Territorial branding is a complex process made up of several sub-processes. In general, a territorial brand tries to achieve a wider visibility and, at the same time, a positive public perception.
Published in Chapter:
Definition of a Protocol for the Knowledge, the Analysis and the Communication of the Architectural Heritage: Single Monument, Network of Monuments, Historic Settlement
Marinella Arena (Mediterranea di Reggio Calabria, Italy)
Copyright: © 2017
|Pages: 38
DOI: 10.4018/978-1-5225-0675-1.ch004
Abstract
The communication of architecture is a complex and multidisciplinary process, indispensable for enhancing a monument properly and to allow understanding and knowledge to a large number of users. The European Architectural Heritage, and the Italian one in particular, is enormous; the processes of knowledge, cataloguing and analysis are far from being complete. This fact has prompted the European Union to invest, especially in recent years, in research projects designed to increase the communication strategies and put a value on the present assets in its territory. For example, the programs of the European Commission for Research and Innovation, found in “Horizon 2020”, define the communication based on the new media as the new frontier for the enhancement of architectural heritage (Reflective Cities). The main goal is to develop a better awareness of the Architectural Heritage through increased interaction between the citizen, the monument and the scientific community.