Publicação
The brand Sumol in Portugal
| dc.contributor.advisor | Silveira, Catherine da | |
| dc.contributor.author | Filipe, Marta Figueiredo Mascarenhas de Sousa | |
| dc.date.accessioned | 2026-07-21T09:36:00Z | |
| dc.date.available | 2026-07-21T09:36:00Z | |
| dc.date.issued | 2007-06 | |
| dc.date.submitted | 2007-06 | |
| dc.description | 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 | |
| dc.description.abstract | This work presents the analysis of the brand Sumol in Portugal. In order to understand the consumers of soft drinks’ perceptions about the brand Sumol, a market research was conducted. From this research we could draw some conclusions about the brand’s image: highly correlated with core products; connected to Portugal; modern and updated; targeted to teenagers; and dynamic. We were also able to know what the current perceived identity of the brand is. With these conclusions in mind, we recommended a new identity, changing the attributes of physical facet and adding healthy to customer reflection and personality. The positioning chosen to improve the brand’s image was “Sumol as a provider of a wide range of juices”. In order to communicate this new identity and positioning to the brand’s target, we elaborated a communications plan using advertising and sales promotion as primary tools. | por |
| dc.identifier.uri | http://hdl.handle.net/10362/204706 | |
| dc.language.iso | eng | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | Sumol | |
| dc.subject | Brand image | |
| dc.subject | Brand identity | |
| dc.subject | Communication Plan | |
| dc.title | The brand Sumol in Portugal | eng |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| thesis.degree.name | Mestrado em Gestão |