Territorial marketing to the territorial branding: theoretical conceptions, analyzes and forecasts for the north Planalto Norte Catarinense

Abstract:

Territorial Branding is conceived as the process of construction and communication of a brand and territory identity. The region under study is the North Plateau of Santa Catarina (SC-Brazil), with the objective of proposing indicative that support Branding Territorial processes. It is a case study, based on literature. The image of "the land of mate herb and chimarrão" is recognized as the main brand identity element of the territory under study.

Key words:
territorial development; territorial branding; territorial heritage