Hangout #2: “City branding, the case of Barcelona”
Debate organised by the Public Diplomacy Council of Catalonia via Google+ on the potential of the Barcelona brand
The Public Dliplomacy Council of Catalonia organised a G+ Hangout entitled “City Branding, the Case of Barcelona”, to discuss how cities, and more precisely, Barcelona, develop international promotional strategies to create brands.
This Hangout gathered Robert Govers, the renowned international consultant on regional brands; Antoni Vives, Third Deputy Mayor of Barcelona; and Albert Castellón, CEO of Moritz Beer and author of "Catalonia, Next Brand in Europe". They shared their ideas about how cities are currently being promoted on the international scene, the experience Barcelona can add in this field, and how the global projection of a city can help strengthen the international image of Catalonia. The Hangout was moderated by the journalist Teresa Turiera.
According to Robert Govers "as much as a city is highly innovative and high tech, it can’t compete with the best cities in the world without elements that make it unique, such as cultural identity."
Antoni Vives said that "the most important thing is to guarantee that the Barcelona brand is based on an authentic product, such as in this case the combination of high quality city planning with quality of life and the ability to generate wealth in this environment. Regarding the synergies between Barcelona and Catalonia, we must ensure that any policies related to the explanation of who we are, are always interrelating the vision and focus of both, and I think that steps are being taken to achieve this goal."
Albert Castellón added that explaining Catalonia to the world as "the land of Barcelona" would be a great slogan for promoting the two brands at the same time, and that the benefit would be an increasing awareness around the world of Catalonia as a country.
This is the second Google+ Hangout in a series of online debates organised by the Public Diplomacy Council of Catalonia with the objective of conversing with experts of different sectors about diverse aspects related to public diplomacy and to the external projection of Catalonia.
Last updated: 7 October 2015