{"id":1088,"date":"2020-01-06T14:18:39","date_gmt":"2020-01-06T14:18:39","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=1088"},"modified":"2024-12-10T13:07:57","modified_gmt":"2024-12-10T13:07:57","slug":"braga-the-city-brand-that-brings-history-to-the-future","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/braga-the-city-brand-that-brings-history-to-the-future\/","title":{"rendered":"Braga, the City Brand that brings history to the future"},"content":{"rendered":"\n

A Past with History <\/strong>(Background<\/em>)<\/p>\n\n\n\n

Braga is one of the oldest cities in Portugal, with over 2,000 years of existence filled with history, civilizations, people, and cultures. The civitas<\/em> Bracara Augusta was founded in the year 20 BC, during the Roman conquests, and was dedicated to Emperor Augustus.<\/p>\n\n\n\n

\"\"
Bracara Augusta, in the time of the Roman Empire<\/em><\/figcaption><\/figure>\n\n\n\n

Known as the \u201cPortuguese Rome\u201d for its numerous\nsquares, churches and chapels \u2013 162 in total \u2013 Braga was the largest and most\nimportant city in the Roman Empire times. It was also the ex-libris of the\nnational Baroque Art, an artistic current that can still be contemplated in\nplaces like the Town Hall, the Main Altarpiece of the Tib\u00e3es Monastery, the\nChurch of St. Madalena da Falperra, and the Raio Palace.<\/p>\n\n\n\n

Braga holds a large amount of buildings that were scarred\nby time, and for instance, the oldest cathedral of the country \u2013 S\u00e9 de Braga \u2013\ndating from 1070. This is also where Dom Henrique and Dona Teresa are buried,\nDom Afonso Henriques\u2019 (Portugal\u2019s first king) parents. <\/p>\n\n\n\n

For centuries, its Archbishop was the most important one\nin the Iberian Peninsula and, as a result, Braga is also known as the\n“City of Archbishops”.<\/p>\n\n\n\n

In fact, according to a Bloom Consulting study 68% of\ntourists associate the city with religion or religious monuments, and most of\nthem pass through the city as part of a religious itinerary including the Three\nSacro-Montes of the Braga mountain range: the Sanctuary of Bom Jesus, the\nSanctuary of Sameiro, and the Shrine of Falperra.<\/p>\n\n\n\n

As the region’s main tourist attraction was elevated\nto National Monument in 2019 as well as proclaimed as UNESCO World Heritage\nSite, the Bom Jesus do Monte Sanctuary will certainly attract more domestic and\nforeign tourists in the near future.<\/p>\n\n\n\n

Commonly known as Bom Jesus de Braga, this sanctuary watches over the city from the top of its hill. Its Baroque staircase has more than 500 steps and is adorned with multiple thematic fountains. The bravest who climb those stairs are rewarded by reaching the neoclassical-style building. The ones who use the funicular can also enjoy the reward.<\/p>\n\n\n\n

\"\"
Bom Jesus de Braga was classified as a National Monument and a UNESCO World Heritage Site in 2019.<\/em> <\/figcaption><\/figure>\n\n\n\n

Braga is thus a reflection of Portugal as religious tourism attracts about 7 million people every year, and according to the Portuguese Tourism Confederation, it represents more than 700 million euros in terms of annual receipts. The only place ahead of Braga is the Fatima Sanctuary.<\/p>\n\n\n\n

From ancestors to the future: more than a religious destination <\/strong>(Challenge<\/em>)<\/p>\n\n\n\n

Transitioning East and West, lying between mountains,\nforests, valleys, and green fields, Braga is a land built by nature and shaped\nby man. The region ranges between 20 and 572 meters of altitude, bathing on the\nbanks of the Douro River and the Minho River. With its 183.4 km\u00b2 and its resident\npopulation of 192,494 thousand inhabitants, it\u2019s the third-largest urban centre\nin the country, just behind Lisbon and Oporto.<\/p>\n\n\n\n

The rural areas that once prevailed are now confined to the limits of the municipality, which is predominantly urban and has an ever-increasing demographic curve. This contrasts with Idanha-a-Nova<\/a><\/strong>, where the Place Brand remained undeniably linked to the field.<\/p>\n\n\n\n

