Enhancing the Reputation of Territorial Brands through Digital Presence: The Case of “WeCasablancaâ€

Yasmine Alaoui () and Khatib Majda ()
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Yasmine Alaoui: Professeure chercheure habilitée à l’ENCG, Casablanca. Université Hassan II, Morocco
Khatib Majda: Faculté polydisciplinaire de Sidi Bennour , Université Chouaib Doukkali, Morocco

Marketing and Branding Research, 2024, vol. 11, issue 1, 42-50

Abstract: The aim of this paper is to explore the importance of implementing a digital marketing approach within the framework of a territorial brand and its potential for maintaining the promises that may be tackled to improve the image of the area at the national and international levels concerning territorial beauty objectives. Casablanca in Morocco selected for the research platform for three primary reasons: firstly, we are deeply involved in the matter as we collaborate with 'Casablanca Events & Animation', a local development agency that released the pilot project "WeCasablanca" for territorial branding activities; secondly, "Wecasablanca" stands due to the fact the first African territorial sign; thirdly, it has come to be popularized throughout Africa owing to its virtual presence. Given this, as a methodology, we chose a multi-purpose tool that consists of three local marketing objectives and a methodological blend of parallel approaches: qualitative for stepping into the depths of the case count and quantitative for diagnosis. Most striking results show that the brand "Wecasablanca" has considerably improved, after the introduction of digital advertising, in brand popularity and brand image, and there are also ample, rich, and harmonious opportunities for stakeholders that must continue to take shape digitally.

Keywords: Digital Strategies; Territorial Marketing; Territorial Brand (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:bco:mbraaa::v:11:y:2024:p:42-50

DOI: 10.32038/mbr.2024.11.01.04

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