Graffiti as an urban territorial and identity tool for branding

Abstract - The urban territory, supported by its elements (architectural and monumental) and the existing delimitations between neighbourhoods (physical and psychosocial), sustains the construction of identity (individual and collective) in urban society. Graffiti is one of the forms used for this, informing outsiders about the boundaries of the neighbourhood or to denounce situations that affect the neighbourhood and/or the neighbourhood. These graffiti have a great symbolic charge that is transferred to the territory itself. This transfer encourages the people of a community to identify with a territory which, by radiating its identity qualities, becomes a meeting point, a destination and an identity reference point. For this reason, brands have begun to use them, because it allows them to get closer to the people who identify with the graffiti. It is not a widely used technique, but it achieves good results at festivals. It is used by different types of advertisers, including institutional ones, mainly to make identity known, to mark brand territory, to denounce inequalities and to break down stereotypes.