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Publication
Estratégia digital: a marca Benfica a jogar fora da caixa
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 24.7 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O presente Relatório de Estágio procura relatar o percurso
realizado durante seis meses de estágio, na empresa Sport Lisboa
e Benfica, assim como a investigação que promoveu e os projetos
que foram realizados, durante o período que decorreu entre 20 de
Setembro de 2017 a 19 de Março de 2018.
No presente relatório é apresentado todo o trajeto desde o início do meu estágio, no qual foram desempenhadas funções de designer gráfico em colaboração com o departamento comercial e marketing do Sport Lisboa e Benfica. Serão dados a conhecer o objeto de estudo baseado na influência do design/merchandising no desenvolvimento de uma marca desportiva e os projetos realizados durante o estágio, projetos esses que servirão de matéria e objeto de análise, permitindo responder aos desafios e questões de investigação inicialmente levantados pelo tema da tese e propostos pela empresa.
Os resultados destes projetos irão permitir responder ao tema central da tese, focado na influência da área do merchandising numa estratégia digital para o futuro de uma marca desportiva.
Esta influência é importante, pois trata-se do futuro das marcas desportivas num contexto comunicacional, permitindo assim aos clubes expandir o seu mercado a outros países e para outros consumidores, sendo assim a via mais rápida e eficaz de gerar novo público numa visão global.
This Internship Report intends to describe the work accomplished during six months of internship at Sport Lisboa e Benfica, as well as the investigation it promoted, and the projects that were realized between 20th September 2017 and 19th March 2018. This report presents the entire path since the beginning of my internship, in which I worked as a graphic designer in collaboration with the commercial and marketing departments of Sport Lisboa e Benfica. The object of study will be shown based on the influence of design/merchandising in the development of a sports brand, and the projects performed during the internship, projects that will serve as object and matter of analysis, allowing the response to investigation challenges, and questions initially raised by the theme of the thesis and proposed by the company. The results of these projects will allow a response to the central theme of the thesis, which is focused on the influence of the merchandising area in a digital strategy for the future of a sports brand. This influence is important, since it is the future of sport brands in a communicational context, allowing the expansion of clubs’ markets to other countries and consumers, hence being the fastest and most effective way of generating a new public on a global scale.
This Internship Report intends to describe the work accomplished during six months of internship at Sport Lisboa e Benfica, as well as the investigation it promoted, and the projects that were realized between 20th September 2017 and 19th March 2018. This report presents the entire path since the beginning of my internship, in which I worked as a graphic designer in collaboration with the commercial and marketing departments of Sport Lisboa e Benfica. The object of study will be shown based on the influence of design/merchandising in the development of a sports brand, and the projects performed during the internship, projects that will serve as object and matter of analysis, allowing the response to investigation challenges, and questions initially raised by the theme of the thesis and proposed by the company. The results of these projects will allow a response to the central theme of the thesis, which is focused on the influence of the merchandising area in a digital strategy for the future of a sports brand. This influence is important, since it is the future of sport brands in a communicational context, allowing the expansion of clubs’ markets to other countries and consumers, hence being the fastest and most effective way of generating a new public on a global scale.
Description
Keywords
Estratégia digital Merchandising Design Campanha de comunicação Ativação de marca Relatório de estágio