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

Authors

DOI:

https://doi.org/10.5783/revrrpp.v13i25.805

Keywords:

CIMBSE, Brand Notoriety, Media Reputation, Strategic Communication, Public Relations

Abstract

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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Author Biographies

Mateus Silva Noronha, LabCom - Comunicação e Artes; Universidade da Beira Interior (UBI)

Investigador bolseiro Labcom/UBI, doutorando em Ciências da Comunicação na Universidade da Beira Interior (UBI)

Gisela Gonçalves, University of Beira Interior

Gisela Gonçalves holds a PhD in Communication Sciences. She is Associate Professor at the University of Beira Interior and coordinator of the Media and Communication research group of LabCom - Communication and Arts research centre. Vice-president of the Faculty of Arts and coordinator of the Master in Strategic Communication. 

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Published

2023-06-30

How to Cite

Noronha, M. S., & Gonçalves, G. (2023). Brand awareness: a proposal for the Intermunicipal Community of Beiras and Serra da Estrela. International Journal of Public Relations, 13(25), 05–20. https://doi.org/10.5783/revrrpp.v13i25.805

Issue

Vol. 13 No. 25 (2023): Public Relations Dimensions

Section

ARTÍCULOS

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Copyright (c) 2023 Mateus Silva Noronha, Gisela Gonçalves

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