Reflections on the past and the present followed by propositions for the future of Rio de Janeiro are part of the routine of every “carioca”, native or at heart, especially those dedicated to the uncontrollable art of defending this wonderful city. With this book, Patrícia Reis, a native “carioca”, reveals us much more than the difference of concepts and references that form the identity of a destination brand, proposing us a model of construction and management that goes far beyond design. From this perspective, brand becomes an articulating element of the relationships that are established between people and place, the dream of consumption of every professional involved with the city soul.

With great respect for the concept of globality, international case studies and conclusions by renowned international authors lead us to think globally and act locally. Resulting from an immense research work, its content reinforces the need for transformative management of product attractions and observes the impacts on place image formation, with due emphasis on the values, intrinsic, uniqueness and local character.

The author analyzes the changes that international events have promoted in urban and mobility aspects, the conflicts between brands proposed by public power and the image that is triggered by the daily experience. She also recalls important aspects of Rio’s history and highlights important points of the various strategic plans already tried, as well as the results of consultations and interviews with local entities and movements. In essence, she dedicates herself to the presentation of city brand development process which, due to its richness of detail, becomes a must-read for every manager, whether public or private, who is interested in the results that a good branding project can bring to the city of Rio de Janeiro.