Resumo

ALVES, Nélia; COSTA, Jorge  e  SALAZAR, Ana. Planning the brand identity of tourist destinations: application of the Aaker model to the Madeira island brand. TMStudies [online]. 2013, vol.9, n.2, pp.65-69. ISSN 2182-8458.

Aiming to analyze the existence of a shared vision regarding the identity and value proposition of Madeira Islands brand, and considering that a shared vision is an essential aspect of a successful brand a qualitative study was developed. Primary data was collected through in-depth interviews addressed to a representative sample of 11 key stakeholders consider relevant to the management of the brand. It is concluded that the brand differentiating factors are nature and natural beauty, mild climate, security and quality of services while the value proposition includes intangible aspects such as hospitality, friendliness, art of hospitality and quality associated with a culture of tourism and welcome. The sources of value are primarily emotional benefits. It is referenced, by the sample, the need for an updated strategic analysis and the creation of a Strategic Plan for the tourism industry. In results, in light of the planning model of the Aaker brand identity, we infer that the brand would benefit from an updated strategic analysis and diagnosis in the perspective of the brand as product, organization, person and symbol. This research presents the views of stakeholders about the unique brand identity and concludes there is a valid basis for the implementation of a vision / shared management of the Madeira brand.

Palavras-chave : Brand; tourist destinations; strategic planning; identity; Aaker Model.

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