The impact of sports on city branding : the case of Braga as European City of Sports
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/28534 |
Resumo: | The purpose of this study is to analyze the impact of sports on city branding, in other words, to understand how cities use marketing strategies, such as hosting sports events, for brand positioning and gaining competitive advantage from other cities. In this study, we will observe these effects using the city of Braga as a case study, due to the fact that in 2018, it was nominated European City of Sports and in 2019, the best European City of Sports. The major findings were that sports events are cost-effective and flexible marketing tools which allow the city to reach different target groups and create brand awareness. The communication process was a challenge because the city had to target the fans of different modalities, who have different needs, however, the use of a segmented marketing strategy contributed to improve the experience of the different publics with the city. By hosting medium events, the city of Braga gained visibility and was able to effectively differentiate itself from other competitors. The residents were a key public for the success of the city’s sports events, as they acted as true brand ambassadors. They embraced the challenge and supported all the initiaves with pride. The relevance of the residents is in line with several studies, which suggest that if the citizens do not support the city’s marketing strategy, the whole strategy can be put into question. |
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The impact of sports on city branding : the case of Braga as European City of SportsCity brandingSport eventsEuropean City of SportsBragaEventos desportivosCidade Europeia do DesportoDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe purpose of this study is to analyze the impact of sports on city branding, in other words, to understand how cities use marketing strategies, such as hosting sports events, for brand positioning and gaining competitive advantage from other cities. In this study, we will observe these effects using the city of Braga as a case study, due to the fact that in 2018, it was nominated European City of Sports and in 2019, the best European City of Sports. The major findings were that sports events are cost-effective and flexible marketing tools which allow the city to reach different target groups and create brand awareness. The communication process was a challenge because the city had to target the fans of different modalities, who have different needs, however, the use of a segmented marketing strategy contributed to improve the experience of the different publics with the city. By hosting medium events, the city of Braga gained visibility and was able to effectively differentiate itself from other competitors. The residents were a key public for the success of the city’s sports events, as they acted as true brand ambassadors. They embraced the challenge and supported all the initiaves with pride. The relevance of the residents is in line with several studies, which suggest that if the citizens do not support the city’s marketing strategy, the whole strategy can be put into question.Este estudo tem por objetivo analisar o impacto do desporto no city branding, ou seja, entender como as cidades podem utilizar estratégias de marketing, tal como acolher eventos desportivos, de modo a influenciar a posição da sua marca e consequentemente, adquirir vantagem competitiva em relação às outras cidades. Neste estudo pretendemos observar os efeitos desta estratégia , utilizando Braga como caso de estudo, visto que, em 2018, Braga foi Cidade Europeia do Desporto, e no ano seguinte, considerada a melhor Cidade Europeia do Desporto desde sempre. Em conclusão, observámos que o acolhimento de eventos desportivos é uma estratégia de custo, eficiente e flexível, que permite à cidade atingir diferentes público-alvo e criar brand awareness. O processo de comunicação acabou por ser um desafio, dado que se tornou necessário comunicar para um público-alvo com necessidades muito específicas e com interesses em diferentes modalidades desportivas. No entanto, através de uma comunicação segmentada, a cidade conseguiu melhorar a experiência nela vivida, de cada segmento desse mesmo público. Através do acolhimento de eventos de média dimensão, a cidade de Braga ganhou visibilidade e conseguiu destacar-se de outras cidades. Os residentes foram o factor-chave para o sucesso desta estratégia, dado que foram os verdadeiros embaixadores da cidade, e apoiaram todas as iniciativas, com orgulho. A importância dos residentes no city marketing foi evidenciada em diversos estudos, concluindo que, caso os residentes não apoiassem a estratégia de marketing, a mesma poderia estar em causa.Machado, Joana Pinto Leite CésarVeritati - Repositório Institucional da Universidade Católica PortuguesaFernandez, Magna Patrícia Pinto2019-10-29T11:44:09Z2019-07-032019-07-03T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/28534TID:202273474enginfo: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:RCAAP2023-07-12T17:34:08Zoai:repositorio.ucp.pt:10400.14/28534Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:22:53.671546Repositório 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 |
The impact of sports on city branding : the case of Braga as European City of Sports |
title |
The impact of sports on city branding : the case of Braga as European City of Sports |
spellingShingle |
The impact of sports on city branding : the case of Braga as European City of Sports Fernandez, Magna Patrícia Pinto City branding Sport events European City of Sports Braga Eventos desportivos Cidade Europeia do Desporto Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The impact of sports on city branding : the case of Braga as European City of Sports |
title_full |
The impact of sports on city branding : the case of Braga as European City of Sports |
title_fullStr |
The impact of sports on city branding : the case of Braga as European City of Sports |
title_full_unstemmed |
The impact of sports on city branding : the case of Braga as European City of Sports |
title_sort |
The impact of sports on city branding : the case of Braga as European City of Sports |
author |
Fernandez, Magna Patrícia Pinto |
author_facet |
Fernandez, Magna Patrícia Pinto |
author_role |
author |
dc.contributor.none.fl_str_mv |
Machado, Joana Pinto Leite César Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Fernandez, Magna Patrícia Pinto |
dc.subject.por.fl_str_mv |
City branding Sport events European City of Sports Braga Eventos desportivos Cidade Europeia do Desporto Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
City branding Sport events European City of Sports Braga Eventos desportivos Cidade Europeia do Desporto Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The purpose of this study is to analyze the impact of sports on city branding, in other words, to understand how cities use marketing strategies, such as hosting sports events, for brand positioning and gaining competitive advantage from other cities. In this study, we will observe these effects using the city of Braga as a case study, due to the fact that in 2018, it was nominated European City of Sports and in 2019, the best European City of Sports. The major findings were that sports events are cost-effective and flexible marketing tools which allow the city to reach different target groups and create brand awareness. The communication process was a challenge because the city had to target the fans of different modalities, who have different needs, however, the use of a segmented marketing strategy contributed to improve the experience of the different publics with the city. By hosting medium events, the city of Braga gained visibility and was able to effectively differentiate itself from other competitors. The residents were a key public for the success of the city’s sports events, as they acted as true brand ambassadors. They embraced the challenge and supported all the initiaves with pride. The relevance of the residents is in line with several studies, which suggest that if the citizens do not support the city’s marketing strategy, the whole strategy can be put into question. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-10-29T11:44:09Z 2019-07-03 2019-07-03T00:00:00Z |
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/10400.14/28534 TID:202273474 |
url |
http://hdl.handle.net/10400.14/28534 |
identifier_str_mv |
TID:202273474 |
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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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