Publicação
Nokia Portugal Branding
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Szabó-Douat, Teodóra | |
| dc.contributor.author | Santos, David Leal dos | |
| dc.date.accessioned | 2024-04-09T12:32:31Z | |
| dc.date.available | 2024-04-09T12:32:31Z | |
| dc.date.issued | 2024-01-29 | |
| dc.description | Internship Report presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRM | pt_PT |
| dc.description.abstract | After the decline that Nokia presented throughout the years after losing the race in the mobile devices space and being acquired by Siemens (recently), The study asks what would be the level of satisfaction of the Portuguese people, as well as their level of acceptance of the brand, after a rebranding at the beginning of this year (2023), through a survey that I created and made available. With a sample of 156 respondents, the results revealed that there is a positive opinion regarding Nokia's rebranding, praising the new visual identity and associating it with a more modern and innovative image. In addition, participants stated that they would continue to consider purchasing Nokia products in the future, highlighting reliability and durability as strengths of the brand. However, some respondents expressed concerns regarding Nokia's competitiveness in today's market, mentioning the need for continued investment in research and development to keep up with technological advances. These insights provided Nokia with valuable information into the perception of the Portuguese public and can directly impact its marketing and communication strategies for the country. | pt_PT |
| dc.identifier.tid | 203569091 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/165986 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Nokia Portugal Branding | pt_PT |
| dc.subject | Satisfaction | pt_PT |
| dc.subject | Acceptance | pt_PT |
| dc.subject | Portuguese Public | pt_PT |
| dc.subject | Marketing strategies | pt_PT |
| dc.title | Nokia Portugal Branding | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Estudos de Marketing e Gestão do Relacionamento com o Cliente | pt_PT |