Search results for "brand communication"

showing 2 items of 2 documents

Brand Communication Challenges in Getting Young Customer Engagement

2014

Abstract It is important for the Brands of products and services that address young people to get to know very well this consumer segment, although they are extremely open minded, bold, friendly and great fans of brands. Nevertheless they are not so easy to deal with or to be convinced by one brand or another, but once they prove to be loyal they are highly valuable. In order to win their loyalty, companies must take into account a certain number of aspects.

Customer engagementbusiness.industrymedia_common.quotation_subjectGeneral Engineeringbrand communicationEnergy Engineering and Power Technologyyoung customerAdvertisingBrand managementOrder (business)LoyaltycommunityBusinessMarketingComputingMilieux_MISCELLANEOUSmedia_commonProcedia Economics and Finance
researchProduct

Viaggi nell’immaginario: il turismo virtuale nel sito UNESCO di Tarragona

2023

Le nuove tecnologie hanno trasformato in modo radicale non solo la geografia come disciplina, ma anche le geografie del mondo. Il digitale ha assunto, infatti, un ruolo di mediazione sempre più pervasivo nella produzione dello spazio, come delle conoscenze e degli immaginari geografici. Le possibilità offerte dal virtuale, in particolare, offrono oggi un contributo decisivo nella comunicazione dei significati attribuiti ai luoghi e rispondono in modo sempre più efficace ai bisogni emergenti del settore turistico. Le esperienze di visita mediate dal digitale mirano a coinvolgere i sensi e risultano efficaci quando promuovono immersioni rigorosamente realistiche. Nel quadro di queste riflessi…

New technologies have radically transformed not only geography as a discipline but also the geographies of the world. Indeed the digital has assumed an increasingly pervasive mediating role in the production of space as of geographic knowledge and imaginaries. The possibilities offered by the virtual in particular now offer a decisive contribution in communicating the meanings attributed to places and respond increasingly effectively to the emerging needs of the tourism sector. Digitally mediated visitor experiences aim to engage the senses and are effective when they promote rigorously realistic immersions. Within the framework of these reflections the paper highlights the renewed relevance of authenticity both of the tourism experience and of cultural heritage in relation to its potential for attraction and proposes a contextualization of the theme in light of the unprecedented opportunities granted by technologies for the creation of virtual and augmented spaces. The proposed discussion is therefore also a journey aimed at exploring authenticity as a tool through which new technologies can effectively mediate a sense of place and foster brand communication of a destination. The case study is the UNESCO site of Tarragona whose most relevant image for urban policies is presented. This shared figuration spatially defined and rooted in a precise historical moment is reconstructed on the one hand through the analysis of functional documentation for the candidacy and on the other by means of a review of mobile applications developed for the promotion of the city's cultural heritage. The proposed journey and exploration of the place return in light of the research data and in conclusion the central role played by digital technologies in mediating the UNESCO imaginary. The forms of virtual tourism in Tarragona confirm that to travel is to experience a text enveloped in time and inscribed in space.Settore M-GGR/01 - Geografia
researchProduct