Abstract
This article aims to discuss the singular exercise of political structuring that understands as an assumption inherent to the planning and systemic intention of design applied to the social context. The creativity inserted in the industrial and economic scenarios must be understood in the relationship between the production of knowledge and the perception of the subject. To this end, it is seen that contemporary design in the context of urbanity seeks a space of action in view of the desire for singularity. In this sense, it focuses on managing the brand of places in its strength as an object regarding marketing actions applied to local development. The focus of the text is to think that policies aimed at this practice must find encouragement and visibility by the most sensitive sections of the population, which can contribute to the construction of new modes of production closer to local culture and endemic behavior, plausible and compatible with City.
Highlights
The diversity of cities, in terms of their structure, is perceived in their different uses based on the complex contemporary way of life
To understand design is to see it as a creative activity guided by the stipulation of different and interconnected virtues in the production of products, services, and complex systems (MANZINI, 2015)
The area is the crucial factor of the humanization of technologies and interchange between cultures
Summary
The diversity of cities, in terms of their structure, is perceived in their different uses based on the complex contemporary way of life. Design is a phenomenon based on social differences and its influence is spot-on when it comes to different behaviors, which need to provide basic structures for its development. The aim of the present study is to relate the design activity with the processes of communication, representation, and management that involve place branding, pointing out the responsibilities and solutions that the area and its evolution have brought to the development of urban contexts. The bibliographical survey provided a comprehensive understanding of the concept of Place Branding and the practice of design, highlighting the thought about marketing actions present in the speech of Philip Kotler, in dialogue with the studies of the brand and its image in the context of cities addressed by authors such as Simon Anholt and Mihalis Kavaratizs.
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