Made available in DSpace on 2016-10-13T14:09:53Z (GMT). No. of bitstreams: 1 Michele Candeloro Herminio.pdf: 10468301 bytes, checksum: 8d961ddffe55128a29a39dd32d3dc620 (MD5) Previous issue date: 2013-06-19 / This work aims to: 1) describe the Colombian nation branding experience, entitled Colombia es Pasión based in the process steps: a) engagement; b) analysis; c) strategy; d) execution and audit and 2) assess the a) image impacts from an international perspective and b) the economic impact, in export, tourism and foreign direct investment areas. In order to do so, initially were presented concepts that support the understanding of the topic, as country brand, country brand identity, country image, place branding, destination brand and country of origin; following the case study, built from bibliographical, documentary and field research evidences, was presented. The case description and its interpretation in the light of process stages and phases can be found in Chapter 4. The impact assessment of the international image was conducted by content analysis of articles which contained the word Colombia in the title, in the newspapers The New York Times and El País, employing the software Atlas/TI. An index image was developed and its shows an improvement of 81.57% in the country image during the period that Colombia es Pasión was active, however, it was not possible to draw a causal link between the image improvement and the nation branding initiative. The economic impact of the program was evaluated by econometric models that considers the three target variables of the program: exports, tourism and foreign direct investment. The econometric analysis suggests that the program had positive economic impacts on exports and on the number of foreign tourists. The overall result of these two variables is, on average, equivalent to 1.28% of GDP in 2011. However, the most significant impact is on the dependent variables, taken as the program target. The effect of the program, on average, corresponds to 16.73% of exports and 13.63% of the number of foreign tourists in the year preceding the start of the program internationals actions, that is 2005. / Este trabalho tem como objetivos: 1) descrever a experiência colombiana de branding, entitulada Colombia es Pasión, com base etapas do processo: a) engajamento; b) análise; c) estratégia; d) execução e auditoria e 2) avaliar os impactos: a) de imagem, na perspectiva externa e b) econômico, nas áreas de exportação, turismo e investimentos estrangeiros diretos. Para tanto, inicialmente foram apresentados conceitos que apóiam a compreensão do tema, como marca país, identidade de marca país, imagem de país, place branding, marca de destino e país de origem; na sequência foi exposto o estudo de caso construído a partir de evidências bibliográficas, documentais e de campo. A descrição do caso e sua interpretação à luz das etapas e fases do processo podem ser encontradas no capítulo 4. A avaliação do impacto de imagem na perspectiva externa foi realizada por meio de análise de conteúdo de artigos que continham a palavra Colômbia no titulo, nas mídias The New York Times e El País, utilizando como ferramenta o software Atlas/TI. Foi desenvolvido um índice de imagem que apontou uma melhora de 81,57% na imagem do país, no período em que o Colombia es Pasión esteve ativo, no entanto, não foi possível estabelecer a relação causal entre a melhora de imagem e a iniciativa de branding. O impacto econômico do programa foi avaliado por meio de um exercício econométrico que considera as três variáveis-alvo do programa: exportações, turismo e investimento estrangeiro direto. A análise econométrica realizada sugere que o programa teve impactos econômicos positivos sobre exportações e número de turistas estrangeiros. O resultado total sobre estas duas variáveis representa, em média, o equivalente a 1,28% do PIB do país em 2011. Entretanto, mostra impacto mais significativo quando comparado com a magnitude dos fluxos originais das variáveis que tomou como alvo. O efeito do programa corresponde em média a 16,73% das exportações e 13,63% do número de turistas estrangeiros do ano anterior ao início das ações internacionais do programa, ou seja, 2005.

