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Image transference from product branding to place branding: The case study of Marinha Grande Mglass

Transferencia de la imagen de marca de producto a la marca de lugar: El caso de Marinha Grande Mglass

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Abstract

Some regions create their image on the basis of images of particular companies and products. The process of mutual transferring image between two objects is the support for place-product co-branding strategy.

Is it possible to use a positive image of a product brand and transfer it on the place where the product is manufactured? This paper presents a place branding case-study of a Portuguese town,Marinha Grande, and its surroundings, theGlass Region, based on two strategic development factors: a product brand -Marinha Grande mGlass-, and a destination brand of industrial tourism -theGlass Route-.

Resumen

Algunas regiones construyen su imagen a partir de la imagen de las imágenes de empresas y/o productos concretes. El proceso de transferencia recíproca de imagen entre dos objetos es el soporte para una estrategia de marca compartida (co-branding) entre un lugar y un producto.

¿Es posible utilizar la imagen positiva de la marca de un producto y transferirla al lugar donde dicho producto es elaborado? En el presente trabajo se muestra un estudio de caso correspondiente a la marca de lugar de una localidad portuguesa, Marinha grande y sus alrededores, la Región del Vidrio, fundamentada en dos factores estratógicos de desarrollo: la marca de un producto -Marinha Grande mGlass-, y una marca de destino de turismo industrial -laRuta del Cristal-.

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Authors and Affiliations

  1. Institute Superior de Gestão, Lisboa, Universidade Fernando Pessoa, Porto, Rua Dr. Fonseca e Castro s/n-xBurgães, 4780-108, Santo Tirso, Portugal

    António Zevedo

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  1. António Zevedo
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Correspondence to António Zevedo.

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Zevedo, A. Image transference from product branding to place branding: The case study of Marinha Grande Mglass. Int Rev Public Nonprofit Marketing 1, 101–111 (2004). https://doi.org/10.1007/BF02896629

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  • DOI: https://doi.org/10.1007/BF02896629

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