In the quest to raise the status of a locality through various initiatives, there is a growing global effort to attract both resources and people (Ocke & Platt, 2022). This reflects the intensification of competition between locations, driven by the limitation of resources and the diversification of human demands (Cristófol et al., 2021; Deniz, 2023; Hultman et al., 2016). Consequently, cities, regions, and nations are competing to capture attention and investment in order to strengthen their economic bases (Joshi, 2018; Nazzal et al., 2023).

This dynamic has fostered interest and development around place branding, which has become a multidisciplinary strategy covering various areas with the aim of promoting local development (Ocke & Platt, 2022). Since the early 1980s, the theory and practice behind place branding have gained prominence, evolving not only to meet organizational and resident objectives but also to project an attractive image to a wide range of stakeholders (Souza & Borges, 2019; Ruzzier & Petek, 2012; Suna & Alvarez, 2021). This process encompasses traditional concepts, adapting them to the new paradigm of place marketing, which, despite its complexity and challenges, aims to create a cohesive identity that resonates both internally and externally, thus attracting investment and promoting local human development (Mariutti & Florek, 2022).

It is worth noting that the active participation of internal stakeholders in the development of a place’s brand goes beyond mere marketing initiatives. Through tangible investments in infrastructure, such as technology, education, and mobility, these players not only show their commitment to improving the quality of life of citizens but also demonstrate the innovative and technological capacity of a region (Almeida & Cardoso, 2022; Mitropoulou & Spilanis, 2020; Ragheb et al., 2022; Senyao & Ha, 2020). This engagement creates a solid foundation for the desired brand identity, facilitating the transition to a more comprehensive and innovative perception of a city (Bisani & Choi, 2016; Zavattaro, 2016). It is through these actions that a place’s brand gains authenticity and credibility (Hoskins et al., 2021), key elements for building a strong identity that sticks in the minds of all stakeholders.

Research such as Stevens et al. (2021) and Goi (2017) highlights the relevance of key groups in innovation - public administration, companies, and educational institutions - as fundamental in building a place branding identity, because their collaboration brings transparency, increases legitimacy, and motivates different stakeholders to actively participate as brand co-producers, especially when they see clear value, ultimately strengthening the brand’s impact. In addition, entities focused on publicity also emerge as crucial references in the consolidation of this brand identity (Mariutti & Giraldi, 2019). The joint action of these four segments has a measurable influence on the development and definition of a brand identity.

Although the development of place branding has been growing notably in the literature (Hanna et al., 2021; Lessa & Ocke, 2023), its scientific development in Brazil remains scarce (Mariutti & Florek, 2022). This reveals the need to develop new research in this area, since place branding, in the long term, can result in different benefits for a place (Ocke & Platt, 2022), such as increasing the quality of life of internal stakeholders (Barros & Barros, 2023), strengthening social cohesion and democratization (Stoica et al., 2022), among others. In short, place branding helps develop a place by making it more attractive in relation to its surroundings.

In order to apply place branding, it is necessary to carry out an internal analysis of the place, visualizing how its brand identity is developed; that is, it is necessary to analyze its attributes and, subsequently, how these create associations in the minds of external stakeholders (Kavaratzis & Hatch, 2013; Piva & Prats, 2021). However, little has been studied about the internal perspectives of relevant stakeholders (Piva & Prats, 2021). Therefore, it is important to assess the internal development of the brand identity, highlighting its significance in the context of its evolution.

Thus, in addition to the small number of studies focused on place branding in Brazil (Mariutti & Florek, 2022) and the lack of attention to the internal communication of stakeholders relevant to the development of a brand identity (Piva & Prats, 2021), this study aims to explore the attributes that form the identity of the Florianópolis brand, observed in the infrastructure and superstructure related to technology and innovation, under the management of public authorities, companies, educational institutions, and in the sphere of publicity.

With this aim, achieved through a survey of thousands of documents, this article presents the five attributes that make up the essence of the Florianópolis brand in the technological scenario, identified through content analysis and reflections in the different groups approached (academia, public administration, companies, and publicity). The attributes are: technological and business innovation, teaching and social impact, collaborative technological community, connections and events, and notable sustainable development. The manuscript shows how these attributes emerge from the information and testimonies collected, as well as from the partnerships and events that exist in the city. The study also points out the municipality’s structural limitations and the interconnection between sustainability and quality of life.