Grafiska profiler har ofta liknande innehåll men ser självklart olika ut för olika verksamheter och varumärken. En cityförening är ett samarbete mellan flera olika aktörer som vill kommunicera med sina målgrupper och samtidigt förmedla det som föreningen tillsammans står för.  Studiens syfte är att ta reda på vad som bör ingå i en grafisk profil för en cityförening och vilka speciella faktorer som finns vid framtagandet av cityföreningars grafiska profiler. För att påvisa möjligheterna till applicering i det som undersökts, används Mjölby City som exempelfall och studien ska generera riktlinjer för Mjölby Citys grafiska profil. För att svara på studiens frågeställningar har en kvalitativ metod används i form av kvalitativa intervjuer och en fokusgrupp i form av en workshop. Intervjuerna har legat till stor vikt vid undersökningen av de speciella faktorerna, då intervjuer har gjorts med företagsrepresentanter som har skapat eller bearbetat grafiska profiler för cityföreningar. Fokusgruppen utfördes för att ta reda på Mjölby Citys identitet, något som bör ligga till grund då en grafisk profil utarbetas. En kvalitativ intervju med en kommunikationsbyrå har också gjorts för att understryka betydelsen av fokusgruppen. I analysen framkommer det att den teoretiska utgångspunkten och den framtagna empirin är eniga i flera aspekter. Studiens slutsatser bygger på att det finns en del speciella faktorer att ta hänsyn till när det gäller cityföreningars grafiska profiler. En cityförening behöver en tydlig grafisk profil och de bör ta hänsyn till att det finns en tredelad målgrupp: besökare, investerare och invånare. Det är viktigt att ta hänsyn till omgivande faktorer så som politik i området, den lokala utvecklingen och marknaden. En grafisk profil för en cityförening bör bygga på kärnvärden och en karaktäristisk identitet. Den grafiska profilen bör vara bred så att alla föreningens verksamheter inryms under den och den ska gå att kombinera med samarbetspartners visuella uttryck. Kulörer bör definieras i den grafiska profilen som kan delas in efter årstider, högtider och evenemang.  Innehållet i Mjölby Citys grafiska profil bör genomsyras av föreningens identitet och kärnvärden. Den bör innehålla en tydlig logotyp och olika harmoniserande färgpaletter för olika händelser. Den bör innehålla definierade teckensnitt, en antikva och en linjär och om Mjölby City finner en lämplig tagline bör även den finnas med i den grafiska profilen. / Corporate visual identities often a have similar kind of content, but of course they differ depending on the corporation or brand. A city center association is a collaboration of a number of different companies willing to communicate with their target groups and in the same time conveying what the association stands for. This thesis work aims to find out what should be included in a corporate visual identity of a city association and what special factors can be found in the development of these kind of corporate visual identities. To demonstrate the applicability of the study, Mjölby City is used as a case study and guidelines for Mjölby City’s visual identity will be generated. To answer the frame of questions of the study, a qualitative method is used in the form of qualitative interviews and a focus group. Considering the aim of finding special factors, the interviews have been of great importance. They were conducted with company representatives who have worked with visual identities for city associations. The focus group was conducted to find out what Mjölby City’s identity is, which is of great importance when a corporate visual identity is developed. A qualitative interview with a communications agency has also been held to emphasize the importance of the focus group. The analysis shows that the theoretical basis and the derived empirical data are in agreement in several aspects. The study findings are based on the existence of special factors to consider during the development of city association’s visual identities. A city association needs a clear visual identity and one should take into consideration that there are three target groups: visitors, investors and residents. It is important to take environmental factors into account such as policies in the region, local development and the marketplace. A city association’s visual identity should be based on core values and distinctiveness. The visual identity should be broad so that all the association’s activities are housed under it. The width is also important for the possibilities to combine it with partners’ visual identities. Colours should be defined in the visual identity program and they should be be classified according to seasons, celebrations and events. The contents of Mjölby City’s visual identity should be permeated of the association’s identity and core values. It should contain a distinct logo and various harmonizing colour palettes for different events. It should also contain defined fonts, one roman and one linear font, and if Mjölby City finds a suitable tagline this should also be included in the visual identity program.

