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O impacto das conversas soltas "Santander Advance Empresas" na imagem da marca Santander
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A área comunicacional representa uma das grandes apostas para as organizações fortalecerem a sua relação com o público e consolidarem a sua posição num mercado cada vez mais global. Para tal é necessário que as empresas, qualquer que seja a área de atividade em que se encontrem inseridas, consigam controlar o que é comunicado e a forma como essa comunicação feita.
Com esta dissertação pretende-se demonstrar a importância que a comunicação estratégica pode ter para as organizações como forma de posicionar assertivamente uma marca perante a opinião pública, tomando como estudo de caso o projeto “Conversas Soltas Santander Advance Empresas”, com vista a analisar o impacto que este tem para a imagem da marca Santander.
Para a realização deste estudo procedeu-se à recolha de dados através de um inquérito por questionário, onde os inquiridos foram incentivados a dar a sua opinião sobre o objeto de estudo, tendo sido adotado um modelo de medição baseado em escalas multi-itens.
A formulação das questões utilizadas nos questionários teve por base o modelo proposto por Keller (2001) - Customer-Based Brand Equity (CBBE) - cuja premissa básica é que o poder de uma marca está no que os clientes aprenderam, sentiram, viram e ouviram sobre a marca ao longo do tempo, ou seja, o poder de uma marca reside nas mentes dos clientes.
A amostra é constituída por dois grupos de inquiridos, no total de 118 indivíduos. Um dos grupos é composto 55 indivíduos que tiveram contacto com o projeto “Conversas Soltas Santander Advance Empresas”, e o outro grupo 63 indivíduos que não tiveram contacto com este projeto.
Através do questionário efetuado aos diferentes públicos identificados foi possível perceber a existência de um impacto do projeto “Conversas Soltas Santander Advance Empresas” na imagem da marca Santander.
Percecionou-se de uma forma genérica, que a maioria da população dos diferentes públicos tem uma imagem positiva da marca Santander, o público que conhece o projeto “Conversas Soltas Santander Advance Empresas” demonstra maiores graus de associação à marca e melhor imagem da mesma do que o outro grupo.
Communications’ area is one of the great bets for organizations to strengthen their relationship with the public and consolidate their position in an increasingly global market. Hence, it is necessary that companies, regardless of the area of activity in which they are inserted, can control what is communicated and how this communication is made. This dissertation intends to demonstrate the importance that strategic communication can have for organizations as a way of assertively positioning a brand in the public opinion, taking as a case study the project "Conversas Soltas Santander Advance Empresas", in order to analyse the impact this project has on the Santander brand. For this study, data were collected through a questionnaire survey, where respondents were encouraged to give their opinion about the object of study, and a measurement model based on multi-item scales was adopted. the evaluation was made using a Likert scale of 5 points. The basic premise is that the power of a brand is not what consumers learn, feel, see and hear. In a brand over time, that is, the power of a brand lies in the minds of customers. This model is included in the literature review. The sample consists of two groups of respondents, a total of 118 individuals. One group consists of 55 individuals who had contact with the project "Converstas Soltas Santander Advance Empresas", and the other group 63 individuals who had no contact with this project. Through the questionnaire made to the different audiences, it was possible to perceive the existence of an impact of the project on the image of the Santander brand, which was considered quite pleasant by the public that knows it and that associates it with the brand. It was generally perceived that the majority of the population of the different publics has a very pleasant image of the Santander brand, the public that knows the project " Converstas Soltas Santander Advance Empresas " shows greater degrees of association with the brand and better image.
Communications’ area is one of the great bets for organizations to strengthen their relationship with the public and consolidate their position in an increasingly global market. Hence, it is necessary that companies, regardless of the area of activity in which they are inserted, can control what is communicated and how this communication is made. This dissertation intends to demonstrate the importance that strategic communication can have for organizations as a way of assertively positioning a brand in the public opinion, taking as a case study the project "Conversas Soltas Santander Advance Empresas", in order to analyse the impact this project has on the Santander brand. For this study, data were collected through a questionnaire survey, where respondents were encouraged to give their opinion about the object of study, and a measurement model based on multi-item scales was adopted. the evaluation was made using a Likert scale of 5 points. The basic premise is that the power of a brand is not what consumers learn, feel, see and hear. In a brand over time, that is, the power of a brand lies in the minds of customers. This model is included in the literature review. The sample consists of two groups of respondents, a total of 118 individuals. One group consists of 55 individuals who had contact with the project "Converstas Soltas Santander Advance Empresas", and the other group 63 individuals who had no contact with this project. Through the questionnaire made to the different audiences, it was possible to perceive the existence of an impact of the project on the image of the Santander brand, which was considered quite pleasant by the public that knows it and that associates it with the brand. It was generally perceived that the majority of the population of the different publics has a very pleasant image of the Santander brand, the public that knows the project " Converstas Soltas Santander Advance Empresas " shows greater degrees of association with the brand and better image.
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Comunicação estratégica Comunicação organizacional Santander Strategic communication Organizational communication