Developing a communication plan for Leonor Silva Jewellery in order to create brand awareness in Portugal

Abstract

The following research aims to create a communication plan for Leonor Silva Jewellery to create brand awareness in Portugal. This brand is an author jewellery company inserted in the luxury market. A research was made by focusing on customers’ behaviour and the main factors that influence their purchases, followed by an analysis of notoriety and the relationship between the decision­ making process and brand awareness when talking about a product with high customer involvement, as well as the relationship between communication and notoriety; then it was decided to analyse the concept of cluster and the advantages that the latter can bring, and Porter's Diamond Model. The methodology used to answer the investigation question was to elaborate Depth Interviews, and it used the Gioia Methodology in order to analyse qualitative research. We are able to obtain a classification made of six dimensions: the characterisation of the market, Luxury brands' promise, position, consumer identity, distributional channels and communication strategies. Furthermore, in order to analyse each dimension in a more detailed way, some relevant secondary data was present. Due to the difficulty of creating notoriety in Portugal to Author Jewellery, an international benchmark was performed for other European markets. This analysis explains that the strategies used internationally are similar to those adopted by Portuguese brands. However, there is more dissemination in these countries regarding a more significant number of specialised trade fairs and events.

Date of Award	4 Jul 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)