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Publication
Branding no ensino superior: um plano de rebranding para a ESCOLA SUPERIOR DE ENFERMAGEM DO PORTO
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Advisor(s)
Abstract(s)
Nos últimos anos, o ensino superior tem passado por uma transformação significativa, com as Instituições de Ensino Superior (IES) a priorizarem a gestão da sua imagem e comunicação com os seus públicos-alvo. A Escola Superior de Enfermagem do Porto (ESEP), instituição de ensino superior politécnico não integrado, reconhecida pela excelência na formação de enfermeiros, enfrenta agora o desafio de atualizar a sua identidade visual e comunicação. Este trabalho final de mestrado propõe um plano de rebranding para a ESEP, tendo em vista a modernização da sua imagem e o fortalecimento da sua presença no mercado. O projeto surge num momento estratégico, coincidente com o término do Plano Estratégico 2020-2024 e a aprovação da sua integração na Universidade do Porto. Através de uma metodologia que inclui uma revisão bibliográfica e a aplicação de entrevistas e questionários aos stakeholders internos, concluiu-se que, apesar da boa reputação da instituição, a sua identidade visual necessita de uma atualização. O plano de rebranding proposto visa alinhar a marca da ESEP com os seus objetivos estratégicos e reforçar o seu posicionamento nacional e internacional.
In recent years, higher education has undergone significant transformation, with Higher Education Institutions prioritizing the management of their image and communication with their target audiences. The Nursing School of Porto, a non-integrated polytechnic institution recognized for its excellence in nursing education, now faces the challenge of updating its visual identity and communication. This master's thesis proposes a rebranding plan for ESEP, aiming to modernize its image and strengthen its presence in the market. The project comes at a strategic moment, coinciding with the conclusion of the 2020-2024 Strategic Plan and the approval of ESEP's integration into the University of Porto. Through a methodology that includes a literature review and the application of interviews and questionnaires to internal stakeholders, it was concluded that, despite the institution's strong reputation, its visual identity needs updating. The proposed rebranding plan aims to align ESEP's brand with its strategic objectives and reinforce its national and international positioning.
In recent years, higher education has undergone significant transformation, with Higher Education Institutions prioritizing the management of their image and communication with their target audiences. The Nursing School of Porto, a non-integrated polytechnic institution recognized for its excellence in nursing education, now faces the challenge of updating its visual identity and communication. This master's thesis proposes a rebranding plan for ESEP, aiming to modernize its image and strengthen its presence in the market. The project comes at a strategic moment, coinciding with the conclusion of the 2020-2024 Strategic Plan and the approval of ESEP's integration into the University of Porto. Through a methodology that includes a literature review and the application of interviews and questionnaires to internal stakeholders, it was concluded that, despite the institution's strong reputation, its visual identity needs updating. The proposed rebranding plan aims to align ESEP's brand with its strategic objectives and reinforce its national and international positioning.
Description
Keywords
Projeto profissional Branding Rebranding Ensino superior Identidade visual Comunicação institucional