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Advisor(s)
Abstract(s)
As marcas e os eventos estão presentes na sociedade, de uma forma bastante
evidente. Assiste-se a uma fusão entre ambos, marcas que criam eventos, eventos que se
associam a marcas, mas existem eventos culturais que se podem tornar marcas?
A presente dissertação pretende estudar o desenvolvimento de um evento cultural, a
sua organização e a sua evolução para uma possível marca evento cultural, tendo como
estudo de caso o Carnaval de Torres Vedras.
Neste sentido, esta dissertação foca-se no estudo da evolução dos eventos culturais e
na sua gestão enquanto marca.
A metodologia utilizada para a validação das hipóteses será a do estudo de caso,
utilizando métodos maioritariamente qualitativos, mas também métodos quantitativos, para
a recolha de dados. Esta investigação permitiu validar as hipóteses dispostas: “o Carnaval
de Torres Vedras é uma marca”, “um evento cultural pode ser gerido e transformar-se numa
marca evento cultural”, e ainda, “uma marca evento cultural pode ser a alavanca para uma
marca destino”.
Brands and events are present in society, in a very evident way. There is a merger between the two, brands that create events, events that associate with brands, but are there cultural events that can become brands? This dissertation intends to study the development of a cultural event, its organization and its evolution into a possible brand event, having as a case study the Carnaval de Torres Vedras. In this sense, this dissertation focuses on the study of the evolution of cultural events and its management as a brand. The methodologies used to obtain the validation of the hypotheses under study will be the case study methodology, using mostly qualitative methods, but also quantitative methods, for data collection. This investigation allowed us to validate the hypotheses provided: Carnaval de Torres Vedras is a brand, a cultural event can be managed and become a cultural event brand, and yet, a cultural event brand can be the engine for a destination brand.
Brands and events are present in society, in a very evident way. There is a merger between the two, brands that create events, events that associate with brands, but are there cultural events that can become brands? This dissertation intends to study the development of a cultural event, its organization and its evolution into a possible brand event, having as a case study the Carnaval de Torres Vedras. In this sense, this dissertation focuses on the study of the evolution of cultural events and its management as a brand. The methodologies used to obtain the validation of the hypotheses under study will be the case study methodology, using mostly qualitative methods, but also quantitative methods, for data collection. This investigation allowed us to validate the hypotheses provided: Carnaval de Torres Vedras is a brand, a cultural event can be managed and become a cultural event brand, and yet, a cultural event brand can be the engine for a destination brand.
Description
Keywords
Marca Gestão de marca Evento Evento cultural Marca evento cultural Marca destino Brand Brand management Event Cultural event Brand cultural event Brand destination