Territorial Brand as a Public Governance Strategy: Cases of Brazil and Portugal

Giovana Goretti Feijó Almeida ()
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Giovana Goretti Feijó Almeida: CiTUR, Polytechnic University of Leiria, 2411-901 Leiria, Portugal

Administrative Sciences, 2025, vol. 15, issue 7, 1-19

Abstract: Urban dynamics of the 21st century is distinguished by the prevalence and significance of cities and their constituent elements. The objective of this study is to analyze the role of the territorial brand as one of the strategic elements of public governance. The methodology employs a comparative approach between four Brazilian and Portuguese cities, utilizing seven variables pertinent to the concept of a “territorial brand as a cultural product of regional development.” The results underscore the significance of strategic planning in enhancing urban competitiveness, influencing urban public governance, and reflecting on urban, cultural, social, regional, and territorial changes. The study provides insights into the implementation of a territorial brand, particularly in cities with a cultural focus, offering a comprehensive understanding of how this governance strategy can shape urban development and reinforce local cultural identity.

Keywords: territorial brand; urban strategies; public governance (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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