Branding European Cities and Regions
Edited by Gregory Ashworth and Mihalis Kavaratzis
Chapter 5: Branding Madrid: From ‘Madrid Global’ to ‘Global Madrid’
María Cristina Mateo and Gildo Seisdedos INTRODUCTION The attempt to position a city on an international level is a trend shared by the majority of cities, in particular those that aspire to enter the category of global cities. Madrid is the capital city of Spain. Its population is 3.2 million although the Madrid Metro Region has more than 6 million people. The per capita GDP is 53 400 USD, 137 per cent of the EU average. Economic growth in recent years has been very strong – 4 per cent a year in the 2000–07 period. However, thanks largely to the planned renewal of the city, Madrid is quite efficient and sustainable and, in many ways, a model of urban excellence. Madrid is the European Union’s third city in population size, and has in the last eight years enjoyed the benefits of a dynamic economy, which paradoxically was accompanied by a much slower development of its image abroad. Rankings where Madrid scores highly, effectively illustrate this divergence, as it is evident in those rankings used by specialist groups like entrepreneurs (European Cities Monitor, 2007) or in those that analyse more objective aspects of cities, such as financial solvency (Standard and Poor’s, 2006); quality of infrastructure, transport and communication (International Olympic Committee, 2008); the preparation of the workforce and the degree of economic diversification (DATAR, 2005) or the city’s specialisation in advanced services for businesses. Madrid is, however, largely penalised in less specialised rankings that measure more subjective aspects for a...
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