Ricerc@Sapienza

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
institutional stems resulted in detecting some elements that many cities have in common: textual elements
(words written in Latin) as well as royal, military, and symbolic elements, evoking especially mythological
and historical aspects, narrating the history of the cities since their foundation. On the other hand,
the commercial logos always include the names of the cities, and as iconic urban narratives, they use
abstract signs to recall modern aspects and topicality of the brand. They meet the city’s identity-related
needs of distinctiveness and recognition.