'Place & City Branding' will take place this afternoon at the NH Hotel and will include the participation of city marketing experts
30/03/2023.- The through Promálaga, belonging to the Area of Promotion of the City and Attraction of Investments, and together with ESIC Business & Marketing School takes place this afternoon at 18:00 p.m. in the Hotel NH Malaga la conference 'Place & City Branding'. Professionals and experts in city marketing will address the new Malaga brand and the positioning of the city in the international arena.
Ignacio de la Vega, director of ESIC Málaga, will be in charge of inaugurating the conference, which will feature a presentation by Sebastian Zenker, professor of Branding at the Copenhagen Business School and at the University of Rotterdam, on how to succeed in city marketing. Next, Magdalena Florek, co-founder and advisor of the International Place Branding Association (IPBA), will speak to talk about strategies focused on generating a high-value city brand.
La Councilor for City Promotion and Investment Capture, Rosa Sánchez, will participate in the panel discussion 'Keys in Place & City Branding' together with the speakers and with Carlos Víctor Costa, director of the Master's Degree in Communication and Advertising at ESIC. The presence of the Mayor of Malaga, Francisco de la Torre, to close the meeting together with Cristina Vicedo, president of the Spanish Association of Branding (AEBRAND).
It should be remembered that the new brand 'Málaga, the round city' is configured as a mark territory that represents all sectors and the city of Malaga in all its dimensions, with a transversal look capable of bringing together all the points of view of citizens, visitors, companies and institutions. It is designed by the joint venture Brida & Lizarraga Palau, winner of the public tender called by the City Council for the development of the city of Malaga brand, with the aim of having a brand that embraces the entire city; a global brand that positions Malaga in the context of the territories, capable of competing in the world, that reflects its multiple identity, that makes visible the values and purposes that make Malaga a unique city.
CONFERENCE PROGRAM
18:00 hours. Guest reception
18 hours. Welcome institutional, contextualization and presentation of the event agenda
● Ignacio de la Vega, Director of ESIC Malaga
18 hours. Presentation 1 'The city as a brand and how to succeed in city marketing: from theory to practice with 7 ideas from 7 major city brands'
● Sebastian Zenker. Expert since 2010 in city marketing. Professor of Branding at Copenhagen Business School and the University of Rotterdam
18 hours. Presentation 2 'Strategies for generating a high-value city brand'
● Magdalena Florek. Expert since 2010 in Cities Marketing. Co-founder and advisor of the International Place Branding Association (IPBA)
19 hours. Discussion Table 'Keys in Place & City Branding'
● Rosa Sánchez Jiménez, Councilor for Promotion of the City and Attraction of Investments of the Malaga City Council
● Carlos Victor Costa, director of the Master's Degree in Communication and Advertising at ESIC and expert in Branding
● And the speakers Sebastian Zenker and Magdalena Florek
20: 20 hours: Conclusions and closing of the day
● Cristina Vicedo, President of the Spanish Branding Association (AEBRAND)
20: 25 hours: Closing institutional
● Francisco de la Torre Prados, mayor of Malaga
Consult the complete program of the day and reserve your place on the website of the ESIC.
