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

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.

1. Introduction

Urban dynamics of the 21st century is defined by the diversity and centrality of cities (Halvorsen et al., 2019; Cremaschi, 2021; VanHoose et al., 2021; Rivero-Moreno, 2022). In the context of the various designations attributed to contemporary cities, including sustainable, smart, and creative, this research focuses on cities in which cultural identity has been transformed into a territorial brand (Anholt, 2010a, 2010b; Almeida, 2018; Ye & Björner, 2018; Pasquinelli et al., 2022; Dash & Thilagam, 2023; Alzouby et al., 2023). Cultural resource planning can be an effective strategy for enhancing urban competitiveness, stimulating local and regional development, and improving public governance (Cócola-Gant, 2009; Gonzalez-Redondo, 2022). Such resources may emerge from cultural landscapes (Rivero-Moreno, 2022; Moral-Andrés et al., 2023) or from territorial brands that represent the identity and values of a place (Anholt, 2010b; Almeida, 2018; Pasquinelli et al., 2022; Feijó-de-Almeida, 2023).

The concept of a territorial brand refers to the creation and management of a distinctive identity for a place, such as a city, region, or country, with the objective of promoting its development and competitiveness (Anholt, 2010b; Almeida, 2018). This concept applies the principles of branding, traditionally used for products and companies, to the geographical context (Anholt, 2010a). Additionally, it incorporates place-making principles (Dash & Thilagam, 2023). The principal elements of a territorial brand include identity and image, strategic positioning, community participation, communication and promotion, sustainable development, and visitor experience (Pasquinelli et al., 2022). Additionally, it encompasses the discourses of social actors (Almeida, 2018; Feijó-de-Almeida, 2023).

It is therefore essential to understand the territorial brand in a holistic manner, as a product of place branding and not merely as a synonym. In order to guide our analysis, we employed the model proposed by Almeida (2018), which defines the territorial brand as a cultural product of regional development. The model encompasses seven dimensions: brand production, territorial appropriation, decision-making processes, brand type, distinctive characteristics, associated value, and promotion strategies. These dimensions encompass a number of significant elements pertaining to territorial brands within the context of regional development, thereby providing a comprehensive framework for our study.

In the course of our analysis of Lisbon, a city with a rich historical heritage, we investigated the manner in which the brand strategy emphasized urban entrepreneurship, driven by startups, with the objective of facilitating the transition from a historically cultural city to an entrepreneurial city. In the meantime, in Pelotas, Brazil, it was determined that a municipal decree would be necessary to formally protect the territorial brand identity, in order to prevent alterations during periods of governmental transition. It is important to note that this territorial brand is centered on a local cultural identity, grounded in a local narrative. These two cases represent only a fraction of the total number examined in this study, which highlights the diversity of challenges and strategies encountered in different urban and public governance contexts where culture plays a pivotal role.

By addressing both conceptual and practical challenges, it improves understanding of the complexities inherent in implementing territorial brand strategies, emphasizing the pivotal role of culture and regional development in territories (Almeida, 2018; Butz & Terstriep, 2022; Egea-Jiménez & Nieto-Calmaestra, 2022; Adams et al., 2023). The research, which has theoretical, social, and practical implications, is intended to contribute to the development of more effective urban and regional policies. In light of the increasing emphasis on contemporary city designations (Cremaschi, 2021; VanHoose et al., 2021), this study is situated within a contemporary context of public governance, recognizing cities as dynamic centers of diversity and culture (Butz & Terstriep, 2022; Adams et al., 2023). In this context, the impact of cultural, political, and historical factors on the formation of a city’s identity and its governance is becoming increasingly evident, prompting a search for more profound insights into the implications of urban strategies (Rius & Sánchez-Belando, 2015; Pérez-Marín & Hernández, 2020; Aydoghmish & Rafieian, 2022).

The objective of this research is to examine the role of a territorial brand as a strategic element of public governance, with a particular focus on cities with a cultural focus. This analysis aims to contribute to the understanding of how a territorial brand can shape local and regional development. To achieve this objective, a comparative investigation was conducted between the cities of Pelotas and Porto Alegre in Brazil, and Lisbon and Porto in Portugal. These cities were selected for their cultural and historical connection with Iberian influences. This comparative approach will facilitate a more comprehensive understanding of the cultural nuances and strategies associated with the development of a territorial brand in diverse urban and regional contexts of public governance.

In the comparative analysis, we considered a set of seven variables, identified by Almeida (2018), which play a pivotal role in the formation of the territorial brand and the influence of cultural dynamics. These variables also served as an analytical tool for this study. These variables include, but are not limited to, the following: (1) the brand production process, (2) the use and appropriation of the territory, (3) decision-making processes related to urban and regional public governance, (4) the type of brand adopted, (5) distinctive characteristics of the brand, (6) value associated with the brand, and (7) specific strategies used to promote the territorial brand.

The study is divided into five sections. The paper commences with an overview of the subject matter, after which the theoretical background is presented. Subsequently, the methodology is delineated, followed by a presentation of the findings and a discussion thereof. In conclusion, the study’s findings are summarized.

