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Symbolic Economy and Spatial Design: A Methodological Model for the Design of Competitive Spatial Narratives with Place Branding Strategies

Michael, Stella (2018): Symbolic Economy and Spatial Design: A Methodological Model for the Design of Competitive Spatial Narratives with Place Branding Strategies.

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Abstract

The purpose of the paper is to develop a methodological model for the design of competitive spatial narratives. The model aims to enrich place branding strategies with spatial practices. At the same time attempts to control, first the processes of symbolic economy in relation to capital investments and, second the production of cultural meanings. Issues that concern place branding strategies and spatial practices related to competitive identity are examined. These issues are organised in four thematic axes: (1) the development of a theoretical framework that approaches relations of the key elements of symbolic economy and competitive place identity, (2) the role of architecture in symbolic economy, (3) the design of The Methodological Model, and 4) the validation of The Methodological Model. The model, is structured in four phases. These are: (A) the group of possible directions for action and important assets, (B) the directions for action to be followed (C) the vision of the place and (D) the design of competitive spatial narratives. For that reason, a set of hierarchical criteria for the evaluation of the directions for action is introduced, together with eleven regulatory fields that control the performance of place brand equity of nodes and urban cores to the spatial narrative. The originality of this paper lies in developing of a model for the design of competitive spatial narratives, placing architecture and urban design at the forefront of place branding strategies.

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