Ricerc@Sapienza

The research compares the social representations evoked by brands of the ten European Capitals (Rome, London, Paris, Helsinki, Vienna, Warsaw, Berlin, Madrid, Brussels and Lisbon) among potential first-visitors. The associative network technique has been applied using as iconic stimuli both the institutional stems and the commercial logos of each of the ten Capitals. Moreover, a grid has been created ad hoc to identify the distinctive elements of the institutional stems and the commercial logos.

The chapter compares the social representations evoked by brands of the 10 European capitals (Rome,
London, Paris, Helsinki, Vienna, Warsaw, Berlin, Madrid, Brussels, and Lisbon) among potential firstvisitors.
The associative network technique has been applied using as iconic stimuli both the institutional
stems and the commercial logos of each of the 10 capitals. Moreover, a grid has been created ad hoc to
identify the distinctive elements of the institutional stems and the commercial logos. The analysis of the