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Authors
Abstract(s)
No dia 29 de setembro de 2014, o Porto não mudou apenas a seus sinais de identidade. Mudou também a nossa forma de olhar o Porto. Sempre o mesmo Porto. Sempre o Porto. Ponto. Mas agora traduzido em todas as línguas por um simples ponto. Chamemos-lhe o claim mais pequeno do Mundo (Rui Moreira, presidente da Câmara Municipal do Porto, 2014). O presente estudo procura, por um lado, conhecer as motivações para a criação da marca Porto. e por outro, analisar a perceção dos residentes do Porto e se estes estão familiarizados e envolvidos cognitiva e afetivamente com a marca desenvolvida. Analisou-se o manual de identidade da marca, que evidencia a estratégia adotada, e foram realizadas entrevistas ao designer responsável pelo desenvolvimento desta identidade, à diretora do departamento municipal de comunicação e promoção da Câmara Municipal do Porto (CMP) e à chefe do gabinete de gestão da marca da CMP. Para conhecer a perceção dos residentes, aplicou-se um questionário de preenchimento online divulgado na Internet e presencialmente. Os dados recolhidos foram submetidos a uma análise descritiva e análise de variância através do Excel. Os principais resultados encontrados indicam que os residentes estão muito familiarizados com a marca, têm um envolvimento cognitivo e afetivo alto e percecionam a identidade visual da marca de forma muito positiva. O estudo representa um contributo para a gestão e para a literatura sugerindo, ainda, orientações para futuras investigações.
On September 29, 2014, Porto did not change only its identity signs. We changed the way we look at Porto. Always the same Porto. Always Porto. But now translated into every language by a simple dot. Let's call it the smallest claim in the world (Rui Moreira, Mayor of Porto, 2014). The present study aims, on the one hand, to understand the motivations behind the creation of the brand "Porto." and, on the other hand, to analyze the perception of Porto's residents and whether they are familiar with and emotionally connected to the brand. The brand identity manual was analyzed, which highlights the strategy adopted, and interviews were conducted with the designer responsible for the development of this identity, the director of the municipal communication and promotion department of the Porto City Council (CMP), and the head of the CMP brand management office. To assess the residents' perception, an online questionnaire was distributed on the Internet and also administered in person. The collected data were subjected to a descriptive analysis using Excel. The main findings indicate that the residents are highly familiar with the brand, have a high level of cognitive and emotional involvement, and finally, perceive the visual identity of the brand very positively. The study contributes to management and literature, suggesting directions for future research.
On September 29, 2014, Porto did not change only its identity signs. We changed the way we look at Porto. Always the same Porto. Always Porto. But now translated into every language by a simple dot. Let's call it the smallest claim in the world (Rui Moreira, Mayor of Porto, 2014). The present study aims, on the one hand, to understand the motivations behind the creation of the brand "Porto." and, on the other hand, to analyze the perception of Porto's residents and whether they are familiar with and emotionally connected to the brand. The brand identity manual was analyzed, which highlights the strategy adopted, and interviews were conducted with the designer responsible for the development of this identity, the director of the municipal communication and promotion department of the Porto City Council (CMP), and the head of the CMP brand management office. To assess the residents' perception, an online questionnaire was distributed on the Internet and also administered in person. The collected data were subjected to a descriptive analysis using Excel. The main findings indicate that the residents are highly familiar with the brand, have a high level of cognitive and emotional involvement, and finally, perceive the visual identity of the brand very positively. The study contributes to management and literature, suggesting directions for future research.
Description
Keywords
Marca de lugar Identidade da marca Imagem de marca Porto Place branding Brand identity Brand image