本研究由「以大型活動建立城市品牌」面向切入大型活動行銷與城市行銷之主題，試圖釐清「城市」本身作為行銷主體時，相關的理論觀點，並聚焦於策略端，了解城市行銷與城市品牌發展之關鍵要素以及重要的城市品牌架構，進而建立以城市品牌長期發展為主要導向之大型活動所應具備的策略性思維，且逐步構築大型活動評估指標，作為未來城市品牌導向之大型活動策略規劃與分析之參考。 文獻回顧的部分，除了城市行銷本質的探討，理解城市行銷的功能與內涵外，亦在城市行銷的「技術」面文獻中，了解當前城市行銷策略規劃與城市品牌建立之相關理論基礎，最後在既有的研究中，連結大型活動與城市行銷之間的關聯性，著眼於如何運用城市品牌的建構面向，來評估與分析大型活動之策略。其後，歸納前述文獻所提及之諸多指標與成功要素，以四個主要面向重新抽取其內容，並發展相應於大型活動之操作性定義，以便先行建立初步評估指標。最後以專家群體決策為基礎之修正式德菲法進行最終評估指標之評選，使得指標體系的建構及後續分析，能具有較高度之代表性。 透過十多位行銷、傳播、媒體領域之學術界與實務界專業人士之專家問卷調查，本研究共建構十六項以大型活動建構城市品牌之評估指標，並進一步以大型活動籌辦單位之深度訪談補充營運面與組織面之內涵，增加指標於策略性運用時，更為全面性之思考。最後闡明研究結論，回應過往城市品牌架構文獻並建議未來相關研究方向，期望對於城市品牌思考與城市品牌導向之大型活動策略規劃與分析面向有所助益。 / The mega event held by a specific city shouldn’t only be analyzed as another single large scale event in the city but be seen as a series of city marketing practices in the long-term city branding context. The aim of the present study focuses on the strategic vision of the mega event and builds city brand-driven indicators to create the framework for mega event marketing strategy planning and evaluation. The main theoretical background from literature reviews for this study consists of several city marketing, city branding, mega event and event marketing topics, which are not only the conceptual but technical and structural viewpoints included. Then the primary city brand-driven mega event indicators would be developed by reorganizing these past researches into four main categories: strategy, symbol, relationship, benefit and sustainability. Based on Delphi method, all primary indicators are evaluated by 16 marketing, communication, media experts and finally formed the strategic framework. Also, in this study, mega event organizer and the coordinator of marketing related department in the city government are interviewed to understand issues comprehensively from the execution and organization levels for solid strategic thinking. Finally, all 16 key indicators and the managerial implications , specific city branding frameworks from the literature reviews, and also advices for future studies are outlined and discussed in the last chapter.

