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Authors
Advisor(s)
Abstract(s)
Num mercado cada vez mais competitivo, torna-se imperativo obter uma vantagem diferenciadora, até mesmo como forma de sobrevivência das empresas. Esta vantagem pode ser obtida através da marca, o bem intangível mais valioso que uma empresa tem. Saber administrar as marcas não é, no entanto, algo fácil de conseguir, sendo que é necessário um excelente planeamento e uma boa consciencialização dos colaboradores para esta importância, de modo a que haja possibilidade de sucesso.
O presente trabalho trata-se de um relatório científico de estágio no departamento de Marketing e Comunicação da divisão checa da maior cadeia independente de hotéis austríaca, a Vienna House, acompanhando todo o processo de rebranding, desde as razões pela qual se decidiu por esta estratégia, em que é que consiste a estratégia em si e como esta foi aplicada.
Para a elaboração deste relatório foi utilizado o método de Investigação-Acção, pelo que inicialmente foi efectuado um diagnóstico das estratégias definidas pelo departamento de Marketing e Comunicação previamente ao estágio e, mais tarde a implementação de uma nova estratégia de marca que conseguisse melhores resultados. Para tal, realizou-se uma revisão de literatura às temáticas de marca, branding e rebranding, por serem conceitos de interesse para a acção descrita neste relatório.
No geral, conclui-se que os objectivos propostos foram claramente alcançados, sendo que a marca conseguiu uma reformulação completa da sua imagem e conseguiu definir uma estratégia de posicionamento para as suas diferentes soluções. No entanto, tal como o método de Investigação-Acção sugere, dados os resultados obtidos neste ciclo de investigação, comprovou-se a necessidade de haver uma melhor consciencialização por parte dos gestores para que o bom trabalho efectuado não seja descurado em detrimento de objectivos de curto prazo.
ABSTRACT: On a market with increasing competitiveness, it becames mandatory to obtain a differenciative advantage, even as a mean of survival by companies. This advantage can be obtained through the brand, the most valuable intangible good of a company. To know how to administrate brands is not, however, something easy to accomplish, being necessary an excellent planning and a good awareness of the collaborators for this importance, so that there will be possibility of success. The present work is a scientific report on an internship on the communication department of the Czech division of the biggest independent Austrian hotel chain, Vienna House, following the whole rebranding process, since the reasons why this strategy was chosen, in what it consists on and how was it applied. For the purpose of elaboration of this report, the Investigation-Action method was used, so initially a diagnosis of the strategies defined by the Marketing and Communication previous to the internship was made and later the implementation of a new brand strategy that would accomplish better results. For that, a revision of literature was produced, regarding the concepts of brand, branding and rebranding, for being themes of interest to the action described on this report. In general, it is concludable that the proposed goals were clearly accomplished, being that the brand was able to do a complete reformulation of its image, and was able to define a strategy of positioning for its different solutions. However, just like the method Ivestigation-Action suggests, with the given results on this investigation cycle, it comproved the need of having a better concioussness on behalf of the managers so that the good work that was made is not lost because of short-term goals.
ABSTRACT: On a market with increasing competitiveness, it becames mandatory to obtain a differenciative advantage, even as a mean of survival by companies. This advantage can be obtained through the brand, the most valuable intangible good of a company. To know how to administrate brands is not, however, something easy to accomplish, being necessary an excellent planning and a good awareness of the collaborators for this importance, so that there will be possibility of success. The present work is a scientific report on an internship on the communication department of the Czech division of the biggest independent Austrian hotel chain, Vienna House, following the whole rebranding process, since the reasons why this strategy was chosen, in what it consists on and how was it applied. For the purpose of elaboration of this report, the Investigation-Action method was used, so initially a diagnosis of the strategies defined by the Marketing and Communication previous to the internship was made and later the implementation of a new brand strategy that would accomplish better results. For that, a revision of literature was produced, regarding the concepts of brand, branding and rebranding, for being themes of interest to the action described on this report. In general, it is concludable that the proposed goals were clearly accomplished, being that the brand was able to do a complete reformulation of its image, and was able to define a strategy of positioning for its different solutions. However, just like the method Ivestigation-Action suggests, with the given results on this investigation cycle, it comproved the need of having a better concioussness on behalf of the managers so that the good work that was made is not lost because of short-term goals.
Description
Relatório de estágio apresentado à Escola Superior de Comunicação Social como requisito parcial para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Marcas Rebranding Posicionamento Vienna House República Checa Positioning Czech Republic
Citation
FRANCISCO, José - Rebranding da Cadeia de Hotéis Vienna House na República Checa. Lisboa: IPL, Escola Superior de Comunicação Social, 2017. Relatório de estágio.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social