The impact of sports on city branding : the case of Braga as European City of Sports

Detalhes bibliográficos
Autor(a) principal: Fernandez, Magna Patrícia Pinto
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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spelling 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
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