A identidade do vinho do Porto e sua relação com o turismo
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Data
2014
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Resumo
O Vinho do Porto é mais do que um produto comercial e de consumo, este
assumiu um carácter identitário de uma nação. Desde o século XIX, que o Vinho do Porto
utiliza o suporte iconográfico com o objetivo de vender e posicionar o Vinho do Porto nos
mercados internacionais. A mensagem transmitida é sobretudo de confiança, prestígio, luxo
e de qualidade: se no início do século tal imagem era dada pela quantidade de medalhas
que um vinho recebia, hoje essa garantia é dada ao consumidor pela assinatura do enólogo
ou pelas características do vinho.
O objetivo desta dissertação centra-se na análise dos meios comunicacionais da
marca Vinho do Porto, nomeadamente dos rótulos e cartazes. Pretendo assim, ao longo
deste estudo dar resposta as seguintes perguntas: O que é a marca Vinho do Porto? Qual a
relação entre a marca e o turismo? Essa relação tem resultado num aumento do turismo no
Porto?
Para Ricardo Magalhães, chefe da estrutura de Missão do Douro, deve-se apostar
na promoção mundial e que não há nada melhor que a promoção no exterior feita à boleia
do Vinho do Porto, que é conhecido em todos os cantos do mundo (Soares, 2010).
Abstract Port wine is more than a commercial and consumer product, it took an identifying character of a nation. Since the nineteenth century, the Port Wine uses iconographic support aiming to sell and position the Port wine in international markets. The message is mostly confidence, prestige, luxury and quality: at the beginning of the century this image was given by the amount of medals that a wine received. Today that guarantee is given to the consumer by the signature of the winemaker or the characteristics of the wine. The objective of this study focuses on the analysis of communication media of port wine, particularly the labels and posters brand. So I intend to, throughout this study to answer the following questions: What is the Port wine brand? What is the relationship between the brand and tourism? This relationship has resulted in an increase in tourism in Porto? For Ricardo Magalhães, Head of Mission of the structure of the Douro, you should bet on the worldwide promotion and there is nothing better than overseas promotion made to ride the Port, which is known all over the world (Soares, 2010).
Abstract Port wine is more than a commercial and consumer product, it took an identifying character of a nation. Since the nineteenth century, the Port Wine uses iconographic support aiming to sell and position the Port wine in international markets. The message is mostly confidence, prestige, luxury and quality: at the beginning of the century this image was given by the amount of medals that a wine received. Today that guarantee is given to the consumer by the signature of the winemaker or the characteristics of the wine. The objective of this study focuses on the analysis of communication media of port wine, particularly the labels and posters brand. So I intend to, throughout this study to answer the following questions: What is the Port wine brand? What is the relationship between the brand and tourism? This relationship has resulted in an increase in tourism in Porto? For Ricardo Magalhães, Head of Mission of the structure of the Douro, you should bet on the worldwide promotion and there is nothing better than overseas promotion made to ride the Port, which is known all over the world (Soares, 2010).
Descrição
Orientação: Maria José Ferreira
Palavras-chave
MESTRADO EM MARKETING E PUBLICIDADE, MARKETING, MARCAS COMERCIAIS, VINHOS, TURISMO, ENOTURISMO, MARKETING, TRADEMARKS, WINES, TOURISM, OENOTURISM