In terms of methodological nature, this is an exploratory mixed-methods study aiming to explore the identity of the Florianópolis brand through the analysis of public and accessible documents. Adopting an interpretivist perspective (Saunders et al., 2009), the research sought to understand the reality of the local technological context through the analysis of secondary data, both qualitative and quantitative, to identify characteristics and processes that form the brand’s identity.

It is important to clarify that the term ‘technological context’ is used to encapsulate the broader environment where technological advancements and innovations - such as 5G, AI, and computing technologies - play a crucial role in shaping and influencing the identity and development of Florianópolis. The strategy includes a documentary analysis to obtain detailed insights, utilizing a cross-sectional approach to collect data at a specific point in time.

Florianópolis, the capital of Santa Catarina, in southern Brazil, famously known as the Ilha da Magia (Island Magic), is divided into a large island and a smaller continental enclave, and is a city rich in cultural heritage and modern economic development (Cascaes, 2015; Negreiros & Castro, 2012; Tischer & Tarouco, 2022). Despite generational changes, this magical positioning endures, used strategically by the state and tourism companies to attract both visitors and businesses. Critics such Silva (2013), Castells and Santos (2014) and Pontes (2016) argue that this branding was imposed to transition Florianópolis from a traditional city to a modernized, globally recognized hub. However, the blend of natural beauty and technological innovation has reinforced the city’s unique appeal, contributing to its evolution into the Ilha do Silício, a reference to Silicon Valley (Oliveira et al., 2002).

To understand the development of Florianópolis as a technology hub, the ‘Silicon Island,’ it is essential to recognize the role of government initiatives and higher education institutions. Known as the Ilha da Magia for its culture and natural landscapes, the city began its transformation in the 1960s with investments in UFSC to develop expertise in computing (Lins, 2011). Governments and entrepreneurs collaborated to attract foreign investment, renaming the city ‘Silicon Island’ in reference to Silicon Valley (Athanasia, 2022). This rebranding was reinforced by national and international media, which highlighted the growing local technology clusters (BBC News Mundo, 2012; King, 2009; Lóssio, 2008; Mari, 2023; Ribeiro, 2019; StartupSC, 2009). Government investments in technology infrastructure accelerated this growth (Estúdio NSC, 2021).

The technological identity of Florianópolis is composed of government support, educational excellence, entrepreneurial spirit, and effective public relations (Castellano, 1996; Vieira, 1995). The government invested in education and infrastructure; institutions such as UFSC provided expertise; pioneering companies incubated at CELTA (Centro Empresarial para Laboração de Tecnologias Avançadas - Business Center for the Development of Advanced Technologies) spurred innovation; and public relations efforts unified these elements under the ‘Silicon Island’ brand (Castellano, 1996). Besides that, reindustrialization from the 1970s onwards marked a significant shift (Vieira, 1995), with the emergence of high-tech industries reflecting a broader economic transformation. Collective efforts reshaped the economic landscape and redefined the city’s identity nationally and internationally (Castellano, 1996).

The technology sector of Florianópolis has grown remarkably, surpassing tourism in economic importance (Gessner et al., 2019; Lins, 2011). Technology now accounts for 14% of the city’s GDP (Aranha, 2020), and the rise of startups has solidified its position in the national technology scene (Brito, 2018). Public relations were essential in promoting the city’s new identity and attracting investment, effectively communicating the joint efforts of governments, educational institutions, and private companies.

Although it was already a prominent tourist destination, developing the technological brand of Florianópolis required different strategies. Industry leaders emphasize joint development with tourism, improving infrastructure without competition between sectors (Lóssio, 2008), taking advantage of both natural appeal and growing technological capabilities. This strategic approach distinguishes Florianópolis from other Brazilian cities that, despite having unique attributes, have not developed a technological brand identity as agile as Florianópolis, as highlighted in the aforementioned news reports (BBC News Mundo, 2012; King, 2009; Lóssio, 2008; Mari, 2023; Ribeiro, 2019; StartupSC, 2009). The convergence of strong educational institutions, supportive government policies, and natural attractions in Florianópolis has created a unique environment conducive to technological innovation and brand development. This synergy of factors highlights why Florianópolis has emerged as the ‘Silicon Island,’ setting itself apart from other regions and serving as a classic example of high-tech brand development.

