Marca de lugar

: o caso da marca "Porto.": estudo na perspetiva dos residentes da cidade

Abstract

On September 29, 2014, Porto did not change only its identity signs. We changed the way we look at Porto. Always the same Porto. Always Porto. But now translated into every language by a simple dot. Let's call it the smallest claim in the world (Rui Moreira, Mayor of Porto, 2014). The present study aims, on the one hand, to understand the motivations behind the creation of the brand "Porto." and, on the other hand, to analyze the perception of Porto's residents and whether they are familiar with and emotionally connected to the brand. The brand identity manual was analyzed, which highlights the strategy adopted, and interviews were conducted with the designer responsible for the development of this identity, the director of the municipal communication and promotion department of the Porto City Council (CMP), and the head of the CMP brand management office. To assess the residents' perception, an online questionnaire was distributed on the Internet and also administered in person. The collected data were subjected to a descriptive analysis using Excel. The main findings indicate that the residents are highly familiar with the brand, have a high level of cognitive and emotional involvement, and finally, perceive the visual identity of the brand very positively. The study contributes to management and literature, suggesting directions for future research.

Date of Award	30 Oct 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Martins (Supervisor) & Joana Machado (Co-Supervisor)