Brand awareness: a proposal for the Intermunicipal Community of Beiras and Serra da Estrela

• Noronha, Mateus Silva ^[1] ; Gonçalves, Gisela ^[1]
  1. [1] Universidade da Beira Interior

     Universidade da Beira Interior

     Covilhã (Conceição), Portugal

     
• Localización: Revista Internacional de Relaciones Públicas, ISSN-e 2174-3681, Vol. 13, Nº. 25, 2023 (Ejemplar dedicado a: Dimensiones de las Relaciones Públicas (Enero-Junio)), págs. 5-20
• Idioma: inglés
• DOI: 10.5783/revrrpp.v13i25.805
• Títulos paralelos:
  • Notoriedad de marca: una propuesta para la Comunidad Intermunicipal de Beiras y Serra da Estrela
• Enlaces
  • Texto completo (pdf)
  • Texto completo
• Resumen
  • español

    La notoriedad es uno de los principales criterios necesarios en una estrategia, que pretende promover la reputación institucional de una organización, con el fin de alcanzar una imagen positiva entre las audiencias y, en consecuencia, reinvertir ese capital en el logro de sus objetivos organizacionales. El objetivo de este artículo es presentar una propuesta de estrategia de comunicación específica para revertir el bajo índice de notoriedad de la Comunidad Intermunicipal de Beiras y Serra da Estrela (CIMBSE), fundamentada en los resultados del análisis de contenido de las noticias en línea de los medios de comunicación de los 15 municipios que conforman el territorio en cuestión. Los resultados indican que las actividades en el eje "Patrimonio cultural" son las que tienen más probabilidades de hacer llegar mensajes a la mayor cantidad de personas interesadas; y con la mayor posibilidad de generar recuerdos de marca asociados positivos en los públicos, factor fundamental para que la notoriedad se asocie a una imagen institucional positiva.

  • English

    Notoriety is one of the first criteria that strategies for an organization's institutional reputation need to meet in order to achieve a positive image with the public and, consequently, revert this capital to the fulfillment of its organizational objectives. The aim of this article is to present a proposal for a specific communication strategy to reverse the low level of notoriety of the Comunidade Intermunicipal das Beiras e Serra da Estrela (CIMBSE), based on the results of a content analysis carried out based on online news from media based in the 15 municipalities that make up the territory in question. The results indicate that the activities of the “Cultural Heritage” axis of action are, among the others, the most likely to make the messages reach the largest number of stakeholders with the possibility of producing brand memory in these audiences in line with favorable associations – fundamental factor for notoriety to be associated with a positive institutional image.

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