{"id":7133,"date":"2025-11-03T09:28:04","date_gmt":"2025-11-03T09:28:04","guid":{"rendered":"https:\/\/catedragandiatp.es\/jornadas_gandia_marca_poderosa\/"},"modified":"2025-11-03T19:32:20","modified_gmt":"2025-11-03T19:32:20","slug":"jornadas_gandia_marca_poderosa","status":"publish","type":"post","link":"https:\/\/catedragandiatp.es\/ca\/jornadas_gandia_marca_poderosa\/","title":{"rendered":"Gandia reflexiona sobre la seua identitat tur\u00edstica en una jornada dedicada a la construcci\u00f3 de marca"},"content":{"rendered":"<p data-start=\"109\" data-end=\"591\">El Campus de Gandia de la Universitat Polit\u00e8cnica de Val\u00e8ncia va acollir el passat dimecres 29 d\u2019octubre una nova jornada organitzada per la <strong data-start=\"250\" data-end=\"287\">C\u00e0tedra Gandia Turisme i Promoci\u00f3<\/strong>, centrada en el paper del <em data-start=\"314\" data-end=\"324\">branding<\/em> en els destins tur\u00edstics. L\u2019acte va comptar amb la pres\u00e8ncia de la <strong data-start=\"392\" data-end=\"479\">Regidora Delegada de Turisme, Platges i Promoci\u00f3 Exterior de Gandia, Balbina Sendra<\/strong>, i del <strong data-start=\"487\" data-end=\"547\">Responsable de C\u00e0tedres del Campus de Gandia, Pepe Mar\u00edn<\/strong>, que van inaugurar oficialment la sessi\u00f3.<\/p>\n<p data-start=\"593\" data-end=\"896\">La confer\u00e8ncia principal va anar a c\u00e0rrec d\u2019<strong data-start=\"637\" data-end=\"655\">Eulogio Bordas<\/strong>, expert en m\u00e0rqueting tur\u00edstic i estrat\u00e8gies de posicionament, que va oferir una pon\u00e8ncia estructurada en tres blocs: els fonaments conceptuals de les marques, el proc\u00e9s de <em data-start=\"829\" data-end=\"839\">branding<\/em> i una sessi\u00f3 final participativa amb agents del dest\u00ed.<\/p>\n<p data-start=\"898\" data-end=\"1499\">Durant la primera part, Bordas va explicar que una marca no es redueix al seu logotip o esl\u00f2gan, sin\u00f3 que es compon d\u2019un conjunt d\u2019<strong data-start=\"1029\" data-end=\"1064\">imatges, percepcions i emocions<\/strong> que el consumidor associa mentalment. Va subratllar que \u201cels visuals de marca \u2014com el lema <em data-start=\"1156\" data-end=\"1171\">Gandia Brilla<\/em>\u2014 s\u00f3n nom\u00e9s despertadors d\u2019una marca que ja ha d\u2019existir en el cervell del visitant\u201d. Tamb\u00e9 va assenyalar que el poder d\u2019una marca dep\u00e9n de factors com la diferenciaci\u00f3, la rellev\u00e0ncia o la notorietat, i que actualment Gandia, com la majoria de destins de la Comunitat Valenciana, presenta una marca encara en desenvolupament.<\/p>\n<p data-start=\"1501\" data-end=\"1973\">En la segona part, el ponent va desgranar les <strong data-start=\"1547\" data-end=\"1572\">etapes del <em data-start=\"1560\" data-end=\"1570\">branding<\/em><\/strong>: els fonaments, l\u2019estrat\u00e8gia i la construcci\u00f3. Va insistir que construir una marca s\u00f2lida exigeix definir una ambici\u00f3 clara, assegurar el finan\u00e7ament, crear un equip de treball especialitzat i integrar tots els actors p\u00fablics i privats sota una governan\u00e7a comuna. Nom\u00e9s aix\u00ed, va apuntar, es podr\u00e0 definir una promesa de marca coherent i una experi\u00e8ncia tur\u00edstica que complisca all\u00f2 que es comunica.<\/p>\n<p data-start=\"1975\" data-end=\"2566\">Finalment, la tercera part de la jornada es va dirigir a <strong data-start=\"2032\" data-end=\"2077\">agents p\u00fablics i privats del dest\u00ed Gandia<\/strong>, amb la finalitat de reflexionar conjuntament sobre possibles l\u00ednies de posicionament futur. Bordas va presentar tres propostes inspiradores que, al seu parer, podrien transformar la identitat tur\u00edstica de la ciutat: <strong data-start=\"2295\" data-end=\"2423\">Gandia com a platja \u201cpremium\u201d d\u2019Espanya, dest\u00ed mediterrani per a esports, o seu de reunions boutique amb esperit mediterrani<\/strong>. Cadascuna d\u2019aquestes visions implicaria innovacions i estrat\u00e8gies de comunicaci\u00f3 espec\u00edfiques, aix\u00ed com un model de finan\u00e7ament sostenible.