Mapping the Awareness of a Place

Abstract

A place branding project involves different phases, from the background research to reaching the final proposals. This paper presents results of a research developed in the context of learning focused on a project of Place branding concerning a Megalithic heritage. The project presented challenges in clearly communicating what a Megalithic heritage is (a heritage that displays a tenuous interpretation of its concepts) and the pace of a project developed in the scope of digital technology. This research, developed in the context of learning and training, proposes to introduce exploratory phases that promote reflexivity so that students can iteratively explore various codes and patterns of information. This research aims to answer how a visual map strategy can empower students to search for solutions in a place branding project. The study follows the methodology of a descriptive Case Study. The researchers were able to verify that based on the results, the use of a visual mapping strategy allowed students to reflect and develop several concepts based on contrasting relationships and interpretive bridges with a theme and a heritage of a culture that left no decipherable records.