A interdependência entre a identidade da marca e a imagem criada pelos consumidores num contexto de second screening

: o caso 5iRTP

Abstract

One of the major challenges faced by brands in contemporary society is related to their ability of distinctiveness and individuality. To achieve that distinctiveness, the brand has to embrace special features, based on a clear and succinct identity. The individuality of a brand requires a cautious management, for the perceived image by consumers to be consistent. The brand desires a close relationship with its consumers, and for that brands have to adjust to new trends and technologies. Consumers of 21st century are informed, updated and current users of new technologies. The communication paradigm has changed towards socialization, participation and interactivity, compelled by the Internet. This caused changes in consumption habits and in consumer interactions. Nowadays, consumers divide their time by various screens. A recent phenomenon called second screening is driving brands to adapt to these new behaviors, providing more interaction with their consumers. The present research is based on brands and explores important concepts to its vitality in a competitive market, such as the brand identity and the image of consumers, in a context applied to the phenomenon of the second screen. The empirical work intends to establish the identity and brand image through qualitative data, documental analysis and focus groups. Through this empirical research we can measure the perspective of consumers about the brand identity of RTP in the context of the second screen. RTP brand has a well-defined identity, expresses the Portuguese culture and it is build based on a set of values that guide its public service mission. However, its effort on innovation and technology are still very recent. Consumers see RTP as a traditional brand derived from the historical links associated, but they don’t see it as an innovative brand. The second screen is seen as new concept, and only with the course of time, will create the brand reputation to innovation. To further develop an innovative brand image in the minds of their consumers.

Date of Award	13 Mar 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)