It is said that Braga carries a little from all of Minho\nand that all of Minho carries a little of Braga. Hence, it became Minho\u2019s\ncapital, as it\u2019s also located in the heart of the region.<\/p>\n\n\n\n

As it is an ancient city of traditional religiosity,\nBraga holds rooted customs and habits. However, it also fosters entrepreneurship\nand young spirits. This vitality can be felt in its culture, commerce,\ngastronomy, industry, and services.<\/p>\n\n\n\n

Elected as the European Youth Capital in 2012 and the Ibero-American\nYouth Capital in 2016, Braga is still one of the youngest cities of Portugal\nand Europe with more than 85,000 permanent residents in the city, complemented\nby about 20,000 students from the University of Minho.<\/p>\n\n\n\n

Because it is the centre of one of Portugal’s leading\nuniversities, it is often the stage of innovative ideas, making it one of the most\nprominent references for national entrepreneurship and an example to follow for\nstaying up to date with current and future trends. Braga managed to reinvent\nitself by following the ever-changing times, and by helping to define them.<\/p>\n\n\n\n

In Bloom Consulting Portugal City Brand Ranking\u00a9<\/a><\/strong>, it has remained in the national Top 5 and is the third Municipality with the most searches in the Living and Business Dimensions. In the Visit Dimension, it has risen 10 positions since 2014, with topics such as \u201cTourist Attractions\u201d, \u201cReligious Sites and Pilgrimage\u201d, \u201cBeaches\u201d, and \u201cShopping\u201d that are increasingly being searched. It is still the second reference in the Northern region for all levels analysed in the PCBR19.<\/p>\n\n\n\n

Braga is an all-encompassing tourist destination, but perception focus on the Catholic aspect of the regions and visitors often ignore the much more diverse experience. And this religious heritage often leads visitors only stopping for short stays. <\/p>\n\n\n\n

And that is something that the Mayor of Braga, Ricardo Rio, wants to change: \u201cWe want to create a new perception of Braga to show its potential. We want to continue spreading our huge historical heritage as we unveil the city’s vibrant future.\u201d<\/em><\/p>\n\n\n\n

\"\"
Ricardo Rio, Mayor of Braga Municipality<\/em><\/figcaption><\/figure>\n\n\n\n

Knowing that this Minho county can offer a unique experience to its visitors, Braga\u2019s Municipality and Braga\u2019s Commercial Association worked together with Bloom Consulting to create a City Brand strategy that combines the two facets that represent its identity, and that will make Braga a new tourist destination: a historical past and an innovative future. <\/p>\n\n\n\n

\u201cFor the past two millennia, Braga has played a leading role in the history of the Minho region,\u201d<\/em> says Filipe Roquette, the director of Bloom Consulting in Portugal and mentor of the strategy. \u201cDespite having a past rich in historical heritage, it is also a young, vibrant, and dynamic city that opens to the future,\u201d<\/em> he says.<\/p>\n\n\n\n

Through an adequate City Brand strategy, international\nperceptions will be improved, and the word will spread that Braga is more than\nthe religious location \u2013 it is a much more diverse tourist destination. Thus, if\nthe reputation is aligned with reality, it will result in increasing visits from\ndomestic and foreign tourists.<\/p>\n\n\n\n

From Time Travel to Replay and Play <\/strong>(Strategy<\/em>)<\/p>\n\n\n\n

\"\"
Workshops were held by Bloom Consulting with key stakeholders in Braga to define brand positioning<\/em><\/figcaption><\/figure>\n\n\n\n

Having identified the challenge \u2013 addressing short\nstays and misaligned perceptions of reality \u2013 Bloom Consulting designed a City\nBrand strategy that will demonstrate Braga’s potential as a complete tourist\ndestination, based on its rich historical legacy and youthful spirit.<\/p>\n\n\n\n

Thus, from Bloom Consulting\u2019s perspective, the\nmunicipality should act on three fronts: create a stronger City Brand that\nrepresents Braga’s identity accurately; increase international recognition as\none of the most important Portuguese cities and as a reference tourist\ndestination; and switch existing religious perceptions towards a younger and further-ranging\nmunicipality.<\/p>\n\n\n\n

The strategy developed by Bloom Consulting for Braga\u2019s City Brand is divided into several steps: Surveying internal and external perceptions from local stakeholders and international benchmarks, assessing the City Brand’s actual status, organising workshops for defining the global positioning, and finally, implementing the action plan with a Municipality team, which includes two programs and 15 projects.<\/p>\n\n\n\n

