“Rio brand” communication strategies in high visibility events: Rio+20 case study
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2013.139206Keywords:
City. Brand narrative. Rio 20. Organizational history. Organizational communication.Abstract
Rio de Janeiro is a brand in the global market of cities. Being linked to its identity, values, and narratives somehow adds value to public and private institutions. However, the ‘brand’ of a city does not belong to a single entity. It belongs to the city itself, taken as an institution, and to all the people who are part of the city and who consume it in its various everyday dimensions. In order to think of the building of a territorial brand, this article describes messages related to ‘Rio brand’ broadcast and socialcast during the United Nations Conference on Sustainable Development (Rio+20), from May to July 2012.
Downloads
Downloads
Published
Issue
Section
License
A submissão implica a cessão de direitos da primeira publicação à revista Organicom, sem pagamento. Os autores podem estabelecer por separado acordos adicionais para a distribuição não exclusiva de versão da obra publicada na revista (como colocar em um repositório institucional ou publicar um livro), com o devido reconhecimento de sua publicação inicial na revista Organicom.