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Branding territoriale e branding competitivo
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ISBN10: 6209201008
ISBN13: 9786209201004
Publisher: Edizioni Sapienza
Published: Nov 6 2025
Pages: 88
Weight: 0.28
Height: 0.21 Width: 6.00 Depth: 9.00
Language: Italian
ISBN13: 9786209201004
Publisher: Edizioni Sapienza
Published: Nov 6 2025
Pages: 88
Weight: 0.28
Height: 0.21 Width: 6.00 Depth: 9.00
Language: Italian
Questo libro apre le porte e contiene informazioni utili su due dei termini più in voga nel marketing: Competitive e Branding. I concetti di nation branding e place branding sono recentemente emersi nella letteratura sul branding. Tuttavia, con la crescente consapevolezza che i marchi sono risorse che devono essere gestite attivamente, abbiamo tutti bisogno di chiavi per sbloccare i processi di gestione dei marchi in modo disciplinato. È stato compiuto uno sforzo per promuovere le città del Pakistan e creare un marchio competitivo, nonché per esplorare il concetto di branding territoriale rispettivamente per Lahore e Islamabad. Il libro offre innanzitutto una descrizione dei termini branding, branding nazionale e branding di luogo o destinazione. L'esagono di Anholt è stato utilizzato come modello per verificare la consapevolezza e l'impegno dei consumatori delle città riguardo agli elementi di popolazione, cultura, turismo ed economia, insieme al ruolo del modello Total Destination Experience per garantire che i consumatori possano identificarsi e ricordare le esperienze vissute nelle città del Pakistan.
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