ESCOLA SUPERIOR DE PROPAGANDA E MARKETING
FINAL PAPER: ITALY
GESTAO DE MARCAS INTERNACIONAIS
PEDRO LEAL MOURA
São Paulo, September 20, 2012
1) Attractions Portfolio
2) Brand History
3) Market Analysis
4) Points of Parity and Points of Differentiation
6) Brand Positioning
8) Brand Architecture
1) ATTRACTIONS PORTFOLIO
Whereas Target is a newly married couple, and relatively young, it is considered that Italy would be one of the first places to be contemplated to be visited by them in Europe. Thus we selected the three main cities that possibly this couple would visit first. These are: Rome, Milan and Venice.
Masks, dances with orchestras are quitecharacteristic in some evening events in Venice, once, that music transforms the environment even more sophisticated and are pleasant to ride in gondolas, bike or even walking. Piazza San Marco and the Bridge of Sights are some of main points to be visited by the couple.
Another very curious city to be visited by possessing ancient artifacts, but that continual being preserved and abundant is Rome. TheColiseum is one of the environments that should not miss the travel itinerary of this couple. If they are interested in History, or religion the city, will entertain then even more. San Pedro cathedral and the Vatican City are two places that should not stop being visited.
Lastly, they can not miss a extremely cosmopolitan city and international as well. Known as the capital of design and coversall types of culture Milan, brings on with it music, art and literature on the couple´s itinerary. A newly married couple surely would enjoy all that Milan can provide, so if they have time to explore the whole city, they should enjoy.
Some of the tourist points are given by Laggo Maggiore, Castello Sforzesco and Santa Maria delle Grazie.
2) BRAND HISTORY
The word Italy appears backed on acoin minted by the Italics in the first century, but before that, the Etruscans had already lived at the region, leaving pieces of clothing in various regions of the country. But the most indelible traces are aqueducts, temples, bridges and theaters, which were left by the romans from the third century BC. They unified the Italian peninsula to much of Europe.
The small kingdom of Piedmont remainedindependent after the Napoleonic occupation, became the motor of the “Risorgimento” movement that led in 1870 to the final unification of Italy under the command of the Royal House of Savoy. At this time, the region used to receive letters, students, researchers and artists from various parts of Europe to be “in vita” the “Risorgimento”. After the second World War, in 1946, a popular referendumabolished the monarchy and proclaimed the Republic of Italy. Between it and the first world war, the hydrotherapy resurfaces as a form of tourism, but went in to decline at the end of century.
Since 2000 the Italian government has an official office to promote tourism, the ENIT – Italian National Agency for Tourism. Witch the major goal is to spread the tourism in Italy, then to this, the officeannually prepares and distributes promotional material to operators and travel agencies to update them and instruct on how to “sell” the country. Moreover many are programed fan tours the country directed at journalists (who make disclosure of their own experiences in their journey in the media) and the agencies and tour operators that are updated about the tourism products in each of the regionproposed in each fan tour, such as hotels, tourism structures and the environment in general. Officially, the office organizes and participates in tourism fairs, both in Brazil (as ABAV organized by the Brazilian Association of Travel Agencies and Tourism Festival Lawn) and in Italy (as a BIT – International Tourism Exchange in Milan) beyond sending newsletters, workshops and training seminars,...
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