Germans.
Inclusive and peaceful independence proving the ability for self-management would consolidate the Catalonia brand considerably.
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Index of authors
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