Images of territory in the power relations from territorial brand: An intercultural discussion

Abstract

Territorial brands are present in several discussions, place branding and tourism being one of them. The aim is to analyze territorial brands and their materiality’s from the category "territorial brands by representation", contained in the TRbrand classification model proposed by Almeida & Cardoso (Sustainability, 14, 6669, 2022). Using the cultural studies approach method, the study resorts to critical research analysis in the discussion of territorial brands by representation (material / immaterial). In all, eleven territorial brands were analyzed, regardless of their geographical scale. The results found led to the brands that use the materiality of the territory in their logos being aligned, mainly, with the tourism development of cities, regions, and countries, exposing symbolic power relations. At the same time, there is a cut in the territory, being chosen a fragment of this cut to be present in the territorial brand. It is concluded that the materiality of the territory influences the construction of the graphic representation (logo) of the territorial brand, being this representation a form of symbolic power. Simultaneously, the graphically displayed fragment creates a visual storytelling that aims to foster tourism and local development.