Attributes that Build Florianópolis Brand Identity in the Technological Context

Patrick Wendell Barbosa Lessa and Marco Antonio de Moraes Ocke

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2025, vol. 29(1), issue Vol. 29 No. 1 (2025): Jan/Feb, e240076

Abstract: Objective: this article explores the attributes that shape the brand identity of Florianópolis, under the management of public authorities, businesses, academia, and the advertising sector. Theoretical approach: the research is based on the concepts of place branding and place brand identity, emphasizing the importance of stakeholder collaboration in strengthening a city’s identity. Methods: data were collected through web scraping and interviews and analyzed using content analysis. Results: the study identified five attributes that define the essence of the Florianópolis brand: technological and business innovation, education and social impact, collaborative technological community, networking and events, and notable sustainable development. Conclusion: the findings highlight the importance of collaboration among different stakeholders to drive local development. This study contributes by identifying and analyzing the elements that define a place’s brand identity, emphasizing the need for synergy in the technological ecosystem. Practical implications include strengthening public policies, fostering innovation and entrepreneurship, and consolidating the city as an emerging technology hub.

Date: 2025
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