Marca Territorial: A visão dos residentes sobre a sua cidade
(Cidade da Guarda)
por
Inês Patrícia Afonso Pais
Dissertação para obtenção do grau de Mestre em Gestão Comercial pela
Faculdade de Economia do Porto
Orientada por: Pedro Manuel dos Santos Quelhas Taumaturgo de Brito
Setembro, 2017
https://repositorio-aberto.up.pt/bitstream/10216/108110/2/223562.pdfAbstract
All cities, within a country, try to be leaders through attributes that distinguish
them from others. This way, all urban planners and decision-makers that affect the city
try to promote their region in order to create a positive and attractive image.
Marketing involved in a territorial planning and promotion strategy is a theme
very discussed over the time, becoming in one of the answers to the challenges
encountered by cities. One of the tools that can bring more value to a place, in a context
of territorial marketing, is the use of a territorial brand, to create value in a level of image
and positioning, both to an ext…