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Advisor(s)
Abstract(s)
Já não são apenas os produtos físicos e tangíveis que apresentam a necessidade de
se divulgar como marca. Não são apenas os serviços que requerem diferenciação. Nos
dias de hoje, as próprias pessoas são consideradas marcas. Marcas fortes, valorizadas,
com um poder difícil de comparar devido à capacidade única de criar ligações, ligações
essas que antecedem a conquista da lealdade e o desenvolvimento de um forte apego.
Vivem-se dias nos quais o desporto tem direito ao palco principal. É impossível
afirmar que este não é um dos maiores fenómenos internacionais, principalmente quando
se fala de uma modalidade em específico, do futebol. O futebol faz mover o mundo e,
está claro que os seus atletas, por sua vez, fazem mover a sociedade. Assim, com todo
este reconhecimento, os jogadores desenvolvem com maior facilidade uma forte conexão
e, por isso, tornam-se marcas capazes de persuadir como nenhuma outra. Existem atletas
que para além de serem considerados máquinas em campo são, também eles,
considerados máquinas fora dele. Cristiano Ronaldo é exemplo disso. O jogador é, para
muitos, o melhor jogador de sempre e a influência apresentada ultrapassa as quatro linhas
do relvado, concedendo-lhe destaque enquanto uma das maiores marcas humanas.
Acredita-se que as marcas humanas têm a capacidade de elevar as outras marcas às
quais se associam. Sendo o futebol um desporto de nação ao peito e assumindo que as
nações também são marcas que necessitam de não só potenciar a atratividade das mesmas,
como também cultivar uma imagem trabalhada na mente dos quatro cantos do mundo,
serve a presente investigação para entender em que medida a marca Ronaldo influencia,
alavanca e divulga a marca-nação do seu país, Portugal.
Para o presente estudo foi desenvolvida uma investigação do tipo quantitativa que
assenta na execução de inquéritos por questionários a uma amostra alargada da população
cuja opinião se considera relevante para a compreensão da temática em análise. Com estes
contributos foi possível concluir que Cristiano Ronaldo tem um impacto positivo na
divulgação e no enriquecimento da marca-nação Portugal e, por isso, deverá ser tido como
um ativo do país e um símbolo a ter em conta na comunicação do mesmo.
ABSTRACT: It is no longer only physical and tangible products that present the need to present a brand. It is not only services that require differentiation. Nowadays, people themselves are considered brands. Strong, valued brands, with a power that is difficult to compare due to their unique ability to create connections, connections that precede the achievement of loyalty and the development of a strong attachment. These are days in which sport has the right to the main stage. It is impossible to say that this is not one of the biggest international phenomena, especially when it comes to one sport in particular, soccer. Soccer moves the world and, of course, its athletes move society. So, with all this recognition, players more easily develop a strong connection and, therefore, become brands capable of persuading like no other. There are athletes who, besides being considered machines on the field, are also considered machines off it. Cristiano Ronaldo is an example of this. The player is, for many, the best player ever, and his influence goes beyond the four lines of the pitch, giving him prominence as one of the greatest human brands. It is believed that human brands have the ability to elevate the other brands they are associated with. As soccer is a nation sport, and assuming that nations are also brands, that it is necessary to enhance their attractiveness, that they also have an image that needs to be cultivated and worked on in the minds of the four corners of the world, this research serves to understand to what extent the Ronaldo brand influences, leverages and disseminates the nation-brand of his country, Portugal. For the present study, quantitative research was developed based on the execution of questionnaires to a wide sample of the population whose opinion is considered relevant for the understanding of the theme under analysis. With these contributions it was possible to conclude that Cristiano Ronaldo has a positive impact on the dissemination and enrichment of the brand-nation Portugal and, therefore, should be considered as an asset of the country and a symbol to be taken into account in its communication.
ABSTRACT: It is no longer only physical and tangible products that present the need to present a brand. It is not only services that require differentiation. Nowadays, people themselves are considered brands. Strong, valued brands, with a power that is difficult to compare due to their unique ability to create connections, connections that precede the achievement of loyalty and the development of a strong attachment. These are days in which sport has the right to the main stage. It is impossible to say that this is not one of the biggest international phenomena, especially when it comes to one sport in particular, soccer. Soccer moves the world and, of course, its athletes move society. So, with all this recognition, players more easily develop a strong connection and, therefore, become brands capable of persuading like no other. There are athletes who, besides being considered machines on the field, are also considered machines off it. Cristiano Ronaldo is an example of this. The player is, for many, the best player ever, and his influence goes beyond the four lines of the pitch, giving him prominence as one of the greatest human brands. It is believed that human brands have the ability to elevate the other brands they are associated with. As soccer is a nation sport, and assuming that nations are also brands, that it is necessary to enhance their attractiveness, that they also have an image that needs to be cultivated and worked on in the minds of the four corners of the world, this research serves to understand to what extent the Ronaldo brand influences, leverages and disseminates the nation-brand of his country, Portugal. For the present study, quantitative research was developed based on the execution of questionnaires to a wide sample of the population whose opinion is considered relevant for the understanding of the theme under analysis. With these contributions it was possible to conclude that Cristiano Ronaldo has a positive impact on the dissemination and enrichment of the brand-nation Portugal and, therefore, should be considered as an asset of the country and a symbol to be taken into account in its communication.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marca-nação Marca humana Ronaldo, Cristiano (1985- ) Portugal Celebridade Nation-brand Human brand Celebrity
Citation
Carvalho, A.R.Q. (2022). Cristiano Ronaldo como alavanca da marca-nação Portugal [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/15667
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social