Marca Cabo Verde. Aproximación al reciente posicionamiento del país a través de su identidad turística

• Autores: Edson Redy Moreira dos Santos, María Lorena Rodríguez Campo
• Localización: Questiones publicitarias: revista internacional de comunicación y publicidad, ISSN-e 1988-8732, ISSN 1133-6870, Nº. 19, 2014, págs. 1-15
• Idioma: español
• DOI: 10.5565/rev/qp.22
• Enlaces
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• Resumen
  • español

    Desde que comenzó el siglo XXI, Cabo Verde presenta crecimientos anuales de turistas del 17,5% lo que le ha consolidado como país emergente y estratégico. Debido a ello, el Ministerio de Turismo en 2010, ha tratado de desarrollar estrategias de marketing para el destino. Una revisión crítica y reflexiva a través del análisis DAFO, tanto de la creación de la identidad visual como de las actuaciones derivadas del Plan Estratégico para el Desarrollo del Turismo, permiten concluir que las autoridades han escogido un posicionamiento erróneo carente de autenticidad siendo necesario y posible el reposicionar Cabo Verde pues posee características fundamentales para constituirse en una marca diferenciada y única.

  • English

    Since the beginning of the 21st century, Cape Verde has had an annual growth of 17.5% of tourist arrivals, which in turn, has established the country as a strategic emerging destination. As a result, of this, in 2010 the Ministry of Tourism attempted to develop a marketing strategy for the destination. A critical and reflective analysis anchored by a SWOT Analysis based on both, the creation of the visual identity as well as the actions undertaken in the National Strategic Plan for Tourism Development concluded that the visual identity selected by authorities lack the fundamental authentic characteristics necessary to position Brand Cape Verde as a differentiated and unique visual identity.

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