Arquitetura da marca e comunicação digital

: o contexto da empresa Samsys

Abstract

This report refers to the Curricular Internship carried out at Samsys, which focused essentially on the organization, coordination and communication management of its largest annual event, the Samsys Knowledge Day (Samsys DDC) 2022. Samsys has been expanding and diversifying its services and products over the last decade. In parallel, the company identified that the perception of this change does not seem to be clear in the consumers’
minds and potential customers. It was therefore considered that this would be the business needs and the focus of the research work that I would carry out.
As a result of this aim, authors, theories and concepts of Brand Architecture were studied and deepened. In order to know and understand Samsys' specific case in more depth, data and evidence were collected using participant observation, field diary, information collection and document analysis, structured interview and a brief questionnaire. Based on this information, a Digital Communication proposal was prepared, adjusted to the context and
characteristics of the company. Brand Architecture is a concept and a practice that has gained considerable attention in recent decades within the area of Branding, recognition that has been given to the growing importance of strategic brand management in an era of globalization, technological advancement and increased competition (Keller, 2020). Digital Communication assumes a
preponderant role in the way a company makes its organizational structure known and allows the public to adequately perceive the services and products it offers them. This work was guided by the following starting question: "How to articulate Brand Architecture and Digital Communication to facilitate the perception of the Samsys Brand among its public?". The Keller model (2020) and an Endorsed Brand Architecture were defended, considering the characteristics of the company and the values it favors. In this sense, it is worth the effort invested in the study of these issues since the business community in Portugal is predominantly composed of Small and Medium-sized Enterprises (PMEs), which find in Digital Communication a strong ally in order to reach their audiences
more easily and to be competitive. The vigilant attitude of any company towards the way it communicates with its public and the predisposition to adapt procedures and strategies to improve it, is, in our opinion, a decisive factor to remain on a successful course.

Date of Award	21 Dec 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Teresa Sofia Pereira Dias de Castro (Supervisor)