Os social media na construção da imagem e do valor da marca

: estudo de caso : a marca Schweppes

Abstract

In a global sense, the current techniques applied in marketing and advertising campaigns, that have undergone several modifications over the past years, arose with the following purpose: to reach consumers that have become tired of the traditional campaigns. This has enabled brands to understand that the capturing of clients is now a more arduous task and, for this reason, it is fundamental for them to engage in more strait, innovative, creative and bidirectional relationship with our currents or prospects customers. The
digital world allows for brands to get closer to their public, supporting reduced costs, with the use of diversified techniques. The focus of this investigation is on a recent technique: the link that brands look to establish with consumers in Social Media. This investigation purpose is to understand if Social Media (Facebook in particular) are an effective advertising vehicle and, they end up influencing, in a positive way, on brand image and brand equity. Accurately, about brand Schweppes Portugal.

Date of Award	22 Jan 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Goulart Brandão (Supervisor)