Customer relationship management field lab at PCDIGA: brand activation AND communication

Bibliographic Details
Main Author: Cádima, Marta Cristina de Sousa Ferreira
Publication Date: 2019
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/69487
Summary: Nowadays, the concept of brand is highly related with communities – brands’ success is no longer relying just on a product benefit; instead, they must create its own culture. In addition, being customer-centric is increasingly important for companies, as building engaging relationships with customers is a source of customer loyalty. This Work Project consists of an analysis of PCDIGA’s current brand identity and positioning, and of the brand image held by its customers. Due to an identity-image gap, an updated brand identity and positioning are suggested. Moreover, as PCDIGA is a multichannel retailer, online and offline practical recommendations are made.
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spelling Customer relationship management field lab at PCDIGA: brand activation AND communicationMultichannel retailerBrand managementCRMDomínio/Área Científica::Ciências Sociais::Economia e GestãoNowadays, the concept of brand is highly related with communities – brands’ success is no longer relying just on a product benefit; instead, they must create its own culture. In addition, being customer-centric is increasingly important for companies, as building engaging relationships with customers is a source of customer loyalty. This Work Project consists of an analysis of PCDIGA’s current brand identity and positioning, and of the brand image held by its customers. Due to an identity-image gap, an updated brand identity and positioning are suggested. Moreover, as PCDIGA is a multichannel retailer, online and offline practical recommendations are made.Cardoso, ElizabeteRUNCádima, Marta Cristina de Sousa Ferreira2019-05-13T11:41:45Z2019-01-172019-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/69487TID:202223965enginfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T17:39:25Zoai:run.unl.pt:10362/69487Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:10:42.095422Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Customer relationship management field lab at PCDIGA: brand activation AND communication
title Customer relationship management field lab at PCDIGA: brand activation AND communication
spellingShingle Customer relationship management field lab at PCDIGA: brand activation AND communication
Cádima, Marta Cristina de Sousa Ferreira
Multichannel retailer
Brand management
CRM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Customer relationship management field lab at PCDIGA: brand activation AND communication
title_full Customer relationship management field lab at PCDIGA: brand activation AND communication
title_fullStr Customer relationship management field lab at PCDIGA: brand activation AND communication
title_full_unstemmed Customer relationship management field lab at PCDIGA: brand activation AND communication
title_sort Customer relationship management field lab at PCDIGA: brand activation AND communication
author Cádima, Marta Cristina de Sousa Ferreira
author_facet Cádima, Marta Cristina de Sousa Ferreira
author_role author
dc.contributor.none.fl_str_mv Cardoso, Elizabete
RUN
dc.contributor.author.fl_str_mv Cádima, Marta Cristina de Sousa Ferreira
dc.subject.por.fl_str_mv Multichannel retailer
Brand management
CRM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Multichannel retailer
Brand management
CRM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Nowadays, the concept of brand is highly related with communities – brands’ success is no longer relying just on a product benefit; instead, they must create its own culture. In addition, being customer-centric is increasingly important for companies, as building engaging relationships with customers is a source of customer loyalty. This Work Project consists of an analysis of PCDIGA’s current brand identity and positioning, and of the brand image held by its customers. Due to an identity-image gap, an updated brand identity and positioning are suggested. Moreover, as PCDIGA is a multichannel retailer, online and offline practical recommendations are made.
publishDate 2019
dc.date.none.fl_str_mv 2019-05-13T11:41:45Z
2019-01-17
2019-01-17T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/69487
TID:202223965
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identifier_str_mv TID:202223965
dc.language.iso.fl_str_mv eng
language eng
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instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
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instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
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repository.mail.fl_str_mv info@rcaap.pt
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