Developing a communication plan for Leonor Silva Jewellery in order to create brand awareness in Portugal
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/40187 |
Resumo: | The following research aims to create a communication plan for Leonor Silva Jewellery to create brand awareness in Portugal. This brand is an author jewellery company inserted in the luxury market. A research was made by focusing on customers’ behaviour and the main factors that influence their purchases, followed by an analysis of notoriety and the relationship between the decisionmaking process and brand awareness when talking about a product with high customer involvement, as well as the relationship between communication and notoriety; then it was decided to analyse the concept of cluster and the advantages that the latter can bring, and Porter's Diamond Model. The methodology used to answer the investigation question was to elaborate Depth Interviews, and it used the Gioia Methodology in order to analyse qualitative research. We are able to obtain a classification made of six dimensions: the characterisation of the market, Luxury brands' promise, position, consumer identity, distributional channels and communication strategies. Furthermore, in order to analyse each dimension in a more detailed way, some relevant secondary data was present. Due to the difficulty of creating notoriety in Portugal to Author Jewellery, an international benchmark was performed for other European markets. This analysis explains that the strategies used internationally are similar to those adopted by Portuguese brands. However, there is more dissemination in these countries regarding a more significant number of specialised trade fairs and events. |
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Developing a communication plan for Leonor Silva Jewellery in order to create brand awareness in PortugalDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe following research aims to create a communication plan for Leonor Silva Jewellery to create brand awareness in Portugal. This brand is an author jewellery company inserted in the luxury market. A research was made by focusing on customers’ behaviour and the main factors that influence their purchases, followed by an analysis of notoriety and the relationship between the decisionmaking process and brand awareness when talking about a product with high customer involvement, as well as the relationship between communication and notoriety; then it was decided to analyse the concept of cluster and the advantages that the latter can bring, and Porter's Diamond Model. The methodology used to answer the investigation question was to elaborate Depth Interviews, and it used the Gioia Methodology in order to analyse qualitative research. We are able to obtain a classification made of six dimensions: the characterisation of the market, Luxury brands' promise, position, consumer identity, distributional channels and communication strategies. Furthermore, in order to analyse each dimension in a more detailed way, some relevant secondary data was present. Due to the difficulty of creating notoriety in Portugal to Author Jewellery, an international benchmark was performed for other European markets. This analysis explains that the strategies used internationally are similar to those adopted by Portuguese brands. However, there is more dissemination in these countries regarding a more significant number of specialised trade fairs and events.A seguinte investigação pretende criar um plano de comunicação para a empresa Leonor Silva de forma a criar notoriedade em Portugal. Sendo esta uma empresa de joalharia de autor inserida no mercado de luxo. Assim sendo passou pela investigação sobre conceito de luxo, como é o comportamento do consumidor e quais os principais fatores que influenciam o comportamento de compra, seguido de uma análise sobre notoriedade e qual a relação entre o processo de decisão e de conhecimento da marca quando se fala de producto com alto envolvimento por parte do consumidor assim como a relação entre comunicação e notoriedade. De seguida decidiu-se analisar o conceito de cluster e as vantagens do mesmo assim como Modelo do Diamante de Porter. A metodologia utilizada para responder à investigação foi a elaboração de entrevistas estruturadas a joalheiros de autor com posterior utilização da metodologia de Gioia para se proceder à análise da pesquisa qualitativa. Foram identificadas 6 dimensões que são a caracterização do mercado, a promessa de uma marca de luxo, posicionamento, identificação do consumidor, canis de distribuição e estratégias de comunicação. Com o intuito de se proceder a uma análise mais detalhada adicionaram-se outras fontes de informação. Dada a dificuldade de a joalharia de autor criar notoriedade em Portugal procedeu-se a uma comparação com outros mercados europeus. Nesta análise concluiu-se que as estratégias utilizadas internacionalmente são similares às usadas pelas marcas portuguesas, no entanto, existe uma divulgação muito maior nestes países uma vez que há um maior número de feiras e eventos especializados.Xavier, RuteVeritati - Repositório Institucional da Universidade Católica PortuguesaRodrigues, Ana Filipa Alves2023-02-10T08:40:35Z2022-07-042022-062022-07-04T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/40187TID:203132998enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:45:44Zoai:repositorio.ucp.pt:10400.14/40187Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:32:55.440825Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Developing a communication plan for Leonor Silva Jewellery in order to create brand awareness in Portugal |
title |
Developing a communication plan for Leonor Silva Jewellery in order to create brand awareness in Portugal |
spellingShingle |
Developing a communication plan for Leonor Silva Jewellery in order to create brand awareness in Portugal Rodrigues, Ana Filipa Alves Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Developing a communication plan for Leonor Silva Jewellery in order to create brand awareness in Portugal |
title_full |
Developing a communication plan for Leonor Silva Jewellery in order to create brand awareness in Portugal |
title_fullStr |
Developing a communication plan for Leonor Silva Jewellery in order to create brand awareness in Portugal |
title_full_unstemmed |
Developing a communication plan for Leonor Silva Jewellery in order to create brand awareness in Portugal |
title_sort |
Developing a communication plan for Leonor Silva Jewellery in order to create brand awareness in Portugal |
author |
Rodrigues, Ana Filipa Alves |
author_facet |
Rodrigues, Ana Filipa Alves |
author_role |
author |
dc.contributor.none.fl_str_mv |
Xavier, Rute Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Rodrigues, Ana Filipa Alves |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The following research aims to create a communication plan for Leonor Silva Jewellery to create brand awareness in Portugal. This brand is an author jewellery company inserted in the luxury market. A research was made by focusing on customers’ behaviour and the main factors that influence their purchases, followed by an analysis of notoriety and the relationship between the decisionmaking process and brand awareness when talking about a product with high customer involvement, as well as the relationship between communication and notoriety; then it was decided to analyse the concept of cluster and the advantages that the latter can bring, and Porter's Diamond Model. The methodology used to answer the investigation question was to elaborate Depth Interviews, and it used the Gioia Methodology in order to analyse qualitative research. We are able to obtain a classification made of six dimensions: the characterisation of the market, Luxury brands' promise, position, consumer identity, distributional channels and communication strategies. Furthermore, in order to analyse each dimension in a more detailed way, some relevant secondary data was present. Due to the difficulty of creating notoriety in Portugal to Author Jewellery, an international benchmark was performed for other European markets. This analysis explains that the strategies used internationally are similar to those adopted by Portuguese brands. However, there is more dissemination in these countries regarding a more significant number of specialised trade fairs and events. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-07-04 2022-06 2022-07-04T00:00:00Z 2023-02-10T08:40:35Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/40187 TID:203132998 |
url |
http://hdl.handle.net/10400.14/40187 |
identifier_str_mv |
TID:203132998 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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