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Barcelona Identity and reputation Metropolitan Europeans in active network. Inducing novelties in Governance. The key role of Metropolitan Areas as International brands Porto - June 27th, 2017 CITY IDENTITY AND REPUTATION FOR ECONOMIC
Metropolitan Europeans in active network. Inducing novelties in Governance. The key role of Metropolitan Areas as International brands
Porto - June 27th, 2017
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
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BARCELONA METROPOLITAN AREA
3.2 (42,6%)
million people
636 (1,9%)
km2
5,093
Inhabitants per km2
36
municipalities
CATALONIA 7.5
million people
32,108
km2
236
Inhabitants per km2
Catalonia and the Metropolitan Area
Barcelona
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
Barcelona and Metropolitan Area
Barcelona is the capital of Catalonia, a city with 1.6 citizens and a Metropolitan Area of 3.2 million people. A fully European and Mediterranean city with its own language, culture and history. Historically we have been, and continue to be, a top level economic and industrial driver. The Industrial Revolution in the South of Europe fully developed in the XIX century in Catalonia.
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
A la ville de... Barcelona!
This year we are celebrating, with enthusiasm and pride, the 25th anniversary of the Barcelona 1992 Olympic Games, a global event that allowed the city to build infrastructures, open the city to the sea and managed to project Barcelona at an international level. The Olympics meant a before and after in our city, a turning point that consolidated ourselves as a leading tourist destination and a city with a prestigious brand
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
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Barcelona today
Barcelona is, today, a modern, cosmopolitan, innovative,
creative and inspiring city that offers a high quality of life both to its citizens and to visitors. Barcelona is, undoubtedly, a global recognized and loved brand.
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
International City Benchmarking Barcelona Data Sheet 2017
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
International City Benchmarking Barcelona Data Sheet 2017
Barcelona and its Metropolitan area are of strategic importance for Catalonia, Spain and the European Union, with a very high potential for economic development but also with very high socioeconomic challenges.
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
36 municipalities
companies (2016)
1.593.995 people (2016)
uses (2011)
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
36 municipalities
Cities and metropolitan areas are becoming the main engines of the global economy, where growth, innovative and creative activities and talent concentrate. Cities that should provide local responses to these global challenges. The twenty-first century will be the century of cities and in this context, Barcelona wants to become a truly open and global city, and exercise a leadership role in the world.
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
Global cities
It is fundamental to present ourselves to the world with a metropolitan dimension, such as Amsterdam, London, Paris, Brussels, Lyon or Manchester. Jaume Collboni, 2nd Deputy Mayor at Barcelona City Council is the Vice President of Social and Economic Development of the Metropolitan Area of Barcelona. Today, Barcelona and its metropolitan area have achieved a strong positioning as a competitive and innovative
transition towards a new economic, social and environmental model.
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
Metropolitan dimension
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
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Image and reputation
One of the key aspects for cities in a current context of increasing globalization and competition among cities, is the management of their image and reputation. It is a key component to ensuring their present and future competitiveness and their sustainable cultural, social and economic development.
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
The Barcelona City Branding Project
Accordingly, in the same way that major global metropolises do, Barcelona City Council wishes to lend renewed impetus to managing the city’s image and reputation through the new Barcelona City Branding Project.
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
2011 Barcelona International perception survey
Barcelona has not a unique image in the world Barcelona is perceived as a tourist destination Barcelona is a good place to live Barcelona is a vibrant experience Barcelona is a city associated to creativity Barcelona seems to have a distinctive cultural & linguistic identity Barcelona is not spontaneusly seen as a business city Barcelona has potential to be a global higher education hub Barcelona has potential to be an innovation hub
Results of the study Barcelona in the eyes of the world (Global perception
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
The formula
The formula of the Olympics has 3 successful ingredients, combined since then in multiple actions for the promotion and transformation of Barcelona: 1. The definition of a city strategy 2. Public and private cooperation between city agents to carry out this strategy 3. Participation and citizen collaboration This is also the spirit of the Barcelona Brand Project.
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
Barcelona New Global City by Greg Clark
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
NEW WORLD CITIES EMERGING WORLD CITIES ESTABLISHED WORLD CITIES
London New York Paris Tokyo Hong Kong Singapore Shanghai Beijing Seoul Sydne y Toronto Berlin Santiago Sao Paulo Johannesburg Moscow Jakarta Dubai Vancouver Manchester Auckland Copenhagen Vienna Oslo Boston Barcelona Miami Cape Town Bogota Nairobi Bangalore Mumbai
Mexico City Tel Aviv
Barcelona is a new world city To succeed it must combine high talent and innovation sectors with high quality of life. Tourism can help or hinder. All successful new world cities have a thriving visitor economy that supports
Sydney, Miami, Vienna.
Barcelona New Global City
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
Useful International Position
economic activities in our territory
rely on the territory and promote local development
internationalization process
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
City Branding Project
The City Council of Barcelona wants to promote and coordinate the activities related to the protection, management and promotion of the image and reputation of
The objective is to manage and ensure the international reputation of Barcelona, as the great global cities of our surroundings have. New Barcelona City Branding Project
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
City Branding Strategy
A local and international MARKET STUDY, which helps us make a diagnosis of the Image of Barcelona Identify the competitive advantages of Barcelona and the needs for improvement
New value proposition of Barcelona for future actions of international promotion Kick off meetings with sectors and citizens
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
pride
local
and its international consideration
ideas that have to contribute to the sustainable economic development of the city.
competitive advantages of Barcelona.
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
City Branding Strategy
1. A new 2017 Market Study 2. New storytelling of Barcelona brand 3. Strategic plan 4. Building bridges: agents, institutions and citizens We are committed to a co-creation project for the new positioning of Barcelona with the agents of City, citizenship in Barcelona and its Metropolitan Area.
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
City Branding Strategy
1. A new 2017 Market Study 2. New storytelling of Barcelona brand 3. Strategic plan 4. Building bridges: agents, institutions and citizens 5. The Barcelona brand in legal terms We are working to identify the viability of the Barcelona as a “trade mark” and the possibility to be a collective trade mark.
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CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT
City Branding Strategy
There is a metropolitan role in this field and this is the reason why a space, where Barcelona and its metropolitan area share a brand strategy, needs to be created. 1. Working sessions: 2. Definition of objectives and action plan 3. Creation of the Metropolitan Agency for Economic Development 4. Promotion of the Barcelona Brand at the metropolitan level, engaging all social and economic actors
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Metropolitan Branding Strategy
Towards the economic reactivation and reindustrialisation of the metropolitan area
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Barcelona project
territory
talent from the Barcelona area
development
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Make Barcelona’s brand evolve towards a hub of innovation and business, beyond the boundaries of the municipality
Metropolitan Agency role
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Informe d’estiu 2011 | 7 de setembre de 2011
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT