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Publication
TIQUIRA GUAAJA : a percepção de um produto que emerge de um território
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Advisor(s)
Abstract(s)
O artigo aborda o tema do branding no contexto da identidade
territorial. Trata-se de um estudo de caso sobre a Tiquira [1] Guaaja com
ênfase na percepção de um produto característico do lugar que emerge
do território renovado e reposicionado pelo marketing para atender a
uma nova categoria de público. Parte-se da análise sobre a comunicação
da marca Guaaja com o consumidor local e sobre a percepção deste em
relação ao novo produto que altera as características do original e sobre a
marca que o identifica. Trata-se de um estudo descritivo com abordagem
qualitativa e quantitativa que se apropria de fontes secundárias e
primarias para a coleta de dados.
ABSTRACT : The article addresses the theme of branding in the context of territorial identity. This is a case study on Tiquira Guaaja with an emphasis on the perception of a product characteristic of the place that emerges from the territory renewed and repositioned by the marketing to attend a new category of public. It is based on the analysis of the communication of the Guaaja brand with the local consumer and about the perception of the brand in relation to the new product that changes the characteristics of the original and the brand that identifies it. It is a descriptive study with a qualitative and quantitative approach that appropriates secondary and primary sources for data collection.
ABSTRACT : The article addresses the theme of branding in the context of territorial identity. This is a case study on Tiquira Guaaja with an emphasis on the perception of a product characteristic of the place that emerges from the territory renewed and repositioned by the marketing to attend a new category of public. It is based on the analysis of the communication of the Guaaja brand with the local consumer and about the perception of the brand in relation to the new product that changes the characteristics of the original and the brand that identifies it. It is a descriptive study with a qualitative and quantitative approach that appropriates secondary and primary sources for data collection.
Description
Keywords
Branding Marca regional Identidade territorial Regional branding Territorial Identity
Pedagogical Context
Citation
RODRIGUES, Paulo Vitor Alves ; RIBEIRO, Emilio ; RAPOSO, D. (2018) - TIQUIRA GUAAJA : a percepção de um produto que emerge de um território. Convergências : Revista de Investigação e Ensino das Artes. ISSN 1646 - 9054. Vol. XI, nº 22, p. 1-5.
Publisher
IPCB. ESART