Image of cities as tool for urban governance in Mercosur: contributions from urban and city branding

Objetivo: Analisar a estrutura intelectual relacionada à imagem das cidades como uma ferramenta para governança urbana no contexto do Mercosul.Método: Utilizou-se uma síntese de pesquisa para analisar e discutir (1) contribuições teóricas, (2) deontologia e ontologia da imagem urbana, e (3) os desafios da imagem urbana como ferramenta para a governança urbana no contexto do Mercosul.Originalidade / Relevância: Sintetizamos as contribuições teóricas, o entendimento deontológico e ontológico da imagem urbana e os desafios da imagem urbana sob a marca de cidades e marca urbana como uma ferramenta para a governança no contexto do Mercosul.Resultados: A síntese sobre a imagem urbana no contexto do Mercosul revela que: (1) a pesquisa regional está alinhada com a seminal ao convergirem que inclusão socioeconômica, sustentabilidade, inteligência urbana, convergência e satisfação entre stakeholders, e sustentabilidade são partes essenciais da imagem urbana de uma governança urbana que promove o desenvolvimento urbano sustentável; (2) a imagem urbana é uma ferramenta que promove o desenvolvimento, a gestão e a governança urbana, a qual possui distintas interpretações e anseios por diferentes stakeholders urbanos; e (3) discute-se sobre os principais desafios regionais.Contribuições Teóricas / Metodológicas: Reforçamos os argumentos das pesquisas seminais sobre o papel da imagem urbana na governança urbana por meio de uma síntese de pesquisa sobre a imagem urbana no contexto do Mercosul, considerando as perspectivas e os desafios regionais.Contribuições Sociais / Gerenciais: Comunidades locais e regionais têm suas necessidades atendidas, uma governança urbana, desenvolvimento sustentável e democracia são encorajados na governança urbana.

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