Dissertations / Theses on the topic 'Brand competitiveness'
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Tesařová, Mariana. "Application of Branding Concepts for Development of Competitiveness." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-357005.
Full textČíhalová, Kateřina. "Development of Competitiveness of Company." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-357004.
Full textLuk, Christine, and 陸智倩. "Hong Kong competitiveness: brand marketing inthe garment industry." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1997. http://hub.hku.hk/bib/B3025677X.
Full textLuk, Christine. "Hong Kong competitiveness : brand marketing in the garment industry /." Hong Kong : University of Hong Kong, 1997. http://sunzi.lib.hku.hk/hkuto/record.jsp?B18831138.
Full textLi, Yunyu, and Chang Liu. "How Chinese SME perceive the strong brand as a crucial factor for establishing competitiveness?" Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-56332.
Full textBaatjes, Jerome Clinton. "The development of a leadership brand to enhance the competitiveness of organisations." Thesis, Nelson Mandela Metropolitan University, 2006. http://hdl.handle.net/10948/189.
Full textJankechová, Natália. "Posílení konkurenceschopnosti značky na základě rozvoje komunikace značky." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-319164.
Full textDanielová, Kamila. "Rozvoj konkurenceschopnosti podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-241188.
Full textHodges-Dexner, Gustav. "City Competitiveness and Branding : Identities and strategies in two Swedish municipalities." Thesis, Uppsala universitet, Kulturgeografiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-377273.
Full textKeprdová, Šárka. "Využití nástrojů online marketingu pro posílení konkurenceschopnosti podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-319401.
Full textBinkowska, Barbara. "The New Zealand hotel industry: the role of image as a medium influencing company's competitiveness and customer loyalty towards brand." AUT University, 2005. http://hdl.handle.net/10292/170.
Full textDAHLLÖF, AMANDA, and JULIA SVANSBO. ": Design rather than mass-production – analyzing the competitiveness of clothing-manufacturing in Rwanda." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18075.
Full textProgram: Textilekonomutbildningen
Dam, Lien P. "Destination consumer-based brand equity: The effects of social media on travel planning." Thesis, Queensland University of Technology, 2018. https://eprints.qut.edu.au/119223/1/Lien_Dam_Thesis.pdf.
Full textBělovská, Lucie. "Využití konceptů rozvoje značky pro posílení konkurenceschopnosti banky." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-319405.
Full textŠoukal, Michal. "Branding Strategy of Company for the Czech Market Entry." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-386756.
Full textNdlovu, Joram. "Branding as a strategic tool to reposition a destination a survey of key tourism stakeholders in Zimbabwe /." Thesis, Pretoria : [s.n.], 2009. http://upetd.up.ac.za/thesis/available/etd-09242009-225847/.
Full textKružík, Jiří. "Strategie budování značky podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377399.
Full textЛетуновська, Наталія Євгенівна, Наталия Евгеньевна Летуновская, Nataliia Yevhenivna Letunovska, and А. В. Власенко. "Брендинг як інструмент підвищення конкурентоспроможності продукції." Thesis, ДонНУЕТ ім. М. Туган-Барановського, 2017. http://essuir.sumdu.edu.ua/handle/123456789/49941.
Full textВ тезисах исследуется этимология термина "бренд". Анализируется сущность брендинга и его значение в повышении конкурентоспобности продукции. Рассматриваются основные функции брендинга.
Etymology of the term "brand" is explored in the theses. Authors analyze the essence of branding and its importance in enhancing the competitiveness of products. The main functions of branding are investigated.
Vasconcelos, Adriana Azevedo Ferreira de. "Engajamento e conteúdo de marca: uma análise de vídeos patrocinados e influenciadores digitais." reponame:Repositório Institucional do FGV, 2018. http://hdl.handle.net/10438/24722.
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Este estudo visa munir gestores de marca de informações que apoiem o processo de escolha de influenciadores digitais, co-criação de conteúdo patrocinado e avaliação de resultados. Através de um processo de coleta de dados com abordagem netnográfica, codificação e comparação de conteúdo, foi possível identificar quais elementos dos discursos dos YouTubers são mais recorrentes em vídeos com engajamento de maior qualidade. Nos canais analisados, ficou claro que um engajamento positivo está relacionado a conteúdos que tenham aderência ao propósito e à reputação do canal, ao passo que conteúdos desalinhados com a reputação do YouTuber geram reações de rejeição à marca. A metodologia deste estudo, por sua simplicidade, pode ser quebrada em etapas que auxiliam o gestor de marca a ter mais assertividade no planejamento de Comunicação.
This study aims to provide brand managers with information that supports the process of selecting digital influences, co-creating branded content and evaluating results. Through a process of data collection with a netnographic approach, content codification and comparison, the author was able to identify wich elements of the YouTuber´s speech are more often present in videos with a better engagement. In the analyzed channels, it was clear that a positive engagement is related to content that adheres to the purpose and reputation of the channel, while content out of alignment with YouTuber's reputation generates brand rejection. The methodology of this study, for its simplicity, can be broken in steps that help the brand manager be more assertive during the communication planning.
Пазюк, В. Л. "Брендинг в управлінні розвитком підприємств виноробної промисловості." Thesis, Чернігів, 2016. http://ir.stu.cn.ua/123456789/15500.
Full textДисертація присвячена розробленню теоретичних, науково-методичних підходів та практичних рекомендацій щодо застосування брендингу в управлінні розвитком підприємств виноробної промисловості, використання брендингових технологій просування продукції українських виробників на вітчизняний та зарубіжний ринки. Уточнено понятійний апарат за дослідженою темою, розкрито економічну сутність та запропоновані авторські визначення змісту понять «бренд», «функціональна сутність бренда», «ринкова цінність бренда», визначена система принципів брендингових технологій, які позиціонуються на етапах формування і використання нового бренда виноробної продукції. Розроблено: методичні підходи для створення механізмів формування та державної підтримки просування нових брендів виноробної продукції, теоретичні положення щодо визначення варіантів маркетингової стратегії брендингових технологій, методичний підхід до оцінювання конкурентоспроможності нового бренда виноробної продукції та визначення його економічної ефективності.
