2020-03-202020-03-202019-12-02SOUZA, Ariana dos Santos; FERNANDES, Vanessa Cláudio. Goiânia, qual a sua marca? 2019. 86 f. Trabalho de Conclusão de Curso (Graduação) - Faculdade de Informação e Comunicação, Universidade Federal de Goiás, Goiânia, 2019.http://repositorio.bc.ufg.br/handle/ri/18870This paper aims to study the formation of the identity of Goiás, as well as the image that the city of Goiânia before its various audiences, in order to understand how it has been communicated, focusing on the elaboration of a strategic territorial mark, the from the study of the concepts of territorial marketing and place branding, concepts still often unknow. Therefore, the path taken goes from uderstanding the formation of identity through historiographic research, goes through the concepts of marketing and branding applied to the territories, has its image delimited through qualitative research and ends in the construction of a brand for Goiânia. This brand is built on the need to create a common identification factor for residentes and visitors of the city, thus breaking the paradigms and growing labels in relation to the city of Goiânia and, finally, add value to the territory.porAcesso AbertoIdentidadeImagemMarketing territorialBranding de lugaresMarca territorialIdentityImageTerritorial marketingBranding of placesTerritorial markTCC