Rebranding, notoriedade e digital: estudo de caso aplicado ao canal HORECA.Tagarelas Coffee
Date
2025-05-05
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Portuguese
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Abstract
O presente projeto explora o impacto do rebranding na notoriedade de uma marca no contexto digital, tendo como estudo de caso o Café Tagarelas. O rebranding traduz-se num modelo estratégico de marketing frequentemente utilizado pelas marcas e organizações, com o objetivo de renovar a sua imagem e reposicionar-se no mercado face às oscilações no mercado, nomeadamente o comportamento do consumidor atual, hábitos de consumo, inovação tecnológica e a transformação digital alinhando sempre a ideia central às expectativas e tendências no mercado digital.
O Café Tagarelas visa explorar as estratégias de comunicação implementadas, a utilização de redes sociais, SEO e campanhas de marketing digital. Através da realização de questionários, análise de dados de interação digital e comparações de métricas, esta investigação procura responder à questão principal: “De que forma o rebranding pode contribuir para o aumento da visibilidade e posicionamento de uma marca no digital?”.
Os resultados revelam que a utilização do modelo de rebranding, quando integrado a uma estratégia digital eficaz, pode contribuir para o aumento da visibilidade e aprimorar a relação da marca com os consumidores. Porém, é importante manter uma clara presença nas diversas plataformas digitais onde a empresa está presente, devolvendo uma comunicação coerente entre a nova identidade visual, o posicionamento da marca e o diálogo estabelecido nos canais online. O Café Tagarelas demonstra que apesar dos recursos financeiros para investimento em marketing serem reduzidos, é possível revitalizar a sua presença no mercado através de uma renovação estratégica aliada às ferramentas digitais.
This project explores the impact of rebranding on brand awareness in the digital context, using Café Tagarelas as a case study. Rebranding is a strategic marketing model often used by brands and organizations, with the aim of renewing their image and repositioning themselves in the market in the face of market fluctuations, namely current consumer behaviour, consumption habits, technological innovation and digital transformation, always aligning the central idea with expectations and trends in the digital market. Café Tagarelas aims to explore the communication strategies implemented, the use of social networks, SEO and digital marketing campaigns. By conducting questionnaires, analyzing digital interaction data and comparing metrics, this research seeks to answer the main question: “How can rebranding contribute to increasing a brand's visibility and positioning in digital?”. The results show that the use of the rebranding model, when integrated into an effective digital strategy, can help increase visibility and improve the brand's relationship with consumers. However, it is important to maintain a clear presence on the various digital platforms where the company is present, providing coherent communication between the new visual identity, the brand's positioning and the dialog established on online channels. Café Tagarelas demonstrates that even though financial resources for investment in marketing are limited, it is possible to revitalize its presence in the market through a strategic renewal combined with digital tools.
This project explores the impact of rebranding on brand awareness in the digital context, using Café Tagarelas as a case study. Rebranding is a strategic marketing model often used by brands and organizations, with the aim of renewing their image and repositioning themselves in the market in the face of market fluctuations, namely current consumer behaviour, consumption habits, technological innovation and digital transformation, always aligning the central idea with expectations and trends in the digital market. Café Tagarelas aims to explore the communication strategies implemented, the use of social networks, SEO and digital marketing campaigns. By conducting questionnaires, analyzing digital interaction data and comparing metrics, this research seeks to answer the main question: “How can rebranding contribute to increasing a brand's visibility and positioning in digital?”. The results show that the use of the rebranding model, when integrated into an effective digital strategy, can help increase visibility and improve the brand's relationship with consumers. However, it is important to maintain a clear presence on the various digital platforms where the company is present, providing coherent communication between the new visual identity, the brand's positioning and the dialog established on online channels. Café Tagarelas demonstrates that even though financial resources for investment in marketing are limited, it is possible to revitalize its presence in the market through a strategic renewal combined with digital tools.
Keywords
Rebranding, Notoriedade, Marketing digital, Posicionamento, Plataformas digitais
Document Type
Master thesis
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Dataset
Citation
Oliveira, A. S. F. (2025). Rebranding, notoriedade e digital: estudo de caso aplicado ao canal HORECA.Tagarelas Coffee [Dissertação de Mestrado em Marketing e Negócios Digitais, Universidade Portucalense]. Repositório Institucional UPT. http://hdl.handle.net/11328/6312
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Designation
Mestrado em Marketing e Negócios Digitais
Access Type
Open Access