Диссертация посвящена разработке теоретических, научно-методических подходов и практических рекомендаций по применению брендинга в управлении развитием предприятий винодельческой промышленности, использования брендинговых технологий при продвижении продукции украинских производителей на отечественный и зарубежный рынки. В работе раскрыта экономическая сущность и предложены авторские определения таких понятий, как «бренд», «функциональная сущность бренда», «рыночная ценность бренда», разработана система принципов брендинговых технологий. Выделены особенности методических подходов для создания механизмов формирования и государственной поддержки продвижения новых брендов винодельческой продукции, теоретические положения по определению вариантов маркетинговой стратегии брендинговых технологий, методический подход к оценке конкурентоспособности нового бренда винодельческой продукции. Усовершенствован методический подход к использованию брендинга в управлении развитием предприятий винодельческой промышленности, основанный на механизме формирования и продвижения новых брендов, как составляющих брендинговых технологий, что позволяет реализовать долгосрочные цели по повышению конкурентоспособности винодельческой продукции, наращиванию производственных мощностей винодельческих предприятий, выхода их на новые рынки сбыта с целью реализации траектории устойчивого экономического роста в жестких конкурентных условиях производственно-коммерческой деятельности. Предложен и реализован научно-методический подход к оценке экономической эффективности нового бренда винодельческой продукции, который в отличие от существующих учитывает расширенный перечень обоснованных составляющих, определяющих расходы, связанные с формированием нового бренда винодельческой продукции, его продвижением и обслуживанием.
The thesis is devoted to the development of theoretical, scientific, methodological approaches and practical recommendations on the use of branding in managing the development of the wine industry companies, the use of branding technologies in promoting Ukrainian products on the domestic and foreign markets. The conceptual apparatus for the studied subjects has been clarified, the economic substance has been revealed and the authorized determining of the content of the concepts of “brand”, “functional essence of the brand”, “market value of the brand” has been proposed, the system of principles of branding technologies positioned on the stages of formation and use of a new brand of wine production has been defined. Methodological approaches to create mechanisms of formation of state support and promotion of new brands of wine production, theoretical regulations to determine options for branding technologies of marketing strategy, methodical approach to the evaluation of the competitiveness of a new brand of wine production and determination of its economic efficiency have been developed.
Evans, Elizabeth. "Impacts of foreign retail entry on the host country : the Canadian apparel industry." Thesis, University of Stirling, 2012. http://hdl.handle.net/1893/11310.
Full textRibeiro, Paulo Marcelo Tavares. "Certificação e desenvolvimento de marcas como estratégia de diferenciação de produtos : o caso da cadeia agroindustrial da carne bovina." Universidade Federal de São Carlos, 2008. https://repositorio.ufscar.br/handle/ufscar/3328.
Full textThe aim of this study was to analyze and compare the competitiveness of differentiation systems that use certification and brands as segmentation strategies in the bovine meat market in Brazil. It was developed a qualitative research in a multi case study including a bibliographic review and exploratory interviews. Five cases were identified and chosen to be analyzed: a case of public certification, two cases of private certification, one of publicprivate certification, and one about brand. The case analysis was conducted using an adapted methodology from agri-food chain studies with a model including competitive parameters from the original proposal as well as new parameters from economy of the transaction cost and propriety rights theories. The model for competitive analysis used thirteen parameters and grouped them in tree blocks: government controlled, firm controlled and quasi controlled parameters. These aspects made possible a better comprehension and knowledge about each case, allowing the competitive analysis among each strategy. Main conclusions are: government parameters had higher negative influence in the competitiveness; lack of institutions and good paper definitions on existent institutions involved in the certifications process are serious problems; the brand case presented better competitiveness parameters.
O presente estudo objetivou analisar e comparar a competitividade dos sistemas de diferenciação que utilizam a certificação e marcas como estratégias na segmentação de mercado de carne bovina no Brasil. A pesquisa proposta teve caráter qualitativo, com a condução de um estudo multicaso, no qual foram utilizadas duas etapas relativas a uma pesquisa bibliográfica e entrevistas exploratórias. Foram identificados os casos de certificação ou marcas coletivas realizados na pecuária de corte. Posteriormente foram escolhidos cinco casos para estudo, sendo selecionado um sistema de certificação público; um sistema de certificação privado coletivo (coordenado por uma associação); um sistema de certificação privado individual (coordenado por uma rede varejista); um sistema de certificação público/privado; e um sistema de desenvolvimento de marca. Para a análise dos casos foi adaptada uma metodologia de análise de cadeias produtivas agroindustriais. O modelo construído levou em consideração os direcionadores de competitividade utilizados na metodologia original, acrescidos dos direcionadores oriundos das teorias da Economia dos Custos de Transação, Direito de Propriedade. O modelo de análise da competitividade proposto analisou treze direcionadores e os agrupou em três blocos. O primeiro bloco continha fatores controláveis pelo governo; o segundo, fatores controláveis pela firma; e, o terceiro, fatores quase controláveis. Esses direcionadores proporcionaram melhor compreensão e conhecimento a respeito de cada caso estudado, permitindo que fossem encontradas diferenças estruturais e de funcionamento que diferenciaram as atividades e permitiram inferências sobre o desempenho competitivo de cada estratégia. As principais conclusões do trabalho são: os direcionadores controlados pelo governo apresentaram os maiores impactos negativos na competitividade dos casos estudados; são sérios os problemas devido à falta de instituições e de definições claras sobre o papel das instituições existentes no processo de certificação; e o caso de Marca é o que apresenta o melhor desempenho competitivo.
Люльов, Олексій Валентинович, Алексей Валентинович Люлев, and Oleksii Valentynovych Liulov. "Макроекономічна стабільність національної економіки: соціальні, політичні та маркетингові детермінанти." Thesis, Сумський державний університет, 2018. http://essuir.sumdu.edu.ua/handle/123456789/70710.
Full textДиссертация посвящена разработке теоретико-методологических основ обеспечения макроэкономической стабильности национальной экономики с учетом влияния социальных, политических и маркетинговых детерминант в контексте их учета в процессе управления национальным хозяйством, прогнозирования и регулирования долгосрочного развития, обеспечения устойчивых темпов экономического роста. В диссертации предложена типологизация подходов к определению сущности и оценки уровня макроэкономической стабильности национальной экономики, определена ее сущность и разработаны методологические основы ее интегральной оценки, усовершенствованы теоретические основы и методический инструментарий измерения уровня социального прогресса, проверена гипотеза о субъектно-объектном влиянии уровня макроэкономической стабильности и социального прогресса, разработаны стратегии проведения реформ в национальной экономике для обеспечения макроэкономической стабильности и социального прогресса, предложено методологию интегральной оценки эффективности политических институтов с учетом силы и направления их влияния на макроэкономическую стабильность, проверено гипотезу о существовании связи между восприятием бренда страны нерезидентами и результативностью его использования, обоснованы условия преобразования бренда страны на динамическую маркетинговую детерминанту роста макроэкономической стабильности национальной экономики.
