The Igassu project. The (re)construction of a brand opens a new frontier for Argentina, Brazil and Paraguay

The Iguassu Project is a market research study which faces a unique situation: the strategic repositioning of a tourist region very important to three countries - Argentina, Brazil and Paraguay - seeking to construct a new and international brand for an attractive and all-encompassing region which can provide tourist attractions, leisure, shopping, business, culture and sports.

The Igassu project. The (re)construction of a brand opens a new frontier for Argentina, Brazil and Paraguay

Julio Cesar Gibrail TannusJT Estudos e Pesquisa, Brazil andRoseli Stier AzambujaStandard, Ogilvy Mather, Brazil

A HISTORY OF PORTUGUESE, SPANISH AND GUARANI INDIAN

The market research project began based on a request made by a group of businessmen from the city of Foz do Igua a Brazilian city located on the border of Argentina and Paraguay, who had identified an apparently localized problem, which was the progressive decrease in hotel occupancy (see Table 1).

TABLE 1:...

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