2. Theoretical Framework

2.1. Territorial Brand and Place Branding

Territorial brand and place branding are not merely marketing or branding strategies (Kotler, 2001; Anholt, 2010a). Rather, they encompass cultural, historical, political, and social elements in the construction of a place or region’s identity (Almeida, 2018; Feijó-de-Almeida, 2023). These concepts are not synonymous; however, both are integral to the process of place branding (Anholt, 2010a; de San Eugenio Vela et al., 2014). It is crucial to examine the various theoretical perspectives and methodological approaches that converge with the concept of the territorial brand, emphasizing the discrepancies in the academic interpretations and practices of different scholars. One such concept is that of territory, which is formed by power relations (Raffestin, 1993). When linked to the concept of a territorial brand, this concept reveals its multiple dimensions and power relations (Almeida, 2024).

Gertner (2011) and Acharya and Rahman (2016) provide comprehensive reviews of the literature on marketing and territorial branding. Gertner’s review encompasses the period from 1990 to 2009, while Acharya’s focuses on the last decade. Hankinson (2004, 2015) make significant contributions to the field by proposing new conceptual models of territorial branding. The former emphasizes the role of relationships and behaviors, while the latter identifies key concepts and moderating variables. This research underscores the necessity for a more comprehensive and nuanced understanding of territorial branding, and the potential for future research to address this gap. This gap in the literature includes a lack of understanding of the term “territorial brand,” which is often erroneously considered to be synonymous with “place branding” (Almeida, 2018; Almeida & Cardoso, 2022). Nevertheless, both terms are utilized for disparate purposes, including economic and cultural ones.

2.1.1. Economic Perspective

Place branding is becoming an essential strategy for local tourism development, with the primary objective being economic growth (Leal et al., 2022; De Paula et al., 2023). However, Källström and Siljeklint (2023) indicate a paucity of participatory place branding initiatives, while Almeida (2018) underscores the prevalence of bottom-up approaches in the place branding process. The possibility of co-branding the local product is also addressed in the context of place branding (Ranasinghe et al., 2017). Ali and Al-Khafaji (2022) posit that local identity is a crucial instrument for competitiveness in modern cities that implement economic place branding strategies.

In an environment where cities engage in intense competition for urban, economic, social, cultural, and political advancement, place branding emerges as a facilitator of this process. Cities are collective perceptions that demonstrate the scope and significance of territorial brand as a multifaceted economic product, which encompasses tourism aspects, local identity, and competitiveness between neighborhoods, cities, regions, and countries (Ali & Al-Khafaji, 2022). This competitive landscape gives rise to a global map of places, traversed by territorial brands (Almeida, 2018).

2.1.2. Cultural Perspective

The relationship between territorial branding and culture is a consequence of the utilization of visual and discursive elements to establish a distinctive identity for collectively produced spaces (Almeida, 2018). This identity is shaped by the incorporation of culture as a power structure (Williams, 2011). By means of meticulous planning and production, the territory gains a distinctive identity, becoming an integral element of a global map of places (Anholt, 2010b; Rius-Ulldemolins & Gisbert, 2019). It is therefore impossible to consider the local without simultaneously considering the global, and vice versa (Santos, 1996). In a territorial brand, the symbolic-cultural and territorial arsenal (Almeida, 2018) serves to support an urban imaginary (Cremaschi, 2021) that is intentionally incorporated with select aspects of the territory (Govers & Go, 2009), particularly those pertaining to culture. The objective is to establish connections between territories and social actors through a brand, thereby creating a collective space (Sjölander-Lindqvist et al., 2019) and local initiatives that impact the sense of belonging (Adams et al., 2023).

The interaction between a territorial brand and the culture of the city in question plays a crucial role in shaping the identity of the city in question. This interaction influences both the internal perceptions of the city and its external attractiveness. Consequently, this influence can give rise to endogenous and exogenous regional development, contingent on the interests of the social actors responsible for the creation of this particular brand. Accordingly, the territorial brand, conceived as the symbolic representation of a place, transcends the mere logo or slogan. It encompasses the essence, values, and distinctive attributes that differentiate a city in a globalized context (Almeida, 2018).

In addition, a community’s culture, manifested through its traditions, art, language, and shared values—including its public policies—is an essential element in the formation of local and regional identity (Hall, 2003; Williams, 2011). Therefore, it can be seen that there is a relationship between the concepts of culture and that of a territorial brand. However, further research is required in order to gain a deeper understanding of the manner in which cultural elements are incorporated into a territorial brand strategy. The integration of these elements not only enhances the authenticity of urban identity but also plays a pivotal role in the effective public management of cities, influencing urban and regional development (Feijó-de-Almeida, 2023). An examination of this intersection reveals the nuances that traverse a complex and dynamic relationship, which is essential for an in-depth understanding of urban and regional strategies and the construction of an imagined and lived territory (Raffestin, 1993) that is promoted by a territorial brand.

2.1.3. Relationships Between Territorial Brand, Place Branding, and Urban Public Governance

In the contemporary era, urban areas are becoming increasingly significant on a global scale, giving rise to pivotal inquiries concerning the means of differentiating themselves from analogous regions to attract residents, tourists, and investors. This distinction is inherently linked to place branding and territorial brand. Given that functional urban areas constitute territorial units, the issue of place branding assumes paramount importance (Matwiejczyk, 2023).

Lucarelli (2018) and Zhou et al. (2022) underscore the significance of place branding as an urban policy. Furthermore, place branding is acknowledged for its capacity to cultivate a brand that becomes a pivotal asset, as evidenced by its role in the revitalization of historic neighborhoods (Shahabadi et al., 2020) and the city itself (Lucarelli, 2018). These perspectives underscore the significance of both concepts in urban and contemporary public governance, offering strategic approaches to differentiate and fortify urban areas, as well as playing a pivotal role in promoting urban policies and regenerating public spaces, such as historic areas.