The thesis determines the classification system of approaches to defining the macroeconomic stability of the national economy. The author interprets of the essence of macroeconomic stability of the national economy as a development which characterized by the low level of the volatility of the main macroeconomic parameters in relation to the target trends, dynamically stable or progressive institutional, functional and resource capacity of the economy to avoid the negative effects of the endogenous and the exogenous transformations. The author develop the conceptual bases of the management system formation of the national economics which orient to achieve the macroeconomic stability of the national economy through the substantiating of the essence of its basic parameters and systematically-grounding determinants (economic, political and marketing), taking to account theirs mutual influence, as well as the considering its influence to forecast and regulate of long-term development of the national economy, ensuring stable rates of economic growth. On the results of the typology of approaches to estimate the level of the macroeconomic stability of the national economy, the author proposes the integrated approach to estimate macroeconomic stability which bases on the Pentagon concept, systematically combines the static and cyclical components of the macroeconomic stability of the national economy. This approach allows estimating the conversion of the state policy for achieving the macroeconomic stability of the national economy. On the basis of analysis of the drivers and range of impulses for accelerating the transformation processes of the national economy the author allocates social, political and marketing determinates of the macroeconomic stability which allows to extend the forecast horizon and to generate the scenarios for the macroeconomic processes’ development corresponds to the endogenous and the exogenous changes. The author determines the social determinants for growing the level of the macroeconomic stability of the national economy considering the vectors’ proximity of reforms in the Ukrainian social sector and countries – new EU members and base on the principals of σ-convergence and β-convergence. It allows identifying the drivers to indicate the Ukrainian social reforms’ trajectory for achieving the macroeconomic stability of the national economy. Under the research, the author checks the hypothesis about the subjective-object influence of macroeconomic stability level and social progress of the national economy. On the basis of the developed methodological principles and methodical tools for estimating the social progress of the national economy in the context of the macroeconomic stability growth, which, unlike the existing approaches, was carried out through the integrated indicator, allows to allocate strategies (quasi-integration growth, convergent diversification, progressive growth) for implementing reforms of the national economy to achieve the macroeconomic stability and social progress. Integral assessment of the political institutions effectiveness of the national economy, taking into account the power and impact’s direction of the political stability on the macroeconomic stability, the rule of law, corruption control, the efficiency of governance, the probability of the unconstitutional political destabilization, the ability of the government to openly pursue policies and regulatory measures, to take into account the people's opinion in the formation of the political institutions, accountability of the public authorities allowed to develop the dynamic panel model that considering the effect of the chain reaction “efficiency of the political institutions in the previous year, the level of the macroeconomic stability in the previous year, the level of the macroeconomic stability in the current year” and to check the hypothesis of convergent influence social and political determinants on the macroeconomic stability of the national economy. The existence of the linking between the perception of the country's brand by the non-residents and the macroeconomic indicators of the country's using of its brand allowed to allocate and empirically confirm the hypothesis that the requirements to transform the country's brand into a dynamic marketing determinant of the macroeconomic stability growth is dominant in the country's stabilizing social value behavioural models.
Costa, João Pedro Serôdo da. "Private label’s strategies : competitiveness of brand Continente." Master's thesis, 2013. http://hdl.handle.net/10400.14/15648.
Full textChao, Li-Chun, and 趙麗君. "Construct Brand Competitiveness through Cloud Services- Case Study of E Brand." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/27023900663403466836.
Full text國立交通大學
高階主管管理碩士學程
100
Abstract Taiwan is a global information and data networking industry important production base, however, most IT venders have been in OEM/ODM business model. We need to face the fact that Taiwan networking industry future opportunity will be in brand promotion, in building customer service and channel building. Face the challenge of huge economies of scale advantages of mainland China, and the strong backing of numerous technological personnel resource, Taiwan networking industry’s low-cost advantage and leading technology advantage no longer exist. There is a urgent need to find a new niche and business model. The recent rise of cloud services could provide rapid information collection and analysis, also capable of global synchronization of effective resource sharing. Cloud service is a more direct interaction with customers that dramatically improves the efficiency of business operations. The networking industry should consider how to best use cloud services in order to strengthen the brand competitiveness, as well as improvements in resource efficiency. This article focuses on analysis of constructing the brand advantages through the cloud service, and explore the Taiwan based E brand network company’s cloud service infrastructure. E brand company’s 2011 annual review showed most urgent problems as below : (1) Slow response to customer complaints (2) Product design does not meet the market demand (3) Technical support database not available (4) Brand image not good (5)Website architecture and design in urgent need to update. E brand planned to use cloud service to solve those problems and hopefully to boost its brand awareness and to improve the communication process among all branches. The brand's blueprint for cloud architecture is divided into two parts: CDN technology for cloud website services; and CRM cloud service system to improve customer service and strengthen customer relationships. According to E brand marketing and technical support survey after deployment, it shows the cloud services contribute to the effectiveness of the following: (1) Customer complaints decrease 50% within six months (2) Customer issue resolving time reduces 30-50% (3) 20% reduction of original planned global technology support staff (4) New products could be planned and released in 3 months This research confirms cloud services can contribute to Taiwan networking brand competitiveness through technology trend analysis, case study, questionnaire survey and value chain analysis.
Tien, Ho Si Minh. "Factors in The Competitiveness of Vietnam Brand Lighting Strategic Plan." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/n64rbx.
Full text義守大學
企業管理學系
102
Vietnam is Transiting into the operation in market mechanism with the severely competitive laws, At present, there is a problem for Vietnamese businesses resulting from the Vietnam – US Bilateral Trade Agreement (BTA) signed on 14 July 2000 and the committed route to the AFTA in which imported tariffs will be reduced from 40% to 0-5% in 2006 Facing the economic internationalization trend, the Vietnam economy has made a good move, developed and integrated. There is an urgent question “Do domestic products have more competitiveness’s than the same products imported from Asean countries in particular and the same products imported from the world economy in general?” “How to increase domestic businesses’ competitiveness in the present period and in the coming years?” That is the reason to chosen this topic: Factors In The Competitiveness Of Vietnam Brand Lighting Strategic Plan Project to provide equipment manufacturers lighting industry a comprehensive picture of consumer trends in Vietnam, the taste in the use of products, from color, style, brand, price, features, longevity. . . of the product. This project has also shown that, in terms of economic integration, while the products, high technology from abroad to enter the market, traders, distributors, manufacturers need to for their next strategy reasonable competition to improve their competitiveness.
