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Authors
Abstract(s)
Este relatório tem como objetivo fundamental estudar e compreender a
arquitetura, a identidade e a imagem de marca do grupo RTP, tema definido no
decorrer do estágio de quatro meses realizado nesta empresa. Para tal, orientou-se
pela seguinte pergunta de partida: A imagem de marca percecionada pela audiência
corresponde ao pretendido pela estratégia do Grupo RTP?
Tendo por base o estágio que realizámos no departamento Comercial e
Marketing1 na Rádio e Televisão de Portugal, procurámos compreender algumas das
práticas e estratégias desenvolvidas, e face à multiplicidade de tarefas e desafios
colocados atualmente pela concorrência globalizada, conhecer o seu ambiente interno,
as relações institucionais, a relação com o público, e partilhar as experiências vividas
durante este período, que apresentamos sob a designação de “Memória Descritiva”.
O enquadramento teórico reúne as abordagens de vários autores que
investigam sobre o tema que escolhemos para o nosso estudo, destacando as suas
principais ideias e conceitos que lhe estão associados, com destaque para os temas da
identidade e da arquitetura da marca, posteriormente aplicados à RTP.
O relatório contempla a problematização e a metodologia prosseguidas na
sequência da pergunta de partida. Para o efeito optamos pelo método do estudo de
caso, explorado com técnicas mistas, tendo a recolha de dados sido feita com o
recurso aos seguintes instrumentos: o inquérito por questionário com uma amostra de
204 pessoas, duas entrevistas a personalidades ligadas ao universo RTP, a Dra.
Susana Matias e o Dr. João Lemos, e métodos complementares (observação
participante e análise documental). O estudo inclui a análise das informações
recolhidas, e no seu final são apresentadas as conclusões com a descrição de todos os
procedimentos concretizados, incluindo algumas considerações de natureza prática.
Com este trabalho concluímos que a associação da marca RTP à marca RTP1
é muito forte, nem sempre a primeira é vista como grupo de Media pelo público, que
no fundo corresponde ao pretendido pela RTP. Isto pode ser explicado pela
comunicação diária e ativa da RTP1, ao contrário do Grupo RTP. Aferimos ainda que
personalidade da RTP é vista como sendo histórica, informativa, rigorosa e cultural.
This report has as fundamental objective to study and understand the brand architecture of RTP, as well as the brand image, which was defined during the fourmonth internship at the company. Therefore, our goal is to analyze the brand image of RTP, having as a starting question: Does the brand image viewed by the public matches the brand image desired by the strategy of RTP? This report is based on the internship done in the Commercial and Marketing2 department of Rádio e Televisão de Portugal, where we tried to understand some of the practices and strategies developed, faced with the multiplicity of tasks and challenges created by the globalized competition, getting to know it’s internal environment, it’s institutional relationships, it’s relationship with the consumer and sharing the experiences we had during this period in the “Memória Descritiva”. The theoretical framework brings together the several approaches by the different authors that investigate the chosen theme of our study, highlighting their main ideas and concepts associated within identity and brand architechture themes, which were later applied to RTP. This report addresses the problematic and methodology pursued following the research question. For this purpose, the case study method was chose, using mixed techniques of data collection, done by these tools: a survey with a sample of 204 people, two interviews to personalities linked to the RTP universe – Dr. Susana Matias and Dr. João Diogo, as well as complementary methods (participant observation and documental analysis). The study includes the analysis of the information collected, and the end the conclusions are presented with a description of all procedures carried out, including some considerations of practical nature. With this report, we have established that the association between the brand RTP and RTP1 is very strong. But RTP is not always seen as a media group by the public, which is the outcome that the company wanted. This can be explained by the daily and active communication from the brand RTP1, unlike the brand RTP. We were also able to access that the personality of RTP is seen as being historical, informative, rigorous and cultural.
This report has as fundamental objective to study and understand the brand architecture of RTP, as well as the brand image, which was defined during the fourmonth internship at the company. Therefore, our goal is to analyze the brand image of RTP, having as a starting question: Does the brand image viewed by the public matches the brand image desired by the strategy of RTP? This report is based on the internship done in the Commercial and Marketing2 department of Rádio e Televisão de Portugal, where we tried to understand some of the practices and strategies developed, faced with the multiplicity of tasks and challenges created by the globalized competition, getting to know it’s internal environment, it’s institutional relationships, it’s relationship with the consumer and sharing the experiences we had during this period in the “Memória Descritiva”. The theoretical framework brings together the several approaches by the different authors that investigate the chosen theme of our study, highlighting their main ideas and concepts associated within identity and brand architechture themes, which were later applied to RTP. This report addresses the problematic and methodology pursued following the research question. For this purpose, the case study method was chose, using mixed techniques of data collection, done by these tools: a survey with a sample of 204 people, two interviews to personalities linked to the RTP universe – Dr. Susana Matias and Dr. João Diogo, as well as complementary methods (participant observation and documental analysis). The study includes the analysis of the information collected, and the end the conclusions are presented with a description of all procedures carried out, including some considerations of practical nature. With this report, we have established that the association between the brand RTP and RTP1 is very strong. But RTP is not always seen as a media group by the public, which is the outcome that the company wanted. This can be explained by the daily and active communication from the brand RTP1, unlike the brand RTP. We were also able to access that the personality of RTP is seen as being historical, informative, rigorous and cultural.
Description
Keywords
Marca Arquitetura de marca RTP RTP1 Imagem de marca Identidade Brand image Identity Brand Brand architecture