La construcción de la marca Madrid

Abstract

During the last twenty years, the successive governments of Madrid have focused their economic development expectations, urban transformation and citizen welfare on the international positioning of the city. The city brand building is a part of this strategy that has become the most important element of the urban management. The importance of this phenomenon will be analysed under three fundamental aspects: valuing the meaning of the official option for Madrid as a global city, showing the role of the image in the process of city internationalisation and studying the value of architecture as an urban icon.