Estações de rádio enquanto marcas

: estudo de caso do Grupo r/com

Abstract

The following essay aims to provide a new point of view in the field of radio brand management in Portugal. It has the Grupo r/com as the object of study which is formed by four radio brands: Renascença, RFM, Mega HITS and Rádio SIM. We centered our research on the finding of specific tools that we thought relevant to the subject of intangible goods, such as radio brands, in order to promote other studies on radio broadcasters as brands. This research was based on an internship at the Marketing and Communication Department of Grupo r/com. During this period our aim was to observe the marketing and communications tools used by the Group which afterwards we tried to articulate with the theoretical approach that we combined into three major themes: service management and branding, media management and branding and theories concerning radio and its elements. Our findings lead us to believe that the Grupo r/com represents a successful case among the Portuguese groups of radio broadcast since it demonstrated a balanced and efficient management of its radio channels as brands. According to this, we argue that a strategy based on a marketing communication combined with a well-organized human resources management centered in the radio DJ and its relationship with the audiences, reveals itself functional to the radio broadcasting service providers. Showing the necessary characteristics as a radio broadcasting service provider has kept the group and its brands in the top of the audiences rating, despite it being a commercial and private broadcaster. Keeping such performance in a context of constant shifts and evolution, consumed by demanding listeners, gives the Grupo r/com, in its totality, a high level of reputation as well as awareness which help to explain its competitive advantage in the current portuguese radio broadcast services market.

Date of Award	Sept 2012
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)