Positioning of the Casa da Música brand in the non-classical north of Portugal music market

Abstract

In an increasingly competitive market, the role of brands in influencing consumer perceptions, impacting purchasing decisions, and fostering long-term brand loyalty is of paramount importance. This study explores the positioning of the CdM brand on consumers perception. The research methodology combines theoretical frameworks and empirical data to investigate how communication strategies shaped consumer perceptions of the brand offerings, specifically non-Erudite music offerings. A mixed-method approach is employed in this study, integrating qualitative and quantitative methodologies to obtain a comprehensive understanding of branding's role on consumer perceptions. Primary data collection involves the administration of surveys to ascertain brand positioning, comparing the brand with relevant attributes and its competitors. Secondary data analysis incorporates internal data reports, highlighting successful practices and potential areas for improvement. A salient finding of this research is the pivotal role of communication strategies in shaping CdM’s brand perception. The study reveals that digital marketing, particularly social media engagement, plays a vital role in shaping perceptions. The practical implications of this study extend to marketing professionals, especially in the performing arts sector, seeking to optimise branding strategies for enhanced consumer engagement and strong market positioning. By comprehending the pivotal elements influencing consumer perception, brands can customise their methodologies to cultivate stronger relationships, enhance brand loyalty, and attain long-term success.

Date of Award	1 Jul 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Sottomayor (Supervisor)