Publicação
Case study: image, identity and recommended communication plan for the brand Gillette in Portugal
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | |
| dc.contributor.advisor | Silveira, Catherine | |
| dc.contributor.author | Westwood, João | |
| dc.date.accessioned | 2026-07-20T16:36:02Z | |
| dc.date.available | 2026-07-20T16:36:02Z | |
| dc.date.issued | 2007-06 | |
| dc.date.submitted | 2007-06 | |
| dc.description.abstract | This project analyses the brand Gillette in Portugal. It aims to understand how the brand is perceived by Portuguese consumers’ and what the brand current identity is. It has the purpose of recommending a new identity for the brand as well as to build a new communication plan that allows the implementation of the recommended identity. Main conclusions reveal the outstanding performance achieved by the brand on the masculine target, and the need of repositioning on the feminine target. The study proposes the launch of a new product, Gillette Attraction, which have the objective of repositioning the brand. | eng |
| dc.identifier.uri | http://hdl.handle.net/10362/204692 | |
| dc.language.iso | eng | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | Gillette | |
| dc.subject | Brand Image | |
| dc.subject | Brand Identity | |
| dc.subject | Communication Plan | |
| dc.title | Case study: image, identity and recommended communication plan for the brand Gillette in Portugal | eng |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| thesis.degree.name | A Work Project, presented as part as the requirements for the Award of a Masters Degree in Management from the Nova School in Business and Economics |