To explore the brand’s evolution within the technological ecosystem known as Ilha do Silício (Silicon Island), documentary research was conducted, following Saunders et al. (2009), to uncover how technological innovation shaped the brand’s identity. The selection of documents focused on entities linked to innovation: public administration, academia, and companies, aligned with the triple helix model of innovation by Etzkowitz and Zhou (2017) - and publicity, considered essential for strengthening the brand according to Mariutti and Giraldi (2021). Document analysis, supported by the Descending Hierarchical Classification (DHC) - a technique that segments texts and generates distinct classes based on the relationships between the segmented sections - using the Iramuteq software and content analysis (Bardin, 2016; Krippendorff, 2004), revealed key dimensions of the brand identity of Florianópolis in the technology sector.

A process of data pre-analysis and systematization (Bardin, 2016) was designed to investigate the attributes of the Florianópolis brand identity. Documents were selected without restrictions on type, covering varied sources such as official publications, academic publications, news, and reports, using the web scraping technique with Python 3.11.6, which initially resulted in 10,808 documents. Web scraping refers to the automated process of extracting and structuring data from websites using specialized software tools, with the goal of enabling subsequent analysis of the gathered information (Krotov & Tennyson, 2021). In this context, the research began by using Google as the search engine with web scraping to gather various documents, including the Municipal Official Gazette, laws, decrees, proposed legislation, academic works (articles, monographs, dissertations, and theses), news, and reports. Then, during the pre-analysis, we organized and coded the data, allowing for an in-depth analysis of the relationships between the groups of documents and the technological development of the city.

The research steps, guided by Bardin (2016) and Krippendorff (2004), led to insights, culminating in an understanding of the Florianópolis brand identity within the technological context. By coding and categorizing the data, as per their methodologies, patterns and themes were identified, allowing for a deeper analysis of the relationships between document groups and the city’s technological development. This approach yielded conclusions aligned with the research goals, emphasizing the importance of these steps for a comprehensive understanding. The data segmentation followed a layered filtering process, refining the documents to those most relevant to the technological characteristics of Florianópolis and its key stakeholders: public administration, academia, companies, and publicity.

In the analysis, each document collected was evaluated through a dynamic reading process in a spreadsheet. Given the large volume of documents, many were found to be unrelated to the article’s objectives (e.g., some public administration documents merely mentioned Florianópolis in the context of awards for public servants). This explains the significant reduction between Layer 1 and Layer 2.

For the transition from Layer 2 to Layer 3, a more detailed reading was conducted, guided by the question: “Does this document positively or negatively impact the city’s identity?” If the answer was yes, the document was retained; otherwise, it was removed.

Finally, the systematization of the collected and filtered data provided a corpus of documents for the subsequent analysis, with each interest group represented by selected documents that reflect the nuances and specificities of their contribution to the technological identity of Florianópolis. This methodological process (see Table 1) not only ensured the collection of a robust and representative set of data but also established a solid basis for qualitative analysis and identification of the attributes of the Florianópolis brand.

Table 1

	Group	Type of document	Number
LAYER 1	Public Administration	Laws and decrees	160
		Bills and decrees	41
		Academic papers	1033
		City council news	123
	Academia	News	6663
		Academic papers	1907
	Companies	News and reports	76
	Advertisements	News	101
LAYER 2	Public Administration	Laws and decrees	13
		Bills and decrees	7
		Academic papers	93
		City council news	55
	Academia	News	130
		Academic papers	30
	Companies	News and reports	76
	Advertisements	Mass news	82
LAYER 3	Public Administration	Laws and decrees	5
		Bills and decrees	6
		Academic papers	7
		City council news	15
	Academia	News	17
		Academic papers	33
	Companies	News and reports	62
	Advertisements	News	73
Documents for the text corpus			218

Note. Developed by the authors.

Following the web scraping and document analysis processes, semi-structured interviews were conducted with four experts, each representing a different stakeholder group: public administration, educational institutions, companies, and publicity. The decision to select experts from these specific groups was based on the unique roles they play in shaping the development of the technological brand of Florianópolis.

