n the last 50 years urbanization has become one of the most important evolution factors in the entire world. Over half of the population of the world has been living, from 2008, in the urban space and that fact turned this kind of space into one of major importance for humanity. It also made the branding and rebranding a must that led to the development of a real branding industry. Without it the urban space does not exist, it lacks both individuality and conscience. The brand and the brand industry becomes thus a major part of our day to day existence. Every day billions of people act, interact and are influenced by the life conditions offered by the world’s cities. Billions of people use various routes and access various types of public services: transport, education, food services, communication and so on. As the number of persons that need these services is constantly growing, the need to individualize them grew stronger and stronger, just like the need to identify the authorities that provide them and the way they can be used. This need automatically led to another important need: that of an individualized and highly integrated communication. This is how the importance of branding industry got so high
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