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City marketing: commercial brands for a stronger city branding

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Uploaded by on Apr 4, 2009

The brand territory matrix - developed by Gildo Seisdedos (IE Business School) and Cristina Mateo (Madrid Global - Madrid City Council) provides a fresh look into the way cities - and place brands in general - can use local commercial brands as an strategic asset. Several case studies illustrate the way cities can take advantage of this relation including a 2005 video from a cobranding campaign between Real Madrid football club and Madrid city promoting the 2012 Olympic bid in Japan and China.

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