The target brand. The intangible value of a destination and its legal protection
Abstract
This article is an analysis of the situation of the target brand from a communicative and legal perspective. The reader will find direct references, from the historical context of the brand to the evolution of the brand as an intangible asset and the way in which the geographical destinations themselves have been able to take advantage of the techniques of traditional brands for their marketing
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In order to support the global exchange of knowledge, the journal Derecom. Derecho de la Comunicación is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
