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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Manuel Escourido-Calvo & Antonio Javier Prado-Domínguez & Valentín Alejandro-Martínez & Federico Martín-Bermúdez, 2023. "Repositioning the City Brand in the Face of the Energy and Ecological Transition Paradigm," Sustainability, MDPI, vol. 15(14), pages 1-16, July.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:14:p:10922-:d:1192288
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    References listed on IDEAS

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    1. Liu, Feng & Lyu, Tao & Pan, Li & Wang, Fei, 2017. "Influencing factors of public support for modern coal-fired power plant projects: An empirical study from China," Energy Policy, Elsevier, vol. 105(C), pages 398-406.
    2. Sáez Vegas, Lucía & Mediano Serrano, Lucía & Elizagarate Gutiérrez, Victoria, 2011. "Creación y desarrollo de marca ciudad. Análisis de los registros de marca de las principales ciudades españolas," Revista de Dirección y Administración de Empresas, Universidad del País Vasco - Escuela Universitaria de Estudios Empresariales de San Sebastián.
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