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Advisor(s)
Abstract(s)
The purpose of this manuscript is to analyze models for creating city brands and present a proposal for a conceptual model to influence the generation of city brands in valuing cities (specifically, with the context of the study in Cape Verde—Mindelo e Praia). As an exploratory study, it focuses on the creation of a citybranding from the analysis of several models previously presented, removing important points for the creation of a new model that proposes to point out the factors that make up the brand of a city as a product identity, product development, brand management, and brand building activities, in order to execute the creation of brands for the cities in question. It relates the influence of local identity to behavioral intentions in tourism on the part of residents and tourists. The result of this master’s project was to create brands within the scope of uniting the creative guidelines with the strengths identified in the research, establishing the necessary factors for the creation of a conceptual model (reflection on brand generation) so that it represented in a clear objective way what the city visually displays.
Description
Keywords
Marketing Place marketing Brand City brand Cape Verde
Citation
Publisher
Springer