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Advisor(s)
Abstract(s)
Os mercados cada vez mais complexos que se encontram hoje em dia requerem que, cada
vez mais, as organizações trabalhem os seus produtos de uma forma mais árdua,
especializada e que vá ao encontro das expetativas dos consumidores.
As marcas, representantes das respetivas organizações, são o objeto sobre as quais as
organizações devem trabalhar, utilizando ferramentas de marketing, publicidade e de
comunicação de marca, para que se tornem cada vez mais eficazes junto do consumidor,
permitindo que estes se identifiquem com elas e criem uma perceção positiva sobre a
organização. Pode afirmar-se que as marcas representam uma das maiores valias das
organizações, é através delas que se cria a diferenciação.
No mercado das organizações desportivas encontramos um tipo de consumidor com
algumas particularidades que devem ser conhecidas por parte das organizações, para não
serem defraudadas as expetativas e para que a experiencia proporcionada seja
enriquecedora. Para tal, este tipo de organizações devem criar dinâmicas com os seus
produtos com vista alçarem o maior numero de consumidores possível, através de uma
presença mais regular e aproximada do consumidor. Neste tipo de organizações, as
mascotes podem ter um papel importante.
A presente investigação tem como objetivo principal perceber de que forma a gestão
comunicativa da mascote do Sporting Clube de Portugal pode contribuir para o
reconhecimento da marca. Será aplicada a metodologia de investigação-ação.
The increasingly complex markets that are nowadays want more and more organizations to work their products in a more arduous, specialized way that meets the expectations of consumers. Brands and representatives of their organizations are the object on which organizations must work, using marketing, advertising and brand communication tools, to become more and more effective with the consumer, allowing them to identify with them, and that create a positive perception about the organization. It can be said that brands represent one of the greatest value of organizations, it is with them that differentiation is created. In the sports organizations market we find a type of consumer with some particularities that must be known by the organizations so that the expectations are not defrauded and the experience provided is enriching. To this end, these types of organizations must create dynamics through their products with consumers, through a more regular and approximate presence of the consumer. In these types of organizations, pets can play an important role. The main objective of the present investigation is to understand how the communicative management of the Sporting Clube de Portugal mascot can contribute to the brand recognition. The action-research methodology will be applied.
The increasingly complex markets that are nowadays want more and more organizations to work their products in a more arduous, specialized way that meets the expectations of consumers. Brands and representatives of their organizations are the object on which organizations must work, using marketing, advertising and brand communication tools, to become more and more effective with the consumer, allowing them to identify with them, and that create a positive perception about the organization. It can be said that brands represent one of the greatest value of organizations, it is with them that differentiation is created. In the sports organizations market we find a type of consumer with some particularities that must be known by the organizations so that the expectations are not defrauded and the experience provided is enriching. To this end, these types of organizations must create dynamics through their products with consumers, through a more regular and approximate presence of the consumer. In these types of organizations, pets can play an important role. The main objective of the present investigation is to understand how the communicative management of the Sporting Clube de Portugal mascot can contribute to the brand recognition. The action-research methodology will be applied.
Description
Keywords
Marketing Publicidade Comunicação Consumidor Mascotes desportivas Advertising Communication Consumer Sports mascots