This contribution is inscribed within a wider research programme on Place-identity and Social Representations of European Capitals in first visitors of six different nationalities launched by de Rosa in the 1980s (de Rosa, 1995; 1997; 2013, 2019) - later developed along multiple interrelated research lines based on “field studies” and “media studies”, inspired by the modelling approach (de Rosa, 2013). In particular this contribution represents an integrative work concerning a study on the “Destination@-branding” of ten European Capitals: Rome, London, Paris, Helsinki, Vienna, Warsaw, Berlin, Madrid, Brussels and Lisbon. Local authorities - especially when selling the city’s image to tourists, through city @branding visualized in commercial logos - are faced to the planning process to better defend cities as common goods. In this respect the city brand identity is a symbolic tool and cultural artefact created in different historical periods in order to contribute to the “distinctiveness” of the different cities and the objectification of different social representations anchored into their history and collective memories. By considering that the branding is an evolutionary process (rebranding) the contribution analyses the recent transformations of some commercial brands in a longitudinal perspective. The aim is to compare the iconic structural elements of the brands (commercial logos) of the ten historical European capitals, in order to verify if the dimension of health and well-being benefits, driven by the environmentalist and ecological movements, appears in the more recent logos which play a determinant role in the narration of urban history.

Looking at the Dimension of Health and Well-being Benefit Through the Evolution of the Commercial Logos of Ten European Capitals / De Rosa, Anna Maria Silvana; Bocci, Elena; Freguglia, Eleonora. - (2020), pp. 60-77.

Looking at the Dimension of Health and Well-being Benefit Through the Evolution of the Commercial Logos of Ten European Capitals

de Rosa Annamaria Silvana
Supervision
;
Bocci Elena
Methodology
;
Freguglia Eleonora
2020

Abstract

This contribution is inscribed within a wider research programme on Place-identity and Social Representations of European Capitals in first visitors of six different nationalities launched by de Rosa in the 1980s (de Rosa, 1995; 1997; 2013, 2019) - later developed along multiple interrelated research lines based on “field studies” and “media studies”, inspired by the modelling approach (de Rosa, 2013). In particular this contribution represents an integrative work concerning a study on the “Destination@-branding” of ten European Capitals: Rome, London, Paris, Helsinki, Vienna, Warsaw, Berlin, Madrid, Brussels and Lisbon. Local authorities - especially when selling the city’s image to tourists, through city @branding visualized in commercial logos - are faced to the planning process to better defend cities as common goods. In this respect the city brand identity is a symbolic tool and cultural artefact created in different historical periods in order to contribute to the “distinctiveness” of the different cities and the objectification of different social representations anchored into their history and collective memories. By considering that the branding is an evolutionary process (rebranding) the contribution analyses the recent transformations of some commercial brands in a longitudinal perspective. The aim is to compare the iconic structural elements of the brands (commercial logos) of the ten historical European capitals, in order to verify if the dimension of health and well-being benefits, driven by the environmentalist and ecological movements, appears in the more recent logos which play a determinant role in the narration of urban history.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11573/1577495
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