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Princípios orientadores para o desenvolvimento de estratégias de comunicação aplicadas à nutrição desportiva
| Name: | Description: | Size: | Format: | |
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| 356.59 MB | Adobe PDF | |||
| 233.95 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A procura por um estilo de vida saudável tem sido uma tendência crescente nos últimos
anos, tornando consequentemente a nutrição desportiva uma área cada vez mais
relevante. A presente dissertação surge no seguimento do interesse da empresa
Albisabores em explorar esta área, em particular no desenvolvimento do projeto Fit
Online, centrado na comercialização de produtos de nutrição desportiva.
Compreendeu-se, durante o estágio, a relevância de estabelecer princípios orientadores
para o desenvolvimento de estratégias de comunicação dedicadas ao setor, princípios
esses centrados na gestão de marca e estratégias, que podem ser adaptados a outros
setores, se assim de interesse. A investigação propõe a criação de uma proposta de
princípios que possam auxiliar designers, gestores de marca, marketeers,
empreendedores e até mesmo PME’s, no desenvolvimento de marcas.
Foi de interesse compreender as envolvências do setor, a forma como o mesmo tem
evoluído e para onde se dirige, bem como proceder à análise e reflexão de abordagens
visuais e comunicacionais de outras marcas dedicadas à nutrição desportiva, de forma a
desenvolver uma visão mais completa e informada dos elementos que ligam as temáticas,
e consequentemente, que proporcionaram a chegada aos princípios. Foram utilizadas diferentes metodologias intervencionistas e não intervencionistas,
incluindo a revisão de literatura, estudo de casos e investigação ativa. Os princípios foram
desenvolvidos através da triangulação das informações obtidas durante a investigação,
em particular, das análises do enquadramento teórico, estudo de casos e estágio, sendo
que estas serviram como base para a criação dos princípios em causa.
Foram analisadas marcas de sucesso e destaque no setor, e colocadas ao nível das
reflexões apresentadas pelos autores de referência, permitindo aquando da definição dos
princípios, uma visão aberta, envolvente e panorâmica, de como uma marca pode ou não
funcionar, de que forma as estratégias de comunicação devem ser colocadas e ainda, a
importância do design no sucesso de uma marca, associada à sua estratégia.
Abstract : The search for a healthy lifestyle has been an increasing trend in recent years, making sports nutrition an increasingly relevant area. The present dissertation arises from the interest of the company Albisabores in exploring this area, in particular in the development of the Fit Online project, focused on the commercialization of sports nutrition products. It was understood, during the internship, the importance of establishing guiding principles for the development of communication strategies for the sector, principles centred on brand management and strategies that can be adapted to other sectors, if of interest. The investigation proposes the creation of a proposal of principles that can help designers, brand managers, marketeers, entrepreneurs and even SMEs, in the development of brands. It was of interest to understand the surroundings of the sector, how it has evolved and where it is headed, as well as to carry out an analysis and reflection of visual and communication approaches of other sports nutrition brands, to develop a more comprehensive and informed view of the elements that link the themes, and consequently, that led to the principles. Different methodologies, interventionist and non-interventionist methodologies, were used, including literature review, case studies, and active investigation. The principles were developed through triangulation of the information obtained during the investigation, particularly from the analysis of the theoretical framework, case studies, and internship, and served as a basis for the creation of the principles in question. Successful and outstanding brands in the sector were analyzed and placed in the context of the reflections presented by reference authors, allowing for the definition of principles to be derived with an open, encompassing, and panoramic view of how a brand can or cannot work, how communication strategies should be placed, and the importance of design in the success of a brand, associated with its strategy.
Abstract : The search for a healthy lifestyle has been an increasing trend in recent years, making sports nutrition an increasingly relevant area. The present dissertation arises from the interest of the company Albisabores in exploring this area, in particular in the development of the Fit Online project, focused on the commercialization of sports nutrition products. It was understood, during the internship, the importance of establishing guiding principles for the development of communication strategies for the sector, principles centred on brand management and strategies that can be adapted to other sectors, if of interest. The investigation proposes the creation of a proposal of principles that can help designers, brand managers, marketeers, entrepreneurs and even SMEs, in the development of brands. It was of interest to understand the surroundings of the sector, how it has evolved and where it is headed, as well as to carry out an analysis and reflection of visual and communication approaches of other sports nutrition brands, to develop a more comprehensive and informed view of the elements that link the themes, and consequently, that led to the principles. Different methodologies, interventionist and non-interventionist methodologies, were used, including literature review, case studies, and active investigation. The principles were developed through triangulation of the information obtained during the investigation, particularly from the analysis of the theoretical framework, case studies, and internship, and served as a basis for the creation of the principles in question. Successful and outstanding brands in the sector were analyzed and placed in the context of the reflections presented by reference authors, allowing for the definition of principles to be derived with an open, encompassing, and panoramic view of how a brand can or cannot work, how communication strategies should be placed, and the importance of design in the success of a brand, associated with its strategy.
Description
Dissertação apresentada à Escola Superior de Artes Aplicadas do Instituto Politécnico de Castelo Branco e à Faculdade de Arquitetura da Universidade de Lisboa para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Design Gráfico.
Keywords
Investigação em design de comunicação Estratégias de marca e comunicação Princípios orientadores Gestão de marca Nutrição desportiva Research in communication design Brand and communication strategies Guiding principles Brand management Sports nutrition