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Publication
Estudo de Perceções de Marca em Clubes de Futebol : Um Estudo de Caso do Clube Sport Lisboa e Benfica (Portugal)
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Abstract(s)
O futebol é um dos desportos mais praticados a nível global e é amplamente reconhecido como o desporto mais popular de Portugal. Entre os clubes de futebol que se destacam no panorama nacional, o Sport Lisboa e Benfica, sediado em Lisboa, figura como um dos mais proeminentes e populares. Este estudo explora uma ferramenta de gestão muito utilizada nas grandes empresas denominada identidade de marca.
Projetos de identificação de marca têm como objetivo o relacionamento com os consumidores e atrair novos públicos, visando consolidar sua marca e ampliar a sua popularidade. Sendo assim, torna-se importante estudar a forma como os consumidores/adeptos de futebol percebem as marcas das equipas de futebol, ou seja, saber como os adeptos de futebol percebem e assimilam todos os componentes da marca do clube (imagem) e a forma como foram desenvolvidos e comunicados pelo clube (identidade). O objetivo deste estudo foi analisar quais os aspetos que se destacam na perceção do adepto do futebol em relação ao conceito da identidade de marca, no caso especifico deste estudo a marca do clube Sport e Lisboa Benfica, e como objetivo secundário propõe-se analisar se a perceção da identidade de marca varia de acordo como género. A metodologia deste estudo de natureza quantitativa e descritiva, aplicou inquéritos para identificar os principais indicadores que influenciam a perceção da marca. Os principais resultados indicaram uma imagem positiva do Benfica, com uma discrepância negativa nos indicadores de responsabilidade social corporativa e sustentabilidade. Na analise por género, os resultados demonstraram uma congruência nas opiniões entre homens e mulheres, com particular destaque para o público feminino, que apesar de representar apenas 38% da amostra, apresentou respostas amplamente positivas, evidenciando um potencial inexplorado. Concluímos que, para o Benfica alcançar a sua identidade demarca desejada deve focar-se em ações que melhorem a perceção de responsabilidade social e ambiental e atrair mais adeptos jovens e femininos, aumentando o envolvimento e o potencial financeiro do clube.
Fatores como as preocupações sociais e ambientais, e a capacidade do clube se tornar um modelo para as gerações mais jovens, devem ser priorizados nas estratégias futuras. O público feminino, em particular, representa uma oportunidade significativa de crescimento, tanto em termos de envolvimento com o clube como de receitas financeiras, através do aumento do número de adeptos e da participação ativa no clube.
Abstract: Football is one of the most practiced sports in the world and recognized as the main sport in Portugal. In this popular national sport, one of the football clubs that stands out is Sport Lisboa e Benfica, based in Lisbon and one of the most popular clubs in Portugal. This study explores a management tool widely used in large companies called brand identity. Brand identification projects aim to relate to consumers and reach new audiences; aiming to consolidate your brand and increase its popularity. Therefore, it is important to study how consumers/football fans perceive football team brands, that is, to knowhow football fans perceive and assimilate all components of the club's brand (image) and the way how they were developed and communicated by the club (identity). The objective of this study was to analyze which aspects stand out in the perception of football fans in relation to the concept of brand identity, in the specific case of this study the club brand Sport Lisboa e Benfica, and as a secondary objective we propose to analyze whether the perception of brand identity varies according to gender. The methodology of this study, which is quantitative and descriptive, applied surveys to identify the main indicators that influence brand perception. The main results indicated a positive image of Benfica, with a negative discrepancy in the indicators of corporate social responsibility and sustainability. In the analysis by gender, the results demonstrated a congruence in opinions between men and women, with particular emphasis on the female public, which despite representing only 38% of the sample, presented largely positive responses, showing an unexplored potential. The main results indicated a positive image of Benfica, except for the corporate social responsibility and sustainability indicators. There were significant differences between genders, with men evaluating the club's management more positively than women. In terms of perception by gender, there were significant differences in the assessment of the Benfica club's management team, where men fully approved and women had a lower perception. We conclude that for Benfica to achieve its desired brand identity it must focus on actions that improve the perception of social and environmental responsibility and attract more young and female fans, increasing the club's involvement and financial potential. Some factors stand out to direct these actions, such as issues of social and environmental concerns, in addition to becoming a model brand for younger people. Another important audience to target marketing actions are female fans, who have great potential for growth and involvement with the club, and can generate financial gains and a significant increase in attendance for the club.
Abstract: Football is one of the most practiced sports in the world and recognized as the main sport in Portugal. In this popular national sport, one of the football clubs that stands out is Sport Lisboa e Benfica, based in Lisbon and one of the most popular clubs in Portugal. This study explores a management tool widely used in large companies called brand identity. Brand identification projects aim to relate to consumers and reach new audiences; aiming to consolidate your brand and increase its popularity. Therefore, it is important to study how consumers/football fans perceive football team brands, that is, to knowhow football fans perceive and assimilate all components of the club's brand (image) and the way how they were developed and communicated by the club (identity). The objective of this study was to analyze which aspects stand out in the perception of football fans in relation to the concept of brand identity, in the specific case of this study the club brand Sport Lisboa e Benfica, and as a secondary objective we propose to analyze whether the perception of brand identity varies according to gender. The methodology of this study, which is quantitative and descriptive, applied surveys to identify the main indicators that influence brand perception. The main results indicated a positive image of Benfica, with a negative discrepancy in the indicators of corporate social responsibility and sustainability. In the analysis by gender, the results demonstrated a congruence in opinions between men and women, with particular emphasis on the female public, which despite representing only 38% of the sample, presented largely positive responses, showing an unexplored potential. The main results indicated a positive image of Benfica, except for the corporate social responsibility and sustainability indicators. There were significant differences between genders, with men evaluating the club's management more positively than women. In terms of perception by gender, there were significant differences in the assessment of the Benfica club's management team, where men fully approved and women had a lower perception. We conclude that for Benfica to achieve its desired brand identity it must focus on actions that improve the perception of social and environmental responsibility and attract more young and female fans, increasing the club's involvement and financial potential. Some factors stand out to direct these actions, such as issues of social and environmental concerns, in addition to becoming a model brand for younger people. Another important audience to target marketing actions are female fans, who have great potential for growth and involvement with the club, and can generate financial gains and a significant increase in attendance for the club.
Description
Dissertação apresentada à Escola Superior de Gestão de Idanha-a-Nova do Instituto Politécnico de Castelo Branco para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Gestão de Empresas.
Keywords
Identidade de Marca Gestão Desportiva Clubes de futebol Benfica Perceção de Marca Brand Identity Sports management Football clubs Brand perception