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The Barcelona model of City Marketing & Branding
Area of Economy, Enterprise & Employment Barcelona City Council
Genoa. 13th December 20121
BarcelonaThe City where things happen
Haga clic para modificar el estilo de título del patrón
1860-1960: The “Catalan Manchester”
… because they happened in the past
…and they keep happening now
21st Century: Innovation District
Haga clic para modificar el estilo de título del patrón
1975 - 1980s:
• Economic Crisis in Spain• Unemployment rate: 20%• Barcelona’s GDP: 85% of the EU average• A city in economic recession
• Success of a PPP system: 60%-40%• 12% of the investment was for sport
infrastructures• Barcelona rediscovered the sea• Barcelona changed its brand positioning
Hard times today...
• Barcelona has the European fastest growing airport (from 30 to 55 million passengers)
• The biggest Mediterranean port (reducing 3 days the process of delivering goods from Asia) for moving goods and the 5th port in the world for sea cruises (tourism).
• In 5 kms. of seafront you find an airport, a port, a trade fair and a logistic zone• Two of the best Business Schools of the world (IESE and ESADE)• 35,000 students form abroad come every year to study in our universities• Cluster strategy that attract investment to the city• Door to Europe, South America and the Mediterranean area• Barcelona hosts the HQs of the Union for the Mediterranean• Successful FDI: 20% of the Spanish FDI.
Did you know that?.....
Current Situation
• Consequences of the current economic crisis environment for Barcelona:– lack of access to funding– Delay in delivering new infrastructures– High level of unemployment (6% less than the Spanish average) – Less investment forecasted (1,5 Billion Euros in 4 years)
• (At a national level)– Decrease in the national transferences– No fiscal pact (devolution of fiscal policies to Catalonia)– Bad brand association with other territory brands– Politics in the forefront, overlapping economy
The City Council’s municipal debt is one of the lowest in Spain, thanks to the fact that the municipal government followed an austere budget model to maintain sound public finances.
• Some remarks..
– Because of their own separate fiscal pressures, both the Governments of Catalonia & Spain increasingly expect the City of Barcelona to execute projects that its squeezed budget cannot easily accommodate.
– In July 2012, the City maintained a AA creditworthiness by Standard & Poor’s in recognition of its prudent economic management. Officially Barcelona still has a BBB+ rating because it is tied to Spain's sovereign debt and does not yet have the capacity to mitigate negative impacts at a national level.
– The City’s own liquidity (€270m in cash in 2011) and solvency is strong, with rigorous adherence to financial targets and standards of accounting transparency.
Current Situation
Haga clic para modificar el estilo de título del patrón
• More than 7 million visitors• More than 14 million overnight stays• Leading cruise destination in the Mediterranian
Haga clic para modificar el estilo de título del patrón
The future ....
Haga clic para modificar el estilo de título del patrónCities are at the forefront of economic crisis
Barcelona is leading the Spanish recovery thanks to the knowledge economy and its good financial health. The Barcelona municipal debt is one of the lowest in Spain
Recovery will be possible if investors and companies trust again in the public administration. A city that has economic values and is trustworthy is ready for success.
The priority of the Local Government is to improve the competitiveness of our economy, to remove obstacles to create companies and to simplify the bureaucratic procedures and regulations, which make easier and faster the process of business setting up.
A business friendliness approach
The Barcelona Brand
• Preserving our values:
• Spirit of Sacrifice• Serious way of doing business• Work oriented society
• Combining buzz with pipeline:
• Working for maintaining Good perceptions• While preparing new projects and maintaining
those consistent with the desired positioning• And selling them through global connections to
the international markets
The Barcelona Brand
The Barcelona Brand
Our top goal is to generate, attract and retain creative and innovative talent
Haga clic para modificar el estilo de título del patrón
Barcelona,the first Mobile World Capital
The future ....
The future ....
Metropolitan International Promotion
Smart City and Urban LaboratoryTesting innovative Pilot Projects
The future ....
The
future ....
Setting Up in BarcelonaPractical Guide with all the necessary information to set up and start a business in Barcelona. Discovers all the resources and tools the city offers to entrepreneurs.
Haga clic para modificar el estilo de título del patrón
Practical Relocation Guide for business people.
It helps to make the most out of the first experiences in Barcelona.
Welcome to Barcelona
"The Anholt City Brands Index" (2007)1st brand of city without being a state capital 9th global city brand, 4th in Europe
"European Cities Monitor" (2010)6th city in Europe preferred for business1st in Europe in terms of cities improving themselves1st in Quality of life
”FDi’s Top 20 Expat Cities" (2006)1st European city as a preferred destination for expatriates
“City Brand Barometer “ (2008)3rd city in Europe that makes best use of its brand position
“European Cities Entrepreneurship Ranking (ECER)” (2007)1st city in southern Europe in the study
“European Investment Monitor " (2008)4th Destination in Europe
Excellent International positioning…..
BrainsAmbitionResearchCohesionEntrepreneurshipLeadershipOpennessNetworksAirport
Many Thanks
www.bcn.cat/barcelonactiva 39
