Attributes that Build Florianópolis Brand Identity in the Technological Context
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Patrick Wendell Barbosa Lessa
Marco Antonio de Moraes Ocke
Abstract
Objective: this article explores the attributes that shape the brand identity of Florianópolis, under the management of public authorities, businesses, academia, and the advertising sector. Theoretical approach: the research is based on the concepts of place branding and place brand identity, emphasizing the importance of stakeholder collaboration in strengthening a city’s identity. Methods: data were collected through web scraping and interviews and analyzed using content analysis. Results: the study identified five attributes that define the essence of the Florianópolis brand: technological and business innovation, education and social impact, collaborative technological community, networking and events, and notable sustainable development. Conclusion: the findings highlight the importance of collaboration among different stakeholders to drive local development. This study contributes by identifying and analyzing the elements that define a place’s brand identity, emphasizing the need for synergy in the technological ecosystem. Practical implications include strengthening public policies, fostering innovation and entrepreneurship, and consolidating the city as an emerging technology hub.
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Lessa, P. W. B., & Ocke, M. A. de M. (2025). Attributes that Build Florianópolis Brand Identity in the Technological Context. Journal of Contemporary Administration, 29(1), e240076. https://doi.org/10.1590/1982-7849rac2025240076.en
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