Abstract

DIAZ, Francisco José Torreblanca  and  SANJUAN, Francisco Javier Lorente. Marketing de diseño sostenible. Un caso práctico: nueva identidad de marca de la Denominación de Origen Manchuela (España). Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2024, n.128, pp.199-215.  Epub Nov 11, 2023. ISSN 1853-3523.  http://dx.doi.org/10.18682/cdc.vi128.4863.

Today, brands have the opportunity to win the hearts of consumers by adding value. Specifically, landmarks count as a fundamental variable the generation of a strong sense of belonging to one’s own geographical location. For a brand of territory, positively impacting its society, in a concrete and transparent way, is a great challenge that projects a better perception of its image internally, which will be the main foundation when doing so externally. Therefore, sustainable design marketing acquires a special relevance, since a perfect identity must be achieved with the specific values of the territory, without forgetting sustainability aspects that can be projected in the brand.

Keywords : Denomination of Origin Manchuela; Spain-wine of influence; brand identity; sustainable design marketing; sense of belonging; brand strategy; competitive advantage..

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