Loading...
Publication
Importância do branding num negócio tradicional sem presença física
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 15 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O presente projeto procura demonstrar a importância do
branding em pequenas empresas sem presença física, e de
que forma a presença criada pela imagem de marca pode
substituir a presença de uma loja aberta ao público. Para tal
será usado como caso de estudo a Magnólia, uma pastelaria
online, sem loja física aberta ao público, que iniciou a sua
atividade durante o confinamento de 2020. As alterações
dos hábitos de consumo resultantes da pandemia da covid-
19 levaram os consumidores a optar por negócios digitais e
mais próximos das comunidades onde estão inseridas.
Criando um ambiente próspero ao sucesso de pequenos
negócios, mais digitais, mais próximos e com uma oferta
mais personalizada. Para provar a relevância do Branding
serão estudados dados secundários como base do
enquadramento teórico, seguido da análise de dados
primários, obtidos através de inquéritos e entrevistas.
This project seeks to prove the importance of branding in small businesses with no physical presence, and how the presence created by the brand image can replace the presence of a shop open to the public. To achieve that, we will use Magnolia as a case study, as it is an online bakery with no physical shop open to the public that started its activity during the 2020 confinement. The changes in consumption habits resulting from the covid-19 pandemic have led consumers to opt for digital businesses, preferably the ones closer to the communities where they are located at, creating a prosperous environment to the success of small businesses, more digital, closer and with a more personalized offer. To prove the importance of branding, secondary data will be studied as the basis of the theoretical framework, followed by the analysis of primary data, obtained through surveys.
This project seeks to prove the importance of branding in small businesses with no physical presence, and how the presence created by the brand image can replace the presence of a shop open to the public. To achieve that, we will use Magnolia as a case study, as it is an online bakery with no physical shop open to the public that started its activity during the 2020 confinement. The changes in consumption habits resulting from the covid-19 pandemic have led consumers to opt for digital businesses, preferably the ones closer to the communities where they are located at, creating a prosperous environment to the success of small businesses, more digital, closer and with a more personalized offer. To prove the importance of branding, secondary data will be studied as the basis of the theoretical framework, followed by the analysis of primary data, obtained through surveys.
Description
Keywords
Branding Retail online E-Marketing Pastelaria Marketing digital