Semiotics applied to the study the territory is a tool for creating value space, through the analysis of signs that make it up. Just like brands - which are implemented branding operations - the territory and its culture can, must, be subject to placement: strategies through the opposition than that which identifies similar areas and competitors. Opposition to bring out the distinctive values \u200b\u200bof the area and its socio-cultural traits. Differentiate
, bringing out the precise ethno-socio-cultural image that distinguishes the area from others.
What is the relationship between an operation practice of branding, marketing planning, and a theoretical point of view, which is semiotic?
The design of the difference. Design, ie, a universe of meanings that apply to establish the image of that place, its identity and uniqueness.
design and qualify the area as a mechanism for generating unique and original meaning. And the more numerous are the connotations, the deeper meanings, that the territory will be able to generate, the greater will be its persuasive force. It is that association that the territory is capable of producing within the contract with the visitor.
Let's start by thinking the opposite: from the perspective of our visitors, what we do when we are in a place different from ours.
We feel the duty and the pleasure of visiting exhibitions, museums, sites ... that are not "that" (the search for uniqueness). Our visits are filled with meanings that will create a more or less original and consistent.
The meanings of our being elsewhere are mainly:
- a unique opportunity to see "live in that place" (only in that place)
- the meeting with the different signs of the landscape, its economy and humanity (which are only in that place)
- Research and the smell of new cultural emotions
latter meaning is the most broad and includes: the search for emotion's sake.
is the euphoric feeling resulting from the discovery of what is original, that surprises us enough to give us a sense of opposition to everyday life (the unusual versus usual). In a new territory is sought, primarily, that carries emotion.
now return to the territory and we put an outside observer, or rather try to understand how to build the identity of the place in order to communicate effectively.
First, land is a thing of value, a value of differential value is compared to other places, to other territories. It is well to understand what all the characteristics that make up the difference, knowing that you can not build their own image if you do not know the identity of others.
How to create a basis for communication of the territory, a land of attributes that allows them effectively?
There are three initial operations and fundamental
- Evaluate the component layout of the area. Taken into account, ie, the value of that place decomposing into its component parts.
- Examine the component tassica. Do not scare the term. This is to compare the area compared to other similar, too - and just - on the minimum constituent elements that are removed in the first phase.
- Expose the functional component in three tracks, which run parallel:
. The instrumental aspect of the area: its performance, the services that you offer in tourism, real and potential (broadening of the target).
. The mythical side: its prestige, the values \u200b\u200bthat have always anchored to the territory and make his reputation
. The aesthetic and expressive: the beauty of the land and everything that shapes, visible, is the compelling feature that makes this place, through its real component
The foregoing analysis is a pre-positioning: the itself as a knowledge base, before implementation, true of branding.
This should lead to manage the direction and give rise to the structure of the communication mix. And circulating valuables. Do, that is, branding the area.
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