This research article, entitled “Creation and development of City Brand” is part of the memory of the II International Symposium IMAT 2015 promoted by ESIC Valencia. It is the synthesis of the creation and development of the City Brand Villena Mediterranean Fortress.
Villena, a city belonging to the province of Alicante, has a key strategic location between 4 provinces (Alicante, Valencia, Murcia and Albacete) and 3 autonomous communities (Valencia, Murcia and Castilla La Mancha).
The city with a long history (the extensive Marquisate of Villena) and excellent historical-artistic resources (Villena Treasure and Atalaya Castle) needed a city brand that would generate a broad sense of belonging and provide it with a defined location and character, with the aim of projecting all its benefits to the outside world.
In the work we will see the initial analysis of the environment, the strategic diagnosis obtained, the graphic definition of the chosen brand architecture and its implementation both internally and externally.
The established objectives are to position the city as a strategic opportunity
The idea is a city brand development focused on business and logistic aspects. Its geographical location and excellent communications are perfect. Among them, the Mediterranean Highway and the AVE, which link the city directly with Madrid.
In addition, to enhance its impressive historical, patrimonial and cultural resources. These offer a unique leisure and tourism proposal, thanks to unique elements. Among them, the Castle of the Watchtower, the Treasure of Villena, the Old Town of the city. But there are many other elements to discover.
In the diagnosis of the city brand, emotional aspects implicit in the graphic definition of the brand were taken into account. For its part, the brand architecture chosen was backing, with a parent brand corresponding to 10 sub-brands. The areas were: agriculture, industry, commerce, gastronomy, sports, talent, tourism, leisure, nature and culture.
Photo credit: EI
