A brand Identity for the Parish of Nossa Senhora de Fátima (in Lisbon)

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

In-School CSR and its impact on brand image, brand identification and brand reputation: The moderator effect of brand familiarity, product involvement and cause-brand fit

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

The dynamics of brand loyalty across a consumer’s lifetime

This project studies the Portuguese female fashion market. We intend to determine patterns of consumer brand loyalty across brands and ages. By interviewing 8 young adults and surveying 125 teens and 87 adults, we found that brands’ segmentation by usage per age segment is related with differentiation in brand loyalty and peer pressure. We also found that teens have higher attitudinal brand loyalty while adults have higher behavioral loyalty. Moreover, brand loyalty in teens is more susceptible to peer pressure. The results imply that customer relationship management strategies should be differentiated according to age segment. We also derive marketing implications with a focus on each brand’s loyalty profile.

Equidade na utilização de medicamentos em Portugal

RESUMO - Este estudo teve como objectivo contribuir para o conhecimento sobre a equidade no sector do medicamento, com uma análise empírica aplicada ao sistema de saúde português. Para o efeito avaliou-se se indivíduos com as mesmas necessidades em saúde, mas com diferentes níveis de rendimento, tiveram idêntica prestação no que diz respeito ao medicamento. Adicionalmente, aprofundou-se esta análise através da identificação de factores associados ao sistema de prestação ou ao utente que contribuíram para gerar iniquidades, com particular destaque para os comportamentos de não aquisição de medicamentos – não adesão primária. A avaliação da equidade foi efectuada através de duas abordagens distintas, mas complementares: uma sob a perspectiva da utilização e outra sob a perspectiva da distribuição da despesa pública com medicamentos. Para estas análises aplicaram-se métodos baseados nos índices de concentração, utilizando dados do Inquérito Nacional de Saúde 2005/06 e dados relativos aos encargos do Serviço Nacional de Saúde com medicamentos. Os resultados revelaram que, perante as mesmas necessidades, o sistema de prestação tende a favorecer os indivíduos de nível socioeconómico superior, quer na utilização quer na distribuição de recursos do Estado com medicamentos. Adicionalmente, a aplicação do método da decomposição do índice de concentração revelou que tanto o rendimento como o nível educacional são atributos individuais que estão associados à iniquidade na utilização de medicamentos. A iniquidade observada neste estudo pode resultar de barreiras em diferentes fases do processo terapêutico, entre as quais se destacam o não acesso à prescrição médica ou a não aquisição dos medicamentos prescritos. Foi este comportamento - designado de não adesão primária - que se analisou na segunda parte da tese. Para tal cruzaram-se os dados de prescrição electrónica com os dados de dispensa no Serviço Nacional de Saúde. Os resultados revelaram que a taxa de não adesão primária foi cerca de 20% e que este comportamento está associado ao sexo feminino ou ser jovem, assim como a características do sistema de prestação como o valor dos copagamentos. Estes dados indiciam que as barreiras na aquisição podem ser indutoras de iniquidades na utilização de medicamentos. A identificação de iniquidade na utilização de medicamentos e dos factores que contribuem para esta situação constituem o primeiro passo para uma estratégia de redução da iniquidade que, de acordo com os resultados desta tese, deve abranger não só o sistema de saúde mas também outras áreas das políticas públicas em Portugal.

Use of multi-sensory marketing techniques and its influence on brand experience in retail and HORECA sector

Double degree. A Work Project presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA- School of Business and Economics and Warsaw School of Economics

Are the L'oreal hair care brands currently operating in the Kenyan mass market adequately positioned and adapted to the Kenyan consumers?: A recommendation to the new L'oreal East Africa Office concerning the hair care brand positioning and portfolio in Kenya

NSBE - UNL

Key performance indicators and the balanced scorecard at the Luxury Brand Hotels of Pestana Group

Traditional approaches to evaluate performance in hotels, have mainly used financial measures. Building on Speckbacher et al. (2003), this Work Project aims to design and propose a Balanced Scorecard Type II as a performance measurement/management system for the hospitality industry based on data collected at the Luxury Brand Hotels of Pestana Group. The main contribution is to better align the vision, strategy and financial and non-financial performance measures in this category of hotels, in particular those of Pestana Group, and by doing so, lead their managers to focus on what is really critical and, consequently improve the overall performance.