In the relationship between territorial brands and public governance, a multitude of social actors engage in the creation of narratives and contribute to their management (Bassano et al., 2019; van der Hoeven, 2019; Cremaschi, 2021; VanHoose et al., 2021; Björner & Aronsson, 2022). The strategy also delineates a cohort of social actors that undergoes change over time (Almeida, 2018), thereby engendering disparate urban and regional memories (Lak & Hakimian, 2019; Gamba & Cattacin, 2021). In this instance, the territorial brand can be understood as an intersection of brands, imaginaries, and authenticity based on place (Hashimoto et al., 2023). Additionally, it is regarded as a strategy for local community positioning (Bonifaz, 2023). These converging perspectives underscore the intricate and multifaceted nature of place branding, underscoring the necessity for a more comprehensive and nuanced understanding of these concepts to inform future research and practice in this field. In this discussion, the territorial brand is identified as a product of specific management, namely, place branding (Almeida, 2018; Feijó-de-Almeida, 2023).

2.2. Territorial Brand as a Cultural Product of Regional Development

The concept of “territorial brand as a cultural product of regional development” elucidates the nexus of cultural studies with urban and regional studies (Almeida, 2018). Consequently, when viewed through the lens of culture and regional development, the territorial brand enhances the “symbolic value of a territory, facilitating the articulation of the diverse identities present therein […]” (Almeida, 2018, p. 247). This, in turn, renders the brand an asset for the territory and, subsequently, for the region (Almeida, 2018). The territorial brand represents a symbolic dispute over the recognition of space, constructed by the actions of social actors. Simultaneously, it functions as a channel of communication between these actors and the territory they shape.

Almeida’s (2018) perspective demonstrates that territorial branding transcends its purely economic function and becomes a strategic element of the cultural and identity complexities present in a specific territory. In this manner, the territorial brand is imbued with a symbolic value that transcends financial considerations, thereby becoming a substantial asset for the territory and, by extension, for the region. The cultural focus in building the territorial brand implies an appreciation of local identities, cultural diversity, and shared narratives, contributing to the strengthening, maintenance, and even the dispute of local–regional identity. It is therefore evident that the territorial brand functions as a catalyst for economic development, while concurrently serving as an integrating force with multiple dimensions. This integration fosters cultural appreciation and the construction of a robust regional identity. Consequently, the territorial brand also contributes to endogenous regional development and local urban development.

The present study adopts Almeida’s (2018) conceptualization of the “territorial brand as a cultural product of regional development,” emphasizing culture, as derived from cultural studies (Williams, 2011), as a pivotal power structure in the discourse of this work.

3. Materials and Methods

The approach adopted is the multiple case study method (Yin, 2015), which is associated with comparative research that has a qualitative focus on data collection and analysis. The comparative method is a fundamental tool in intercultural analysis, as has been demonstrated in this study, as well as in the research conducted by Roscoe (2008) and Kornelakis (2018).

The multiple case study was considered the most appropriate method for comparing cities according to the requirements of Yin’s (2015) method, which allows for a detailed analysis of each city individually or collectively.

The qualitative approach, in turn, emphasizes contextual understanding and interpretation of the collected data, providing valuable insights into the territorial brands in the cities investigated in this study (Roscoe, 2008; Yin, 2015; Kornelakis, 2018).

3.1. Data Collection Procedures

The data was collected from the websites of four cities, two in Brazil and two in Portugal, with the aim of comparing the territorial brands adopted, taking into account their historical distinctions.

The selection of cities—namely, Pelotas and Porto Alegre in Brazil, and Lisbon and Porto in Portugal—was made on the basis of two overarching criteria: the possession of a distinct territorial brand by each city, in addition to the availability of publicly accessible information relevant to the study. It is important to note that, although the selected cities may differ in several aspects, such as economic and political, the intention is to explore these variations as an integral part of the territorial brand.

Thus, the data was collected between 2022 and 2024 through documentary research, primarily from official documents available on the websites of the selected cities that were specifically related to territorial branding. This process involved a systematic search of official institutional websites, such as those of municipal governments, tourism promotion agencies, and economic development portals. The search strategy encompassed a combination of both Portuguese and English keywords, namely “territorial brand” (marca territorial), “city branding” (branding da cidade), and “visual identity” (identidade visual).

The final selection of documents included press releases, brand books, visual identity manuals, brand campaigns, and brand programs, among others.

3.2. Data Analysis Procedures

Firstly, a review was conducted of the documents and information available on the official websites of the four cities selected for this study (

Table 1. Cities investigated in 2022.

