short time, therefore, it became a place such as the EXPO 2008 and international exhibitions (Expozaragoza2008.es, 2008), which brought considerable public investments in infrastructures and the urban regeneration and became a unique feature. Figure 1. Zaragoza Global agency Logo (Kavaratzis and Hatch, 2013) Based on the conditions, the Zaragoza Global agency is founded (Kavaratzis and Hatch, 2013) to develop and do branding the city image. Their tasks were building up the international image, creating…
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