Nabatanzi-Muyimba, Annet K. "Competitiveness of international new ventures in Uganda." Thesis, 2015. http://hdl.handle.net/10539/17045.
Full textInternational competitiveness is the ability of a firm to sustain its international performance relative to competitors over time and in the future. This research examined the firm level factors that contribute to competitiveness of international new ventures (INVs). Specifically, the study investigated whether entrepreneurial and branding resources and capabilities greatly contribute to competitiveness of INVs. The study followed a positivist and quantitative methodological approach to establish the causalities and social order of competitiveness of INVs in Uganda. The purpose of the study was actualized through adopting a cross-sectional survey design. The study focused on INVs which are firms that internationalized their operations within the first ten (10) years of their establishment. These firms were drawn from the three major business sectors in Uganda including agribusiness, manufacturing and service firms involved in international activities ranging from exports, input sourcing (imports), foreign subsidiaries, franchises to international subcontracting. The survey instrument was delivered to 405 firms and information required was provided by three different groups of respondents in each firm. Owners-managers and employees assessed their firm’s entrepreneurial and branding resources and capabilities and international competitiveness in the last five (5) years and for the next three (3) years whereas customers evaluated brand advantage of firms and their products or services. The data collection process achieved a 77 percent response rate to the study. The study was non-experimental and adopted structural equation modelling and Average Moments of Structures (AMOS) to establish the causal relationships between the study variables. The study results reveal that brand orientation greatly contributes to international competitiveness whereas the interaction between entrepreneurial and branding resources and capabilities significantly enhances brand advantage of INVs. In addition, the study indicates that in the short run, brand advantage constrains the contribution of entrepreneurial and branding capabilities to competitiveness of INVs. The findings of this research provide knowledge on building and sustaining international competitiveness with specific implications for improving marketing and/or branding capabilities and utilization of entrepreneurial resources. The findings further support the dynamic capabilities theory in explaining competitiveness of INVs in Uganda. Keywords: Competitiveness, Entrepreneurial Capital, Entrepreneurial orientation, Brand orientation, Brand Advantage, International New Ventures, Uganda
Kuo, Pao-Le, and 郭保樂. "Reinforcing Private Brand Competitiveness through Co-Branding: Consumer Perception and Demand." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/50234729393072250878.
Full text國立高雄第一科技大學
國際管理碩士學位學程
99
Co-branding is an increasingly popular method retailers use in an attempt to transfer the positive associations of the partner (national) brands to their private label products. This study examines the effects of brand equity and store image from the constituent brands that comprise the co-brand, by measuring both consumer quality perception and purchase intention of private brands. We find that store image and brand equity of national brands affect quality perception and purchase intention of co-brand product. Effects of store image on purchase intention are partially mediated by quality perception, while brand equity and purchase intention is fully mediated by quality perception. Further, merchandise quality of the store and perceived quality of the national brands seem to surpass other store image and brand equity dimensions in consumers’ evaluation of co-branded products. Co-branding may be effective for retailers in reinforcing their private brands with aids of national brands or in introducing new private labels.
Jia, Tang Yao, and 湯曜嘉. "An Analysis of Competitiveness and Brand Positioning in the Jewelry Industry." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/45hzr2.
Full text輔仁大學
織品服裝學系碩士在職專班
106
Jewelery-its noble worth and heart-beating beauty has always been a symbol of status and taste. Nowadays, the jewelery industry become more diversify than before. In order to obtain more contact of customers and their agreement, jewelery merchandises develop a variety of different public channels to establish distinctive brand features. Thus, jewelery merchandises can gain more markets, and develop consumer brand cognition and loyalty. In the highly competitive jewelry sales market, design and good quality of jewelry products, are basic requirements of customers. However, the brand of jewelry channel has become more and more important in the jewelry industry. The study is a qualitative and quantitative research that takes the consumers of seven brands as examples in Taiwan. The researcher interviewed 5 experienced consumers and then collected 109 effective questionnaires. This research surveys the cognition of consumers in various dimensions of the jewelry brand. (over-all environment, customer satisfaction, service quality, content of the product and sence of value). It provides the perceptual positioning map to inspect difference positioning of the jewelry channel from other competitors. Benchmarking analysis, analysis of competitive situation and strategic analysis by multi-dimensional scaling analysis are analized in the study. It investigates consumers’ cognitive positioning and demand of the jewelry brands and beening adjusted the strategies helping the jewelry brand to grow up and increase the brand value added.
Wu, Yi-Pei, and 吳奕霈. "The Key Factor of Electric Vehicle Industry Competitiveness: A Case Study of L Brand." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/69dvzz.
Full text國立交通大學
管理學院管理科學學程
107
The automobile industry, also known as the leading industry, drives not only its own economy but also other attached industrial chain, such as car components manufacturing, vehicle assembling, car retail business and customer services. In recent years, automobile industry is facing industry chain transitions, which transits from fossil fuel vehicle to electric vehicle even unmanned vehicle. Hence, the new era of car revolution is inevitable. Although it is challenging to find a profitable way from the fiercely competitive industry, electric vehicle will be a beneficial product for Taiwan's semiconductor and automobile industries if we make good use of industrial advantages, such as local vehicle key components manufactures which recognized by international manufactures, ICT information and technology communication industry. This research shows that product features, price marketing, electricity and, most importantly, goodwill value are the key success factors for automobile industries which develop electric vehicles.
Chen, Wen-Pien, and 陳文彬. "The Research of Aesthesis Competitiveness and Design Inspired Innovation - Base on the Oriental Aesthetics Brand." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/84943894544901350307.
Full text國立臺灣科技大學
管理研究所
98
With the recent rise of the orientalism, Taiwan’s companies want to create more industry value, the development of brand and design cannot be ignored. In fashion industry, design and branding is the core factor when company expend s its territory. When Taiwan's fashion designers get onto the world stage, how to do the combination of culture and brand according layout with careful strategy is the key to be success in the mature and competitive market. This research takes Shiatzy Chen as study case, uses literature discussion, industrial development history and tendency to analyze the situation and the change of global fashionable industry. Shiatzy Chen is the first fashion design company which successfully set its store in Europe. According research Shiztzy Chen’s strategy layout and the business model to know how to proceed from the customer value proposition, through the combination of Chinese culture and western apparel clothing design elements, makes the integration of product design, brand positioning and marketing promotion and provides consumers with a unique style and service. Finally, through the comparison of success foreign luxury goods maker's strategy and product to summarized the development of conditions for domestic and international boutique brand differences to open up new market space. When Taiwan’s brands get into the international market, the research would be the reference to create aesthetic innovation and competitiveness.
