PEOPLE AND PLANET FIRST: TESTING AN APPROACH TO PLACE BRANDING IN THE DÃO WINE REGION

Autores

  • JOÃO PEDRO REIS
  • DENISE HENRIQUES

DOI:

https://doi.org/10.26619/1647-7251.DT0125.4

Palavras-chave:

Marca local, região vitivinícola do Dão, People and Planet First, centrada no cliente/consumidor, Diplomacia Pública

Resumo

Este artigo sugere uma nova abordagem ao place branding e ao place marketing, aplicada a um caso de estudo - a região do Vinho do Dão – e centrada nas Pessoas e no Planeta, em vez de abordagens centradas no consumidor ou no cliente, que têm sido amplamente utilizadas no marketing. A metodologia inclui revisão da literatura, recolha de dados, entrevistas, mapas de empatia e observação de campo na região. Os principais resultados mostram a relevância de uma perspetiva alargada do marketing mix, People and Planet, aplicada a marcas e marketing de lugares, em comparação com a abordagem tradicional utilizada em marcas comerciais.

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Biografias Autor

JOÃO PEDRO REIS

He is currently a PhD student in Marketing and Strategy in a joint programme between the University of Minho, the University of Aveiro and the University of Beira Interior. Her research focuses on topics such as place branding, destination branding and country of origin. With a business career in marketing, he is currently Head of Commercial Development at Sogrape Vinhos S.A. ORCID: 0009-0004-5274-1772.

DENISE HENRIQUES

Denise Henriques has a PhD and a master´s degree in Public Policy, and a degree in Social and Cultural Communication. She is the Director of the Post-Graduation in Placebrand and Place Marketing of ISCTE Executice Education, and a researcher at CIES/ISCTE-IUL and ICNOVA- Institute of Communication of the Universidade Nova de Lisboa. She developed with AICEP-Agency for Investment and Foreign Trade of Portugal, the Strategic Plan of Portugal Nation Brand and she was invited by t he United Nations to develop the Guinea Bissau Digital Strategy. She is the author of the book Marca Portugal: Políticas e Atores, published by ISCTE and finaced by IAPMEI-Agency for Competitiveness and Innovation of Portugal, as well as other scientific publications and international communications. She has been an invited member of the scientific committee of several scientific events and international networks, in her expertise and research interest areas: Placebrand; Placemarketing; Inteligent and Sustainable Policies. ORCID: 0000-0003-4432-3947.

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Publicado

2025-02-21

Edição

Vol. 15 N.º 2, TD2 (2025): Gestão de Marca de Lugar e Diplomacia Pública

Secção

ARTIGOS