City	Source Data	Documents Collected	Strategies Found in the Documents	Data Analysis
Lisbon (Portugal)	https://www.lisboa.pt/ (accessed on 25 March 2022)	Online platform	Boosting economic activity	Qualitative content analysis
	https://info.madeoflisboa.com/lisboagrowthprogram/ (accessed on 25 March 2022)	Lisboa’s Program	Boosting Startups	Qualitative content analysis
Porto (Portugal)	https://www.cm-porto.pt/ (accessed on 25 March 2022)	Brand Manual	Boosting local development	Qualitative content analysis
Porto Alegre (Brazil)	https://prefeitura.poa.br/gp/projetos/prefeitura-municipal-de-porto-alegre (accessed on 25 March 2022)	Advertising materials	Value the ethnicities that formed the city and differentiate the identities of the city (capital) and that of the State	Qualitative content analysis
Pelotas (Brazil)	https://www.pelotas.com.br/ (accessed on 25 March 2022)	Brand Manual	Valuing the local identity and history of Pelotas	Qualitative content analysis

). It is important to note that the data analysis procedures were conducted using a comparative approach to analyze whether all territorial brands have a cultural element at their core (Roscoe, 2008; Yin, 2015; Kornelakis, 2018).

The seven variables utilized for the analysis of the selected cities were derived from Almeida’s study (Almeida, 2018) and underwent meticulous examination, encompassing the brand production process, the utilization and appropriation of the territory, decision-making processes, the adopted brand type, the distinctive characteristics of the brand, the brand value attributed, and implementation strategies. Almeida’s study (Almeida, 2018) was utilized due to its status as the sole publication that explored the notion of the territorial brand as a cultural manifestation of regional development. This study established a nexus between the cultural essence of the territorial brand and the identity, narratives, and policies of the region, thereby offering a comprehensive perspective that transcends conventional economic considerations.

The comparative approach entailed the creation of a comparative table with variables and cities arranged in the Section 4 (Miles et al., 2014; Saldaña, 2015; Creswell & Creswell, 2017; Creswell & Poth, 2018). According to Knott and Wildavsky (1980), the utilization of tables constitutes a technique that involves the organization of information to facilitate comprehension of the multifaceted aspects of a given subject, in this case, territorial brand.

3.3. Context of the Cities Investigated

Based on the contextualization of the cities analyzed,

Table 2. Territorial brands investigated.

City	Territorial Brand Positioning	Year of Creation	Responsible Social Actor	Brand Selection Process	Brand Insight
Lisbon (Portugal)	Lisbon is the new Lisbon	2016	Local government	Public tender	Entrepreneurial ecosystem
Porto (Portugal)	Porto is Porto. Point	2014	Local government	Public tender	Urban enhancement
Porto Alegre (Brazil)	Porto Alegre Multicity	2013	Local government	Public tender	Plural identity
Pelotas (Brazil)	I am more Pel	2017	Local government	Public tender	Union past and future

summarizes the positioning, year of creation, and the selection process of each territorial brand investigated.

The terms in the final column of Table 2 were derived from the brand’s own positioning, as outlined in the analyzed marketing materials (press releases, brand book, visual identity manual, etc.). Consequently, the selection of brands was informed by a combination of public competitions and local government involvement. In the initial phase, the local government selected the finalist brands, which were subsequently chosen by the local community in the subsequent phase. The positioning of the territorial brands analyzed was derived from the respective slogans. In all the cases presented, a significant emphasis on local cultural identity as the raw material of the territorial brand was observed.

3.3.1. Lisbon City (Portugal)

Lisbon, the capital of Portugal, has a population of around 570,000. As the political center of the country, the city is renowned for its financial, commercial, cultural, and tourist attractions.

In 2016, the Lisbon City Council established the ‘Made of Lisbon’ brand to attract startups and digital nomads from around the world (Figure 1). This initiative was part of the Lisboa’s Growth Program (2021), which aims to promote innovation hubs, acceleration programs, and co-working spaces in the city (Otacores, 2021).

In Otacores’ press release (Otacores, 2021, s.p.), the municipal director of Economy and Innovation of Lisbon states that the project positions “Lisbon globally as one of the best cities for entrepreneurship.” The Lisbon brand strategy positions the city as “entrepreneurial,” with a focus on startups and innovation hubs (LUC, 2020; Barbosa, 2021; LUC, 2023). The adoption of the slogan “Lisbon is the new Lisbon” by the brand serves to emphasize its entrepreneurial character.

In order to develop the brand identity, the “Defini Lisboa” initiative was launched, with the active participation of investors, incubators, universities, and coworking spaces. Therefore, the aggregation of insights from social actors was facilitated through an online platform dedicated to the aforementioned project. The community was involved in a diverse manner in the construction and definition of Lisbon’s territorial brand, through a collaborative and participatory approach. It is important to note that this involvement was partial, as the local population only selected the finalist brands, thus being excluded from the initial phase of the selection process.

The territorial brand of Lisbon is indicative of the entrepreneurial capabilities of local urban social actors, whilst concomitantly engendering a culture of innovation and creativity. The advent of this local government action gave rise to a plethora of support initiatives, including acceleration programs, networking events, and investments in technological infrastructure, which coexist with local cultural initiatives.

3.3.2. Porto City (Portugal)

The city of Porto, located in Portugal, has a population of approximately 214,353 inhabitants. The historic center of Porto has been designated a UNESCO World Heritage Site, and is renowned the world over for its unique architecture and wine production. In addition to its historical and cultural characteristics, Porto is an integral part of a heavily industrialized region, home to many of the country’s leading economic groups. In response to demands from the municipal authorities, the city introduced its first territorial brand in 2014 (Figure 2).

The brand creation process was guided by government guidelines that sought to harmonize the local past and future. The chosen slogan, “Porto is Porto. Point,” is not merely an expression of the city’s identity; it also plays a pivotal role in establishing a cohesive visual identity. Consequently, Porto’s territorial brand has remained consistent over time, becoming an intrinsic part of the city’s visual identity.

