The merchandise city and urban marketing in (re) constructing the image of public: the case of the city of Rio de Janeiro

Abstract

This article presents a reflection on urban marketing, presenting evidences of its functions and applications in constructing this concept within Brazilian urban spaces and the territorialities adjacent to this process, verifying the implicit messages that these particular territories are transmitting to the people. In order to achieve the proposed objectives, this qualitative and exploratory study approached the manner in which some marketing actions have been inserted into the city of Rio de Janeiro, Brazil. The analysis was based on the data collection from the strategic images and actions, between 2011 and 2015, of the Rio de Janeiro brand and the verification of these images constructed with the concept of the merchandise city, by Vainer (2002) and the concept of urban entrepreneurship by Harvey (2005). The studies have indicated widespread marketing, especially in urban planning, transforming the cities into goods focused on the power of capital, thus removing from their character of space for encounters and confrontation between citizens.

Keywords:
urban marketing; merchandise city; urban entrepreneurship; regional development; brands