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Destination @-Branding of Ten European Capitals Through the Institutional Stems and Commercial Logos

Destination @-Branding of Ten European Capitals Through the Institutional Stems and Commercial Logos

Elena Bocci, Annamaria Silvana de Rosa, Laura Dryjanska
Copyright: © 2019 |Pages: 17
ISBN13: 9781522577669|ISBN10: 1522577661|EISBN13: 9781522577676
DOI: 10.4018/978-1-5225-7766-9.ch039
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MLA

Bocci, Elena, et al. "Destination @-Branding of Ten European Capitals Through the Institutional Stems and Commercial Logos." Advanced Methodologies and Technologies in Digital Marketing and Entrepreneurship, edited by Mehdi Khosrow-Pour, D.B.A., IGI Global, 2019, pp. 493-509. https://doi.org/10.4018/978-1-5225-7766-9.ch039

APA

Bocci, E., Silvana de Rosa, A., & Dryjanska, L. (2019). Destination @-Branding of Ten European Capitals Through the Institutional Stems and Commercial Logos. In M. Khosrow-Pour, D.B.A. (Ed.), Advanced Methodologies and Technologies in Digital Marketing and Entrepreneurship (pp. 493-509). IGI Global. https://doi.org/10.4018/978-1-5225-7766-9.ch039

Chicago

Bocci, Elena, Annamaria Silvana de Rosa, and Laura Dryjanska. "Destination @-Branding of Ten European Capitals Through the Institutional Stems and Commercial Logos." In Advanced Methodologies and Technologies in Digital Marketing and Entrepreneurship, edited by Mehdi Khosrow-Pour, D.B.A., 493-509. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7766-9.ch039

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Abstract

The chapter compares the social representations evoked by brands of the 10 European capitals (Rome, London, Paris, Helsinki, Vienna, Warsaw, Berlin, Madrid, Brussels, and Lisbon) among potential first-visitors. The associative network technique has been applied using as iconic stimuli both the institutional stems and the commercial logos of each of the 10 capitals. Moreover, a grid has been created ad hoc to identify the distinctive elements of the institutional stems and the commercial logos. The analysis of the institutional stems resulted in detecting some elements that many cities have in common: textual elements (words written in Latin) as well as royal, military, and symbolic elements, evoking especially mythological and historical aspects, narrating the history of the cities since their foundation. On the other hand, the commercial logos always include the names of the cities, and as iconic urban narratives, they use abstract signs to recall modern aspects and topicality of the brand. They meet the city's identity-related needs of distinctiveness and recognition.

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