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Abstract(s)
A revolução digital e a globalização deram origem a novos comportamentos e tendências de consumo. Estas alterações societais profundas trouxeram novos desafios também ao setor cultural. Face às dificuldades de financiamento e ao mercado altamente competitivo e diferenciado em que se encontram, as instituições culturais precisam de diversificar as suas estratégias. Sendo frequente os gestores culturais não disporem de conhecimentos técnicos que lhes permitam construir marcas fortes, é urgente criar mecanismos de controlo das marcas culturais. Assim, a problemática central deste estudo prende-se com a necessidade profunda de uma mudança no que toca à gestão estratégica das instituições culturais portuguesas, centrando-se no terceiro setor.
A presente investigação pretende compreender de que forma são geridas as marcas culturais do terceiro setor, tendo como objeto de estudo a associação cultural SMUP. O estudo tem como objetivo principal identificar que fatores são privilegiados na gestão da marca cultural SMUP. Para tal, recorreu-se a uma metodologia de investigação mista, em que os dados primários do estudo foram recolhidos através de questionários a visitantes e colaboradores da SMUP. Estes dados foram complementados através de observação direta, análise documental e entrevista.
Os resultados indicam uma tendência por parte da SMUP para favorecer fatores internos e para negligenciar os pontos de contacto com o seu público. Os dados obtidos poderão indiciar uma predisposição das associações culturais para privilegiarem fatores que embora ajudem a desenvolver a marca, não afetam diretamente a força da marca. Os resultados indicam também que existe uma resistência por parte das associações culturais em recorrer a estratégias de marketing.
Digital revolution and globalization generated new behaviors and consumption trends. These profound changes in society brought new challenges to the cultural sector. Given the peculiar and competitive market they are in and the shortfalls in financing, cultural institutions need to diversify their strategies. As cultural managers often lack technical knowledge that allows them to be able to build strong brands, creating control mechanisms of cultural brands is essential. Therefore, the main issue of this study relates to the change needed in what concerns Portuguese cultural institutions strategic management, focusing in the third sector. This research aims to understand how cultural brands are managed in the third sector. Having the cultural association SMUP as a research object, the main goal of the study is to identify which factors are favored while managing SMUP´s brand. For that purpose, a mixed methods approach was applied, having the data been collected through visitor and staff surveys. Those data were complemented through direct observation, document analysis and interview. The results show that SMUP tends to favor internal factors and to neglect touchpoints with the audience. Data might indicate also that cultural institutions tend to favor factors which contribute to brand development, but do not have a direct influence in brand strength. Study results show as well the resistance of cultural institutions in applying marketing strategies.
Digital revolution and globalization generated new behaviors and consumption trends. These profound changes in society brought new challenges to the cultural sector. Given the peculiar and competitive market they are in and the shortfalls in financing, cultural institutions need to diversify their strategies. As cultural managers often lack technical knowledge that allows them to be able to build strong brands, creating control mechanisms of cultural brands is essential. Therefore, the main issue of this study relates to the change needed in what concerns Portuguese cultural institutions strategic management, focusing in the third sector. This research aims to understand how cultural brands are managed in the third sector. Having the cultural association SMUP as a research object, the main goal of the study is to identify which factors are favored while managing SMUP´s brand. For that purpose, a mixed methods approach was applied, having the data been collected through visitor and staff surveys. Those data were complemented through direct observation, document analysis and interview. The results show that SMUP tends to favor internal factors and to neglect touchpoints with the audience. Data might indicate also that cultural institutions tend to favor factors which contribute to brand development, but do not have a direct influence in brand strength. Study results show as well the resistance of cultural institutions in applying marketing strategies.
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Keywords
Gestão de marca Marcas culturais Auditoria de marca Marketing cultural Associação SMUP Brand management Cultural brands Brand audit Cultural marketing Association