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Abstract(s)
Vivemos em tempos marcados pela criação e evolução das marcas, estando as mesmas cada vez mais presentes e complexas no nosso status quo. Do leque alargado de investigações direcionadas para o estudo do branding, encontra-se um vazio na investigação direcionada para o ensino superior, sendo relevante aumentar o conhecimento disponível nesta área. Além disto, uma instituição de ensino superior portuguesa específica, a Universidade Católica Portuguesa (UCP), aparenta ter aplicado recentemente (2016) uma nova estratégia de branding de modo a trabalhar a sua marca institucional, algo pouco aplicado nas várias instituições de ensino superior portuguesas devido à sua pequena dimensão.
Com esta investigação, feita através de uma entrevista exploratória, várias semi-estruturadas e inquéritos por questionário, procurou-se entender a perceção do consumidor UCP, em Lisboa, e de quem não usufrui dos serviços prestados pela mesma, para perceber de que modo as opiniões de ambos os públicos divergem da realidade da marca, explicada pela Direção de Comunicação e Marketing da Reitoria da Universidade Católica Portuguesa.
O estudo focou-se numa amostra dentro da Área Metropolitana de Lisboa, dada a impossibilidade de ir de encontro à amostra nacional pela sua elevada escala e pelo curto espaço de tempo para completar a investigação. Os resultados obtidos permitiram atingir os objetivos delineados e ainda validar uma, das três hipóteses de investigação, bem como validar parcialmente as restantes duas hipóteses. Foi possível aferir que o consumidor UCP tem uma perceção parcial da identidade da marca, bem como perceciona uma reputação parcialmente diferente de quem não usufrui dos serviços da UCP. Finalmente, concluiu-se que os consumidores da Universidade definem a instituição de um modo coerente com a definição dada pela própria equipa reitoral.
We live in times defined by the creation and evolution of brands, which are increasingly present and complex in our status quo. From the wide range of research directed towards the study of branding, there is a gap in the research directed towards higher education brands, being relevant to increase the available knowledge in this area. Moreover, a specific Portuguese higher education institution, Universidade Católica Portuguesa (UCP), appears to have recently (2016) applied a new branding strategy in order to work on its institutional brand, a concept with low presence in the several Portuguese higher education institutions due to its small dimensions. With this research, it was sought to understand the perception of the UCP customer, in Lisbon, and of those who do not take advantage of their services, in order to understand how the opinions of both audiences diverge from the reality of the brand, explained by the Rectors Office Communication and Marketing Department at Universidade Católica Portuguesa. The brand under study was the institutional brand of the UCP, only in Lisbon, given the impossibility of meeting the national sample due to its high scale and the short time to complete the research. The results obtained made it possible to ensure the achievement of the outlined objectives and also to validate one of the three research hypotheses, as well as to partially validate the remaining two hypotheses. It was possible to ascertain that the UCP customer has a partial perception of brand identity, as well as perceives a partially different reputation from those who do not use the services of UCP. Finally, it was concluded that the customers of the University define the institution in a way that is consistent with the definition given by the management itself.
We live in times defined by the creation and evolution of brands, which are increasingly present and complex in our status quo. From the wide range of research directed towards the study of branding, there is a gap in the research directed towards higher education brands, being relevant to increase the available knowledge in this area. Moreover, a specific Portuguese higher education institution, Universidade Católica Portuguesa (UCP), appears to have recently (2016) applied a new branding strategy in order to work on its institutional brand, a concept with low presence in the several Portuguese higher education institutions due to its small dimensions. With this research, it was sought to understand the perception of the UCP customer, in Lisbon, and of those who do not take advantage of their services, in order to understand how the opinions of both audiences diverge from the reality of the brand, explained by the Rectors Office Communication and Marketing Department at Universidade Católica Portuguesa. The brand under study was the institutional brand of the UCP, only in Lisbon, given the impossibility of meeting the national sample due to its high scale and the short time to complete the research. The results obtained made it possible to ensure the achievement of the outlined objectives and also to validate one of the three research hypotheses, as well as to partially validate the remaining two hypotheses. It was possible to ascertain that the UCP customer has a partial perception of brand identity, as well as perceives a partially different reputation from those who do not use the services of UCP. Finally, it was concluded that the customers of the University define the institution in a way that is consistent with the definition given by the management itself.
Description
Keywords
Imagem de marca Identidade de marca Reputação Cultura Valores Instituição Ensino Superior Brand image Brand identity Reputation Culture Values Institution Higher Education