In addition to its rich history and architecture, Porto plays a vital role in the Portuguese economy. As an industrialized region, it is home to a variety of industries, including manufacturing, technology, and commerce. The wine sector, particularly the production of Port wine, also makes a substantial contribution to the city’s economic and cultural identity. The regional brand “Porto é Porto. The term “Ponto” has evolved into a symbolic expression that represents the cultural and economic wealth of this Portuguese city, which is recognized on the global stage.

3.3.3. Porto Alegre City (Brazil)

Porto Alegre, the capital of the state of Rio Grande do Sul in Brazil, is the largest and most populous city among the four studied (with an approximate population of 1.5 million). In 2013, the local government established a territorial brand, leveraging the global event of the 2014 World Cup, thereby facilitating a broader discourse on the city’s identity among a more diverse range of social actors (Figure 3).

During the course of this process of constructing symbolic cultural identity, a combination of brands was produced, resulting in the creation of three brands in the midst of the production process. The slogan “Porto Alegre Multicity” alludes to the ethnic groups that constitute the city. The local government assumed the role of the protagonist, promoting the brand within the local community and extending its reach internationally through the medium of a global sporting event. A dispute arose between the city and the state, in which the local government sought to disassociate the city’s identity from that of the state (state government). The city’s identity had hitherto been synonymous with that of the state government, and the local government’s attempt to disassociate the two was a significant development. This dispute served to underscore the political perspective of the territorial brand and the power structures of the culture that served as the brand’s raw material.

This strategy, employed by Porto Alegre, exemplifies the significance attributed to its symbolic identity, in addition to a persistent endeavor to fortify community bonds and safeguard its distinctive attributes. The slogan “Porto Alegre Multicity” signifies a commitment to the cultural diversity that characterizes the city, serving as a call for inclusivity and the celebration of cultural plurality. By focusing on a global event, such as the 2014 World Cup, to launch and internationalize its territorial brand, the city demonstrates a strategic vision of insertion into the global scenario, highlighting its identity as a harmonious blend of tradition and modernity. The ongoing dispute between the city and the state, with the aim of establishing a distinct identity for Porto Alegre separate from that of the state, offers a valuable perspective on the political relationship between the territorial brand and the power dynamics involved in the construction of symbolic identity.

3.3.4. Pelotas City (Brazil)

Pelotas is a city located in the southern region of Brazil that boasts a rich historical tapestry and a cultural diversity that is exemplified by its many different ethnic groups. The city’s population is 342,405, and it has taken significant steps to solidify its identity through a territorial brand, reflecting the commitment of the local government.

The creation of the territorial brand in 2017 was characterized by a semi-participatory engagement process. In response to the local government’s demand, a design competition was initiated, thereby conferring upon the community the opportunity to contribute to the construction of the city’s symbolic and cultural identity, albeit solely in the second phase of the competition. In the initial phase, the local government selected two finalist brands, subsequently leaving the decision to the local population to select one of them. The chosen slogan, “Eu Sou mais Pel” (I am more Pel), aims to encapsulate local pride and the deep connection with the city’s history (Figure 4).

A distinguishing feature of the Pelotas brand is its commitment to uninterrupted continuity. In an unusual move in Brazil, the municipal government issued a decree guaranteeing the perpetuation of the brand, regardless of political changes. This decision is indicative of a concern with maintaining the territorial identity represented by the “Eu sou mais Pel” brand, while also suggesting the preservation of Pelotas’ cultural uniqueness over time with reference to its past.

In the context of exploring the territorial brand of Pelotas, it is evident that a distinctive visual identity emerges, accompanied by a profound connection with the symbolic expression of its history, values, and local aspirations. This brand is not merely a graphic representation, but rather a living and dynamic narrative that continues to evolve, while remaining firmly rooted in the traditions and visions of Pelotas. The resolution to sustain the brand, irrespective of the prevailing political climate, serves to substantiate the notion that the territorial brand is not merely a transient stratagem but rather a persistent element in the edifice of identity and the projection of the city into the future.

The slogan “Eu Sou mais Pel” (I am more Pel) is not merely a mere motto; rather, it is a statement of identity that encapsulates the collective pride and uniqueness of the city, thereby amplifying the sense of belonging. This expression is not only directed at residents, but it also serves as an invitation for visitors and investors to share and engage with the local cultural and historical wealth. In conclusion, Pelotas’ territorial brand communicates visually and functions as a unifying force, connecting past and future in a narrative that resonates profoundly within the community and beyond its geographical boundaries.

The research period under scrutiny here falls within the category of action research (Deemer, 2009) and has been in a continuous cycle since 2020. The collection of data took place in 2022, with the analysis of the results, the formulation of conclusions, and the finalization of the study occurring in June 2025. The decision to extend the timeframe under consideration serves to underscore the study’s capacity to document shifts and advancements in territorial brand strategies, with a particular emphasis on external factors and temporal developments.

