Cuentas Reciprocas

The Brand of Rio de Janeiro 2016
Global branding of a general tourism distornation

Module Name: Brand Management
Module Code: BLB10038-3
Teacher: Paul Byrne
Assignment Title: Destination Branding
Weighting: 50%
Written by: Brand Management group
Checked by: External Examiner
Student’s Numbers: B 61/12-13, B 63/12-13, B 66/12-13, B86/12-13, B 88/12-13 and B 99/12-13
Delivery date:14/12-2012
Length: 10.000 Words

Module Name: Brand Management
Module Code: BLB10038-3
Teacher: Paul Byrne
Assignment Title: Destination Branding
Weighting: 50%
Written by: Brand Management group
Checked by: External Examiner
Student’s Numbers: B 61/12-13, B 63/12-13, B 66/12-13, B86/12-13, B 88/12-13 and B 99/12-13
Delivery date: 14/12-2012
Length: 10.000 Words

Index
1. Introduction4
1.1 Scope 4
1.2 Key findings 4
2. Situation analysis (from secondary data) 4
2.1 External factors I the Macro environment (Pestel) 4
2.1.1. P 4
2.1.2. E 4
2.1.3. S 4
2.1.4. T 4
2.1.5. E 4
2.1.6. L 4
2.2 Computational factors in the Micro environment (Porters 5 Forces) 4
2.2.1. Potential Entrants 4
2.2.2. Suppliers 4
2.2.3. Substitutes 4
2.2.4.Buyers 4
2.2.5.Competition inside South America 4
2.3 Internal and external factors (SWOT) 4
3. Problem statement (Question phrases) 5
4. Objectives 6
4.1 Primary 6
4.2 Secondary 6
5. The Exploratory research: Primary and Secondary data collections 6
5.1 Focus Groups 6
5.1.1 Results of: Firs Focus group 7
5.1.2 Results of: Second Focus Group 7
5.1.3 Results of: Third Focus Group 7
5.1.4Comparing the results from Focus Groups 7
5.2 Debt Interviews 7
5.2.1 Results of: First Debt Interview 7
5.2.2 Results of: Second Debt Interview 7
5.2.3 Results of: Third Debt Interview 7
5.2.4 Comparing the results from the Debt Interviews 7
5.3 Questionnaires 7
5.3.1 Results of: questioners answered by Danes 7
5.3.2 Results of: questioners answered by Germans 7
5.3.3 Results of:questioners answered by Spanish 7
5.3.4 Comparing the results from the each segment destination 7
6. Conclusion (The Brand of Rio 2016) 7
6.1 F.D.I 7
6.2 Key Factors 7
6.2.1 Factor A – The Value Propositions 7
6.2.2 Factor B – Tangibles and Intangibles 7
6.2.3 Factor C – Peoples perception of Rio de Janeiro 7
7. Literary revue 8
8. Bibliography 8
8.1 From Books and Articles 13
8.2??? 13
8.3 From Internet 13
9. Appendix 13
9.1 Focus groups 13
9.2 Debt interviews 14
9.3 Questionnaires 16
9.4 Flowchart 22
9.5 the present Image of Rio de Janeiro both, micro and macro for the general tourism (Dan & Mickey) 22
9.6 recognise the general perception of Rio de Janeiro for general tourism. (Dennis & Daniel) 22
9.7 Identify motivators and demotivatorsfactors for the general tourism (Text of Naia & Sofia) 26
9.6 Identify the added value of Rio de Janeiro in order to built up brand equity and the costs related to that (Dan & Mickey) 43

1. Introduction
1.1 Scope
1.2 Key findings

2. Situation analysis (from secondary data)
2.1 External factors I the Macro environment (Pestel)
2.1.1. P
2.1.2. E
2.1.3. S
2.1.4. T
2.1.5. E
2.1.6. L2.2 Computational factors in the Micro environment (Porters 5 Forces)
2.2.1. Potential Entrants
2.2.2. Suppliers
2.2.3. Substitutes
2.2.4.Buyers
2.2.5. Competition inside South America
2.3 Internal and external factors (SWOT)
Short Explanation

* Strengths
-Language
-Image
-Accessibility
-Friendliness/openness
-Infrastructure
-Entertainment and Experience possibilities-Culture

* Weaknesses
-Language
-Image
-Accessibility
-Friendliness/openness
-Infrastructure
-Entertainment and Experience possibilities
-Culture

* Opportunity
-Language
-Image
-Accessibility
-Friendliness/openness
-Infrastructure
-Entertainment and Experience possibilities
-Culture

* Threats
-Language
-Image
-Accessibility
-Friendliness/openness
-Infrastructure...