近年來，透過地區行銷以及文化政策的地區創新已經超越了保護主義，並且帶來了地區發展，也影響了行政特區以及地方政府。 本研究主要的目的是探討什麼是影響地區行銷成功的因素？並且探討這些因素是如何被應用在文化特區？本研究透過這些成功的因素建立了一個基本的架構並且分析地區行銷策略。本論文的研究主軸主要是地區行銷的行銷創新。 本研究會從學術角度開始探討文化特區並且為韓國的文化特區下一個定義，並且根據研究的主軸做修正。研究的重心主要是韓國文化特區的比較研究。根據觀察，文化特區的形成有很多的因素及策略。不同的因素與策略會形成不同文化特區獨有的特色。本研究主要的目的是探討造成這種現象的成功因素與策略。 本研究關於地區行銷以及韓國文化政策的主要理論來自於創新理論、地區發展以及非營利機構。本研究使用理論建構、個案比較研究。本論文根據理論架構研究韓國文化特區的成功經驗，研究個案包括仁寺洞、大學路以及三清洞。研究時間自2011年10月到2012年六月。 關鍵字：文化特區、地區行銷、文化政策、仁寺洞、大學路、三清洞、首爾、韓國、地方認同、地方形象 / These days, district innovation through place marketing and cultural policy exceeds limitations stemming from the preservation of regional unique features and helps foster regional development, exerting great influence in special districts and local governments. The aim of the present study is to determine which are the most critical success factors in place marketing, and how these factors could be utilized in cultural districts. The study builds a framework and analyzes place marketing strategy from the perspective of the process and success factors. The main research focus is on marketing innovation aspects in place marketing. I will examine the academic definition of a cultural district and set a definition for Korean cultural districts, adjusting to the course and purpose of the intended study. Moreover, I have tried to comprehend the comparative research of Korean cultural districts. It was observed that there are many factors and strategies that lead the cultural district. Each guideline invents identities suited for each environment and provides help to strategies on forming cultural districts. And realistically, this study was done to know what successful factors and strategies actually lead that phenomenon. The primary theoretical background and concepts in place marketing and Korean cultural policy for this study consist of innovation theory, place development, and non-profit organizations (NGO). This study uses a theory building, comparative case research agenda with embedded, longitudinal and multiple case researches. The study applies the theoretical framework of successful cultural districts based on empirical research with the case studies of Insadong, Daehakro and Samcheongdong regions. The field research was carried out between October 2011 and June 2012. Key words: cultural district, managerial innovation, place marketing, cultural policy, Insadong, Daehakro, Samcheongdong, Seoul, Korea, place identity, place image.

Thesis (DTech (Marketing))--Cape Peninsula University of Technology, 2013. / During the past few decades, nation branding has emerged as one of the key strategies for national economic development. Many nations across the world, both developed and developing, have embraced the concept as they compete against each other for export markets, foreign direct investment, tourists, scarce human resources and international leverage and influence. Nation branding has now become one of the critical drivers for country differentiation and the creation of sustainable competitive advantages for nations. This thesis explores the concept of nation branding and investigates its applicability to Zimbabwe, a country which has been riddled with various socio-economic and political challenges during the past two decades. The main purpose of the thesis was to develop a model that can be used to re-brand Zimbabwe. This research study adopted a mixed-methods approach through the amalgamation of both qualitative and quantitative research methodologies. A survey questionnaire was administered to respondents who included Zimbabweans as well as people who are not Zimbabwean citizens. The qualitative phase of the research study consisted of depth interviews with various branding practitioners, managers in both the private and public sectors and academics inside and outside of Zimbabwe. Four summarised case studies were also carried out in order to draw lessons from cases of successful and unsuccessful nation branding programmes in different parts of the world. According to the research findings, Zimbabwe has a negative image on the global map. The country needs to be re-branded and the majority of Zimbabweans are willing to be part of this process. However, for the re-branding initiative to be successful there should be a comprehensive transformation of the country's socio-political, economic and legal systems in order to create an enabling environment that is conducive for the effective application of nation branding strategies. The findings further reinforce the notion that re-branding should be part of a broader national economic development strategy for the country. The thesis concludes with the propagation of two models viz, the transformative process model for the re-branding of Zimbabwe and the re-branding as a transformative learning process model.

The aim of the thesis is to sum up the current situation of the company VOLF office supplies Co., Ltd., working on the school and office supplies market, from the perspective of marketing activities. The marketing mix has been used to evaluate marketing activities. In the final part of the thesis the obtained results are summarized and on their bases are developed concrete proposals that would improve the current situation. Among the used methods, contibuting to achievement of this aim, belong: analysis of marketing activities, evaluation of marketing mix, analysis of current customers, analysis of competitors and suppliers and the structured interviews.