The representative from public administration was included due to their involvement in policymaking and strategic investments that have significantly influenced the city’s evolution as a technology hub. An expert from educational institutions was chosen to highlight the critical role of academic research and knowledge production, particularly through the work of UFSC, in fostering innovation. A representative from the companies group provided insights into the entrepreneurial spirit and the contributions of startups and businesses in driving the local tech ecosystem. Lastly, an expert from the publicity sector offered a perspective on how the brand image of Florianópolis is crafted and communicated both nationally and internationally.

These interviewees were strategically selected to cover all significant facets that contribute to the city’s technological identity. By incorporating perspectives from government, education, business, and publicity, the study gathers a comprehensive understanding of how these sectors interact and contribute to the unique positioning of Florianópolis as a Silicon Island. This choice of participants allowed us to explore different viewpoints, thereby providing a more nuanced analysis that complements the data gathered from web scraping and document analysis.

In short, the triangulation of data used in this research, using scraping, document analysis, and expert interviews, was essential to ensure the robustness and validity of the results. By combining different methods, it was possible to obtain different types of data that, together, provide a richer and more informed analysis of the development of the brand identity of Florianópolis. Web scraping allowed for the automated collection of a large volume of documents, providing a broad database. The systematic document analysis identified important patterns and themes, while the expert interviews brought an essential qualitative dimension, providing context and depth that enriched the interpretation of the results. This triangulation not only strengthens the arguments presented but also offers multiple perspectives that validate the conclusions of the study, aligning with the defense of the methods used.

The Descending Hierarchical Classification analysis revealed five distinct classes within public administration (Figure 1), highlighting its multifaceted role in promoting technology in Florianópolis. Based on the in-depth analysis of documents that represent the group, it is important to highlight that Class 2 represents the majority and focuses on municipal management and the promotion of technological progress, while Classes 3 and 4 complement it with a focus on legislation and transparency. Class 5 highlights the role of regulation and incentives for private innovation, and Class 1 examines the impact of public policies on technological development and society. This outlines a coordinated effort toward sustainable technological advancement, showing an interdependence among classes that reflects the complex network of influences and interactions promoting innovation in Florianópolis.

Figure 1 Source: Developed by the authors using the Iramuteq software. Note. The term ‘eff.total’ refers to the number of sections of text present in the corpus that contain the word mentioned at least once. ‘chi2,’ or X2, represents the associative strength that a word has with its respective class; the higher, the stronger, and vice versa. * FMI stands for Fundo Municipal de Inovação (Municipal Innovation Fund).

In the academia group, which is composed of higher education, research, and extension institutions, we examined the actions of the Federal University of Santa Catarina (UFSC) and other academic institutions. These actions were aimed at boosting technological progress in Florianópolis. Authors such as Tartaruga et al. (2019) highlight the role of higher education institutions in disseminating technological knowledge. In addition to teaching, academia expands its research and extension activities to promote community development, including through digital platforms.

DHC analysis revealed the existence of four distinct classes within the academia group (see Figure 2). The first class emphasizes the relevance of the urban environment for technological advancement, highlighting the interaction between academia and the urban context as a catalyst for innovation and progress (Class 1). In contrast, the second class points out academia’s commitment to promoting innovation through events and lectures, highlighting its vital role in disseminating knowledge and innovative practices (Class 2). In addition, the analysis revealed a class dedicated to academia’s efforts to contribute to regional development through academic projects, highlighting its importance in the local economic and social scenario (Class 3). Finally, the fourth class highlights the tangible results of these projects, especially in the area of mechanical engineering, illustrating the practical applicability of academic research in industry and the community (Class 4). These classes provide a comprehensive view of the role of academia in the technological ecosystem of Florianópolis and in driving regional development, serving as a foundation for subsequent categories of analysis.

Figure 2 Source: Developed by the authors using the Iramuteq software. Note. The term ‘eff.total’ refers to the number of sections of text present in the corpus that contain the word mentioned at least once. ‘chi2,’ or X2, represents the associative strength that a word has with its respective class; the higher, the stronger, and vice versa. * ACATE stands for Associação Catarinense de Tecnologia (Santa Catarina Technology Association).

