Como poderá o marketing recriar o significado das cidades, atribuído às Indústrias Criativas?

: marca : PORTO CRIATIVO

Abstract

The role of the creative industries in cities across the globe are increasingly evident and crucial: The sector attracts and promotes the wealth of specific economic value but also brings with it knowledge and the strengthening of identity. This can eventually result in the establishment of a “creative” city brand. The creative industries may highlight the best “skills” of any given city, making it more competitive with other cities, but they also reinforce the links and networks shared by them. There is a growing awareness that collaboration, coordination and cooperation can be of mutual advantage to all cities. The main goal of this work is to demonstrate how marketing, together with the creative industries can operate in any given City, fostering growth, whilst recreating and reinforcing brand identity. Concepts such as creative industries; creativity; creative class; entrepreneurship; branding; city marketing and creative cities are all discussed within this dissertation. There are concrete objectives behind opting for a qualitative results-orientated case study style dissertation. Part of the methodological strategy utilised, focused on the choice of the city of Porto, in Portugal, as a case study. The data strategy developed was geared towards collecting qualitative information, using semi-structured interviews, with objective themes. Respondents were pre-selected from various entities (creative, business, government) with the intention of obtaining more diverse results. Supported by the interview findings, the main conclusions of the theoretical analysis highlighted: the requirement to promote networks that interconnect different entities, both public and private, thereby stimulating growth in an arguably declining city such Porto; the need for a mapping of the region of Porto: one which fully understands those characteristics that give it competitive edge; the lack of a brand guardian for Porto, that communicates a single clear message between the different agents of the city and the necessity for visionary leadership. In conclusion, one can state that different marketing tools can indeed work in unison with the creative industries and result in a more socially and economically developed city or region. Furthermore, one can confirm the positive relationship between the creative industries, marketing (especially city marketing) and the clear link between the notion of a creative city and Porto.

Date of Award	3 Sept 2012
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor) & Michael DaCosta Babb (Co-Supervisor)