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Alameda García, D., Fernández Blanco, E., & Hernández Zelaya, S. L. (2024). Branding and Marketing Communication in the Field of Wine: The Experiences of Spanish Denominations of Origin to Build Brand Territory: El cas de les experiències de les denominacions d’origen espanyoles per construir territori de marca. Tripodos, (54), 05. https://doi.org/10.51698/tripodos.2023.54.05
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erritories are in a constant struggle to attract tourists, investments and resi- dents striving for differentiation by ex- ploiting the unique local values, which hold the essence of each one of them. This distinction is critical, differentiating each territory from others, and improv- ing their competitive edge to be chosen as a favorite destination (Bigne et al., 2000). The application of branding in destination management has been used in recent years to generate a distinctive and competitive identity for a place, and distinguish it from others. And to be truly effective, the perceptions that a territory brand inspires in visitors and residents must align with the destination’s main assets and their presentation in market- ing communication (Kotler and Gertner, 2002). In this sense, local products, such as wine and food, are valid levers that contribute to shaping the positioning and differential values of the territories
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