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Publication
A marca no contexto das PMEs : estudo de casos no setor alimentar
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 8.79 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A marca no contexto das Pequenas e Médias Empresas é um tema com relevância,
para a área do Design de Comunicação, embora não tenha recebido o interesse de
muitos investigadores, aparentemente mais centrados para a realidade das Grandes
Empresas.
Dada a representatividade das PME's no tecido empresarial português, julgou-se
importante um estudo sobre o seu recurso ao design.
Considerou-se que um estágio permitiria recolher dados úteis à investigação, por
permitir um contato direto entre um atelier de design e as empresas da região.
Permitiu ainda saber de que modo o próprio conceito de gestão de marca nas PMEs
difere dos conceitos convencionais, utilizados pelas grandes empresas.
Além disso, a realização do estágio foi uma mais valia, uma vez que fez parte de
um processo de aprendizagem, fundamental para a inserção no mundo laboral. O
estágio realizou-se na Playme Studio, uma empresa localizada em Castelo Branco.
Para esta investigação, recorreu-se a uma metodologia mista. Fez-se um estudo
literário através de seleção, análise e síntese de informação em livros, revistas, artigos
e sites específicos e pertinentes e também em investigações anteriores. Recorreu-se a
uma metodologia qualitativa não intervencionista. Durante o estágio a metodologia
foi intervencionista ativa, pois foram desenvolvidos projetos práticos.
Em termos de investigação não intervencionista, foram aplicados questionários a
algumas PMEs, do setor agroalimentar, do Distrito de Castelo Branco, com a
finalidade de confrontar os resultados de estudos anteriores com a realidade desta
área geográfica. Os questionários foram complementados por uma entrevista a um
gestor de uma empresa líder na sua atividade, de modo a permitir detalhar uma
realidade específica que passa pelo recurso ao design enquanto fator estratégico.
Abstract: The brand in the context of Small and Medium Enterprises is a subject of enormous importance within the Communication Design. However, researchers have not given it sufficient attention, focusing more on Large Companies. This theme seemed to us quite relevant, since these companies play a critical role in our corporate structure, and for some time now it began a great interest by SMEs in building their brands. After some reflection, it was concluded that the most effective way to investigate this issue would be doing an internship, since it allows the direct analysis of brand management within companies, as well as the way that this could strengthen and contribute to your external success. It also allows to know how the concept of brand management in SMEs differs from conventional concepts, used by large companies. In addition, the completion of an internship is always an assest, since it is part of a learning process central to the entry into employment. In addition to the preparation that acquires the level of reality of professional practice, there is also the possibility of applying all the theoretical knowledge acquired through the Curricular Units, and thus the more effective learning. In this case, specifically, we will opt for doing the internship in a local business in Castelo Branco, the Playme Studio. For this research, I have searched for a mixed methodology. First, let it be a literary study through selection, analysis and synthesis of information in books, journals, articles, relevant sites and also in previous investigations. Recourse to a qualitative methodology and not interventionist. During the internship the interventionist methodology will be active, because projects will be developed and practical study of cases.
Abstract: The brand in the context of Small and Medium Enterprises is a subject of enormous importance within the Communication Design. However, researchers have not given it sufficient attention, focusing more on Large Companies. This theme seemed to us quite relevant, since these companies play a critical role in our corporate structure, and for some time now it began a great interest by SMEs in building their brands. After some reflection, it was concluded that the most effective way to investigate this issue would be doing an internship, since it allows the direct analysis of brand management within companies, as well as the way that this could strengthen and contribute to your external success. It also allows to know how the concept of brand management in SMEs differs from conventional concepts, used by large companies. In addition, the completion of an internship is always an assest, since it is part of a learning process central to the entry into employment. In addition to the preparation that acquires the level of reality of professional practice, there is also the possibility of applying all the theoretical knowledge acquired through the Curricular Units, and thus the more effective learning. In this case, specifically, we will opt for doing the internship in a local business in Castelo Branco, the Playme Studio. For this research, I have searched for a mixed methodology. First, let it be a literary study through selection, analysis and synthesis of information in books, journals, articles, relevant sites and also in previous investigations. Recourse to a qualitative methodology and not interventionist. During the internship the interventionist methodology will be active, because projects will be developed and practical study of cases.
Description
Relatório apresentado à Escola Superior de Artes Aplicadas do Instituto Politécnico de Castelo Branco,
em associação com a Faculdade de Arquitetura da Universidade de Lisboa para cumprimento dos
requisitos necessários à obtenção do grau de Mestre em Design Gráfico.
Keywords
Design Marca Gestão de marca Pequenas e Médias Empresas