Applying tate´s conscious marketing plan to a hybrid organization: movimento transformers search for identity-image fit - aligning organizational purpose with the brand identity

• Autor(a) principal: Lehner, Anna
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/156829
• topic: Purpose; Volunteering; Conscious marketing plan; Movimento transformers; Organizational brand identity; Brand image; Hybrid organization; Civic participation; Social awareness; Youth associative movement; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This work project consisted of developing a Marketing Plan for Movimento Transformers, a Hybrid Organization with the mission of increasing civic and social participation. To do so, a strategic analysis of the market was performed, and the results displayed a misalignment between the organizational Brand Identity and Brand Image. Consequently, a Conscious Marketing Plan was implemented to correct the GAP found and improve overall marketing performance. The concept of Purpose was used to define the organizations' "why" which, was placed at the core of the TF’s identity and thus, informed an updated Brand Positioning.