YUHAN, CHANG, and 張寓罕. "Impact of market position and channel strategy on brand competitiveness- Based on Chinese women’s apparel industry." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/11090225820652670439.
Full text輔仁大學
管理學研究所
98
A case study that focuses on the business development of an apparel company in China.To take “Impact of market position and channel strategy on brand competitiveness- Based on Chinese women’s apparel industry”as the topic of this research. Research will be centered on the strategy a Japanese apparel firm utilized to build brand equity and market influence. The goal of the case study is to develop hypothesis based on actual business operation. 1. The methods that a firm employ to position and segment the market based on existing conditions and market peculiarities. How the firm builds brand equity and extend market influences starting from single store operation to different territories. 2. How the selected builds brand competitiveness based on market positioning and different distribution strategies. This is a case study of Taiwanese/Japanese joint venture holding company operating Japanese labeled female apparel (including shoes and cosmetics). The company specializes in brand marketing and management within the greater China market with the core business of operating multiple brands across different channel and market segments. The company emphasizes international brand building and channel distribution strategy. The core strength of the company is building brand equity and influence through development of appropriate product mix for different distribution channel based on market differentiation and segmentation across multiple territories. Company operation is based on the above requirements, further supported through leveraging multiple channel resources and minimizing investment risks in order to rapidly adjust to changing market conditions.Research data obtained through multiple sources a. Interviews with key decision makers and business planners from subject company b. Insider information from company c. Official government data and unofficial business information in supplement Research finding contains as below:Brand competitiveness equals brand equity and can be measured by the power a brand wields. Through research, we have confirmed that brand competitiveness can be reflected by the influence exerted by the brand’s retail strategy. Through in depth research as well as actual operation, we discovered that during brand development, you can systematically and scientifically position the brand with an effective retail strategy. An appropriate retail strategy will allow the company to decide order of brand entry, prepare better business expansion plan, more efficient allocation of resource, and proper operational method (director retail or through distributor). It is crucial for a company to evaluate the competitiveness of its brand and product mix versus its distribution channel. The company needs to develop an in depth knowledge of where the power lies between a company brand and the brand of distribution channel. With this understanding, the company will then analyze and decide between three core strategies to build brand equity. After selecting its market position and real estate strategy, the company can choose between using the corporate brand, distribution brand, or combination of the two to establish and build its brand. The heart of the three mode of operation lies in using the brand as the mean, channel as the way. The company brand is based on the image and influence of its distributor, therefore the firm needs to grasp the strengths and weaknesses of different channels to meet its goals. Brand equity will be accumulated as the company establishes the correct perception of the brand in front of not only the consumer, but channels and distributors. This research is based on the case study of a firm’s successful entry into the Chinese market. For any person interested in entering the Chinese market, feel free to research the actual operation method of subject firm, and evaluate your own brand competencies. It is my belief that with thorough evaluation of market forces and a strong understanding of distribution channel, the three different brand operation strategies stated above should be beneficial in the establishment of brands across different industries and territories in China. The key is whether the entry firm has spent enough time evaluating its distribution and operational strategy beforehand. In addition, the strategy of operating concept stores needs to be adjusted before the concepts from this research can be applied.
Jogoo, Luchmun Shikha. "Competitiveness of domestic airlines in Australia: the effect of experience quality, brand image and perceived value on behavioural intentions." Thesis, 2018. https://vuir.vu.edu.au/37837/.
Full textJesus, Sara Santos de. "Who is Portugal?" Master's thesis, 2012. http://hdl.handle.net/10071/6207.
Full textEste trabalho é uma resposta à crise económica nacional, sendo o seu objectivo primordial reforçar a marca Portugal. Efectivamente, a marca de um país é uma poderosa ferramenta económica se capaz de traduzir uma ideia clara e única, contudo, ao tentar encontrar esse conceito Português, foi necessária tanto uma avaliação da cultura nacional como dos estereótipos que os estrangeiros detèm sobre o país. Quanto a literatura, ambos os valores de Hofstede como o hexágono das marcas de Anholt foram estudados, com a falta de dados sobre Portugal no imaginário estrangeiro a revelar uma lacuna que se traduziu no problema de pesquisa desta dissertação. Já o processo de investigação usado foi qualitativo, com questionários e entrevistas, sendo que nestas últimas foi utilizado o método de Foto-Elicitação. Nos resultados, as referências de topo consideram os Portugueses como seres sociais, extremamente ligados ao mar. Existem também associações a uma atmosfera antiga e não moderna, com algumas referências a factos históricos - especialmente às descobertas. Em suma, o conceito Português precisa de combinar uma aura antiga com uma abordagem familiar e oceanos. No entanto, este trabalho não visava apenas descobrir o conceito da marca Portugal, como também, aplicá-lo a um sector nacional - o turismo! Uma indústria estratégica e intrinsecamente ligada à construção de qualquer imagem nacional, que se revelou descurada aquando da última campanha – “Europa West Coast” – cujo mote de país inovador é oposto às conclusões deste trabalho, revelando um abismo entre a realidade e a imagem que o país pretendia transmitir.
As an answer to the national economic crisis, this paper aims to enhance the Portuguese brand. Indeed, a country brand is a powerful driver of economy when translating a clear and unique idea. However, while trying to find the Portuguese concept, an assessment of its culture and foreigners' perceptions was required. On literature review both Hofstede values as Anholt brand hexagon were used, with the lack of data on the foreigners' imaginary of the country becoming the research problem this paper aimed to solve. The investigation process was mainly qualitative, with questionnaires and interviews. This last technique required the use of Photo-Elicitation. Considering the results, top associations regard the Portuguese as social beings, extremely attached to the sea. Simultaneously, there was a connection with an old and not modern atmosphere, plus, some references to historic facts – particularly the age of discoveries. To sum up, a truthful Portuguese concept needs to combine an old atmosphere with a familiar approach and oceans. Nevertheless, this paper intention was not only to discover the Portuguese brand concept, as well as to apply it to a national sector. The tourism trademark was then chosen, both due to its strategic importance as to its intrinsic link with image's constructions. A choice which was proved to be meaningful, as the last tourism campaign - “Europe's West Coast” - while aiming to display an innovative state, ended up completely lost of the insights of this paper, revealing an abyss between reality and the image intended by the country.
