City Branding

Fundamentos y aplicaciones de marca en espacios culturales y creativos

Abstract

García Carrizo, Jennifer. City Branding: Fundamentos y aplicaciones de marca en espacios culturales y creativos. Madrid: Fragua Editorial, 2021. This book analyzes the importance and management of brand image in urban spaces as post-industrial and postmodern habitats, offering a comprehensive taxonomy of cultural and creative districts based on established bibliographic sources and fieldwork conducted in Leicester. The work argues that each type of cultural and creative space—clusters of cultural industries, museum districts, institutional districts, among others—has its own branding particularities as part of a city strategy, while also addressing problems such as gentrification, low civic participation, and globalizing homogenization. The reviewer considers the study the most complete and rigorous contribution made to date on city branding, highlighting its methodological rigor, original graphic apparatus, and its potential as a lasting reference in the field.