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| Content Provider | Springer Nature Link |
|---|---|
| Author | Zevedo, António |
| Copyright Year | 2004 |
| Abstract | Some regions create their image on the basis of images of particular companies and products. The process of mutual transferring image between two objects is the support for place-product co-branding strategy.Is it possible to use a positive image of a product brand and transfer it on the place where the product is manufactured? This paper presents a place branding case-study of a Portuguese town,Marinha Grande, and its surroundings, theGlass Region, based on two strategic development factors: a product brand -Marinha Grande mGlass-, and a destination brand of industrial tourism -theGlass Route-.Algunas regiones construyen su imagen a partir de la imagen de las imágenes de empresas y/o productos concretes. El proceso de transferencia recíproca de imagen entre dos objetos es el soporte para una estrategia de marca compartida (co-branding) entre un lugar y un producto.¿Es posible utilizar la imagen positiva de la marca de un producto y transferirla al lugar donde dicho producto es elaborado? En el presente trabajo se muestra un estudio de caso correspondiente a la marca de lugar de una localidad portuguesa, Marinha grande y sus alrededores, la Región del Vidrio, fundamentada en dos factores estratógicos de desarrollo: la marca de un producto -Marinha Grande mGlass-, y una marca de destino de turismo industrial -laRuta del Cristal-. |
| Starting Page | 101 |
| Ending Page | 111 |
| Page Count | 11 |
| File Format | |
| ISSN | 18651984 |
| Journal | International Review on Public and Nonprofit Marketing |
| Volume Number | 1 |
| Issue Number | 2 |
| e-ISSN | 18651992 |
| Language | Spanish |
| Publisher | Springer-Verlag |
| Publisher Date | 2004-01-01 |
| Publisher Place | Berlin, Heidelberg |
| Access Restriction | One Nation One Subscription (ONOS) |
| Subject Keyword | Destination branding place marketing image transference industrial tourism case study Marketing |
| Content Type | Text |
| Resource Type | Article |
| Subject | Economics and Econometrics Marketing |
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