A madeirensidade da marca Madeira

: sinergias na gestão estratégica da marca

Abstract

The culture and identity of the people of Madeira can be defined by the term Madeirensidade which defines all that is relevant to what represents Madeira Island. There are several components of Madeirensidade that are characteristic of the people and consequently their region. Nowadays, brands are increasingly valuable and are used to add value and distinguish different types of products or services. Place-brands have the resolve to strengthen the capacity of regions to adapt to market changes, seize opportunities and sustain their vitality. Thus, provide tools so that you can attract visitors in the category of tourism, business, industry and export markets, and especially to promote jobs and add quality of life to residents. The Autonomous Region of Madeira is a prime tourist destination for several international markets, and since much of its GDP and entrepreneurship comes from tourism, the Madeira Islands stands out as a brand-place. Drawing a parallel between cultural identity and brand identity, this thesis explores the strategic use of Madeirensidade elements in Madeira Brand. The empirical work includes a survey of the main elements of Madeirensidade from the study of cultural production in the region and the subsequent use of these elements as categories on a content analysis of a campaign from Madeira brand. The investigation is supplemented with interviews with professionals involved in the campaign. The results show that by including the various elements of Madeirensidade in their campaigns and promotional activities, Madeira Brand benefits because the Madeirensidade elements serve to characterize its authenticity and this leads to arousing the interest of those who do not know the destination, and revive memorable experiences of the destination by those who have previously visited.

Date of Award	29 Jan 2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)