CASE STUDY | Barcelona

Question 1

Why did Barcelona need to rebrand?

Answer 1

• Industrial change and urban issues meant some of Barcelona’s districts were in decline by the 1970s
• Very high population density (1 million by 1930)
• General Franco’s regime heavily oppressed Catalan region and culture

Question 2

What strategies were used in the Barcelona rebranding process?

Answer 2

Role of sport
- 1992 Olympic Games, used to generate city-wide developments, presented to inhabitants as a ‘one city’ exercise, aimed to unite the city around a public project
- Barcelona Football Club, strengthened city’s sense of community, flagship location, Nou Camp holds 98,000 spectators
Role of culture
- Distinctive architecture of Antoni Gaudi gave Barcelona buildings that are recognised as World Heritage Sites by UNESCO
- City used the Universal Forum of Cultures in 2004 to promote the regeneration and re imaging of the city
Role of business
- ‘Strategic Metropolitan Plan of Barcelona - Vision 2020’, aim was to position the city as an attractive region for innovative global talent and economic growth
- 2014 became European Capital of Innovation by the EU

Question 3

Rebranding processes in El Raval

Answer 3

• Museum of Contemporary Art
• Private university
• Barcelo Raval Hotel (2008)
• Casa Camper Hotel
• 1995 Raval Rambla project, 1700 properties demolished, made space for tree-lined, pedestrianised area

Question 4

What players were involved and what were their roles?

Answer 4

National government
- Olympics
- Barcelona Football Club
- ‘Strategic Metropolitan Plan of Barcelona - Vision 2020’
International bodies
- UNESCO world heritage sites
- EU Innovation Capital
- Raval Rabala 80% EU funded
Individuals
- Distinctive architecture of Antoni Gaudi

Question 5

How has the rebranding process altered people’s perceptions of Barcelona?

Answer 5

• seen as more environmentally friendly due to more green spaces and the destruction of unattractive, run-down factories

Question 6

Why may the rebranding be seen as successful?

Answer 6

• socio-economic gains for locals and visitors shown by figures for education, employment , health and crime

Question 7

Why may the rebranding be seen as unsuccessful?

Answer 7

• gentrification, wealthier people = different perspectives on management of area, social tension due to employment opportunities in demand from the better-off; and high property prices - caused tension between poorer residents and landlords - evidence from graffiti on buildings where this has occurred