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In this article it is analysed the "urban model" which is being developed in Bilbao by public and private institutions and it is basically focused to revival the Bilbao metropolitan area. It is analysed the potencialities and the decadences of the city to make the Strategic Plan which will try to get a competitive city, a "trade mark" city, the leader of a territory and an important city of the Athlantic Are. The masterplan that will be used is the "Plan Territorial Parcial" which responds to the necessities with a director character, for the Metropolitan Area, making possible the articulation of the Municipal Planing options in the Territorial Planing responding to the necessities of supramunicipal character and balancing the development of the diferent towns.

Bilbao, la definición de una "imagen de marca" como reclamo competitivo. Crónica de un proceso iniciado