Brand awareness: a proposal for the Intermunicipal Community of Beiras and Serra da Estrela

• Autor(a) principal: Noronha, Mateus
• Data de Publicação: 2023
• Outros Autores: Gonçalves, Gisela
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.6/13837
• topic: Notoriedad; Imagen de marca; Relaciones Públicas; CIMBSE; Comunicación Estratégica; Brand Image; Strategic Communication; Public Relations

Notoriety is one of the first criteria that strategies for an organization's institutional reputation need to meet in order to achieve a positive image with the public and, consequently, revert this capital to the fulfillment of its organizational objectives. The aim of this article is to present a proposal for a specific communication strategy to reverse the low level of notoriety of the Comunidade Intermunicipal das Beiras e Serra da Estrela (CIMBSE), based on the results of a content analysis carried out based on online news from media based in the 15 municipalities that make up the territory in question. The results indicate that the activities of the “Cultural Heritage” axis of action are, among the others, the most likely to make the messages reach the largest number of stakeholders with the possibility of producing brand memory in these audiences in line with favorable associations – fundamental factor for notoriety to be associated with a positive institutional image.