Murraças, Filipe Fernandes. "A Relevância da Cultura na Competitividade Nacional: O Caso da Marca Portugal." Master's thesis, 2008. http://hdl.handle.net/10071/1456.
Full textIt is nowadays accepted the idea that globalization presents new challenges. In what concerns public policies, globalization emerges as a background to the analysis of national culture and identity as important elements of national and regional differentiation in the global economy. In this dissertation we focus on country (place) branding as a vehicle to promote Portuguese economic competitiveness, searching at the same time for a cultural nature in these strategies. Studying the three main vectors from which a country branding strategy intervenes, Foreign Direct Investment, Exports and Tourism, we place our main attention in the last one. In the context of the release of a new “Brand Portugal” initiative, we did some interviews, trying to integrate this particular initiative in our research.
Ma, Eunan, and 馬銪男. "The influence of customer satisfaction and brand image in Green marketing on Enterprise Competitiveness : a case study on Taiwan Starbucks." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/72219989270806653028.
Full text長榮大學
經營管理研究所
99
Challenged by increasingly accelerating rates of consumers’ environmental concerns and practice of new environmental protection laws set by the government, a great number of enterprises devote themselves in green industries. To effectively expand market shares, green marking has become one of critically significant strategies applied by firms that seek to have steady market growth. Most of academic literature has reached a consensus that proves the advantage green marketing has brought to companies. However, despite of these academic supports, some firms still remain skeptical to the benefits of developing environmentally friendly products and the complexity of integrating green products into existing marketing, which causes a dispute of whether it is worth being “green.” Therefore, this study presents each phase of green marketing through explicitly discussing its origin, evolutions and its development in recent years. Furthermore, this paper investigates the relationship between green marketing and three selected main factors: customer satisfaction, brand image and enterprises competitiveness. A case study targeted in the customers of Starbucks Coffee is performed through questionnaires and analyzed by SEM with an aim to understand how the green marketing of Starbucks Coffee has attracted consumers. Through exploring issues in green marketing and performing a case study, this article seeks to provide more findings of the relationship between green marketing, customer satisfaction, brand image and enterprises competitiveness for future studies and the firms that are about to invest themselves in environmental sustainability.
Chang, Chia-Jung, and 張家榮. "Corporate governance, the core competitiveness and brand management strategy related to success-Taiwan listed (OTC) in recent years restaurant industry as an example." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/66002858037736821551.
Full text國立交通大學
管理學院財務金融學程
101
In view of recent years, our country enterprises spate listed (OTC) poor management of well-known enterprises, resulting in the investor's direct or indirect significant loss of part of company stock to new lows phenomenon, this study is based on Wowprime Corp, and Ttfb Company Limited, An-shin Food Service Co., Ltd and Gourmet Master Co. Ltd. (85 ° c), excellent enterprise for cases, the pooled analysis the characteristics of the industry, a case-by-case view of corporate governance and social responsibility practices case, our current company regulations on enterprise operating has been quite the laws and regulations which have norms, but the pros and cons of business performance, really close relationship with the corporate culture character and operators. Looking at today's investment environment, such as only a simple decree specification of the operations of the enterprise, and cannot be fully encouraged companies to sustainable development, only the business of the business philosophy, core values for the venture industry trends to carefully study and grasp the timely industry growth and profit opportunity. Sound corporate governance can prevent the operators unlawful abuse of power, safeguard the interests of investors, but the good business performance depends on the operator's ability and excellent leadership skills capacity. Finally, based on the results of this study industrial core competitiveness SWOT analysis discussed, combined with the corporate culture of corporate governance research, brand marketing, organizational strategy and social responsibility multifaceted to explore the business would be successful term as business managers know ourselves fierce competition in the operating reference.
Shieh, Jeng-Peng, and 謝正鵬. "To Improve Cost Competitiveness of Taiwan’s Company By Linking Lean Production And Transaction Cost Theory-A Preliminary Study On Taiwan’s Local Brand LCD TV Maker." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/50130016961549208680.
Full text國立成功大學
高階管理碩士在職專班
95
This study examined how to integrate lean production and transaction cost theory to improve cost competitiveness of Taiwan’s company. From the view point of transaction cost, we examine the effects of organizational culture, organizational structure, supply chain relationship and information technology on the performance of a lean company. We adopt case study research method, which is attributed to single-case, holistic and explanatory case study. We use deductive method to get some propositions and test them with the data collected by participant-observation. The following list some of my findings: Organizational culture do influence the competitive advantage of a lean company. Organizational culture as a shared value and norm system of a company, could control the interactivity between colleaques, between colleaques and vendors or customers. An effective manager could improve the performance of a company by way of the emphasis of organizational culture. A flat organizational structure could improve the efficiency of a lean company. Since for a flat organization, it will reduce the problem of communication, incentive, and hierarchy in a company. To face the variety of the market, it will help a company easier to adapt to the change of environment. Working as a task force, it is beneficial for communication problem of design issues and for faster problem solving and growing up as a learning organization. Supply chain management will make it an efficient supplier networks for a lean company. Japanese company use keiretsu as a formal linkage with their suppliers to smooth the business process. But cooperation, strategic alliance or outsourcing also facilitate to make it as an efficient JIT supplier networks by sharing their production information. Information technology will enhance all these effects for a lean company. Using information technology, a company could reduce the outside coordination cost, operating risk and opportunity risk, ie. transaction risk. The issue in the near future will be how to use information technology as efficient as possible to gain its competitive advantage of a lean company.
Von, Wielligh Madelein Heila Magdalena. "Scientist's leadership style in a scientific organization." 2006. http://hdl.handle.net/10500/204.
Full textGraduate School of Business Leadership
M.B.L.
Santos, Tiago Alexandre Lourenço da Silva. "Marcas enquanto indicadores de dinâmica competitiva: uma aplicação ao futebol português." Master's thesis, 2017. http://hdl.handle.net/10071/15622.
