This Conference aims to discuss the logic and procedures that, based on public,private or community decisions, define and implement consequent strategies for marketing objects, goods, events, places, cities or regions. These strategies are based either on the promotion of the most well-known symbols of heritage identity, “city branding” andthus market and consumer objects, or on the circulation of an image with which these places are “marked” or identified.

Particularly, it is important to identify and typify the socio-spatial, economic, environmental and cultural effects of heritage (tangible and intangible) in those territories 

leading to the classification and use of the concept of “city branding”. Such territories, at different scales, use this classification to promote themselves from the perspective of "comparative advantages" as "commodity products." This causes a tense relationship between cultural affirmations and transformations.

In short, the central issue of the VI Conference of the International Network of Critical Thinking and Built Heritage (RIGPAC) is: How does the concept of “CITY BRANDING” impacts the territory that, through its inheritance, is promoted in a certain way?

Concepts and axis of analysis

1. PLACE BRANDING AND MARKETING BRANDING:

2. HERITAGE, PLACE BRANDING AND PLACE CONSUMPTION

3. TERRITORIALIZATIONS, DETERRITORIALIZATIONS AND RETERRITORIALIZATIONS

4. EMBLEMATIC ARCHITECTURE:

5. URBAN OPERATIONS AND PUBLIC SPACE

6. OTHER PLACE BRANDING