Fonte: ROTUR. Revista de Ocio y Turismo; Vol. 12 No. 2 (2018); 43-59
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Resumo: A Destination can be understood as the conglomeration of many brands that represent different audiences with different interests. The way in which formal relationships between brands are established is called 'Brand Architecture' in marketing. The strategies to perform cobranding are ’Branded House’, ‘House of Brands’ and ‘Endorsed Brands’. The choice of a strategy implies that some interests have predominated over others in the design of the governance strategy for the territory.