Full textThis dissertation aims to explore the evolution of national first league football clubs as institutions inserted in an economic reality. Considering this is a growing sector with regards to investment from institutions, it is likely that there is a tendency to invest in sectors other than sports in order to generate more revenue. Changes in football clubs have been studied in the perspective of requests from brands over the years. The use of the brands in this study is based on the use of this innovation indicator in a competitive perspective, since we consider it qualified to measure and map differentiation processes. It was assumed that through the creation of a database with information on all the brands requests by National football clubs from Liga NOS in the 2016/2017 season and analysis of it, it would be possible to verify the existence of competitive dynamics among the clubs, as well as evidence of differentiation, either vertical and/or horizontal. Through the analysis of the database it was possible to show that the Portuguese soccer sector is expanding with regard to the number of brand requests. Also from the analysis of the data base, was observed an exchange of preferences, whereas at the beginning of the period under analysis the requests from brands relate to products, over time there is evidence of the exchange of this preference by the services sector. Through the analysis of the database it is also intended to study and map the phenomenon of internationalization of Portuguese clubs. After the analysis focused on brand requests, the dissertation focused on the three largest national clubs, namely FC Porto, SL Benfica and Sporting CP, analyzing in addition to the requests from brands, the correlation between them and also, some financial indicators.
Penke, Lars Rouven. "Red Bull gaining momentum in european club football : the competitive advantage of Rasen Ballsport Leipzig e.V." Master's thesis, 2020. http://hdl.handle.net/10400.14/31151.
Full textPorter influenciou a mais recente literatura sobre competitividade com o seu conceito de vantagem competitiva. Em combinação com a sua idealização de proposição única de valor, ele guiou o posicionamento de empresas em ambientes altamente dinâmicos, promovido pela globalização e digitalização. De forma a posicionar os seus produtos eficientemente, diversas empresas usam o patrocínio desportivo como uma ferramenta de marketing. Nesta dissertação foi desenvolvido um caso de estudo, que tem como objetivo educar estudantes de licenciatura e mestrado sobre o conceito de vantagem competitiva, proposição de valor e patrocínio desportivo. A título de exemplo, foi utilizado o conglomerado internacional de futebol do Red Bull, com o seu clube Rasen Ballsport Leipzig e.V.. O mercado de futebol alemão apresenta elevadas barreiras de entrada a investidores financeiros, no entanto a Red Bull arranjou forma de obter 100% de participação num clube de futebol da terceira liga mais forte da Europa. Com uma estratégia de transferências marcante, contratando apenas atletas entre as idades 17-23 anos, limite salarial de 3 milhões por ano e com características relevantes como a disciplina, humildade, o clube ascendeu da quinta divisão alemã para a primeira em apenas 7 anos e alcançou a UEFA Champions League em duas das três temporadas que marcou presença na primeira divisão. A competitividade internacional retornou a dobrar a Red Bull, através de transmissões internacionais, maior exposição da marca da bebida energética e adicionalmente um aumento do valor de mercado dos jovens talento do clube.
Lameiras, Márcio André Dias. "Inovação e mudança na banca Portuguesa: Marcas comerciais como indicador empresarial e sectorial." Master's thesis, 2018. http://hdl.handle.net/10071/18859.
Full textThis dissertation aims to study the evolution of the banks operating in the Portuguese territory and its internationalization as institutions inserted in an economic reality. Changes in banks have been studied in the perspective of trademark applications over the years. The use of trademarks in this study is based on the use of this innovation indicator to verify the existence of dynamic competition in the banking sector in Portugal, considering that this indicator is essential to map differentiation processes. It was through a specific database with information of all the trademarks requested by the banks in the years between 2010 and 2017 and its analysis, that the existence of competitive dynamics between banks was verified, as well as the collection of evidence of differentiation was allowed. The internationalization of the Portuguese banks and the analysis of registered brands in foreign territory is becoming more relevant because it is expanding due to the crisis in Portugal. After the previous analysis, the study was restricted to the five banks with the largest number of trademark applications, analyzing the relationships between these and some financial indicators. With the present dissertation we conclude that the greater the bank, the greater is the number of trademark applications. On the other hand due to the serious economic crisis occurring in our country during the period under review, a reduction of the trademark applications has occurred. The result that best supports this hypothesis is the fact that the trademark applications may have a positive effect, however tenuous, on the ratio between the banking product and the asset, that is, the trademarks are positively associated with the banking performance.
Shotropa, Alina. "EDP : overcoming market and bonding barriers in a liberalized context." Master's thesis, 2017. http://hdl.handle.net/10400.14/22638.
Full textSer livre nem sempre significa estar seguro, especialmente no contexto de competitividade de mercado. Isto significa que as empresas devem ter a capacidade de acompanhar as constantes mudanças do mercado para responder a um consumidor que é cada vez mais exigente. Um conjunto de fatores-chave tem-se mostrado crucial para o sucesso num mercado competitivo, tal como uma forte estratégia de marketing, reconhecimento da marca e consumidores leais à marca. O estudo de caso relata um exemplo de uma empresa – EDP –, que viu abrir as suas portas a outros competidores no novo mercado de energia liberalizado em Portugal e, ainda assim, conseguir liderar em vários segmentos do mercado. O caso foca-se nas mudanças essenciais na estratégia de marketing e de marca, e na descoberta de outros fatores que contribuíram para tal sucesso. Foram realizadas entrevistas exploratórias para adquirir informação sobre a empresa e um inquérito online para estudar a perceção dos consumidores relativamente às mudanças que ocorreram no mercado português de energia, na própria marca e na relação desta com os consumidores. Os resultados da pesquisa sublinham a importância de uma forte estratégia de marketing, da capacidade de a empresa ser flexível para se conseguir adaptar às mudanças do mercado e, ainda, o poder de preservar uma leal e forte ligação com os clientes, baseado numa relação de confiança construída ao longo de 40 anos de história.
Oliveira, Eduardo Henrique da Silva. "Territórios, marcas e competitividade: a região Minho e a sua projecção internacional." Master's thesis, 2011. http://hdl.handle.net/1822/12237.
