BRAND AS A TERRITORIAL DEVELOPMENT STRATEGY: CONVERGENCE BETWEEN CITY BRANDING AND THE MASTER PLAN OF SÃO PAULO CITY

Abstract

Research objective: the main objective of the paper is to understand how the territorial brand is articulated with the Municipal Master Plans, on a municipal scale, based on the case of São Paulo city. Methodology/approach: an exploratory research, with a qualitative approach, and documental design. The corpus of the research consisted of São Paulo Brandbook and the Strategic Master Plan of São Paulo city. Main results: It was found that there is some convergence between the pillars of the brand and contents of the master plan, but it is not an explicit articulation. Theoretical/methodological contributions: the creation of territorial brands is a resource that can reaffirm the territorial dimension of development processes and enhance existing resources and assets. Relevance/originality: the study contributes to strengthening the field of studies in Communication for Development. Social or management implications: this reflection can strengthen the understanding of communication as a constituent element of the plans and development of municipalities.