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O presente Relatório reporta-se ao Estágio Curricular realizado na empresa Samsys, o qual incidiu, essencialmente, na organização, coordenação e gestão da comunicação do seu maior evento anual, o Dia do Conhecimento (DDC) Samsys 2022. A Samsys na última década foi ampliando e diversificando os seus serviços e produtos. Em paralelo, a empresa identificou que a perceção desta mudança não parece estar clara na mente dos consumidores e dos seus potenciais clientes. Considerou-se, por isso, que seria essa a necessidade da empresa e o foco do trabalho de investigação que eu iria realizar. Decorrente desta necessidade, foram estudados e aprofundados autores, teorias e conceitos da Arquitetura de Marca. Para conhecer e compreender mais aprofundadamente o caso concreto da Samsys foi realizada uma recolha de dados e evidências com recurso a observação participante, diário de campo, recolha de informação e análise documental, entrevista estruturada e um breve questionário. A partir desta informação foi elaborada uma proposta de Comunicação Digital, ajustada ao contexto e às características da empresa. A Arquitetura de Marca é um conceito e uma prática que ganhou atenção considerável nas últimas décadas dentro da área do Branding, reconhecimento que se deu face à crescente importância da gestão estratégica das marcas numa era de globalização, avanço tecnológico e aumento da concorrência (Keller, 2020). A Comunicação Digital assume um papel preponderante na forma como uma empresa dá a conhecer a sua estrutura organizacional e permite ao público percecionar adequadamente os serviços e produtos que esta lhes disponibiliza. Este trabalho foi guiado pela seguinte pergunta de partida: “Como articular Arquitetura de Marca e Comunicação Digital para facilitar a perceção da Marca Samsys junto do seu público?”. Defendeu-se o modelo de Keller (2020) e uma Arquitetura de Marca Endossada, considerando as características da empresa e os valores que privilegia. Nesse sentido, vale a pena o esforço investido no estudo destas questões uma vez que o tecido empresarial em Portugal é predominantemente composto por Pequenas e Médias Empresas (PME), as quais encontram na Comunicação Digital um forte aliado no sentido de chegar mais facilmente aos seus públicos e de serem competitivas. A atitude vigilante de qualquer empresa face à forma como comunica com o seu público e a predisposição para adequar procedimentos e estratégias de forma a melhorá-la é, em nossa opinião, um fator decisivo para se manter num rumo de sucesso.
This report refers to the Curricular Internship carried out at Samsys, which focused essentially on the organization, coordination and communication management of its largest annual event, the Samsys Knowledge Day (Samsys DDC) 2022. Samsys has been expanding and diversifying its services and products over the last decade. In parallel, the company identified that the perception of this change does not seem to be clear in the consumers’ minds and potential customers. It was therefore considered that this would be the business needs and the focus of the research work that I would carry out. As a result of this aim, authors, theories and concepts of Brand Architecture were studied and deepened. In order to know and understand Samsys' specific case in more depth, data and evidence were collected using participant observation, field diary, information collection and document analysis, structured interview and a brief questionnaire. Based on this information, a Digital Communication proposal was prepared, adjusted to the context and characteristics of the company. Brand Architecture is a concept and a practice that has gained considerable attention in recent decades within the area of Branding, recognition that has been given to the growing importance of strategic brand management in an era of globalization, technological advancement and increased competition (Keller, 2020). Digital Communication assumes a preponderant role in the way a company makes its organizational structure known and allows the public to adequately perceive the services and products it offers them. This work was guided by the following starting question: "How to articulate Brand Architecture and Digital Communication to facilitate the perception of the Samsys Brand among its public?". The Keller model (2020) and an Endorsed Brand Architecture were defended, considering the characteristics of the company and the values it favors. In this sense, it is worth the effort invested in the study of these issues since the business community in Portugal is predominantly composed of Small and Medium-sized Enterprises (PMEs), which find in Digital Communication a strong ally in order to reach their audiences more easily and to be competitive. The vigilant attitude of any company towards the way it communicates with its public and the predisposition to adapt procedures and strategies to improve it, is, in our opinion, a decisive factor to remain on a successful course.
This report refers to the Curricular Internship carried out at Samsys, which focused essentially on the organization, coordination and communication management of its largest annual event, the Samsys Knowledge Day (Samsys DDC) 2022. Samsys has been expanding and diversifying its services and products over the last decade. In parallel, the company identified that the perception of this change does not seem to be clear in the consumers’ minds and potential customers. It was therefore considered that this would be the business needs and the focus of the research work that I would carry out. As a result of this aim, authors, theories and concepts of Brand Architecture were studied and deepened. In order to know and understand Samsys' specific case in more depth, data and evidence were collected using participant observation, field diary, information collection and document analysis, structured interview and a brief questionnaire. Based on this information, a Digital Communication proposal was prepared, adjusted to the context and characteristics of the company. Brand Architecture is a concept and a practice that has gained considerable attention in recent decades within the area of Branding, recognition that has been given to the growing importance of strategic brand management in an era of globalization, technological advancement and increased competition (Keller, 2020). Digital Communication assumes a preponderant role in the way a company makes its organizational structure known and allows the public to adequately perceive the services and products it offers them. This work was guided by the following starting question: "How to articulate Brand Architecture and Digital Communication to facilitate the perception of the Samsys Brand among its public?". The Keller model (2020) and an Endorsed Brand Architecture were defended, considering the characteristics of the company and the values it favors. In this sense, it is worth the effort invested in the study of these issues since the business community in Portugal is predominantly composed of Small and Medium-sized Enterprises (PMEs), which find in Digital Communication a strong ally in order to reach their audiences more easily and to be competitive. The vigilant attitude of any company towards the way it communicates with its public and the predisposition to adapt procedures and strategies to improve it, is, in our opinion, a decisive factor to remain on a successful course.
Description
Keywords
Arquitetura de marca Comunicação digital Samsys Dia do cliente samsys (DDC) Marca endossada Pequenas e Médias Empresas (PME) Business-to-business Brand architecture Digital communications Samsys DDC event Endorsed brand PME