Moiguer So said Fernando, an expert in building brands and branding. The specialist performed a diagnostic work on the positioning of the destination Mendoza. VI Under the Provincial Congress of Tourism, the consultant talked about the strengths and weaknesses of the destination Mendoza.
How much does a congress of its kind in the positioning of Mendoza in Argentina as a tourist destination and the world?
Build strategy is a very complex operation, requires first that all parties have a common diagnosis and in the world we live inevitably need a common theoretical framework. Therefore, we built a workshop that, first, present a theoretical framework and we have achieved with great audience participation constitute a common framework, participants are working on that. These are important advances, we are talking about the first steps. Therefore, if the Ministry of Tourism to the government succeeds in establishing these agreements as a policy we will have taken a big step. How
Moiguer Fernando brings to this company that is tourism in Mendoza?
believe that communities should discuss, agree, talk, and that is a natural task. No talking, no consensual spontaneously or because there gave tin dish, a consensual when there is no alternative, when it has all the power and tourist units and nobody has ever more power is fragmented ... So we are trying to help build a methodology to respect all voices, dissent, minority rights, but along with that produce a very strong form of consensus building powerful, where everyone is represented.
From his experience in building brands in Argentina and Latin America. What is the potential of the brand of Mendoza at the moment?
All marks in Argentina and Latin America have a common problem is that all identity is missing. Mendoza province is a very strong from the standpoint of identity, an area of \u200b\u200bidentity development today is slightly blurred in recent years. If this Congress can make history and go Mendoza makes building a new stage, taking all its history and the course of their identity, I think we will have contributed a lot. Yes
take these contributions practice worked, what prognosis might give Mendoza as a destination. Which do you compare?
It's kind of hard to give a diagnosis. First, we must build the ground step by step, we want to see how ends the day, which produces and how high they will be the operators themselves who will be in charge. With this, they will have what they always called and let's see what they do with that. When people agree it is always good, but sometimes have setbacks. Mendoza has all chances to be more valued worldwide because it articulates cultural landscape, has a respect for the water that comes from far away and these values \u200b\u200bare increasingly powerful. It also has tremendous as is the roof of America and has a population of individually interesting, all together, it lacks a bit ... no other choice than to agree. Now hopefully, if so, will out of a battle that had never left ... but people have their time and can not go against this.
Profile
Fernando Moiguer is an economist and university professor (holds the Chair of Marketing and Communication at the University of San Andrés and former UBA) and has specializations in construction market research and brand strategy.
intervene in the launch of the generic promotion campaign of Argentine wine, among its clients include: Coca Cola, YPF, Sanyo, Disco, Ford, and Grupo Clarin Jumbo hyper, among others.
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