{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2022,4,2]],"date-time":"2022-04-02T18:28:08Z","timestamp":1648924088464},"reference-count":0,"publisher":"Universidad Federal de Santa Maria","issue":"3","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["CadCom"],"abstract":"<jats:p>Este trabalho est\u00e1 centrado no conceito de marca, de um modo geral, e no de place brand, em particular. Pretende-se, com este artigo, compreender de que modo a administra\u00e7\u00e3o usa um conceito nascido em contexto empresarial para construir e posicionar uma marca municipal, local ou regional, e quais as implica\u00e7\u00f5es desta op\u00e7\u00e3o, na ac\u00e7\u00e3o comunicativa, de natureza p\u00fablica, dessa administra\u00e7\u00e3o local. Para tal, analisaremos o caso especifico do munic\u00edpio da cidade de Viana do Castelo, no Norte de Portugal.Palavras-chave: marca; posicionamento; comunica\u00e7\u00e3o p\u00fablica\u00a0Construction and communication of a territorial brand: the case of Viana do Castelo cityAbstract: This paper focuses on the concept of brand, place brand specifically. The intention with this article is to understand how a local administration uses a born concept in business environment, as brand, to build and positioning a local brand and what are the implications of this option in the communicative action of \u00a0this administration. To this end, we analyse the specific case of the city of Viana do Castelo, in north of Portugal.Keywords: brand; positioning; public communication\u00a0La construcci\u00f3n y la comunicaci\u00f3n de la marca territorial: el caso del ayuntamiento de Viana do CasteloResumen: Este trabajo tiene como enfoque el concepto de marca en general y no de place brand en particular. El objetivo es entender c\u00f3mo el poder municipal, atrav\u00e9s de un ayuntamiento, utiliza un concepto nacido en contexto empresarial para construir y posicionar una marca local y cu\u00e1les son las implicaciones de esta opci\u00f3n, en la acci\u00f3n comunicativa, de car\u00e1cter p\u00fablico, de este ayuntamiento. Con esta finalidad, se analizar\u00e1 el caso espec\u00edfico de la ciudad de Viana do Castelo, Norte de Portugal.Palabras-clave: marca; posicionamento; e comunicacion p\u00fablica<\/jats:p>","DOI":"10.5902\/2316882x22921","type":"journal-article","created":{"date-parts":[[2016,11,16]],"date-time":"2016-11-16T23:05:35Z","timestamp":1479337535000},"source":"Crossref","is-referenced-by-count":0,"title":["Constru\u00e7\u00e3o e comunica\u00e7\u00e3o de uma marca territorial: o caso do munic\u00edpio de Viana do Castelo"],"prefix":"10.5902","volume":"20","author":[{"given":"Gorete","family":"Marques","sequence":"first","affiliation":[]},{"given":"Rosa","family":"Sobreira","sequence":"additional","affiliation":[]}],"member":"4419","published-online":{"date-parts":[[2016,11,2]]},"container-title":["Cadernos de Comunica\u00e7\u00e3o"],"original-title":[],"link":[{"URL":"https:\/\/periodicos.ufsm.br\/ccomunicacao\/article\/viewFile\/22921\/pdf","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/periodicos.ufsm.br\/ccomunicacao\/article\/viewFile\/22921\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2016,11,16]],"date-time":"2016-11-16T23:05:41Z","timestamp":1479337541000},"score":1,"resource":{"primary":{"URL":"https:\/\/periodicos.ufsm.br\/ccomunicacao\/article\/view\/22921"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2016,11,2]]},"references-count":0,"journal-issue":{"issue":"3","published-online":{"date-parts":[[2016,11,2]]}},"URL":"https:\/\/doi.org\/10.5902\/2316882x22921","relation":{},"ISSN":["2316-882X","1677-9061"],"issn-type":[{"value":"2316-882X","type":"electronic"},{"value":"1677-9061","type":"print"}],"subject":[],"published":{"date-parts":[[2016,11,2]]}}}