4. Results and Discussion

The findings underscore the intricacy and multidimensionality of the processes involved in constructing territorial brands in the context of territorial and regional development. The complexity of cities is evident in the findings of Halvorsen et al. (2019), Cremaschi (2021), and VanHoose et al. (2021), who emphasize the diversity and centrality of cities. These findings demonstrate the active urban dynamic observed in the 21st century, a century recognized as the century of cities. In this sense, historical, cultural, political, and community factors are converted into strategies to shape the symbolic identity of each city and, consequently, provide conditions for the construction of a brand. The notion of territorial brand has been expounded by several authors, including Hall (2003), Anholt (2010a, 2010b), Almeida (2018), Pasquinelli et al. (2022), Dash and Thilagam (2023), and Alzouby et al. (2023). These scholars have noted the pivotal role of factors such as the sense of belonging, cultural identity, and place-making in the process of developing a distinct territorial brand.

The “symbolic” nature of the territorial brand is predicated upon a power structure that is derived from local culture (Williams, 2011). For instance, the Pelotas brand is rooted in its historical background as a producer of salt and sugar, a factor which is emphasized in its slogan, “Eu sou mais Pel” (I am more Pel). The Porto Alegre brand draws on the ethnic groups that colonized the city in a simultaneous attempt to differentiate the city’s brand from the state’s brand, whose slogan, “Multicidade” (Multicity), serves this purpose. The city of Porto employs 60 pictograms to showcase the diversity of its local urban culture, while Lisbon, in its pursuit of connection with an entrepreneurial ecosystem, places emphasis on the creative aspect of culture in a comprehensive manner. However, all the cases analyzed, in addition to exhibiting a link with culture, exhibit a power structure linked to the brand, in which the local government is an important protagonist. Consequently, Almeida’s (2018) standpoint is substantiated, positing the territorial brand as a “cultural artefact of regional development,” contingent upon the conceptualization of culture as a power structure.

The resultant data set, as presented in

Table 3. Comparative table of territorial brand variables in the cities investigated.

N.	Variables of the Territorial Brand	Pelotas (Brazil)	Porto Alegre (Brazil)	Lisbon (Portugal)	Porto (Portugal)
1	Territorial Brand Production Process	Collaboration with local artists and traditional cultural events.	Involvement in cultural projects with an emphasis on contemporary and global expressions.	Partnerships with startups, events, projects, and institutions to form an entrepreneurial ecosystem at a global level.	Spotlight on urban art and collaboration with local artists at global events.
2	Use and Appropriation of the Territory	Integration of historical and cultural elements in tourist areas and events.	Promotion of urban spaces as places of artistic and cultural expression.	Adaptation of historic areas and enhancement of public spaces for cultural and entrepreneurial events.	Use of urban areas for artistic interventions and promotion of green spaces.
3	Decision-Making Processes	Community participation in cultural and tourism initiatives.	Public consultations and partnerships with artists in the definition of cultural policies.	Decisions in collaboration with public cultural bodies and the private sector.	Dialogue with the community in cultural and urban decisions.
4	Brand Type	Emphasis on local cultural heritage, highlighting traditional traditions and events.	Brand that evolves to reflect contemporary social, political, and cultural changes.	Emphasis on local history and traditions as fundamental components of entrepreneurship.	Search for innovation and contemporary cultural expressions in the representation of the urban brand.
5	Brand Features	Coherence with cultural diversity, transmitting authenticity and local-regional tradition.	Flexibility to incorporate cultural changes and adapt to new regional-global trends.	Stability and permanence in globally projected cultural identity.	Pursuit of a dynamic and ever-evolving global image.
6	Symbolic value of the Brand	Strengthening local cultural identity and tourist appeal.	Brand enhancement as a reflection of local and state aspirations and values.	International recognition and tourist appeal.	Active brand involvement in international social and cultural initiatives.
7	Brand Strategies	Promotion of cultural festivals and traditional events, and partnerships with educational institutions.	Integration of cultural elements into urban development policies.	Emphasis on promoting local culture as a source of innovative entrepreneurship	Investment in cultural innovation and partnerships with educational institutions.

Source: Author (emphasis added).

, is the product of this research project. The table offers a comparison between the cities investigated, based on a set of seven territorial brand variables that have been proposed by Almeida (2018). The data presented in this table were obtained from the material analyzed in each city and highlight the intervention of the cultural factor in the dimensions of the territorial brand in the context of regional development, as highlighted in bold in the table itself.

The terms highlighted in Table 3 demonstrate that culture, as a power structure, as proposed by Williams (2011), is present in all variables of Almeida’s (2018), thus confirming this theory. This means that the territorial brand can be considered a cultural product resulting from regional development. As Halvorsen et al. (2019), Cremaschi (2021), and VanHoose et al. (2021) have previously argued, cities are not uniform entities. Instead, they highlighted the diversity of cities and their central role. It is evident that a power structure exists within the urban context; a phenomenon that is also observable in cultural contexts. This configuration is pivotal in distinguishing urban contexts, wherein culture serves as the crucible for the formation of a distinct territorial brand.

For instance, in the variable “brand characteristics,” social actors sought inspiration in the creation of the territorial brand in different ways, such as diversity, authenticity, local traditions, cultural changes, cultural identity, etc. In the variable entitled “Territorial Brand Production Process,” the link with culture assumes a different form, encompassing artists, events, contemporary and global expressions, projects, and urban art, among others. In each of the variables of Almeida’s (2018) model applied to the cities analyzed, a variety of cultural elements are identified that exhibit a symbolic power structure that elevates the territorial brand.

