Reposicionamento da marca Portugal
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Data
2010
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Resumo
A Marca de um País também vende. A imagem de um País é nos dias de hoje um
activo muito importante para a sua economia.
Uma marca é uma promessa feita ao consumidor, é o ponto de referência de todas
as impressões, positivas e negativas adquiridas ao longo do tempo.
O Marketing é a ferramenta que deverá percepcionar, estudar e apresentar factores
de diferenciação, mostrar e convencer os consumidores das qualidades de um produto ou
serviço.
A realidade impõe uma atenção especial ao tema e a Marca Portugal teve um boom
de programas de desenvolvimento e de promoção a partir dos anos 90 do séc. XX.
O responsável pela gestão da Marca Portugal é o Governo, através da AICEP,
Agência para o Investimento e Comércio Externo de Portugal, que tem como missão
aumentar a notoriedade de Portugal, dinamizando o investimento estruturante e a
internacionalização das empresas, criando condições competitivas e estimulando a
exportação no Mercado Global, diversificando a oferta dos produtos e os Países de Destino.
A falta de estratégia e os planos mal sucedidos, são alguns dos erros apontados à
gestão da Marca Portugal, mas é determinante assumir claramente que a assumpção da
Marca e o seu Reposicionamento é um vector estratégico para o desenvolvimento do País.
Portugal tem boas referências, na indústria, nos serviços, tem produto, que podem
ajudar a promover a imagem global de Portugal e contribuir para o aumento das receitas,
seja das exportações, do Turismo ou do Investimento Estrangeiro.
Portugal precisa de um Plano de Marketing e de uma entidade gestora de Marca,
que garanta uma gestão eficaz da Marca Portugal, integrada e articulada com todos os
produtos e serviços estratégicos para a exportação ou para o consumo interno.
Esta dissertação apresenta um Modelo de Reposicionamento da Marca Portugal
que agrega todos os pontos positivos que Portugal possui, como, a sua capacidade de
vendas, o seu potencial para se investir, o que há para ser visitado, e desenvolve um
programa sério e transversal que promova Portugal no estrangeiro e que atraia investidores
e visitantes.
The Brand of a Nation also sells. The image of a country is, nowadays, an important asset for its economy. A brand is a promise made to the consumer; it is the reference point for all impressions, positive and negative acquired over time. Marketing is the tool that must perceive, study and present differentiation factors, must show and convince consumers about the qualities of a product or service. Reality demands a special attention to this topic and the Portugal Brand experienced a development and promotion program boom since the 20th Century 90’s. Currently, the figure in charge of the management of the Portugal Brand is the Government, through AICEP, whose mission is to increase the notoriety of Portugal, captivating structural investment and the internationalization of enterprises, mainly small and medium businesses, creating competitive conditions and stimulating exports to the Global Market, diversifying product offer and Destination Countries. Some errors have been pointed out in the management of the Portugal Brand, such as lack of strategy and unsuccessful plans, but it is imperative to irrevocably understand that Brand assumption and its Repositioning is a strategic vector for the development of the Country. Portugal has good references, either in industry, or services, has product, that help promoting Portugal’s global image and contributing to an increase in revenues, either in exports, Tourism or Direct Investment. Portugal needs a Marketing Plan and a Brand management entity, such as a Brand strategic executive council, to ensure an effective management of the Portugal Brand, integrated and articulated with all the products and services flagged as strategic assets for exportation or domestic use. This thesis presents a Repositioning Model of the Portugal Brand that aggregates all positive aspects that Portugal has, such as sale capacity, potential for investment, lots of places to visit, and develops a serious and transversal program to promote Portugal abroad and to attract investors and visitors alike.
The Brand of a Nation also sells. The image of a country is, nowadays, an important asset for its economy. A brand is a promise made to the consumer; it is the reference point for all impressions, positive and negative acquired over time. Marketing is the tool that must perceive, study and present differentiation factors, must show and convince consumers about the qualities of a product or service. Reality demands a special attention to this topic and the Portugal Brand experienced a development and promotion program boom since the 20th Century 90’s. Currently, the figure in charge of the management of the Portugal Brand is the Government, through AICEP, whose mission is to increase the notoriety of Portugal, captivating structural investment and the internationalization of enterprises, mainly small and medium businesses, creating competitive conditions and stimulating exports to the Global Market, diversifying product offer and Destination Countries. Some errors have been pointed out in the management of the Portugal Brand, such as lack of strategy and unsuccessful plans, but it is imperative to irrevocably understand that Brand assumption and its Repositioning is a strategic vector for the development of the Country. Portugal has good references, either in industry, or services, has product, that help promoting Portugal’s global image and contributing to an increase in revenues, either in exports, Tourism or Direct Investment. Portugal needs a Marketing Plan and a Brand management entity, such as a Brand strategic executive council, to ensure an effective management of the Portugal Brand, integrated and articulated with all the products and services flagged as strategic assets for exportation or domestic use. This thesis presents a Repositioning Model of the Portugal Brand that aggregates all positive aspects that Portugal has, such as sale capacity, potential for investment, lots of places to visit, and develops a serious and transversal program to promote Portugal abroad and to attract investors and visitors alike.
Descrição
Orientador: Rui Estrela
Palavras-chave
COMUNICAÇÃO, MARKETING, GESTÃO DE MARCAS, EXPORTAÇÕES, TURISMO, INVESTIMENTOS NO ESTRANGEIRO, PORTUGAL, COMMUNICATION, BRAND MANAGEMENT, EXPORTS, TOURISM, FOREIGN INVESTMENTS, MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE