The Importance of Collective Brands in Protected Areas Management and Promotion: Natural.PT, Portugal Case Study
Sónia Nogueira,
Catarina Mesquita,
Marília Durão
et al.
Abstract:The objective of this study is to gain a deeper understanding of the importance of collective brands in protected areas and what is the process and impact of their development on protected areas management. This study is applied to the collective brand Natural.PT, in Portugal, using a case study approach. The study adds value to the existing literature insofar as it explores what the process of creating a collective brand involves, what benefits and/or difficulties, and what dynamics can be developed to promot… Show more
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