The analysis of territorial brand variables in the cities of Pelotas and Porto Alegre, in Brazil, and Lisbon and Porto, in Portugal (Table 3), also reveals a complex tapestry of strategies and cultural identities. A comparison of the brand production process, the use and appropriation of the territory, the decision-making processes, the type of brand (visual, verbal, mixed), its characteristics, value, and implemented strategies reveals distinct patterns and singularities that define each city’s unique approach to promoting its territorial brand. One such pattern that has been observed is the incorporation of cultural elements to establish a distinct territorial brand identity. Another pattern pertains to the dispute for recognition of the territory, with the territorial brand functioning as a medium of communication and planning for cities and regions, as well as a tool of competitiveness across various scales.

In the context of Brazil, Pelotas is distinguished by its commitment to the preservation of traditional cultural events, its collaboration with local artists, and its integration of historical elements into designated tourist areas. In contrast, Porto Alegre has adopted a more contemporary approach, engaging in innovative cultural projects, promoting urban spaces as platforms for expression, and maintaining a flexible brand to reflect social changes and contest the territorial identity between city and state. This dispute also underscores the role of political elements in the formation of an interest in the territorial brand (Almeida, 2024). This conflict serves to underscore two key insights. Firstly, it demonstrates the significance of the territorial brand as a political instrument. Secondly, it highlights the intricate nature of the power and identity relations that are inextricably linked to this process, in accordance with the findings of Almeida (2018).

Lisbon’s approach to cultural events and heritage preservation is characterized by a strong emphasis on partnerships. This commitment to collaboration is evident in the adaptation of historic areas and the maintenance of a stable cultural identity. The decision to position Lisbon as an entrepreneurial city does not entail the exclusion of culture; on the contrary, it serves to emphasize its role as a significant source of power both within the local community and on a regional scale. This strategic choice is driven by the city’s entrepreneurial vision and acknowledges culture as a pivotal element in shaping power dynamics. Culture influences not only local identity but also regional and global relations. Consequently, Lisbon’s territorial brand transcends mere expression of entrepreneurial characteristics, serving as a reflection of prevailing power structures and the intricate interplay between culture and urban and regional development.

Porto, conversely, is distinguished by its emphasis on urban art, collaboration with local artists, promotion of green spaces, and a constant search for innovation in the representation of its brand. It is noteworthy that this local brand has achieved international recognition, transcending national borders. The aforementioned phenomenon not only highlights the effectiveness of the territorial brand in promoting the city’s distinctive characteristics but also emphasizes the intersection between the local and global spheres in the context of the territorial brand. The capacity of this brand to transcend national boundaries further underscores Porto’s distinctive identity and its presence and relevance on the global stage, thereby marking a significant connection between the local and the global in the construction and projection of the territorial brand.

In this context, territory transcends its function as a mere physical structure to become the central raw material, together with local culture, of the interests of various social actors. This space, the territory, is the subject of constant dispute, both in terms of physical occupation and symbolic representation. The territorial brand, therefore, functions as a potent agent of transformation, altering the physical landscape and influencing the narratives and social dynamics that permeate the urban and regional fabric. The process of symbolic appropriation of territory highlights its importance as a physical space and as a dynamic stage for power relations, where cultural, social, urban, regional, and global meanings are continuously constructed, deconstructed, and reinvented.

5. Conclusions

The importance of recognizing and promoting cultural wealth as a catalyst for the development of cities in an increasingly interconnected local–global context is emphasized. In this sense, strategic factors, such as the development of a territorial brand, become crucial to driving the development of urban territories and regions. Culture, in its capacity as a system of symbolic power, provides the raw material for the implementation of a territorial brand, which in turn exerts a significant influence on the competitiveness between cities and regions. This influence also exerts an effect on the city’s own public management, reflecting urban, cultural, social, regional, and territorial changes. A comparison of the variables from the study by Almeida (2018) demonstrates that the strategies adopted vary due to the distinct historical and cultural contexts of each city. However, the strategy of creating a territorial brand is consistent across all the cities investigated. This suggests that the cultural focus at the core of the territorial brand, in the context of regional development, is progressively influencing local and regional development, while concurrently reinforcing a hegemonic local cultural–territorial identity, which, in turn, may undergo changes over time.

It was thus demonstrated that the objective of the research was achieved. A comparative analysis between the cities studied was conducted, revealing the power structure influenced by cultural factors in the territorial brands investigated. In this context, other dimensions emerge, notably political, social, and economic, demonstrating that the power structure is initially shaped by local–regional culture and expands to other power relations. The territorial brand performs the function of “delimiting” the represented space, thereby corroborating Raffestin’s (1993) theory that territory is defined by power relations, with the territorial brand being an instrument of this power exercised by social actors.

The findings suggest that contemporary cities, through the establishment of a territorial brand, are engaged in the establishment of intricate power relations, the recognition of specific uses, and the assertion of ownership over a particular section of the territory. In this context, culture emerges as a pivotal raw material in the construction of brands associated with the territory. The notion of territorial diversity, urban imaginaries, and culture has been identified as fundamental elements integrated into the essence of the territorial brand. The city, comprised of a multiplicity of territories and imaginaries, adopts various personified nomenclatures, such as “fluid,” “creative,” “smart,” “digital,” “compact,” and “sustainable,” among others. These terms are rooted in cultural elements, which are also employed by the territorial brand as a means of recognizing and exploring the potential of the territory and the region. Consequently, the territorial brand symbolizes a cyclical process that propels the city and the region towards long-term institutional discourse.

