Territorial brand graphic interface management in mobile applications focused on user experience

Abstract

As well as the products and services, territories and places compete for investments, businesses, tourists, residents, and other factors. The concept of Territorial Branding has as main feature the development of representative identities in order to encourage people to engage with them, from strategies and techniques that seek to empower a place to develop their potential. The identification and validation of the DNA of a brand is manifested as a possible tool in developing a unique identity to a territory. After identifying the DNA of the brand, it is necessary to integrate communication and the senses to produce experiences and memories to it. The present study aims to investigate the Branding dimension of territorial brands in mobile applications with a focus on the user experience, from the analysis of the cities of Barcelona, London and Berlin official guide applications. © 2014 Springer International Publishing Switzerland.