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Evaluating and elevating brand awareness for Una seguros: marketing insights for strengthening brand perception

2025-01-24Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestão
dc.contributor.advisorTroung, Natalie
dc.contributor.authorDamiani, Enrico
dc.date.accessioned2026-03-03T11:48:35Z
dc.date.available2026-03-03T11:48:35Z
dc.date.issued2025-01-24
dc.date.submitted2024-12-17
dc.description.abstractThis thesis evaluates strategies to enhance brand awareness and equity for Una Seguros, a Portuguese insurance company. By combining market analysis, customer surveys, and Keller’s Customer-Based Brand Equity model, the study assesses Una Seguros’ brand positioning. The research identifies challenges in customer satisfaction and loyalty, proposing actionable strategies such as optimizing the claims process for speed, transparency, and empathy. Improving these components will enhance customer experiences, strengthen brand recall, and drive long-term loyalty, ultimately improving Una Seguros' competitive position and brand visibility.eng
dc.identifier.tid204130476
dc.identifier.urihttp://hdl.handle.net/10362/200894
dc.language.isoeng
dc.relationUID/ECO/00124/2013
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectBrand awareness
dc.subjectBrand equity
dc.subjectPortuguese insurance industry
dc.subjectSports sponsorship
dc.subjectClaims process
dc.subjectCustomer support
dc.titleEvaluating and elevating brand awareness for Una seguros: marketing insights for strengthening brand perceptioneng
dc.typemaster thesis
dspace.entity.typePublication
thesis.degree.nameA 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

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NSBE - MA Dissertations