Publicação
How to grow the offley port wine brand in Belgium leveraging its legacy - developing the brand identity for offley in Belgium
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Velosa, Jorge | |
| dc.contributor.author | Pereira, Esmeralda Udelsmann Rodrigues Nosolini | |
| dc.date.accessioned | 2024-09-12T09:39:21Z | |
| dc.date.embargo | 2029-01-23 | |
| dc.date.issued | 2023-01-23 | |
| dc.date.submitted | 2023-01-23 | |
| dc.description.abstract | In the fiercely competitive Belgian alcoholic beverages market, the Port wine brand Offley strives to maintain its prominence. As part of the strategic marketing solution to grow Offley in Belgium leveraging its legacy, a new STP, brand identity, and marketing mix position the brand in the spirits/apero drinking moment. Lastly, this report develops Offley’s brand identity and elements in liaison with this new positioning, blending Port wine legacy with Belgian apero culture for a daring brand essence that honours Offley’s Baron of Forrester by challenging all rules to disrupt the conformist status quo of Port wine and the creatively stagnated spirits industry. | pt_PT |
| dc.identifier.tid | 203315987 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/171623 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | B2c marketing | pt_PT |
| dc.subject | 4ps marketing mix | pt_PT |
| dc.subject | Stp | pt_PT |
| dc.subject | Brand identity | pt_PT |
| dc.subject | Brand elements | pt_PT |
| dc.subject | Market research | pt_PT |
| dc.subject | Integrated marketing communications | pt_PT |
| dc.subject | International marketing strategy | pt_PT |
| dc.subject | Belgian consumers | pt_PT |
| dc.subject | Alcoholic beverages branding | pt_PT |
| dc.subject | Port wine | pt_PT |
| dc.title | How to grow the offley port wine brand in Belgium leveraging its legacy - developing the brand identity for offley in Belgium | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project presented as part of the requirements for the Award of a master’s degree in Management from the Nova School of Business and Economics. | pt_PT |