A marca pessoal no contexto mediático

: uma investigação sobre o caso de estudo Daniel Oliveira

Abstract

Technology and information are the basis of a network society, that is unstable and mutative, and where only those that are best prepared and that better adapt to change participate in, contributing to its progress and value.
In the context of progress and efficiency, this report discusses the value creation of brands, both for corporations and consumers, where the topic of personal branding arises due to the need for differentiation in an unstable and competitive corporate world. The personal brand’s transmitted message goes through a process of management and control in order to achieve its full potential and enable its power to influence.
The analysis of personal branding is done by exploring the case study of Daniel Oliveira, interviewer at SIC, focusing on various theoretical models such as Montoya’s (2002) personal brand construction model (by applying the Personal Brand Self Test and the Eight steps to creating a new personal brand) and Keller’s (2001, 2003) Customer-Based Brand Equity (CBBE).
The investigation reveals Daniel Oliveira as a personal brand, although its essence is highly associated to the television show Alta Definição. The current brand perception uncovers the need for some adjustments, hence a modification to the message transmitted is proposed. The report argues and suggests various solutions to increase brand value, through the consolidation of the relationship between the brand and it’s domain.

Date of Award	9 May 2017
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Fernando Ilharco (Supervisor)