Harrison, AndrewMatias, Marta Gabriel2025-05-072025-05-072023-01-242022-12-16http://hdl.handle.net/10362/182705The fine dining market has significantly increased over the past years, mainly due to the tourism phenomenon and the growth of the luxury experiences market. Taking advantage of this opportunity, Costa Verde - a Portuguese porcelain company – has decided to enter this market for the first time with a new disruptive collection, Terra. This work project serves the purpose of elaborating a branding strategy for the launch of this collection in Portugal, with the ultimate goal of elevating Costa Verde’s brand. To support all decisions, a literature review was conducted, as well as interviews and questionnaires to MICHELIN Guide restaurants.engTablewareFine diningMichelin guideBrand awarenessPositioningmaster thesis203316339