O contributo das universidades no branding das cidades – uma revisão de literatura

Abstract

This paper aims to identify and highlight the state of the art about the theme of branding of cities and the contribution of universities in the construction of identity and design of this branding. For that, in a first phase, a literature review was carried out that allowed us to assess the reasons that justify the urgency of projecting the city's identity through the brand. Secondly, and making clear the importance of the role of city branding, the literature review focused on the impact of the university as a public space with considerable and diverse types of implications for territories and cities, resulting in the identification of a research gap regarding the incorporation of this key contribution in the design of the respective branding. This work, as a purely conceptual nature, therefore allowed the identification of possible future research lines on the subject.