Albufeira: a proposal for brand redefinition and communication plan

Detalhes bibliográficos
Autor(a) principal: Martins, Celso Alves
Data de Publicação: 2013
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/7973
Resumo: The main objective of this project is to reinforce the brand Albufeira by presenting a communication plan. Albufeira is a city known mostly for the amazing beaches and nightlife, however has so much more to offer, as history, culture, food, events and others. In order to create a consistent and coherent strategic communication plan, it was needed to aggregate all the possible information about the city. Therefore, it was important to characterize all the tourism offer and tourism products of Albufeira, as well as analyze its current positioning. When analyzing the city, it was possible to understand that its brand identity can be improved. Therefore, there was the need to redefine the Albufeira brand. This is one of the most important aspects of this project.
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spelling Albufeira: a proposal for brand redefinition and communication planBranding managementDestination brandingCommunication strategyGestão de marcaMarketing territorialEstratégia de comunicaçãoAlbufeiraThe main objective of this project is to reinforce the brand Albufeira by presenting a communication plan. Albufeira is a city known mostly for the amazing beaches and nightlife, however has so much more to offer, as history, culture, food, events and others. In order to create a consistent and coherent strategic communication plan, it was needed to aggregate all the possible information about the city. Therefore, it was important to characterize all the tourism offer and tourism products of Albufeira, as well as analyze its current positioning. When analyzing the city, it was possible to understand that its brand identity can be improved. Therefore, there was the need to redefine the Albufeira brand. This is one of the most important aspects of this project.O principal objetivo deste projeto é reforçar a marca Albufeira, apresentando um plano de comunicação. Albufeira é uma cidade conhecida principalmente por as suas praias incríveis e vida nocturna, no entanto, tem muito mais para oferecer, como história, cultura, gastronomia e eventos, entre outros. A fim de criar um plano estratégico de comunicação consistente e coerente, foi necessário agregar todas as informações possíveis sobre a cidade. Deste modo, era importante caracterizar toda a oferta turística e produtos turísticos de Albufeira, bem como analisar o seu posicionamento atual. Ao analisar a cidade, foi possível compreender que a sua identidade de marca pode ser melhorada. Assim, houve a necessidade de repensar a marca Albufeira, sendo que, a sua redefinição é um dos aspectos principais deste projeto.2014-11-24T19:33:08Z2013-01-01T00:00:00Z20132013-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/7973TID:201053403engMartins, Celso Alvesinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:41:41Zoai:repositorio.iscte-iul.pt:10071/7973Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:19:25.303699Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Albufeira: a proposal for brand redefinition and communication plan
title Albufeira: a proposal for brand redefinition and communication plan
spellingShingle Albufeira: a proposal for brand redefinition and communication plan
Martins, Celso Alves
Branding management
Destination branding
Communication strategy
Gestão de marca
Marketing territorial
Estratégia de comunicação
Albufeira
title_short Albufeira: a proposal for brand redefinition and communication plan
title_full Albufeira: a proposal for brand redefinition and communication plan
title_fullStr Albufeira: a proposal for brand redefinition and communication plan
title_full_unstemmed Albufeira: a proposal for brand redefinition and communication plan
title_sort Albufeira: a proposal for brand redefinition and communication plan
author Martins, Celso Alves
author_facet Martins, Celso Alves
author_role author
dc.contributor.author.fl_str_mv Martins, Celso Alves
dc.subject.por.fl_str_mv Branding management
Destination branding
Communication strategy
Gestão de marca
Marketing territorial
Estratégia de comunicação
Albufeira
topic Branding management
Destination branding
Communication strategy
Gestão de marca
Marketing territorial
Estratégia de comunicação
Albufeira
description The main objective of this project is to reinforce the brand Albufeira by presenting a communication plan. Albufeira is a city known mostly for the amazing beaches and nightlife, however has so much more to offer, as history, culture, food, events and others. In order to create a consistent and coherent strategic communication plan, it was needed to aggregate all the possible information about the city. Therefore, it was important to characterize all the tourism offer and tourism products of Albufeira, as well as analyze its current positioning. When analyzing the city, it was possible to understand that its brand identity can be improved. Therefore, there was the need to redefine the Albufeira brand. This is one of the most important aspects of this project.
publishDate 2013
dc.date.none.fl_str_mv 2013-01-01T00:00:00Z
2013
2013-10
2014-11-24T19:33:08Z
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dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
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status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/7973
TID:201053403
url http://hdl.handle.net/10071/7973
identifier_str_mv TID:201053403
dc.language.iso.fl_str_mv eng
language eng
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application/octet-stream
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instacron:RCAAP
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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