Oeiras Valley : uma boa estratégia de branding? análise do impacto do programa na imagem do concelho
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2021
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Cada vez mais, os territórios, sejam eles países, regiões, cidades ou vilas, pensam e
repensam formas de comunicação, procurando atrair investimento, pessoas, entre outros. Estas
estratégias podem decorrer ao nível da sua própria imagem, do seu posicionamento ou das suas
ações concretas, recorrendo, para isso, a diversas estratégias. E são precisamente estas
estratégias que constam do seu programa de branding, neste caso, branding territorial.
Oeiras é um dos concelhos mais privilegiados de Portugal, com uma boa localização,
tempo ameno, paisagens agradáveis e proximidade das praias. Mas não é só disto que provém
a fama de Oeiras, tendo sido já considerado um dos melhores concelhos para se viver no país.
Mais recentemente, têm sido atribuídas a Oeiras outras características que têm favorecido a sua
imagem, relativas às suas políticas de investimento em educação, emprego, saúde e habitação.
Toda esta estratégia de branding territorial foi amplificada com o lançamento do programa
Oeiras Valley, que prometeu trazer investimento ao concelho e um cada vez maior número de
empresas, apostando em Ciência, Tecnologia e Inovação.
Tendo como referência os Modelos do Hexágono Territorial de Simon Anholt (2000) e
de Brand Equity de Keller (2016), o presente trabalho procurou perceber qual o impacto que o
lançamento do programa Oeiras Valley teve na imagem que os habitantes e/ou trabalhadores
têm do concelho. Através da recolha de opiniões de uma amostra representativa deste grupo de
pessoas, procedeu-se à análise estatística no programa informático SPSS, sendo feito o
confronto destes resultados com os modelos teóricos mencionados. Por último, foram
identificadas áreas de melhoria e apresentadas sugestões e linhas de ação futuras.
More and more, territories, being them countries, regions, cities or towns, think and rethink forms of self-promotion, seeking to attract investment and people, amongst others. These strategies occur at the level of their own image, their positioning or their concrete actions, using, for that, different strategies. And it is precisely these strategies that are included in their branding program, in this case, territorial branding. Oeiras is one of the most privileged counties in Portugal, with a good location, mild weather, pleasant landscapes and beaches all along its coast. But this is not the only reason for Oeiras' fame, having already been considered one of the best places to live in our country. More recently, other characteristics have been attributed to Oeiras that have favoured its image, related to its investment policies, in education, employment, health and housing. All these territorial branding strategies were amplified with the launch of the Oeiras Valley program, which promised to bring investment to the county and an increasing number of companies, investing in Science, Technology and Innovation. Having as reference the Territorial Hexagon Model by Simon Anholt (2000) and the Brand Equity Model by Keller (2016), this paper sought to understand the impact that the Oeiras Valley program had on the image that inhabitants and/or workers have of the county. By collecting opinions from a representative sample of this group of people, statistical analysis was carried out using the SPSS software. In the end, these results were compared with the theoretical models aforementioned, identifying areas for improvement and presenting suggestions and future lines of action.
More and more, territories, being them countries, regions, cities or towns, think and rethink forms of self-promotion, seeking to attract investment and people, amongst others. These strategies occur at the level of their own image, their positioning or their concrete actions, using, for that, different strategies. And it is precisely these strategies that are included in their branding program, in this case, territorial branding. Oeiras is one of the most privileged counties in Portugal, with a good location, mild weather, pleasant landscapes and beaches all along its coast. But this is not the only reason for Oeiras' fame, having already been considered one of the best places to live in our country. More recently, other characteristics have been attributed to Oeiras that have favoured its image, related to its investment policies, in education, employment, health and housing. All these territorial branding strategies were amplified with the launch of the Oeiras Valley program, which promised to bring investment to the county and an increasing number of companies, investing in Science, Technology and Innovation. Having as reference the Territorial Hexagon Model by Simon Anholt (2000) and the Brand Equity Model by Keller (2016), this paper sought to understand the impact that the Oeiras Valley program had on the image that inhabitants and/or workers have of the county. By collecting opinions from a representative sample of this group of people, statistical analysis was carried out using the SPSS software. In the end, these results were compared with the theoretical models aforementioned, identifying areas for improvement and presenting suggestions and future lines of action.
Descrição
Orientação: Célia Gamboa da Fonseca
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, GESTÃO DE MARCAS, IMAGEM DE MARCA, OEIRAS, OEIRAS VALLEY, COMMUNICATION, BRAND MANAGEMENT, BRAND IMAGE, OEIRAS, OEIRAS VALLEY