I denna studie har kommunala destination management organization (DMOs) kring Vänern studerats och specifikt hur de implementerar sociala medier i deras marknadsföring. Vi har haft som syfte att studera hur användandet av sociala medier som marknadsföringskanal kan medföra en maktförflyttning och i förlängningen påverka en plats varumärke. Vi har även varit intresserade av att studera hur samskapande av budskap på sociala medier kan bidra till en maktfördelning för att öka platsens synlighet och konkurrenskraft. Studien tar upp begrepp som user generated content (UGC), hashtags och storytelling vilka är verktyg kopplade till maktförflyttningen av marknadsföringen av en plats.Studiens grundar sig i en kvalitativ enkät utförd med respondenter från kommunala turistorganisationer samt visuell observation av respondenternas sociala medier. Datainsamlingen har genererat information om hur kommunerna arbetar med sociala medier som marknadsföringskanal samt hur de använder tillgängliga verktyg på sociala plattformar. Vi har i vår analys tagit hjälp av ett modell som bygger på fyra begrepp kopplat till sociala medier som vi valt att anpassa till vår studie efter vår teoretiska ramverk. Bland annat skapar modellen ett ramverk för DMOs som en hjälp att stärka sitt varumärke. Ramverket består av Varumärke, Rörlighet, Samskapande samt Storytelling och bidrar med kunskap om hur kommuner kan använda det innehåll som användarna av sociala medier skapar och delar med sig av. Resultatet av vår studie visar att kommunerna har kontrollen över sitt varumärke, det har alltså inte skett en maktförflyttning i den bemärkelsen att besökaren har makten över varumärket. Däremot ser vi att samskapande och maktfördelning av kommunens varumärke kan öka konkurrenskraften och är ett underutnyttjat verktyg. Studien visar även att kommunerna är aktiva på sociala medier men vi upplever skillnader i engagemanget och i hur de samskapar med besökaren. / In this study destination management organizations (DMO) surrounding Lake Vänern have been studied and specifically how they incorporate social media in their marketing.The aim of the study was to study how the use of social media as a marketing tool can lead to a transfer of power and in prolongation affect a place brand. We have also had an interest in studying how co-creation of messages on social media can lead to a distribution of power to increase a “place” competitiveness and visibility. The study concerns concepts such as user generated content (UGC), hashtags and storytelling which are tools connected to distribution of power and marketing of a “place”.The study is based on a qualitative survey study performed by respondents from destination management organizations within the destinations surrounding Vänern and also a visual observation of the study's respondents' social media. Our collected data has generated knowledge on how destinations are working with social media as a marketing tool and also how they use the accessible tools that social media offer. Our analysis is inspired by a model that is based on four concepts connected to social media that we have chosen to adapt to our theoretical framework. Among other things the model creates a framework for DMO as a help to strengthen their place brand. The framework consists of brand image, mobility, co-creation and storytelling and contributes with knowledge of how destinations can use the content that the users of social media creates and shares. The study shows that the respondent destinations are in control of their brand, there has not been a transfer of power in the meaning that the visitors are in control of the brand image. However, co-creation and distribution of power of the destination brand to strengthen a place's competitiveness is an underutilized tool. The study also shows that respondent destinations are active on social media, however we experience differences in how they co-create with visitors and their commitment in engaging with visitors.

Lubor JENČEK: City branding krajských měst v Česku Abstract This thesis deals with city branding of Czech regional capital cities. Its goal is to compare city branding of Czech regional capital cities and reveal a functional mechanism of city branding in practice. The theoretical framework of this thesis is based on the concept of branding, which is first discussed in general and later theoretically and practically expanded. Its functions in general are discussed. In the empirical part, the main research attention is dedicated to concepts of place branding and city branding on the case of the contemporary city branding of Czech regional capital cities The thesis aims to answer six research questions divided into three thematical groups - interpretation of Czech regional capital cities' brands, motivation for their creating and use, and the ways how to manage them. Answers to these questions should reveal actual condition of Czech city branding. A combination of qualitative and quantitative methods is used in this thesis. Data were acquired by questionnaire survey targeted at all Czech regional capital cities' representatives, and semi-structured interviews with representatives of four selected cities (Ostrava, Zlín, Plzeň and Ústí and Labem) as case studies. The results of the thesis can be applied in...