Full textTerritórios, como os países, as regiões e as cidades, competem com outros espaços geográficos pela atracção de investimento, de mercados, de negócios, de residentes, de turistas, de talentos e empreendedores, assim como, pela organização de eventos culturais e desportivos. A crescente internacionalização e globalização têm levado ao aumento da competição nos mercados e os territórios enfrentam uma competitividade com outros destinos geográficos. Estes deverão permitir identificar as oportunidades e as forças dessa unidade territorial que permitam exponenciar as suas vantagens competitivas para um acesso eficaz a mercados, recursos e pessoas. A definição de marcas territoriais, quando desenvolvidas de forma consistente e articulada, fruto de um trabalho de cooperação em rede entre os agentes do território devem permitir promover o tecido produtivo, incrementar o fluxo turístico, de pessoas e de capitais. Investidores, cidadãos de diferentes nacionalidades, estudantes e investigadores fazem parte deste fluxo. O conceito de marcas territoriais surge nos últimos anos como uma poderosa ferramenta à disposição de académicos e profissionais que dedicam a sua investigação à gestão do território. Contribuir para a definição de uma marca para uma unidade geográfica, quando estamos perante uma realidade multidimensional onde agentes económicos e sociais actuam numa comunidade com valores culturais e etnográficos não é uma tarefa simples. Sendo objectivo deste trabalho de investigação perceber como os agentes de uma região vêem o território e como se devem articular para gerar maior competitividade e notoriedade num contexto de internacionalização, realizamos um diagnóstico multidimensional sobre a região Minho, aplicando sete entrevistas semi-estruturadas a agentes económicos e sociais. Foi usado um guião de entrevista, elaborado tendo presente os determinantes de competitividade de Michael Porter, dos factores de atracção de investimento e factores críticos de sucesso que reflectem os seis vectores do hexágono da composição de marcas de nações de Simon Anholt. Foram consideradas as devidas diferenças geográficas, entre nações e regiões, bem como a inclusão de questões com enfoque na síntese da realidade através da elaboração da análise SWOT. Os resultados inferidos indicam que a região Minho deve procurar atrair investimento estrangeiro, tendo presente a disponibilidade de infra-estruturas óptimas e unidades de ensino e investigação de excelência, devendo ser promovida como uma região geradora de conhecimento.
Territories, such as countries, regions and cities, compete with other geographical areas in order to attract investments, markets, businesses, residents, tourists, talents and entrepreneurs, as well as the hosting of cultural and sporting events. This process is intensified with the growth of internationalization and globalization. These territories need to identify the opportunities and strengths to achieve competitive advantages for efficient access to markets, resources and people. A clear definition of place branding, developed in a consistent, cooperative way with stakeholders and as a product of a cooperative network between local, regional and national stakeholders, can promote the production base, increasing the touristic and human resource flows. Investors, citizens of different nationalities, students and researchers take part of this flow. Place branding is a new trend in marketing and territorial or destination marketing research. Place branding is a powerful tool available to academics and professionals who dedicate their research to promoting geographical units in place management. Place branding is an important concept in today’s competitive world when nations are competing for tourists, consumers, donors, immigrants, the media and governments of other countries. The aim of this master’s thesis is to understand how the social and economic agents or place stakeholders should coordinate the activities to increase competitiveness and reputation in a context of internationalization. In this case study we applied seven semi-structured interviews to seven different economic and social stakeholders of the Minho region, northeast of Portugal. The interview guide has been prepared keeping in mind the determinants of competitiveness of Michael Porter, and according to the six dimensions of The Nation Brand Hexagon of Simon Anholt, an index to measure the power and appeal of the image of countries as brands, here adapted to the Minho region. We summarize the main results of the interviews with one SWOT analysis. The results indicate that the Minho region should seek to attract foreign investment, bearing in mind the availability of excellent infrastructure and facilities for teaching and research, promoting itself as a region of knowledge and innovation.
Corte, Denise Pinheiro. "O papel da Capital Europeia da Cultura Guimarães 2012 : fator de atracção do turista espanhol." Master's thesis, 2012. http://hdl.handle.net/1822/19884.
Full textAs transformações globais têm vindo a repercutir-se na dinâmica dos territórios, reservando um novo protagonismo quanto às vantagens competitivas e capacidade de resposta face aos desafios impostos pela globalização, requerendo daqueles maiores níveis de competitividade. Os eventos como as Capitais Europeias da Cultura (CEC’S) têm sido encarados como estratégias adotadas pelas cidades europeias como meios de promoção e projeção internacional. São vistos como dínamos do desenvolvimento local, possuindo a capacidade de envolver as comunidades no processo de atrair turistas. Aproveitando a nomeação de Guimarães, enquanto Capital Europeia da Cultura em 2012, torna-se pertinente analisar o papel de um evento desta envergadura para a cidade anfitriã. Assim, o presente estudo debruça-se em analisar o papel da Capital Europeia da Cultura em Guimarães 2012 como fator de atração, nomeadamente no turista espanhol. Foi realizado um estudo empírico através da revisão da literatura e da realização de inquéritos a 150 indivíduos residentes na Galiza. A seleção do público-alvo está diretamente relacionada com o facto de Espanha (Galiza) ser o principal mercado estrangeiro da região Porto e Norte de Portugal. Nesta perspetiva, pretende-se comparar algumas teorias existentes de forma a reconhecer as verdadeiras particularidades e atributos destes tipos de eventos nas cidades, sendo que as cidades nomeadas são vistas como fortes produtos de regeneração económica. Neste cenário, a título conclusivo apesar de vários estudos indicarem que o marketing territorial afere atributos quanto a atração de potenciais turistas aquando a realização de eventos como as CEC’s, o estudo manifesta que mais de metade dos inquiridos, sabendo que Guimarães é CEC 2012, não tem qualquer intenção de visita, concluindo-se portanto, que a notoriedade da cidade Guimarães apresenta lacunas e dificuldades de consolidação, nomeadamente, carece de uma campanha promocional bem dirigida ao público espanhol.
The global changes have been increasingly reflecting themselves in the dynamics of territories giving way to a new significance regarding the competitive advantages and ability to cope with the new challenges brought by globalization requiring from them higher levels of competitiveness. Events like "European Capitals of Culture" have been viewed as strategies adopted by the European cities as a means of promotion and international visibility. They are seen has drivers of local development having the ability to involve the communities in the process of captivating tourists. Bearing in mind the designation of Guimarães as "European Capital of Culture" in 2012 it is relevant to review the role of such an event to the host city. Therefore, this study intends to analyze the role of the "European Capitals of Culture in Guimarães as a captivating factor, namely regarding the Spanish tourist. An empirical study has been made based on the reviewing of the literature and on questionnaires to 150 individuals resident in Galicia. The selection of the target audience is directly connected to the fact of Spain (Galicia) being the major foreign market of Porto and the North of Portugal. In this perspective, some existing theories were compared in order to recognize the decisive specificities and attributes of this type of events in the cities as the designated cities are seen as strong products and economically regenerating. In this context, and as conclusion, despite the indication by several studies that territorial marketing provides attributes regarding how to attract potential tourists when events like "European Capitals of Culture" occur, the study shows that more than half of the inquired individuals, knowing that Guimarães is the 2012 European Capital of Culture, has no intention to visit the city, finding that measures the notoriety of the city of Guimarães over the years showing the lack of an effective promotional campaign specifically directed to the Spanish public.