O tema do estudo é Destination Branding (DB), o processo de construção e desenvolvimento de marcas de destinos. O referencial teórico sobre o tema, bem como o estudo do branding da Nova Zelândia, estabeleceram as bases ...

The country brand, in practical terms, can be understood as a branding technique applied to a territory or geographic region in order to achieve a competitive position on a global scale. In this paper, a methodology is ...

Purpose: The purpose of this paper is to propose a framework for brand meaning co-creation between brands and fans on Facebook. Design/methodology/approach: A case study methodology was applied. Brand posts in the form of ...

A destination is a place that attracts visitors for a temporary stay to participate in tourism related activities or non- activities. Globalization, the increased number of travelers and the increased buying power have ...

For the past years, wholesaling has been stimulated by a series of changes in its traditional activities. Through a deeper involvement with marketing strategies, wholesaling has included the management of own brands to its ...

The objective of this research is to determine if branding strategies have allowed Grupo Bimbo to participate in new markets, through an analysis from an institutional and cultural approach, to determine the branding ...

This case study is based in Mundo Verde, a Brazilian natural products company, and its focused on the strategic decisions the company has to make to overcome the current problems. The case is built around three major ...