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Creating a brand strategy for careceiver - careceiver´s segmentation, targeting and positioning
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| 1.76 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Founded in 2019, Careceiver, a Portuguese startup, is positioned to revolutionize caregiving
dynamics by providing comprehensive support to informal caregivers. Originating from the
vision of nurse-founder Joana Afonso, the company addresses challenges arising from an aging
population. This thesis explores the strategic development of Careceiver, an imperative for its
imminent launch, through a synthesis of primary and secondary data. The research navigates the
nuanced landscape of startup branding dynamics to formulate a robust brand strategy. As
Portugal grapples with evolving caregiving demands, Careceiver aspires to emerge as a
preeminent caregiver support service, prioritizing the well-being of both caregivers and care
recipients.
Descrição
Palavras-chave
Brand strategy Caregiving Segmentation Targeting Positioning