Destination @-Branding of Ten European Capitals Through the Institutional Stems and Commercial Logos
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.