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Authors
Advisor(s)
Abstract(s)
Cada marca possui um património tangível e intangível que demarca o seu valor no
mercado. Hoje, o lado tangível das marcas é cada vez mais passível de ser copiado pela
concorrência, deixando por isso de ser o seu principal foco, que vive agora voltado para
as características intangíveis das marcas (identidade, personalidade e valores), que
conduzem ao estabelecimento de relações com os públicos, que esperam, mais do que
uma simples venda de um produto ou serviço, uma experiência.
As Relações Públicas (RP) têm aqui um papel fundamental, na medida em que através de
uma comunicação e função estratégicas estabelecem relações mutuamente benéficas entre
as organizações e os públicos, que acabam por determinar o sucesso e prosperidade das
marcas. Estes profissionais acabam assim por assumir um papel complementar com o
Marketing.
A presente investigação procura com isto compreender o papel do profissional de RP no
reforço da ligação emocional dos públicos às marcas, tomando como estudo de caso a
marca SUMOL.
A partir de uma revisão de literatura, da aplicação de entrevistas semiestruturadas em
profundidade ao profissional de Relações Públicas da SUMOL e ao Senior Brand
Manager da marca e com recurso a um inquérito por questionário a uma amostra do
público-alvo da marca SUMOL, procurou-se examinar a importância das RP para o
reforço deste sentimento e a relação existente entre a ligação emocional e a reputação das
marcas, nomeadamente da marca SUMOL.
A investigação constitui assim uma base para investigações futuras nesta área e no campo
das Relações Públicas, apurando-se que de facto existe uma ligação entre o brand
attachment e a reputação das marcas e que os RP são fundamentais para o estabelecimento
de uma relação benéfica entre públicos e marcas.
ABSTRACT: Each brand has a tangible and intangible heritage that marks its value in the market, but today the tangible side of brands is increasingly likely to be copied by the competition, which is why it is no longer their focus. Today, the intangible characteristics of brands (identity, personality, and values) are much more important, and lead to the establishment of relationships with publics, who expect more from brands than a simple sale of a product or service. Experiences are the new focus. Public Relations (PR) play a key role in there, as through strategic communication and functions, they establish mutually beneficial relationships between organizations and audiences, which ultimately determine the success and prosperity of brands. These professionals end up taking on a complementary role with Marketing itself. The present investigation seeks to understand the role of the Public Relations professional in reinforcing the emotional connection between audiences and brands, focusing on SUMOL as a case study. From a literature review, the application of in-depth semi-structured interviews to the SUMOL Public Relations professional and the brand's Senior Brand Manager and using a survey to a sample of the SUMOL brand's target audience, it sought to understand the importance of PR for reinforcing this feeling and the relationship that exists between emotional connection and brand reputation. This investigation constitutes a basis for future investigations in this area and in the field of Public Relations. It also concludes that there is a connection between brand attachment and brand reputation and PR professionals play a key role in establishing beneficial relationships between audiences and brands.
ABSTRACT: Each brand has a tangible and intangible heritage that marks its value in the market, but today the tangible side of brands is increasingly likely to be copied by the competition, which is why it is no longer their focus. Today, the intangible characteristics of brands (identity, personality, and values) are much more important, and lead to the establishment of relationships with publics, who expect more from brands than a simple sale of a product or service. Experiences are the new focus. Public Relations (PR) play a key role in there, as through strategic communication and functions, they establish mutually beneficial relationships between organizations and audiences, which ultimately determine the success and prosperity of brands. These professionals end up taking on a complementary role with Marketing itself. The present investigation seeks to understand the role of the Public Relations professional in reinforcing the emotional connection between audiences and brands, focusing on SUMOL as a case study. From a literature review, the application of in-depth semi-structured interviews to the SUMOL Public Relations professional and the brand's Senior Brand Manager and using a survey to a sample of the SUMOL brand's target audience, it sought to understand the importance of PR for reinforcing this feeling and the relationship that exists between emotional connection and brand reputation. This investigation constitutes a basis for future investigations in this area and in the field of Public Relations. It also concludes that there is a connection between brand attachment and brand reputation and PR professionals play a key role in establishing beneficial relationships between audiences and brands.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Gestão Estratégica das Relações Públicas.
Keywords
Relações públicas Marcas Brand attachment Reputação Sumol Public relations Brands Reputation
Citation
Mestre, I. (2022). O papel das Relações Públicas no reforço da ligação emocional às empresas: o caso da Sumol. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/15561
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social