Abstract
The fundamental goal of this article is to show the implications that place branding has for regional public management through a case study of the brand “Vic, a city with a human dimension” [Vic, ciutat a la mesura humana, in Catalan language], a project commissioned by the city council of Vic and carried out by the city’s university (University of Vic-Central University of Catalonia). Vic is the capital of the Osona region, in the centre of Catalonia, with a population of 45,040 inhabitants. Methodologically, this research utilised 14 focus group discussions, two in-depth interviews and a survey addressed to citizens and answered by 855 people. In regards to results, the research shows that the practice of place branding transcends the traditional action areas of place marketing and place promotion, in order to be fully integrated in the region’s overall management policies, that is to say, its urban governance. The article also concludes that the processes of conceptualisation and implementation of new place brands must be framed within a bottom-up approach, integrating all the stakeholders (public–private cooperation) in the decision-making process.
Highlights
Place brands are defined based on the influence they have on people’s perception
The fundamental goal of this article is to show the implications that place branding has for regional public management through a case study of the brand “Vic, a city with a human dimension” [Vic, ciutat a la mesura humana, in Catalan language], a project commissioned by the city council of Vic and carried out by the city’s university (University of Vic-Central University of Catalonia)
We will refer, in a linear fashion, to the results of the applied research that was conducted during the 2013–2014 academic year and which enabled the creation of the brand “Vic, a city with a human dimension”
Summary
Place brands are defined based on the influence they have on people’s perception. Acquiring a unique identity expressed through a brand provides recognition and differentiation in specific geographical areas, enabling them to position themselves in a way that is decisive in the preferences of citizens. Its origins date back to the Roman period, from which there are clear settlements It was important during the Middle Ages, the county seat and one of the most important bishoprics in medieval Catalonia [26]. It has never lost the uniqueness and political importance that it gained in the medieval era, and today it has become one of the most important commercial centres in central Catalonia This fact was reinforced by the recovery of its university in 1997, named University of Vic-Central University of Catalonia, which has medieval origins and was formally established in the Renaissance (1599), but which was closed along with other higher education institutions after the Nueva Planta Decrees (Decrets de Nova Planta in Catalan) of Philip V at the beginning of the eighteenth century [27]. Claret and the Balmes Museum [28]
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
