Unraveling Power Relations: An Analytical Matrix for Territorial Brands

Cities are complex entities, reflecting an intricate system of relationships intertwined over time, development processes, and territorial planning, sustainability and management. Within this network of interactions among people and territories, the presence of territorial brands stands out. The central research question focuses on how the construction of an analytical framework can reveal intertwined power relations in a territory represented by territorial brands. The aim of this study is to develop and apply a unique analytical matrix, designed to highlight, and analyze the intricate power relations in a territory defined by territorial brands. Urban-geography and cultural studies approaches were incorporated into the case study methodology. Findings from the study revealed multiple layers of intertwined power relations in the territory, where territorial brands play the role of legitimizing mechanisms for the discourses of social actors in the produced territory. The conclusion emphasizes the effectiveness of the “territorial brand in regional development” matrix (TBRD) in highlighting the layers of power relations, as well as highlighting the contradictions between the local and the global in the space produced and represented by territorial brands. This study not only contributes to more effective territorial management but also enhances the understanding of the interaction between brand and territory, emphasizing the influence of these dynamics on the configuration and representation of urban space, including sustainability issues and their associated challenges.