The third group focuses on companies that play a role in driving the economy of Florianópolis and contributing to its technological development. Leading firms in Santa Catarina, such as Intelbras and Resultados Digitais, exemplify this thriving environment for innovation. This technological progress is not confined to a single hub but extends across the state, with Intelbras originating in São José and Resultados Digitais in Florianópolis. These companies strengthen the region’s position as a leader in technology and innovation. Beyond fueling economic growth, they also foster an environment conducive to talent development and attracting investment.

The analysis revealed three distinct classes of companies (Figure 3), highlighting their role as problem-solvers and innovators (Class 1), the importance of local infrastructures for technological progress (Class 2), and the strategic value of interaction and collaboration in events and associations (Class 3). Correspondence factor analysis revealed distinct differences between these classes, highlighting the relationship between physical spaces, events, and technological development. These classes were fundamental in defining the categories that represent the companies group, which will be detailed in the next topic.

Figure 3 Source: Developed by the authors using the Iramuteq software. Note. The term ‘eff.total’ refers to the number of sections of text present in the corpus that contain the word mentioned at least once. ‘chi2,’ or X2, represents the associative strength that a word has with its respective class; the higher, the stronger, and vice versa. * UDESC stands for State University of Santa Catarina.

The last group, called publicity, plays a vital role in publicizing technological advances in Florianópolis. Through various means of communication, such as newspapers, magazines, and videos, the aim is to promote the city’s identity as a technological hub on the rise. This publicity not only influences people’s perception of the city but also contributes to building a brand identity in line with the goals of Florianópolis as a center of innovation.

The analysis identified four different classes (Figure 4). The first class emphasizes the role of companies and associations in the technological development of the city. The second class emphasizes the economic and sustainable potential of alternative technological products. The third class highlights the importance of local events in promoting discussions and connections related to innovation. Finally, the fourth class shows how cutting-edge technologies have been applied in different sectors of the city. These classes reveal the complexity of technological development in Florianópolis and the variety of approaches needed to sustain its continuous innovation.

Figure 4 Source: Developed by the authors using the Iramuteq software. Note. The term ‘eff.total’ refers to the number of sections of text present in the corpus that contain the word mentioned at least once. ‘chi2,’ or X2, represents the associative strength that a word has with its respective class; the higher, the stronger, and vice versa.

Content analysis of the four groups - public administration, academia, companies, and publicity - reveals an intricate network of contributions that shape the technological ecosystem of Florianópolis. Each group plays a unique and complementary role in stimulating innovation and boosting regional development. While public administration leads planning and regulatory initiatives, establishing the necessary framework for technological growth, academia emerges as a source of knowledge and research, driving technological advances and enriching the region’s human capital. Companies, in turn, are emerging as the main economic drivers, driving innovation, creating jobs, and strengthening the position of Florianópolis as a rising technological center. Finally, publicity plays the role of publicizing the city’s achievements, positioning it as an attractive destination for investment and talent. Together, these four groups form a collaborative and interdependent tapestry, feeding technological and economic progress in Florianópolis. Table 2 summarizes the analysis carried out on the four groups, highlighting their respective relevance, the data sources compiled, the classes identified through the DHC analysis, as well as the emerging categories resulting from this analysis.

Table 2

Group	Relevance and Fundamentals	Document Compilation	Classes	Analysis of Classes and Interconnections	Emerging Categories Resulting from DHC
Public Administration	Application of the principles of administration (planning, organization, management, control) in the context of the state.	Laws, decrees, bills, academic papers, news about Florianópolis in the technological context.	5	Class 2 (26.60%): highlights the role of public authorities in the city’s technological progress. Class 3 (16.90%) and 4 (16.00%): emphasize the importance of regulation and transparency for technological development. Class 5 (22.40%): addresses the interaction between public authorities and the private sector. Class 1 (18.10%): highlights the role of academia in research and technological development.	Operational efficiency through technology; Fostering innovation and technological solutions; and Promoting innovation and the technological business environment.
Academia	Development of human capital through teaching, research, and extension.	Records from UFSC and other higher education institutions on actions to promote technological progress.	4	Class 1 (33.33%): highlights the role of academia in the development of the city as a technological hub. Class 2 (19.95%): emphasizes the role of academia in holding events to promote technological development. Class 3 (31.87%): highlights the results of academic projects that contribute to technological development. Class 4 (14.84%): addresses the positive social impact of the academia’s actions.	Workforce training and social impact; and Inter-institutional collaborations.
Companies	Companies as economic drivers for Florianópolis.	Reports on the number of technology companies and their impact in Florianópolis. Examples of companies such as Intelbras and Resultados Digitais that contribute to local economic development.	3	Class 1 (34.90%): highlights the role of companies in the city’s technological development. Class 2 (33.00%): addresses the importance of location and infrastructure for technological development. Class 3 (32.10%): emphasizes the role of companies in holding events and establishing partnerships to promote technological development.	Community and technological cooperation; and Positive social impact.
Advertisements	Publicizing events in Florianópolis, thus contributing to the development of the brand’s identity in the technological sphere.	Newspapers, magazines, videos, and other publications.	4	Class 1 (35.43%): highlights the technological development of companies and the city. Class 2 (26.75%): addresses technological diversity and concern for sustainability. Class 3 (23.65%): emphasizes the role of events and meetings in promoting technological development. Class 4 (14.17%): addresses the use of technology in specific situations, such as high-precision surgery.	Dissemination of events and creation of connections; and Sustainable development and the exploration of alternative means of production.