The aim of this master thesis project is to investigate how cities strive to be globally competitive affect local residents in informal settlements, generically called slum dwellers. This question is approached trough a case study of one of Rio de Janeiro’s informal settlements ‘favela’ Santa Marta. The favela’s public spaces have been studied in order to reveal how Rio’s search for increased global status has affected the management of the spaces and consequently the favela dwellers. Rio de Janeiro is using a well-acknowledged strategy towards global competitiveness, the hosting of international mega-events. Within the near future the city is presenting two of the world’s most well-known events: the FIFA World Cup and the Olympic Games. The games are being used as a tool to attract tourists and foreign investments, which are expected to help the city to Compete Globally. However, our findings show that this is happening at the expense of the city’s vulnerable slum dwellers and that Rio to some extent is Losing Locally. For example, slum areas that can contribute to presenting Rio as an attractive city, or have an unexploited economic potential, are increasingly integrated to the formal city. The residents of these areas are affected in several ways, for example through being evicted on behalf of more economically beneficial establishments. Remote slums with no interest for investments are however still separated from the formal city and left without support for its residents. Trough our research we have found that when a city set out to be globally competitive, it uses neoliberal market strategies, like hosting mega-events, since that is apprehended as the only trajectory towards development. Although, we suggest that the known strategy for development should be revised in order to not violate human rights. / Målet med detta examensarbete är att undersöka hur städers strävan efter global konkurrenskraft påverkar de lokala invånarna som bor i informella bostadsområden, så kallade sluminvånare. För att besvara frågeställningen har vi utfört en fallstudie av det informella bostadsområdet ‘favela’ Santa Marta i Rio de Janeiro. Santa Martas allmänna platser har studerats för att få en förståelse för hur Rios strävan efter global status har påverkat hanteringen av favelans allmänna platser och följaktligen dess sluminvånare. Rio de Janeiro använder sig av en internationellt erkänd strategi för att bli globalt konkurrenskraftig, nämligen att anordna internationella mega-event. Inom en snar framtid kommer Rio vara en av värdstäderna för fotbolls VM, och två år senare ska staden vara värd för de Olympiska sommarspelen. Sportevenemangen används som ett politiskt verktyg för att attrahera turister och internationella investeringar som ett steg mot ökad global konkurrenskraft. Resultatet av vår studie visar dock att detta sker på bekostnad av stadens utsatta sluminvånare och att strävan efter global uppmärksamhet kan ha negativ inverkan på lokal nivå. De slumområden i Rio som kan tänkas bidra till en attraktiv bild av staden, alternativt innehar outnyttjad ekonomisk potential, blir integrerade i den formella staden. Invånarna i dessa områden blir negativt drabbade på en rad olika sätt. Exempelvis har ett flertal människor blivit vräkta då området de bor på kan användas till mer ekonomiskt lönsamma ändamål. Avlägsna slumområden utan ekonomiskt intresse blir dock ignorerade. Resultat från vår studie visar att när städer planerar för en ökad global konkurrenskraft använder de sig av neoliberala marknadsstrategier, som mega-event, eftersom detta anses vara det enda tillvägagångssättet för ekonomisk utveckling. Vi föreslår dock att denna rådande strategi behöver utvecklas, uppdateras och få sällskap av alternativa vägar mot utveckling då den i dagsläget leder till att mänskliga rättigheter bryts.

