Strategie di brand management nelle destinazioni alpine community

Mariangela Franch, Umberto Martini and Federica Buffa

MERCATI & COMPETITIVIT?, 2008, vol. 2008/4, issue 4, 151-170

Abstract: Strategies of brand management in Alpine community destinations - The aim of the research is to identify and compare some good practices in the field of brand management strategies for Alpine community destinations, so that they should be oriented not only at making the name of the tourist locality or area well-known but also to promote the offer of the territory in a systemic context, seeking integration with other actors of the local productive and economic activities. The paper compares the brand management strategies applied in some Alpine regions, examining a) the role of the brand name of the territory as a tool capable of intensifying the collaboration among private and public participation and b) the brand management strategies undertaken by the Regional Tourist Boards in order to define a distinctive tourist offer. Keywords: brand management, integrated promotion, destination marketing, Alpine community destinations, public-private collaboration.

Date: 2008
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