<\/p>\n<p data-start=\"1938\" data-end=\"2536\">\u00a0<img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-7123\" src=\"https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08728-300x200.jpg\" alt=\"\" width=\"354\" height=\"236\" srcset=\"https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08728-300x200.jpg 300w, https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08728-1024x683.jpg 1024w, https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08728-768x512.jpg 768w, https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08728.jpg 1200w\" sizes=\"(max-width: 354px) 100vw, 354px\" \/> \u00a0<img decoding=\"async\" class=\"alignnone wp-image-7124\" src=\"https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08732-300x200.jpg\" alt=\"\" width=\"354\" height=\"236\" srcset=\"https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08732-300x200.jpg 300w, https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08732-1024x683.jpg 1024w, https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08732-768x512.jpg 768w, https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08732.jpg 1200w\" sizes=\"(max-width: 354px) 100vw, 354px\" \/><\/p>\n<p data-start=\"1938\" data-end=\"2536\"><img decoding=\"async\" class=\"alignnone wp-image-7130\" src=\"https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08744-300x200.jpg\" alt=\"\" width=\"359\" height=\"239\" srcset=\"https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08744-300x200.jpg 300w, https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08744-1024x683.jpg 1024w, https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08744-768x512.jpg 768w, https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08744.jpg 1200w\" sizes=\"(max-width: 359px) 100vw, 359px\" \/>. <img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7119\" src=\"https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08707-300x200.jpg\" alt=\"\" width=\"356\" height=\"237\" srcset=\"https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08707-300x200.jpg 300w, https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08707-1024x683.jpg 1024w, https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08707-768x512.jpg 768w, https:\/\/catedragandiatp.es\/wp-content\/uploads\/2025\/11\/DSC08707.jpg 1200w\" sizes=\"(max-width: 356px) 100vw, 356px\" \/><\/p>\n<p data-start=\"2538\" data-end=\"2954\" data-is-last-node=\"\" data-is-only-node=\"\">La jornada va concloure destacant la <strong data-start=\"2605\" data-end=\"2689\">import\u00e0ncia d\u2019abordar la gesti\u00f3 de marca com un proc\u00e9s estrat\u00e8gic i professional<\/strong>, capa\u00e7 de generar valor afegit per al territori i la seua ciutadania. Iniciatives com les impulsades per la <strong data-start=\"2798\" data-end=\"2835\">C\u00e0tedra Gandia Turisme i Promoci\u00f3<\/strong> reforcen eixe comprom\u00eds entre universitat, administraci\u00f3 i sector tur\u00edstic per <strong data-start=\"2915\" data-end=\"2981\">repensar Gandia com un dest\u00ed competitiu i amb identitat pr\u00f2pia<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El Campus de Gandia de la Universitat Polit\u00e8cnica de Val\u00e8ncia va acollir el passat dimecres 29 d\u2019octubre una nova jornada organitzada per la C\u00e0tedra Gandia Turisme i Promoci\u00f3, centrada en el paper del branding en els destins tur\u00edstics. L\u2019acte va comptar amb la pres\u00e8ncia de la Regidora Delegada de Turisme, Platges i Promoci\u00f3 Exterior de [&hellip;]<\/p>\n","protected":false},"author":128,"featured_media":7135,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1320],"tags":[],"class_list":["post-7133","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticies2025"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gandia reflexiona sobre la seua identitat tur\u00edstica en una jornada dedicada a la construcci\u00f3 de marca - C\u00e1tedra Gandia Turismo Inteligente<\/title>\n<meta name=\"description\" content=\"El Campus de Gandia de la Universitat Polit\u00e8cnica de Val\u00e8ncia va acollir el passat dimecres 29 d\u2019octubre una nova jornada organitzada per la C\u00e0tedra\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/catedragandiatp.es\/ca\/jornadas_gandia_marca_poderosa\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gandia reflexiona sobre la seua identitat tur\u00edstica en una jornada dedicada a la construcci\u00f3 de marca - 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