Note. Developed by the authors.

The classes resulting from the DHC show the main insights from the process of collecting, processing, and analyzing the data obtained from various groups in the technological ecosystem of Florianópolis. The application of methodologies such as web scraping and the collection of specific documents stands out. This segment covers aspects such as the relevance and foundations of the study, the compilation of documents, the classes resulting from the DHC, the analysis of these classes and their interconnections, culminating in the definition of the Florianópolis brand identity attributes in the technological context.

This study focused on the construction of the Florianópolis brand identity in the technological context, exploring the interaction among the various players in the city’s technological ecosystem. Using distinctive data collection and analysis methodologies, such as web scraping, document analysis, and interviews with experts, this research investigated the distinctive attributes and specific dynamics that shape the local technological environment.

The development of Florianópolis as a technological hub can be largely attributed to the efforts of its community leaders, who, since the 1990s (Lins, 2011), have strategically invested in technological education, leveraging the city’s already well-educated population and high quality of life. This dynamic underscores the importance of the community’s intrinsic characteristics in shaping a successful place brand. However, it is crucial to recognize that such a strategy might not yield the same results in other communities with different socio-economic contexts. Therefore, while the study highlights the effective branding of Florianópolis, it also emphasizes that place branding strategies must be tailored to the unique attributes of each community to be successful.

Within a broader context, this study stands out in the specialized literature on the development of place branding, especially in the technological field. Despite international recognition in this area, there is a gap in Brazil in terms of scientific progress related to place branding (Mariutti & Florek, 2022). This shows the importance of further research, considering that effective management of a place brand can lead to long-term benefits (Ocke & Platt, 2022), such as improving the quality of life of internal stakeholders, strengthening social cohesion, and other aspects

The results of this study revealed the complexity of managing the Florianópolis brand in the technological context, identifying distinct classes in administration, academia, companies, and publicity. These findings highlight the vital interaction between different actors to drive local technological advancement, emphasizing the importance of a holistic and multidimensional approach to understanding the essence of the city’s technological ecosystem.

By discussing the theoretical and practical implications, this study highlights the need to approach place branding as a continuous process of analysis and development, considering both the internal perspective and the external projection for stakeholders. It is essential to carry out an in-depth analysis of the brand’s attributes and their impact on external perceptions, seeking to assess whether different stakeholders, such as residents or tourists, perceive the positioning of these attributes in the city.

Despite the identified limitations, such as the selection and definition of the data collection method and the depth of the analysis in some groups, we suggest that future research be more comprehensive to follow the evolution of the technological scenario in Florianópolis and make comparisons with other technology hubs, as well as develop new methods to assess whether the results of this research converge with different methodological applications.

We recommend the practical application of the insights from this study to improve public policies, promote collaboration between companies and academic institutions, and stimulate innovation and local entrepreneurship. Ultimately, this study not only deepens the understanding of the Florianópolis brand identity in the technological context but also highlights the importance of cooperation among different actors to drive innovation and technological development in the city, thus consolidating its position as a technology hub on the rise. The continuation of this research and the implementation of its findings have the potential to further strengthen the presence of Brazilian cities on the global technological scene.