Repositioning the City Brand in the Face of the Energy and Ecological Transition Paradigm

Manuel Escourido-Calvo, Antonio Javier Prado-Domínguez, Valentín Alejandro-Martínez and Federico Martín-Bermúdez ()
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Manuel Escourido-Calvo: iMARKA Research Group, Department of Business, University of A Coruña, 15071 A Coruña, Spain
Antonio Javier Prado-Domínguez: Department of Economics, University of A Coruña, 15071 A Coruña, Spain
Valentín Alejandro-Martínez: iMARKA Research Group, Department of Business, University of A Coruña, 15071 A Coruña, Spain
Federico Martín-Bermúdez: Department of Economics, University of A Coruña, 15071 A Coruña, Spain

Sustainability, 2023, vol. 15, issue 14, 1-16

Abstract: This article presents a case study on the influence of energy and ecological transition on a city’s brand perception. Focusing on As Pontes, Spain, the study reveals how this socio-economic paradigm shift generates uncertainty, undesired expectations, and a negative self-image of the city. The objective is to reposition the city brand in alignment with the new paradigm. A literature review and Delphi technique were employed to validate the paradigm shift and anticipate its consequences. Analysis of a survey using Structural Equation Modeling (SEM) shows a lack of awareness and high uncertainty among the local population. Another Delphi panel suggests cities to emulate and attributes for the city’s brand repositioning. Repositioning aims to adapt to the new sustainability model, enhance competitiveness, and restore pride and belonging within the global context of cities. This study underscores the importance of understanding the challenges and opportunities during the energy and ecological transition for a city’s identity and governance, providing guidance for effective brand repositioning strategies.

Keywords: city marketing; city brand; positioning; paradigm shift; governance; sustainability (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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