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The Digital Brand Marketing in the Azores Archipelago: New Paths for the Enhancement of Sustainable Regional Development

The Digital Brand Marketing in the Azores Archipelago: New Paths for the Enhancement of Sustainable Regional Development

Gaulter Couto (Universidade dos Açores, Portugal & CEEAplA, Portugal), Pedro Pimentel (Universidade dos Açores, Portugal & CEEAplA, Portugal), Sérgio António Neves Lousada (Universidade da Madeira, Portugal), and Rui Alexandre Castanho (WSB University, Poland)
Copyright: © 2022 |Pages: 14
DOI: 10.4018/978-1-7998-8482-8.ch024
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Abstract

The ultra-peripheral Portuguese region of Azores is considered one of the EU outermost regions. This insular region is widely recognized as a sustainable nature-based destination. Its remoteness and breathtaking landscape attributed the region a label of adventure tourism by global references as Bloomberg, Departures, BBC, Forbes, GeekyExplorer, Lonely Planet, among others. In this regard, this type of tourism incorporated with the digital marketing generated around it is seen as a vital channel for inspiring sustainable regional development. Consequently, it is possible to verify that the digital marketing created around this new typology of tourism along with the Azores' singularity as a destination could significantly influence the local socio-economy base to the sustained development growth of the region. Furthermore, it was identified that the most reasonable opportunities for slow and nature-based tourism were located in rural tourism.
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The Brand Marketing Concept: A Brief Overview

Brand marketing, generally speaking, is the enterprise's product-specific image through a means of a profound reflection into the hearts of consumers (Malhotra, 2012). Also, brand marketing refers to the enterprise through the use of consumer demand for products, and then use the product quality, culture, and unique publicity to create a brand in the hearts of users to recognize the value of the final form of brand effectiveness marketing strategy and process (Wang, 2015). Thus, it uses various marketing strategies to make the target customer form the cognition-recognition-recognition of enterprise brand and product and service through marketing (DaCunha, 2014, Talpau, 2012). Moreover, according to Khedher (2015): “(...) brand marketing from the high level is the image of the enterprise, visibility, good reputation, and so on display to consumers or customers in the eyes of customers and consumers to form a product or service brand image of the enterprise, this is brand marketing”.

The fundamental point of brand marketing is to find a differentiated personality for the brand - which can profoundly affect the core of the brand value of consumers. Also, it allows consumers to quickly identify and remember the interests of the brand and personality, drive consumer identity, even love a brand's main strength (Lub, 2015). The premise of brand marketing is the quality of products to ensure that consumers are recognized (Chaffey, 2012). Brands are based on tangible products and intangible services. Visible refers to the new packaging product, unique design, and the name of the rich symbolic attraction (Aaker, 2013).

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