Fonte: Revista Encontros Científicos - Tourism & Management Studies; Vol 9, No 2 (2013); 65-69
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Resumo: Aiming to analyze the existence of a shared vision regarding theidentity and value proposition of Madeira Islands brand, andconsidering that a shared vision is an essential aspect of a successfulbrand a qualitative study was developed. Primary data was collectedthrough in-depth interviews addressed to a representative sample of11 key stakeholders consider relevant to the management of thebrand. It is concluded that the brand differentiating factors are natureand natural beauty, mild climate, security and quality of services whilethe value proposition includes intangible aspects such as hospitality,friendliness, art of hospitality and quality associated with a culture oftourism and welcome. The sources of value are primarily emotionalbenefits. It is referenced, by the sample, the need for an updatedstrategic analysis and the creation of a Strategic Plan for the tourismindustry. In results, in light of the planning model of the Aaker brandidentity, we infer that the brand would benefit from an updatedstrategic analysis and diagnosis in the perspective of the brand asproduct, organization, person and symbol. This research presents theviews of stakeholders about the unique brand identity and concludesthere is a valid basis for the implementation of a vision / sharedmanagement of the Madeira brand.
