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Advisor(s)
Abstract(s)
O presente trabalho de projeto diz respeito à ativação da marca Dinamize, uma marca de
renome a nível nacional e internacional em eventos de marketing e de transformação digital,
nomeadamente, em conferências, cimeiras e eventos de nicho de mercado (curso
especializados e workshops temáticos). Pelo facto de a Dinamize estar em Portugal apenas
desde 1 de novembro de 2016 há que trabalhar a sua notoriedade no mercado de forma
contínua e duradoura. Além de estar presente em eventos, deverá trabalhar as suas ativações
de marca, por forma a aumentar e a reforçar o brand awareness junto dos seu(s) público(s),
sem esquecer os seus produtos e serviços de elevada qualidade.
O objetivo geral do projeto incide na divulgação da marca Dinamize ao nível B2B (Business
to Business), não só junto dos diretores de marketing das maiores empresas portuguesas e
internacionais que se encontram localizadas no território português, como também junto dos
principais decisores das agências de marketing e de comunicação em Portugal, e na
identificação de ambos os públicos com a marca, com vista a promover a fidelização à
mesma.
Uma marca ativa é mais do que uma marca aos olhos do consumidor, na medida em que se
preocupa todos os dias com os seus clientes, oferecendo produtos e/ou serviços que
preencham as reais necessidades do seu consumidor. A minha proposta vai no sentido de
reforçar a comunicação da marca Dinamize, enquanto parte integrante desta gestão de
ativação.
ABSTRACT: The present project work concerns the activation of the Dinamize brand, a renowned brand at national and international level in marketing and digital transformation events, namely in conferences, summits and niche market events (specialized courses and thematic workshops). Because Dinamize has only been in Portugal since 1st of November 2016, its market notoriety and awareness must be worked on in a continuous and lasting way. Besides being present at events, Dinamize should work on your brand activations in order to increase and reinforce the brand awareness on your audience(s), without forgetting your high-quality products and services. The general objective of the project is to promote the Dinamize brand at B2B level, not only with the marketing directors of the largest Portuguese and international companies located in Portugal, but also with the main decision makers of marketing and communication agencies in Portugal, and the identification of both audiences with the brand, in order to promote brand loyalty. An active brand is more than a brand in the eyes of the consumer, as it cares about its customers every day, offering products and/or services that meet the real needs of its consumer. My proposal is to strengthen the communication of the Dinamize brand, as part of this activation management.
ABSTRACT: The present project work concerns the activation of the Dinamize brand, a renowned brand at national and international level in marketing and digital transformation events, namely in conferences, summits and niche market events (specialized courses and thematic workshops). Because Dinamize has only been in Portugal since 1st of November 2016, its market notoriety and awareness must be worked on in a continuous and lasting way. Besides being present at events, Dinamize should work on your brand activations in order to increase and reinforce the brand awareness on your audience(s), without forgetting your high-quality products and services. The general objective of the project is to promote the Dinamize brand at B2B level, not only with the marketing directors of the largest Portuguese and international companies located in Portugal, but also with the main decision makers of marketing and communication agencies in Portugal, and the identification of both audiences with the brand, in order to promote brand loyalty. An active brand is more than a brand in the eyes of the consumer, as it cares about its customers every day, offering products and/or services that meet the real needs of its consumer. My proposal is to strengthen the communication of the Dinamize brand, as part of this activation management.
Description
Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Ativação de marca Eventos E-mail marketing Automação de marketing E-commerce Brand activation Events Marketing automation
Citation
Teixeira, A.A.M. (2022). Ativação da marca Dinamize em eventos corporativos [Trabalho de projeto de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/15675