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Abstract(s)
Nos últimos 40 anos, a indústria do calçado em Portugal, passou por uma das fases mais conturbadas da sua história. Após um crescimento exponencial dos anos 70 a 80, a indústria viu desaparecer as suas vantagens competitivas, custo de mão-de-obra baixo e grandes volumes de produção. Em Portugal, a grande maioria das empresas eram subcontratadas e não havia qualquer contacto com o cliente, ou seja, não dominavam os canais de distribuição. Desta forma, com a redução das barreiras ao comércio internacional e abertura dos mercados, primeiro de leste e depois asiáticos, verificou-se uma substancial deslocalização de produção para esses países. Apenas as empresas que investiram no desenvolvimento de novos produtos/materiais, processos, qualidade e design é que conseguiram uma adequada valorização, sustentação e continuidade dos seus negócios.
O principal objetivo da presente dissertação prende-se com a análise do processo de construção de uma marca de calçado, num grupo empresarial português que já tinha o conhecimento e a experiência de muitos anos e que resolveu avançar com um projeto diferenciador. Para isso, a dissertação vai apoiar-se no modelo teórico de construção de marca de Leslie De Chernatony (2001) para estudar a construção da marca Wock do grupo Procalçado.
For the last 40 years, the footwear industry in Portugal has been going through one of the worst phases of its history. After an exponential growth during the 70s and 80s, this industry experienced the disappearance of its competitive advantage, the low price of labor, and the high volume of production. In Portugal, the majority of companies were subcontracted and without customer contact, meaning an absence of control regarding the distribution channels. For this reason, alligned with the reduction of barriers to international trade and opening markets, first from East and then Asiatic, its was possible to witness a substancial movement of production to these countries. Only the companies that decided to invest in the development of new products or materials, processes or quality of design, managed to obtain a proper valorisation, sustainability and continuity of its business. The main goal of this dissertation is to analyse the process of construction of one brand in the portuguese footwear industry. The portuguese company, Procalçado Group, which developed the Wock brand, had an accumulated knowledge of several years of experience that allowed her to develop this new differentiator project. To accomplish this, the dissertation is based on the studies pursued by Leslie De Chernatony (2001), and its theoretical model of brand construction applied to the Wock brand.
For the last 40 years, the footwear industry in Portugal has been going through one of the worst phases of its history. After an exponential growth during the 70s and 80s, this industry experienced the disappearance of its competitive advantage, the low price of labor, and the high volume of production. In Portugal, the majority of companies were subcontracted and without customer contact, meaning an absence of control regarding the distribution channels. For this reason, alligned with the reduction of barriers to international trade and opening markets, first from East and then Asiatic, its was possible to witness a substancial movement of production to these countries. Only the companies that decided to invest in the development of new products or materials, processes or quality of design, managed to obtain a proper valorisation, sustainability and continuity of its business. The main goal of this dissertation is to analyse the process of construction of one brand in the portuguese footwear industry. The portuguese company, Procalçado Group, which developed the Wock brand, had an accumulated knowledge of several years of experience that allowed her to develop this new differentiator project. To accomplish this, the dissertation is based on the studies pursued by Leslie De Chernatony (2001), and its theoretical model of brand construction applied to the Wock brand.
Description
Keywords
Marca Brand equity Indústria portuguesa do calçado Construção de marca Calçado Wock Procalçado Brand Shoes portuguese industry Brand construction Shoes