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Publication
Relatório de estágio na Born: Place branding num empreendimento no Barreiro
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.47 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente relatório trata da utilização do place branding — o processo
de dotar um lugar com as características que compõem uma marca —
na promoção nacional e internacional de um novo empreendimento e
respetiva promoção da cidade onde o mesmo se encontra. A aplicação
da área de branding aos lugares permitirá identificar e unir uma vasta
gama de imagens e significados atribuídos à cidade, numa única mensagem
de marketing, a marca da cidade.
A investigação procurará esclarecer os princípios de place branding
como ferramenta de place marketing e o modo como o mesmo pode
ser utilizado na promoção de um lugar e na sua mudança de posicionamento.
O principal foco do trabalho será no modo como estas ferramentas
ajudam a mudar a perceção da cidade na mente dos seus utilizadores.
Este trabalho de investigação, realizado para conclusão do mestrado
em Design Management, pretende contribuir para o estudo da área e
a aplicação da teoria a casos de estudo.
This report deals with the use of place branding - the process of endowing a place with the characteristics that make up a brand - in the national and international promotion of a new development and the respective promotion of the city where it is located. The application of branding to places will allow to identify and unite a wide range of images and meanings attributed to the city into a single marketing message, the city brand. The investigation will seek to clarify the principles of place branding as a place marketing tool and how it can be used to promote a place and change its positioning. The work will focus on how these tools can help change the perception of the city in the minds of its users. This research work, carried out for the conclusion of the Master in Design Management, intends to contribute to the study of the area and the application of theory to case studies.
This report deals with the use of place branding - the process of endowing a place with the characteristics that make up a brand - in the national and international promotion of a new development and the respective promotion of the city where it is located. The application of branding to places will allow to identify and unite a wide range of images and meanings attributed to the city into a single marketing message, the city brand. The investigation will seek to clarify the principles of place branding as a place marketing tool and how it can be used to promote a place and change its positioning. The work will focus on how these tools can help change the perception of the city in the minds of its users. This research work, carried out for the conclusion of the Master in Design Management, intends to contribute to the study of the area and the application of theory to case studies.
Description
Keywords
Place Branding Place Marketing Imagem de Lugar Gestão de Marca Design Management Barreiro