La competició de països, nacions, ciutats i regions per captar recursos, talent, infraestructures o esdeveniments, entre altres aspectes, ha provocat l’adveniment d’una lluita renovada per la singularitat, pel reconeixement i per la diferenciació, per una hegemonia simbòlica que cotitza a l’alça en el context d’una emergent economia de la identitat. En aquest context, els territoris cedeixen les seves projeccions habituals d’identitat territorial a una nouvinguda identitat simbòlica, gestionada, en part, mitjançant la transformació de territoris en marques. La determinació d’un estat de la qüestió amb voluntat holística, que endreci i alhora ordeni el que s’ha dit i el que s’ha fet sobre això, per tal de situar en perspectiva les implicacions inherents a la construcció de marques (branding) per a espais geogràfics, esdevé un dels objectius principals d’aquesta investigació, al qual s’hi arribarà amb l’ajut d’una triangulació metodològica d’investigació. En primer lloc, mitjançant una revisió amb voluntat interpretativa i crítica de la literatura existent vinculada a les marques de territori, en segon lloc per mitjà d’una consulta a un panel d’experts (mètode Delphi) i, finalment, i en tercer lloc, a través de l’estudi de tres marques de territori implícites (el Lluçanès, el Priorat i la vall de Camprodon) analitzades per mitjà de l’organització de tres grups focals de discussió (GFdD). Així mateix, la concreció d’un model teòric d’anàlisi per a la marca experiència individual amb el territori des d’una perspectiva transdisciplinària coincideix amb el segon gran objectiu que pretén abastar aquesta tesi doctoral. / La competición de países, naciones, ciudades y regiones para captar recursos, talento, infraestructuras o eventos, entre otros aspectos, ha provocado el advenimiento de una lucha renovada por la singularidad, por el reconocimiento y por la diferenciación, por una hegemonía simbólica que cotiza al alza en el contexto de una emergente economía de la identidad. En este escenario, los territorios ceden sus proyecciones habituales de identidad territorial a una recién llegada identidad simbólica, gestionada, en parte, mediante la transformación de territorios en marcas. La determinación de un estado de la cuestión con voluntad holística, que incorpore y a la vez ordene lo que se ha dicho y lo que se ha hecho al respecto, con el fin de situar en perspectiva las implicaciones inherentes a la construcción de marcas ('branding') para los espacios geográficos, resulta ser uno de los objetivos principales de este trabajo, al cual se llegará mediante una triangulación metodológica de investigación. En primer lugar, a través de una revisión pretendidamente interpretativa y crítica de la literatura existente vinculada a las marcas de territorio; en segundo lugar, por medio de una consulta a un panel de expertos (método Delphi); finalmente, y en tercer lugar, a partir del estudio de tres marcas de territorio implícitas (el Lluçanès, el Priorat y la vall de Camprodon) analizadas mediante la organización de tres grupos focales de discusión (GFdD). Asimismo, la concreción de un modelo teórico de análisis para la marca experiencia individual con el territorio desde una perspectiva transdisciplinaria coincide con el segundo gran objetivo que pretende alcanzar la presente tesis doctoral. / The competition between countries, nations, cities and regions to attract resources, talent, infrastructures or events, among others aspects, has caused the coming of a renew struggle for singularity, recognition and differentiation, for a symbolic hegemony that is rising in the context of an emerging economy of identity. In this context, places transfer their usual projections of place identity to a newly arrived symbolic identity negotiated partly by the transformation of places in brands. The determination of a current status of the issue with a holistic wish that organize and at the same time arrange what it is said and is done about the topic, in order to locate in view the inherent implications to the building of brands (branding) for geographic locations, becomes one of the main aims of this research, which is going to reach through the help of a methodological triangulation of investigation. Firstly, through checking the existent literature linked in the place brands with an interpretative and critic wish, secondly, by means of consulting an expert’s panel (Delphi method) and, finally and thirdly, through the study of three implicit place brands (el Lluçanès, el Priorat and the Camprodon’s valley) analyzed by the organization of three focal groups of discussion (FGoD). Likewise, the specification of a theoretical method of analysis for the individual experience brand with the places from an interdisciplinary perspective coincides with the second main aim that this doctoral thesis expects to reach.