Marca Territorial: A visão dos residentes sobre a sua cidade (Cidade da Guarda)
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
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 external and internal target.
Residents are a segment with a lot of impact when talking about territorial brand,
making one of the most important assets within a city. Before we talk about the power of
attracting tourists, investors, business, among others, first, we need to evaluate the vision
of its population in relation to its image, positioning, satisfaction and identification with
the same. The residents of a city are often the mirror of what this city transmits to the
In conclusion, the study focuses on this same evaluation. The city in this study is
localized in Beira Alta, interior of Portugal, more concretely in City’s Guarda.
Key-Words: Marketing, territorial marketing, territorial brand, residents, City’s