Fruta com cheiro: The implementation of a new brand of fruit in the Portuguese market

‘’Fruta com Cheiro’’ is an idea for a new brand of fruit that would be introduced in the Portuguese market that would differentiate itself from the brands already in the market and from other non-branded fruit producers. In order to prove that the idea was valid and would have a place in the market, two methods of exploratory research were used – in-depth interviews and focus groups – to understand attitudes and behaviors regarding fruit selection and purchase and also people’s perceptions to ‘’Fruta com Cheiro’’. After these two steps, several considerations were made in relation to preliminary marketing aspects such as brand creation and positioning. There was also a final remark on the fact that this thesis is not a business plan and its purpose was to show how viable would the project be.

A consumer research project as the basis for the development of a marketing plan for a new spirit brand producing gin in Germany

This work project is about developing a marketing plan for a new gin brand in Germany. It is based on consumer and market research, including Portugal as a trend market for the qualitative research. For the undertaking it is seen as fundamental to understand the industry as well as the consumer needs, attitudes and preferences. Furthermore, it is important to consider the estimation of opinion leaders and trendsetters in the industry. In this context it turned out that barkeepers have a key-influencing role for the stimulation of demand. Based on the insights from this research as well as on the gained market knowledge, the marketing plan was developed. The goal is to convince other brand users to switch brands.

Why aren't brand names regognized as intangible assets in the financial Statements? A study of the subjectivity of brand valuation

The goal of this paper is to determine and to quantify how subjective brand valuation is. To do so, we review the different valuation methods and apply the Hirose model to a sample of 20 US companies from the technology sector. Even if the results vary in function of the rankings we choose as a comparison, we may identify the trend that brands are usually overvalued in those rankings. It explains why internally generated goodwill (which includes brand names) is not recognized as an intangible asset in the financial statements.

Effects of corporate social responsibility on brand reputation and brand identification with children

This study aims to understand children‟s perceptions of Corporate Social Responsibility (CSR) initiatives and its effect on the brand, namely Reputation and Identification. Moreover, it analyzes if the use of Cartoons helps to increase these effects. Differences among gender, age and social class, will also be considered. 292 children from the 3rd and 6th grades from 5 schools with different social backgrounds participated in this study. The research made use of a real brand targeting children. Drawings and questionnaires were used as the main research tools. Results suggest that CSR actions have a positive effect on Reputation and Identification and that Cartoons do not lead to greater positive effects.

What Fidelidade group should do to convey its human centric brand identity values to millennial insurance consumers

Companies are concerned in attracting and retaining Millennial consumers, especially if their relation with this target audience is weak. This happens in the insurance industry in Portugal and in Fidelidade group specifically. The aim of this study is to recommend a strategy for the insurance group to improve its relationship with these consumers, by conveying its human centric values. In order to address this goal, we developed a qualitative research. The main insight is that Millennials may perceive those values in the industry but do not associate them with insurance brands.

Which communication strategy should a male luxury (fashion) brand – associated with a luxury car brand – develop, in order to increase its awareness in Europe

This work project explores how a male luxury (fashion) brand (subsidiary) that is associated with a luxury car brand (parent company) should develop its communication strategy in order to increase awareness in Europe. For this purpose a quantitative research was conducted. The aim was to find out whether the company in question had low brand awareness among European luxury consumers. Hereafter, a qualitative research revealed important insights in regard to luxury communication among male luxury consumers. Both the results of the research and the recommendations of luxury experts laid the foundation for the development of a solution-oriented communication strategy. The result of the analysis crystallizes the importance of the shared heritage and the synergistic effects, of which the subsidiary should make vast use when communicating.

Sources to study Antiquity: Between texts and material culture. Abstract Book

FCT