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María José Cerdá Bertomeu
Instituto Mediterráneo de Estudios de Protocolo (Centro Adscrito a la Universidad Miguel Hernández de Elche)
España
https://orcid.org/0000-0002-1180-7825
Vol. 12 Núm. 2 (2018), Artículos, Páginas 43-59
DOI: https://doi.org/10.17979/rotur.2018.12.2.3452
Recibido: may. 2, 2018 Aceptado: jul. 24, 2018 Publicado: sept. 23, 2018
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Resumen

Un Destino puede ser entendido como el conglomerado de muchas marcas que representan públicos distintos con intereses diversos. Al modo en el que se establecen las relaciones formales entre marcas se le denomina en marketing ‘Arquitectura de marcas’. Las tres estrategias principales para realizar cobranding son la Monolítica’, la de Respaldo y la Multimarcas. La elección de una estrategia implica que unos intereses han predominado sobre otros en el diseño de la estrategia de gobernanza para el territorio.

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