Identidade e arquitetura da marca

: um estudo de caso do Grupo RTP

Abstract

This report has as fundamental objective to study and understand the brand
architecture of RTP, as well as the brand image, which was defined during the fourmonth internship at the company. Therefore, our goal is to analyze the brand image of RTP, having as a starting question: Does the brand image viewed by the public matches the brand image desired by the strategy of RTP?
This report is based on the internship done in the Commercial and Marketing2
department of Rádio e Televisão de Portugal, where we tried to understand some of the practices and strategies developed, faced with the multiplicity of tasks and
challenges created by the globalized competition, getting to know it’s internal
environment, it’s institutional relationships, it’s relationship with the consumer and sharing the experiences we had during this period in the “Memória Descritiva”.
The theoretical framework brings together the several approaches by the
different authors that investigate the chosen theme of our study, highlighting their main ideas and concepts associated within identity and brand architechture themes, which were later applied to RTP.
This report addresses the problematic and methodology pursued following the
research question. For this purpose, the case study method was chose, using mixed techniques of data collection, done by these tools: a survey with a sample of 204 people, two interviews to personalities linked to the RTP universe – Dr. Susana Matias and Dr. João Diogo, as well as complementary methods (participant observation and documental analysis). The study includes the analysis of the information collected, and the end the conclusions are presented with a description of all procedures carried out, including some considerations of practical nature.
With this report, we have established that the association between the brand
RTP and RTP1 is very strong. But RTP is not always seen as a media group by the
public, which is the outcome that the company wanted. This can be explained by the daily and active communication from the brand RTP1, unlike the brand RTP. We were also able to access that the personality of RTP is seen as being historical,
informative, rigorous and cultural.

Date of Award	8 Nov 2017
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)