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Advisor(s)
Abstract(s)
Esta investigação explora a regeneração e a comunicação
regenerativa, mais especificamente como as marcas podem
implementar e comunicar eficazmente práticas regenerativas e,
em concreto, em que medida a criação de princípios
regenerativos e orientações práticas pode auxiliar as marcas
neste processo. O objetivo consistiu no desenvolvimento de
um conjunto de princípios regenerativos para marcas e ainda
na análise de ações regenerativas concretas de dez marcas, por
forma a compreender como esses princípios são efetivamente
incorporados e comunicados. O estudo desenrolou-se através
de quatro fases metodológicas sequenciais: (1) Recolha
Documental, (2) Análise de Conteúdo Documental, (3) Análise
de Casos Relevantes e (4) Análise de Conteúdo da
Comunicação. Como resultado, foram desenvolvidos
Princípios Regenerativos para Marcas, que fornecem exemplos
claros, verificáveis, flexíveis e adaptáveis, e permitem um
repertório de estratégias aplicáveis ao seu contexto. Estes
princípios contribuem para a implementação, diagnóstico,
planeamento e avaliação de práticas regenerativas de forma
eficaz e estruturada. Adicionalmente, foram também
analisados exemplos de boas práticas, que orientam e facilitam
o processo de seleção de suportes e formatos por parte das
marcas, e tornam exequível a implementação de uma
comunicação regenerativa.
This research aims to explore regeneration and regenerative communication, more specifically how brands can effectively implement and communicate regenerative practices. Accordingly, the objective of the present research is to ascertain the extent to which the establishment of regenerative principles and practical guidelines can facilitate the process of assisting brands in this endeavour. The objective of this study is to develop a set of regenerative principles for brands and to analyse the regenerative actions of ten brands in order to understand how these principles are effectively incorporated and communicated. The results were achieved through four sequential methodological phases: (1) Document Collection, (2) Document Content Analysis, (3) Analysis of Relevant Cases, and (4) Communication Content Analysis. Consequently, a set of regenerative principles for brands was formulated, providing clear, verifiable, flexible and adaptable examples. These principles offer brands a repertoire of strategies that can be applied to their context, thereby facilitating the implementation, diagnosis, planning and evaluation of regenerative practices in an effective and structured manner. Furthermore, a case study approach was adopted, whereby exemplars of optimal practices were analysed to provide a framework for the selection of media and formats by brands, thereby facilitating the implementation of regenerative communication.
This research aims to explore regeneration and regenerative communication, more specifically how brands can effectively implement and communicate regenerative practices. Accordingly, the objective of the present research is to ascertain the extent to which the establishment of regenerative principles and practical guidelines can facilitate the process of assisting brands in this endeavour. The objective of this study is to develop a set of regenerative principles for brands and to analyse the regenerative actions of ten brands in order to understand how these principles are effectively incorporated and communicated. The results were achieved through four sequential methodological phases: (1) Document Collection, (2) Document Content Analysis, (3) Analysis of Relevant Cases, and (4) Communication Content Analysis. Consequently, a set of regenerative principles for brands was formulated, providing clear, verifiable, flexible and adaptable examples. These principles offer brands a repertoire of strategies that can be applied to their context, thereby facilitating the implementation, diagnosis, planning and evaluation of regenerative practices in an effective and structured manner. Furthermore, a case study approach was adopted, whereby exemplars of optimal practices were analysed to provide a framework for the selection of media and formats by brands, thereby facilitating the implementation of regenerative communication.
Description
Keywords
Regeneração Comunicação regenerativa Marcas regenerativas Práticas regenerativas Princípios regenerativos