Portafoli i arquitectura de marca a les destinacions turístiques: el cas de l’Empordà
There is no doubt that we live in a world of brands. Graphic images, logos and slogans have significant impacts on our daily lives. The brand portfolios of tourist destinations have been growing in the last years. The objective of this dissertation is to spell out the factors that determine the stra...
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| Formato: | tesis doctoral |
| Estado: | Versión publicada |
| Fecha de publicación: | 2019 |
| País: | España |
| Recursos: | CBUC, CESCA |
| Repositorio: | TDR. Tesis Doctorales en Red |
| OAI Identifier: | oai:www.tdx.cat:10803/668132 |
| Acesso em linha: | http://hdl.handle.net/10803/668132 |
| Access Level: | acceso abierto |
| Palavra-chave: | Brand Marca Posicionament Posicionamiento Place branding Marca de destí Marca de destino Destination branding Arquitectura de marca Brand architecture Portafoli de marca Portafolio de marca Brand portfolio Empordà 338 339 |
| Resumo: | There is no doubt that we live in a world of brands. Graphic images, logos and slogans have significant impacts on our daily lives. The brand portfolios of tourist destinations have been growing in the last years. The objective of this dissertation is to spell out the factors that determine the strategy of the brand portfolio and the brand architecture in tourist destinations. Understanding the organization of this portfolio and the relationships which different entities or brands establish among and outside themselves, constitutes a focus of analysis for destinations. Destinations constitute study entities with specific peculiarities that move away from the rigidity and the parameters of a company. In destinations, brands are born and evolve in different ways and have to reflect all realities. The results of this research include issues related to policy, resources, understanding of the concept of brand, and incapacity to forge alliances between brands and stakeholders |
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