Teste

ESCOLA SUPERIOR DE PROPAGANDA E MARKETING

FINAL PAPER: ITALY

GESTAO DE MARCAS INTERNACIONAIS

CARLA GOUVEIA
MAYRA CARDOZO
MARIANA NOGUEIRA
PEDRO LEAL MOURA
RAFAELA PASTORE

São Paulo, September 20, 2012

ITALY

1) Attractions Portfolio 2) Brand History 3) Market Analysis 4) Points of Parity and Points of Differentiation 5) Target-audience 6) Brand Positioning 7) Laddering 8) Brand Architecture

1) ATTRACTIONS PORTFOLIO

Whereas Target is a newly married couple, and relatively young, it is considered that Italy would be one of the first places to be contemplated to be visited by them in Europe. Thus we selected the three main cities that possibly this couple would visit first. These are: Rome, Milan and Venice.
Masks, dances with orchestras are quite characteristic in some evening events in Venice, once, that music transforms the environment even more sophisticated and are pleasant to ride in gondolas, bike or even walking. Piazza San Marco and the Bridge of Sights are some of main points to be visited by the couple. Another very curious city to be visited by possessing ancient artifacts, but that continual being preserved and abundant is Rome. The Coliseum is one of the environments that should not miss the travel itinerary of this couple. If they are interested in History, or religion the city, will entertain then even more. San Pedro cathedral and the Vatican City are two places that should not stop being visited.
Lastly, they can not miss a extremely cosmopolitan city and international as well. Known as the capital of design and covers all types of culture Milan, brings on with it music, art and literature on the couple´s itinerary. A newly married couple surely would enjoy all that Milan can provide, so if they have time to explore the whole city, they should enjoy. Some of the tourist points are given by Laggo Maggiore, Castello Sforzesco and Santa Maria delle Grazie.

2) BRAND HISTORY

The word Italy appears backed on a