\u201cThe strategy is based on the core concept of Time Travel<\/strong>. Braga has a rich past and\na bright future, and this brand strategy aims to bring those together, allowing\nvisitors to select the time period they want to learn about \u2013 be it in the past,\nor the future,<\/em>\u201d explains\nFilipe Roquette.<\/p>\n\n\n\n

\"\"
A Time Travel to Braga\u2019s History is the Central Idea of \u200b\u200bthe City Brand<\/em><\/figcaption><\/figure>\n\n\n\n

A journey without borders! An experience that not even\ngeography can delimit, extending to everyone the history that unites us. Get to\nknow the whole region, all thematic routes, and all historical reports with\nBraga as the central point.<\/p>\n\n\n\n

Braga is a city of contrasts: it holds an ancient soul\nin a young body. It carries an admirable nobility, and a mysticism filled with legends\nand superstitions. The energy felt in every street triggers desire to enjoy\nevery moment and absorb every detail.<\/p>\n\n\n\n

That’s how Bloom Consulting came to the implementation\nof the strategy for Braga\u2019s City Brand: through Replay<\/strong> and Play<\/strong> programmes.<\/p>\n\n\n\n

\"\"
Every year, Bracara Augusta is revived and recreated in the city streets through the Braga Romana event.<\/em><\/figcaption><\/figure>\n\n\n\n

Through the Replay<\/strong> program, visitors will have\nthe opportunity to take a Time Travel<\/strong> and relive the ancestors\u2019\nadventures. But this does not just mean admiring monuments and listening to old\nstories. This program allows the time travellers to recreate the steps, relive\nthe events, and experience the adventures of ancient heroes from historical\ncivilizations.<\/p>\n\n\n\n

This program includes several projects: the Viewpoint Replay<\/strong>, where time travellers can fully see and feel what the city was like, how it evolved over the centuries, and the impact of the civilizations that established there throughout centuries; the Time Passport<\/strong>, which gives access to all documentation and detailed information about Braga’s historical vitality; and the Replay Guardians<\/strong>, local business agents whose knowledge of the region may offer a unique interaction experience for tourists visiting the territory; among others.<\/p>\n\n\n\n

\"\"
Braga is one of the Portuguese cities with the most entrepreneurship and innovative spirit<\/em><\/figcaption><\/figure>\n\n\n\n

The Play<\/strong> program, on the other hand, is a\nwindow to the bright future, innovation, youth, spirit, and drive that opens\nthe way for a perpetual movement of rich cultural expression. Press Play<\/strong>\nmode is the perfect way to get to know a unique culture, where every\nconversation is a discovery, every start-up is a reference, and every event is\nan epic feast. Play<\/strong> is innovation and renovation.<\/p>\n\n\n\n

This program encompasses several initiatives, such as: Culture Forward<\/strong>, where the presence of Braga’s culture will be felt everywhere, from \u201cgnration\u201d (a space of creation, performance and art exhibition), to street shows, and the grand Circus Theater; the Future Forum<\/strong>, which will bring together, annually, the best experts in tourism, technology, and innovation, making Braga a centre of debate regarding the future of tourism; and Braga<\/strong> Future Week<\/strong>, an week-long annual event that will invite all artists, entrepreneurs, and citizens to share their inventions (clothing, gastronomy, technology) and visions of the future.<\/p>\n\n\n\n

However, some projects do not align exclusively with\neither the past or the future and are transversal to projects – Replay +\nPlay<\/strong>. For instance, APP Braga Timeless<\/strong>: the online application that\ncovers all events from 136 BC until the next weekend, or the Replay and Play\nagents<\/strong>, who will serve as information points about the past and the future,\nwith historical and current knowledge about the upcoming events of the\nMunicipality, providing precious help to the more curious time travellers.<\/p>\n\n\n\n

In total, about 15 initial projects<\/strong> will be carried out by the Braga City Brand strategy.<\/p>\n\n\n\n