The contributions of this research to the cities analyzed lie in understanding their reputation in the context of the 21st century, and in revealing the interests of the various social actors in the use and appropriation of urban and regional territory. The urban imaginary of Lisbon, Porto, Porto Alegre, and Pelotas, intrinsically linked to their cultural aspects, exerts a significant influence on the management and planning model adopted by each city and, consequently, on the type of territorial brand they choose to use. The scenario demonstrates that, in the face of diverse realities and challenges, cities employ varied strategies with regard to territorial representation and urban governance. As Almeida (2018) demonstrated in their investigation, one of these strategies pertains to the utilization of territorial brand as a means of legitimizing the strategic discourses of social actors in the appropriation and use of territory. This approach was identified as a consistent practice in all of the cities examined in this study.

The study makes significant contributions to the theoretical field by emphasizing the need for flexible approaches in urban and regional studies, recognizing culture as a dynamic force that crosses multiple dimensions of urban life. In the context of urban management, the territorial brand has emerged as a prominent communication and planning strategy of local governance. This approach aims to enhance the recognition of cities, regions, and countries, thereby expanding the understanding of the nexus between territorial brands and cultural and urban studies.

While analyzing brand reception by citizens was beyond the scope of this study, which focused on its strategic production by governance, from a sociological perspective, the research underscores the significance of fostering cultural identities to enhance the sense of belonging and social cohesion. In this context, the territorial brand appears as an effective tool, emphasizing local identity and governance. However, it is imperative to consider the varied perceptions and competitive dynamics among social groups within a city in relation to the territorial brand, as this can give rise to symbolic disputes. It is imperative to recognize the profound ramifications that branding strategies are capable of exerting on the realm of local identity, social inclusion, and the cultivation of a sense of belonging. This underscores the necessity for an in-depth comprehension of the intricate social and cultural dynamics that span from the local to the global context.

From a pragmatic standpoint, the study’s findings provide substantial guidance for urban and regional managers, underscoring the significance of efficaciously integrating culture into management to foster regional development. The temporality of territorial brands, particularly in the context of political environments, carries practical ramifications for the formulation of long-term strategies. Inclusive strategies that actively engage social actors, specific performance indicators, and international collaborations are recommended to enhance the effectiveness of territorial branding strategies and cultivate beneficial partnerships for urban and regional development.

The findings indicate that the impact of territorial brand is multifaceted. This phenomenon manifests itself in the economic sphere, evident through competitiveness and the attraction of investment. However, it is also found, in a more subtle way, in the political sphere, as an instrument of governance; and, in the social sphere, by shaping local identity and a sense of belonging. The strategic management of the territorial brand, therefore, has direct and profound implications for the sustainable and integrated development of cities and regions, considering the intentions of social actors in the production and use of the territory it represents.

The proposed study’s originality lies in its interdisciplinary approach, which integrates cultural studies, urban management, public governance, and regional development through territorial branding. By exploring the dynamics of territorial brands, the research offers an innovative perspective on the intertwining of local culture with urban and regional development strategies. A comparative analysis of the municipalities of Pelotas and Porto Alegre in Brazil, and Lisbon and Porto in Portugal, contributes to a broader understanding of the variables that shape territorial brands. This analysis highlights the uniqueness of each city while identifying common patterns. This pioneering approach provides researchers, managers, scholars, and academics with significant insights into the nexus between culture, urban and regional identity, and territorial positioning and planning strategies.

The study’s limitations stem from its narrow scope, which encompasses only a select number of cities. Consequently, its findings cannot be extrapolated to represent the broader regions of Latin America and Europe. It is recommended that future research investigate other realities in order to create a global map of territorial brands.

It is acknowledged that, despite the emphasis of this study on the institutional production of territorial brand strategies, there are other equally pertinent dimensions that merit exploration in future research. Among these, we emphasize the analysis of the reception of these strategies and their impacts on residents, especially in contexts marked by urban tensions related to tourism (e.g., overtourism) and the reconfiguration of urban spaces, and a broader contextual analysis of local governance. The latter could consider variables such as political leadership, democratic processes, institutional capacities, and financial sustainability, contributing to a more comprehensive understanding of the factors that shape the formulation and implementation of territorial brands.

The concept of territorial brand is gaining traction as a prominent strategy within the realms of urban management and planning. This approach emphasizes the highlighting and recognition of the cultural facets that are characteristic of a given city or region. It is a distinctive instrument of urban public governance that functions as an effective tool for recognizing the territory at multiple levels. The approach is predicated on culture, which constitutes the essence of the territorial brand, thereby providing robust foundations for the construction of the local narrative, which is then amplified by the territorial brand. The expansion of the influence of the territorial brand corresponds to the amplification of local and regional narratives, thereby distinguishing it from other similar territories. The territorial brand, in its capacity as a symbol, logo, and slogan, represents an opportunity for cities, regions, and countries to establish a presence on a global map of places, which, though often invisible, is in existence. This global map of places is a distinctive feature of 21st-century cities. It reflects the growing importance of identity and visibility in a global context.

The study thus provides a comprehensive understanding of how the strategy of territorial branding can influence urban and regional development and governance, as well as strengthen, communicate, maintain, and even redefine local territorial identity. In addition, the territorial brand is incorporated into urban strategies and local and regional management, as well as the production and development of the territory. This context confirms that the territorial brand transcends its graphic representation, becoming an important stratagem for social actors with regard to the use and appropriation of territories, assuming a strategic role in urban and regional public governance.