Authors:

Douglas Luiz Menegazzi, Laryssa Tarachucky, Luiz Salomão Ribas Gomez

Abstract:

This article seeks to contextualize and conceptualize place branding and examines the opportunities for a successful brand for the city of Florianopolis as a center of innovation, mapping a route to be promoted through branding strategies. The objective of this research is to discover the strengths, opportunities, weaknesses and threats to the brand through a SWOT analysis of the conceptual material generated by methodology applied which involves interviews with actors and opinion leaders related to the brand and the city. The theory section presents concepts related to place branding and discusses their characteristics based on literary review. The empirical part of the report consists of the results of the previous events of the SWOT analysis and the analysis process, specifically targeted to promote the innovative and technological characteristic of Florianopolis.

Index Terms: Branding, Place Branding, Innovation, SWOT Analysis, TVU Branding

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