Marca lugar: lições da Nova Zelândia. / Place brand: lessons from New Zealand brand.

AUTOR(ES)
DATA DE PUBLICAÇÃO

2006

RESUMO

There is a new perception about country image as a powerful asset within the national economy. The national image is now often viewed as a potential competitive advantage. Therefore, the correct use of national identity and country image could and should be an important tool for economic development. The strategic utilization of this asset and of local values should become a symbol that, in time, can be converted into a national brand. Brands and images have become a shortcut to economic decisions. However, the principal problem is how to position the country brand effectively. The main question is how to build a place brand. The purpose of this research is to understand how countries can build their own brands. The goal of this research is to contribute with some lesson to build the Bahia Brand. The empirical object was the New Zealand Brand. Case study was the applied procedure, and the data were collected from literature reviews, document analysis and semi-structured interviews with professionals involved with the Brand. We analyzed the case considering three main aspects that should be consider in a place branding effort: local identity, strategies for external and internal audiences, and communication. As result we learned that a good place branding program should reflect the people and their culture, should be build in real basis and need the commitment of public and private stakeholders.

ASSUNTO(S)

marca lugar place brand country equity place equity country brand valor da marca lugar identidade nacional administracao marca país national identity

ACESSO AO ARTIGO

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