Loading...
Publication
A importância das iniciativas de marketing cultural para a reputação da marca : proposta de estratégia de comunicação para a cultura Fnac
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 5.4 MB | Adobe PDF |
Abstract(s)
Este projeto de mestrado visa desenvolver uma estratégia de comunicação para a Cultura FNAC, submarca da FNAC Portugal, com o intuito de reforçar o posicionamento da organização como uma marca “culturalmente responsável”. No enquadramento teórico são abordados temas como a importância da comunicação estratégica nas organizações e a sua influência na construção e gestão da reputação das marcas e, também, a forma como o marketing cultural pode servir como uma ferramenta estratégica de Responsabilidade Social Corporativa. A literatura existente demonstra que as iniciativas de marketing cultural desempenham um papel relevante na perceção pública de uma marca, contribuindo para a diferenciação competitiva e o envolvimento emocional com os consumidores. O estudo empírico realizado visa compreender a influência das iniciativas culturais da Cultura FNAC na reputação da FNAC Portugal, tendo sido adotada uma metodologia de pesquisa mista, que incluiu entrevistas semiestruturadas com representantes da marca e inquéritos por questionário ao público geral. Os resultados revelaram que, embora a marca FNAC esteja solidamente estabelecida no mercado e a maioria dos inquiridos tenha conhecimento das suas atividades culturais, existe ainda um desconhecimento generalizado em relação à marca Cultura FNAC. Esta conclusão sugere que, apesar do papel relevante da FNAC na democratização do acesso à cultura, existe ainda uma oportunidade significativa para melhorar a comunicação desta submarca e, por conseguinte, maximizar o impacto das suas iniciativas culturais na reputação da FNAC. A partir desta análise, foi delineada uma estratégia de comunicação para a Cultura FNAC, utilizando a framework SOSTAC, dividida em Análise Situacional, Objetivos, Estratégia, Táticas, Plano de Ação e Controlo.
This master's project aims to develop a communication strategy for Cultura FNAC, a sub-brand of FNAC Portugal, with the purpose of strengthening the company's positioning as a "culturally responsible" brand. The theoretical framework addresses topics such as the importance of strategic communication in organizations and its influence on brand reputation. It also explores how cultural marketing can be a strategic tool for Corporate Social Responsibility (CSR). Existing literature demonstrates that cultural marketing initiatives play a significant role in shaping public perception of a brand, contributing to competitive differentiation and fostering emotional engagement with consumers. The empirical study conducted seeks to understand the influence of Cultura FNAC's cultural initiatives on the reputation of FNAC Portugal. A mixed-method research approach was adopted, which included semi-structured interviews with brand representatives and surveys conducted with the general public. The results revealed that, although the FNAC brand is well-established in the market and most respondents are aware of its cultural activities, there is still a general lack of awareness regarding the Cultura FNAC sub-brand. This finding suggests that, despite FNAC's relevant role in democratizing access to culture, there is a significant opportunity to improve the communication of this sub-brand and, consequently, maximize the impact of its cultural initiatives on FNAC's reputation. Based on this analysis, a communication strategy was outlined for Cultura FNAC using the SOSTAC framework, divided into Situation Analysis, Objectives, Strategy, Tactics, Action Plan, and Control.
This master's project aims to develop a communication strategy for Cultura FNAC, a sub-brand of FNAC Portugal, with the purpose of strengthening the company's positioning as a "culturally responsible" brand. The theoretical framework addresses topics such as the importance of strategic communication in organizations and its influence on brand reputation. It also explores how cultural marketing can be a strategic tool for Corporate Social Responsibility (CSR). Existing literature demonstrates that cultural marketing initiatives play a significant role in shaping public perception of a brand, contributing to competitive differentiation and fostering emotional engagement with consumers. The empirical study conducted seeks to understand the influence of Cultura FNAC's cultural initiatives on the reputation of FNAC Portugal. A mixed-method research approach was adopted, which included semi-structured interviews with brand representatives and surveys conducted with the general public. The results revealed that, although the FNAC brand is well-established in the market and most respondents are aware of its cultural activities, there is still a general lack of awareness regarding the Cultura FNAC sub-brand. This finding suggests that, despite FNAC's relevant role in democratizing access to culture, there is a significant opportunity to improve the communication of this sub-brand and, consequently, maximize the impact of its cultural initiatives on FNAC's reputation. Based on this analysis, a communication strategy was outlined for Cultura FNAC using the SOSTAC framework, divided into Situation Analysis, Objectives, Strategy, Tactics, Action Plan, and Control.
Description
Keywords
Estratégia de comunicação Framework SOSTAC Responsabilidade social Responsabilidade cultural Marketing cultural Reputação de marca Communication strategy SOSTAC framework Social responsibility Cultural responsibility Cultural marketing Brand reputation
Pedagogical Context
Citation
Publisher
CC License
Without CC licence