«London, ‘Brandscaping’», by Marc Guitart

In London, brandscaping plays a very important role in the image strategy of each of its neighborhoods. This is accompanied by a studied urban renewal, with the improvement and reconstruction of buildings and their public space, incorporating new shops and businesses that design the character of the neighborhood and its brand projection in attracting new visitors, investors and its social dynamization, both in the territory itself and in the digital sphere. This fact shows that 'brandscaping' is not only related to brands, but is also influenced by location, architecture and design, in order to enhance and create a certain lifestyle and give character to the area, providing a desired brand perception to its inhabitants and visitors.

In its strategic approach, Barcelona must design the deliberate and cohesive configuration of its brand identity, integrating it with relevant cultural, social, economic and environmental factors of each of its neighborhoods, and providing them with a characteristic brand identity aligned with the values, interests and aspirations of its citizens, its visitors and its investors. Leading the Barcelona brand from its own community to make the brand genuine, relevant and resonant.

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