The brand territory as a communication: Strategic factor in tourism development in Cuenca
Abstract
The brand of a country, a region or a city has, as its main goal, to make visible the image of that physical space between the receiving public. The importance of tourism in the Cuenca’s economy together with the steady increase competitiveness between destinations, justifies the study of its brand. This article aims to determine if the brand and brand image of Cuenca is consistent with its tourism situation and how far a brand territory can promote proper development of a tourist industry in the area. To do this, it´s necessary to perform an análisis of the current brand of Cuenca, sets its suitability, defines the basics functions and main features of a brand territory, and finally proposes a model for Cuenca.
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