International Recognition <\/strong>(Results<\/em>)<\/p>\n\n\n\n

With more than 59,000 votes from tourists from all around the world, Braga was elected as the second-Best European Destination of 2019<\/a>, being described by the organisation as \u201cbright, charming, and full of life<\/em>\u201d. Although it faced strong competitors such as London, Athens, Florence, and Berlin, it proved that the most popular cities don\u2019t always win the trophy, but that it rather depends on the entities’ investment in appropriate strategies, and their mobilisation.<\/p>\n\n\n\n

The most recent studies show that over 235,000 people\nhave visited the most prominent places in Braga, which is an 88% growth since\n2014. And in 2019, the largest auditorium in the northern region and the second-largest\nconcert hall in Portugal opened to the public. Its architecture is inspired by\nthe Roman heritage of the area and it has the potential to become yet another\nattraction of the Municipality.<\/p>\n\n\n\n

Still in the category of awards, Braga was among the 10 finalists chosen for the \u201cPlace Brand of the Year\u201d and \u201cBest Use of Design\u201d categories of the City Nation Place 2019 Awards<\/a>, the annual Place Branding and Marketing forum that brings together professionals from all over the world, including governments, experts, and tourism as well as investment agencies. <\/p>\n\n\n\n

Braga was also unanimously elected as the Capital of\nCulture of the Atlantic Axis (Northern Portugal and Galicia), the organisation stated\nthat the Municipality \u201cis now, as in the\npast, the cultural heart of the northwest of the Iberian Peninsula<\/em>\u201d.<\/p>\n\n\n\n

\"\"
View of one of the gardens of Bom Jesus de Braga<\/em><\/figcaption><\/figure>\n\n\n\n

All this international recognition comes from Braga\u2019s\nmost important assets: being known as the Portuguese Rome, the explosion of\nBaroque heritage and Roman influence, the legendary gastronomy, seasoned with\nyears of experience that delight visitors \u2013 from the Caldo Verde (\u201cgreen\nbroth\u201d, a cabbage soup typical from the North of Portugal) and Bacalhau \u00e0 Braga\nto the traditional Papas de Sarrabulho (a Portuguese dish with pork blood and\nflour as main ingredients) and the secular Abade de Priscos Pudding. Minho\u2019s\nheart overflows with flavours and you just have to follow your senses to find\nthese culinary delicacies and many more.<\/p>\n\n\n\n

And those who know the region also know that in its surroundings,\ngreen predominates, since Braga is in the centre of one of the most beautiful\nnatural parks of Portugal: the Peneda-Ger\u00eas. Its amazing nature invites for discovery,\nand its imposing silence awakens our senses. Like a frozen scenery, this\nNational Park offers its visitors the purest air and clearest waters, and gorgeous\ntime-moulded granite mountains that witness a unique experience.<\/p>\n\n\n\n

Like a Time Travel<\/strong>. To the past, to the future,\nto the present.<\/p>\n\n\n\n

Learn more about Braga’s Case Study at Bloom Consulting’s website<\/a><\/strong><\/p>\n\n\n\n

\u201cWith Bloom Consulting\u2019s strategy we want to create a\nnew perception of Braga to show its potential. We want to continue spreading\nour huge historical heritage as we unveil the city’s vibrant future.\u201d<\/em><\/p>\n\n\n\n

Ricardo Rio, Mayor of Braga Municipality<\/strong><\/p>\n\n\n\n

\n\n\n\n

Published on 13.07.2020.<\/p>\n","protected":false},"excerpt":{"rendered":"

A Past with History (Background) Braga is one of the oldest cities in Portugal, with over 2,000 years of existence filled with history, civilizations, people, and cultures. The civitas Bracara Augusta was founded in the year 20 BC, during the Roman conquests, and was dedicated to Emperor Augustus. Known as the \u201cPortuguese Rome\u201d for its […]<\/p>\n","protected":false},"author":3,"featured_media":6134,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[77],"tags":[172,145,176,160,163,141,154,208,181],"class_list":{"0":"post-1088","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-places","8":"tag-bloom-consulting","9":"tag-braga","10":"tag-cities","11":"tag-city-branding","12":"tag-digital-city","13":"tag-digital-identity","14":"tag-place-branding","15":"tag-portugal","16":"tag-regions"},"yoast_head":"\nBraga, the City Brand that brings history to the future - Bloom Consulting<\/title>\n<meta name=\"description\" content=\"The case story about the strategy developed by Bloom Consulting for Braga\u2019s City Brand. 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