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Brand Architecture Destination and Cobranding of Tourist Brands: Approaches to Territorial Governance
 
     
     Brand Architecture Destination and Cobranding of Tourist Brands: Approaches to Territorial Governance
     Arquitectura de Marcas Destino y Cobranding de Marcas Turísticas: Enfoques de Gobernanza Territorial


Autor(es):
Cerdá Bertomeu, María José


Periódico: ROTUR: Revista de Ocio y Turismo

Fonte: ROTUR. Revista de Ocio y Turismo; Vol. 12 No. 2 (2018); 43-59

Palavras-chave:


Resumo: A Destination can be understood as the conglomeration of many brands that represent different audiences with different interests. The way in which formal relationships between brands are established is called 'Brand Architecture' in marketing. The strategies to perform cobranding are ’Branded House’, ‘House of Brands’ and ‘Endorsed Brands’. The choice of a strategy implies that some interests have predominated over others in the design of the governance strategy for the territory.