A importância das iniciativas de marketing cultural para a reputação da marca

: proposta de estratégia de comunicação para a cultura Fnac

Abstract

This master's project aims to develop a communication strategy for Cultura FNAC, a sub-brand of FNAC Portugal, with the purpose of strengthening the company's positioning as a "culturally responsible" brand. The theoretical framework addresses topics such as the importance of strategic communication in organizations and its influence on brand reputation. It also explores how cultural marketing can be a strategic tool for Corporate Social Responsibility (CSR). Existing literature demonstrates that cultural marketing initiatives play a significant role in shaping public perception of a brand, contributing to competitive differentiation and fostering emotional engagement with consumers. The empirical study conducted seeks to understand the influence of Cultura FNAC's cultural initiatives on the reputation of FNAC Portugal. A mixed-method research approach was adopted, which included semi-structured interviews with brand representatives and surveys conducted with the general public. The results revealed that, although the FNAC brand is well-established in the market and most respondents are aware of its cultural activities, there is still a general lack of awareness regarding the Cultura FNAC sub-brand. This finding suggests that, despite FNAC's relevant role in democratizing access to culture, there is a significant opportunity to improve the communication of this sub-brand and, consequently, maximize the impact of its cultural initiatives on FNAC's reputation. Based on this analysis, a communication strategy was outlined for Cultura FNAC using the SOSTAC framework, divided into Situation Analysis, Objectives, Strategy, Tactics, Action Plan, and Control.

Date of Award	4 Feb 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)