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Authors
Advisor(s)
Abstract(s)
Esta dissertação procura analisar, tendo em conta as percepções dos seus colaboradores, a forma como a marca influencia as operações de uma agência de marketing, na sequência de um processo de rebranding. Este estudo exploratório foi realizado através do método de estudo de caso, aplicado numa agência de marketing, na qual foram realizadas entrevistas aos seus colaboradores. Como resultado concluiu-se que a marca teve impacto nas operações da empresa, na medida em que o rebranding fez variar as associações à mesma. O processo rebranding trouxe novos pontos de contacto e novas tácticas de actuação pelo que a estrutura de funcionamento interno da empresa também teve de ser ajustada perante a nova realidade. Contudo, a marca tem uma natureza sistémica e é difícil estabelecer a associação entre o fenómeno de rebranding e a aquisição de novo negócio.
The current thesis aims to investigate the way the brand influences the business operations of a marketing agency, given its collaborators perceptions, and after a rebranding process. This exploratory study has been driven by a case study on a marketing agency, during which have been conducted interviews with its collaborators. As a result of this investigation it can be concluded that the brand influenced the marketing agency business operations, in the way that the rebranding process originated different brand associations within the clients. The rebranding process brought new opportunities in terms of contact with clients and communication tactics, which originated the need of adjustments in the agency internal structure and business operations. However, a brand as a systemic nature, which creates difficulties in establishing a relation between the rebranding process and the new business acquisition.
The current thesis aims to investigate the way the brand influences the business operations of a marketing agency, given its collaborators perceptions, and after a rebranding process. This exploratory study has been driven by a case study on a marketing agency, during which have been conducted interviews with its collaborators. As a result of this investigation it can be concluded that the brand influenced the marketing agency business operations, in the way that the rebranding process originated different brand associations within the clients. The rebranding process brought new opportunities in terms of contact with clients and communication tactics, which originated the need of adjustments in the agency internal structure and business operations. However, a brand as a systemic nature, which creates difficulties in establishing a relation between the rebranding process and the new business acquisition.
Description
Mestrado em Marketing
Keywords
business-to-business marca rebranding percepções do gestor brand manager's perceptions
Pedagogical Context
Citation
Lopes, João Pedro Vieira. 2011. "Explorando as percepções sobre o impacto da marca nas operações da organização, em business-to-business- Estudo de um processo de rebranding numa agência de marketing". Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
Instituto Superior de Economia e Gestão