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Publication
Design de comunicação como ferramenta estratégica para o setor agroalimentar : caso de estudo - mel de Castelo Branco
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| 81.91 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O presente projeto visa o desenvolvimento de uma estratégia de comunicação para
uma marca do setor agroalimentar, tendo como caso de estudo a marca Mel de Castelo
Branco. A investigação tem como objetivos demonstrar o contributo do Design de
Comunicação no desenvolvimento de uma identidade e comunicação de uma marca,
contribuir para a promoção da marca em estudo, bem como alcançar conhecimentos e
resultados que possam auxiliar na implementação de estratégias de comunicação no
setor agroalimentar.
No decorrer da investigação foi aplicada uma metodologia mista, nãointervencionista
e intervencionista. A metodologia não-intervencionista foi utilizada
nos processos exploratórios de revisão da literatura, estudo de casos e caso de estudo.
No que diz respeito à metodologia intervencionista foi aplicada no decorrer da
investigação ativa, onde se analisaram e estruturaram informações recolhidas ao longo
do projeto de forma a se alcançarem resultados gráficos e conclusões.
Com a finalidade de se elaborar uma estratégia de comunicação pertinente para o
Mel de Castelo Branco, efetuou-se a revisão da literatura considerando autores de
referência dos vários temas pertinentes ao projeto, nomeadamente sobre: o Setor
Apícola, Comunicação e Promoção, Identidade Visual, Gestão de Marca e Estratégias de
Comunicação. Como forma de estudar o mercado e entender abordagens estratégicas
de marcas estabelecidas, foram analisadas seis marcas de mel gourmet no estudo de
casos, das quais, três nacionais e três internacionais. Foi ainda recolhida informação
pertinente para o caso de estudo, a marca Meltagus e a submarca Mel de Castelo
Branco. Em suma, o presente projeto pretende comprovar a importância do Design aliado a
estratégias de comunicação na construção de uma identidade, na estruturação de uma
comunicação forte e coesa, assim como na evolução da marca no mercado,
contribuindo para a coerência entre a identidade visual e uma comunicação integrada.
Abstract : This project aims to outline a communication strategy for a brand in the agro-food sector, having as case study the brand Mel de Castelo Branco. The research aims to demonstrate the contribution of Communication Design in the development of a brand identity and communication, contribute to the promotion of the brand under study, as well as to achieve knowledge and results that can help the implementation of communication strategies in the agri-food sector. During the course of the research, it was applied a mixed methodology, noninterventionist and interventionist. The non-interventionist methodology was used in the exploratory process of literature review, case studies and case study. As for the interventionist methodology, it was applied in the phase of active investigation, where information gathered throughout the project was analyzed and structured in order to reach graphic results and conclusions. With the purpose of developing a relevant communication strategy for the brand Mel de Castelo Branco, a literature review was carried out considering reference authors of the various themes relevant to the project, namely: the Beekeeping Sector, Communication and Promotion, Visual Identity, Brand Management and Communication Strategies. As a way to study the market and understand strategic approaches of established brands, six gourmet honey brands were analyzed in the case studies, three national and three international. Relevant information was also collected in the case study, about the brand Meltagus and the sub-brand Mel de Castelo Branco. In short, this project intends to prove the importance that Design allied to communication strategies has in building an identity, structuring a strong and cohesive communication, as well as in the evolution of the brand in the market, thus contributing to a coherence between visual identity and integrated communication
Abstract : This project aims to outline a communication strategy for a brand in the agro-food sector, having as case study the brand Mel de Castelo Branco. The research aims to demonstrate the contribution of Communication Design in the development of a brand identity and communication, contribute to the promotion of the brand under study, as well as to achieve knowledge and results that can help the implementation of communication strategies in the agri-food sector. During the course of the research, it was applied a mixed methodology, noninterventionist and interventionist. The non-interventionist methodology was used in the exploratory process of literature review, case studies and case study. As for the interventionist methodology, it was applied in the phase of active investigation, where information gathered throughout the project was analyzed and structured in order to reach graphic results and conclusions. With the purpose of developing a relevant communication strategy for the brand Mel de Castelo Branco, a literature review was carried out considering reference authors of the various themes relevant to the project, namely: the Beekeeping Sector, Communication and Promotion, Visual Identity, Brand Management and Communication Strategies. As a way to study the market and understand strategic approaches of established brands, six gourmet honey brands were analyzed in the case studies, three national and three international. Relevant information was also collected in the case study, about the brand Meltagus and the sub-brand Mel de Castelo Branco. In short, this project intends to prove the importance that Design allied to communication strategies has in building an identity, structuring a strong and cohesive communication, as well as in the evolution of the brand in the market, thus contributing to a coherence between visual identity and integrated communication
Description
Dissertação apresentada à Escola Superior de Artes Aplicadas do Instituto Politécnico de Castelo Branco e Faculdade de Arquitetura da Universidade de Lisboa para obtenção do grau de Mestre em Design Gráfico.
Keywords
Design de comunicação Estratégia de comunicação Identidade visual Gestão de marca Setor apícola Communication design Communication strategies Visual identity Brand management Beekeeping sector