TERRITORIAL MARKETING STRATEGIES: COMPARATIVE ANALYSIS BETWEEN LONDON AND DUBAI

Abstract

This article explores territorial marketing strategies through a comparative analysis between the cities of London and Dubai, highlighting the branding practices that position them as global leaders. The literature review covers the concept and evolution of territorial marketing, as well as the definition and management of the territorial brand. London, considered the best city brand in the world, is analyzed in terms of global familiarity, academic excellence, tourist and cultural attractions, cultural events, historic preservation, digital marketing and sustainability initiatives. In contrast, Dubai, the best city brand in the Middle East and 9th globally, is examined for its iconic infrastructure development, promotion of luxury tourism, organization of global events, enhancement of cultural heritage, sustainable innovation and digital marketing. The comparison reveals diverse and effective approaches to territorial branding, highlighting the importance of cultural and architectural icons, global events, balance between tradition and modernity, and sustainability as differentiating factors. It is concluded that, although strategies vary, the harmonious integration of multiple elements is crucial for success in territorial branding.