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Authors
Abstract(s)
Com a crescente importância das marcas no posicionamento das organizações,
novos desafios surgem e as instituições públicas vão procurando acompanhar as
tendências. A Marinha Portuguesa não é exceção. Assim, o propósito deste estudo é
avaliar a marca Marinha, com vista à sua potenciação.
Através de modelos de brand equity é possível utilizar indicadores que nos
permitem avaliar a Marinha Portuguesa, não sob uma perspetiva financeira, mas sob a
perspetiva do consumidor, permitindo questionar, quanto vale a marca Marinha
Portuguesa para os cidadãos?
Por intermédio da união e adaptação de diferentes modelos, tanto de modelos para
empresas como modelos para organizações sem fins lucrativos, sugere-se um conjunto de
medidas de citizen-based brand equity para avaliar dimensões como a Honestidade,
Modernidade, Conhecimento, Performance, Confiança e Ligação. Tais medidas
permitiram identificar dados concretos relativos à perceção que os cidadãos têm da
instituição, bem como relacioná-los com ações de apoio à Marinha Portuguesa e sua
comunicação. Através de uma comparação com os restantes ramos das Forças Armadas
realiza-se algumas sugestões de melhorias no campo da comunicação da marca.
Com recurso a análise estatística aos dados resultantes de um inquérito aos
cidadãos, resultou a caracterização da Marca Marinha Portuguesa com base em diferentes
dimensões, percebendo quais aquelas que apresentam lacunas na instituição bem como a
descrição do nível de apoio a ações de apoio realizadas pelos cidadãos.
As principais conclusões mostram-nos que a marca Marinha tem uma imagem
positiva na consciência dos portugueses, mas com indícios da existência de lacunas,
inclusive internas, que devem ser identificadas e mitigadas. O bottleneck da marca
Marinha deve-se à perceção de ligação, modernidade e, principalmente, do conhecimento
da marca, sendo estas variáveis as que possuem uma margem de melhoria e a capacidade
de elevar o valor da marca para outro nível.
With the growing importance of brands in the positioning of organizations, new challenges emerge. Public institutions seek to keep up with trends, and the Portuguese Navy is no exception. The present study aims to evaluate the Portuguese Navy with a view to the potentiation of its brand. By using brand equity models, it is possible to select indicators that allow us to evaluate the Portuguese Navy, not from a financial point of view but rather from the consumer's perspective. The question is, how much is the Portuguese Navy Brand worth to citizens? The union and adaptation of different models, both for companies and non-profit organizations, suggested a set of citizen-based brand equity measures to assess dimensions such as Honesty, Modernity, Awareness, Performance, Trustworthiness and Attachment. Such measures have made it possible to acquire specific data on the perceptions citizens have about the institution, in addition to relating them to actions in support of the Portuguese Navy Brand and its communication. Through a comparison with the other branches of the Armed Forces, some suggestions for improvement regarding brand communication were gathered. Statistical analysis of the resulting data from a survey of citizens opinions led to the characterization of the Portuguese Navy based on the dimensions already referred to, clarifying which ones show gaps as well as the description of the level of support actions carried out by citizens. The main conclusions suggest that the Portuguese Navy Brand has a positive image in the conscience of the Portuguese public, however, there is also an indication of gaps, including internal ones, which must be identified and mitigated. The bottleneck of the Portuguese Navy brand is due to the perception of Trustworthiness, Modernity and, above all, brand Awareness, which have margin of progression and the ability to raise the brand's value to another level.
With the growing importance of brands in the positioning of organizations, new challenges emerge. Public institutions seek to keep up with trends, and the Portuguese Navy is no exception. The present study aims to evaluate the Portuguese Navy with a view to the potentiation of its brand. By using brand equity models, it is possible to select indicators that allow us to evaluate the Portuguese Navy, not from a financial point of view but rather from the consumer's perspective. The question is, how much is the Portuguese Navy Brand worth to citizens? The union and adaptation of different models, both for companies and non-profit organizations, suggested a set of citizen-based brand equity measures to assess dimensions such as Honesty, Modernity, Awareness, Performance, Trustworthiness and Attachment. Such measures have made it possible to acquire specific data on the perceptions citizens have about the institution, in addition to relating them to actions in support of the Portuguese Navy Brand and its communication. Through a comparison with the other branches of the Armed Forces, some suggestions for improvement regarding brand communication were gathered. Statistical analysis of the resulting data from a survey of citizens opinions led to the characterization of the Portuguese Navy based on the dimensions already referred to, clarifying which ones show gaps as well as the description of the level of support actions carried out by citizens. The main conclusions suggest that the Portuguese Navy Brand has a positive image in the conscience of the Portuguese public, however, there is also an indication of gaps, including internal ones, which must be identified and mitigated. The bottleneck of the Portuguese Navy brand is due to the perception of Trustworthiness, Modernity and, above all, brand Awareness, which have margin of progression and the ability to raise the brand's value to another level.
Description
Keywords
brand equity citizen-based brand equity comunicação marcas