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Publication
A marca pessoal no contexto mediático : aplicação ao caso de estudo Daniel Oliveira
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 27.71 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A tecnologia e a informação são bases que sustentam uma sociedade em rede, instável e
mutável. Nela participam os mais preparados e que melhor se adaptam, aqueles que criam
progresso e lhe constituem valor. Neste sentido de progresso e eficácia, é abordada a
geração de valor das marcas, tanto para as empresas como para o consumidor, surgindo o
tema da marca pessoal pela necessidade de diferenciação num mundo empresarial instável
e competitivo. A marca pessoal passa por um processo de gestão e controlo da mensagem
que transmite, de forma a potenciar-se e adquirir poder de influência.
A exploração da marca pessoal é desenvolvida através do estudo de caso Daniel Oliveira,
entrevistador da SIC, à luz de vários modelos teóricos, nomeadamente o de construção de
marca pessoal de Montoya (2002) (através do Personal Brand Self Test; e os oito passos de
construção de marca pessoal); e o modelo da “Pirâmide de Ressonância da Marca”, de
Keller (2001, 2003).
Esta investigação defende Daniel Oliveira como marca pessoal, associada ao programa
televisivo “Alta Definição”. A perceção atual da marca, conforme o que foi investigado,
sugere a necessidade de ajustes, aptando melhor a marca à mensagem transmitida. Este
relatório discute e sugere um conjunto de soluções para adaptar e aumentar o valor da
marca, através do reforço do relacionamento entre a mesma e o público.
Technology and information are the basis of a network society, that is unstable and mutative, and where only those that are best prepared and that better adapt to change participate in, contributing to its progress and value. In the context of progress and efficiency, this report discusses the value creation of brands, both for corporations and consumers, where the topic of personal branding arises due to the need for differentiation in an unstable and competitive corporate world. The personal brand’s transmitted message goes through a process of management and control in order to achieve its full potential and enable its power to influence. The analysis of personal branding is done by exploring the case study of Daniel Oliveira, interviewer at SIC, focusing on various theoretical models such as Montoya’s (2002) personal brand construction model (by applying the Personal Brand Self Test and the Eight steps to creating a new personal brand) and Keller’s (2001, 2003) Customer-Based Brand Equity (CBBE). The investigation reveals Daniel Oliveira as a personal brand, although its essence is highly associated to the television show Alta Definição. The current brand perception uncovers the need for some adjustments, hence a modification to the message transmitted is proposed. The report argues and suggests various solutions to increase brand value, through the consolidation of the relationship between the brand and it’s domain.
Technology and information are the basis of a network society, that is unstable and mutative, and where only those that are best prepared and that better adapt to change participate in, contributing to its progress and value. In the context of progress and efficiency, this report discusses the value creation of brands, both for corporations and consumers, where the topic of personal branding arises due to the need for differentiation in an unstable and competitive corporate world. The personal brand’s transmitted message goes through a process of management and control in order to achieve its full potential and enable its power to influence. The analysis of personal branding is done by exploring the case study of Daniel Oliveira, interviewer at SIC, focusing on various theoretical models such as Montoya’s (2002) personal brand construction model (by applying the Personal Brand Self Test and the Eight steps to creating a new personal brand) and Keller’s (2001, 2003) Customer-Based Brand Equity (CBBE). The investigation reveals Daniel Oliveira as a personal brand, although its essence is highly associated to the television show Alta Definição. The current brand perception uncovers the need for some adjustments, hence a modification to the message transmitted is proposed. The report argues and suggests various solutions to increase brand value, through the consolidation of the relationship between the brand and it’s domain.
Description
Keywords
Marca Capital de marca Branding Marca pessoal Sociedade em rede Brand Brand equity Branding Personal branding Network society