“Goiás é Bom Demais!” - O marketing como potencializador da invenção de uma identidade

Abstract

This dissertation is about the importance of the marketing as a key to build an identity of a territory, revalorizing and mixing in this process, the simbolic dimension of the local as a estrategic factor. Using the valorization and the revalorization from simbolic dimension and from the cultural heritage management, this tool could be new, if we think the man as a principal actor of the process and his identity will only be autentic if be integrally respect in his culture. To study and to analize which Goiás State images have been earlier built and which ones are been proposed by our etnografic referencial, the “Goiás é Bom Demais!” project, with its principal estrategies and capable strength of tranformation that results in positive replacing of regionals areas. As this way, this proposal look at, in last instance, to analise the influences of the “Goiás é Bom Demais!” project, used in this study, in the criation and recriation of a new identity in Goiás State.