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Authors
Advisor(s)
Abstract(s)
O presente estágio teve como principal objetivo o desenvolvimento do
branding, um conceito fundamental para a criação e manutenção da identidade
de uma marca no mercado. CasalMadeiras é uma empresa dedicada à
comercialização de madeiras e derivados, com uma forte presença no setor
devido à sua longa trajetória e compromisso com a qualidade dos seus produtos.
Durante este período, foram realizadas diversas atividades que
permitiram compreender a importância do branding na estratégia empresarial.
Inicialmente, foi feita uma análise detalhada da marca CasalMadeiras, avaliando
a sua identidade visual, posicionamento no mercado e a perceção dos clientes.
Esta análise incluiu o estudo dos elementos visuais da marca, como o logótipo,
cores, tipografia e materiais promocionais, assim como a comunicação nas redes
sociais e no website oficial. Todo este plano visou aumentar a coerência e
reconhecimento da marca CasalMadeiras no mercado, através de uma
comunicação mais eficaz e estratégica. Foram sugeridas melhorias no design do
logótipo para torná-lo mais moderno e apelativo, mantendo a essência e tradição
da empresa. Estas experiências práticas foram fundamentais para perceber
como o branding integra-se nas operações diárias da empresa e a sua influência
nas decisões comerciais.
Uma parte significativa do estágio foi dedicada ao estudo de casos de
sucesso de outras empresas do setor madeireiro, para identificar boas práticas
e tendências que pudessem ser adaptadas à realidade de CasalMadeiras. Este
benchmarking permitiu compreender a importância da inovação e da adaptação
às mudanças do mercado, assim como a necessidade de uma marca forte e
consistente para enfrentar a concorrência.
O presente estágio proporcionou uma experiência valiosa em branding,
destacando a importância de uma identidade de marca bem definida e coerente
para o sucesso empresarial. As atividades desenvolvidas contribuíram para a
consolidação de conhecimentos teóricos e práticos, preparando para futuras
oportunidades profissionais na área do marketing e branding.
ABSTRACT: The main objective of this internship was to develop branding, a fundamental concept for creating and maintaining a brand’s identity in the market. CasalMadeiras is a company dedicated to the commercialization of wood and wood derivatives, with a strong presence in the sector due to its long history and commitment to the quality of its products. During this period, various activities were carried out to understand the importance of branding in business strategy. Initially, a detailed analysis of the CasalMadeiras brand was conducted, evaluating its visual identity, market positioning, and customer perception. This analysis included the study of the brand's visual elements, such as the logo, colours, typography, and promotional materials, as well as communication on social media and the official website. This entire plan aimed to increase the coherence and recognition of the CasalMadeiras brand in the market through more effective and strategic communication. Improvements were suggested for the logo design to make it more modern and appealing, while maintaining the company's essence and tradition. These practical experiences were fundamental in understanding how branding integrates into the company’s daily operations and its influence on business decisions. A significant part of the internship was dedicated to studying successful cases of other companies in the wood sector, to identify best practices and trends that could be adapted to CasalMadeiras' reality. This benchmarking allowed for understanding the importance of innovation and adaptation to market changes, as well as the necessity of a strong and consistent brand to face competition. This internship provided a valuable experience in branding, highlighting the importance of a well-defined and coherent brand identity for business success. The activities carried out contributed to the consolidation of theoretical and practical knowledge, preparing for future professional opportunities in the field of marketing and branding.
ABSTRACT: The main objective of this internship was to develop branding, a fundamental concept for creating and maintaining a brand’s identity in the market. CasalMadeiras is a company dedicated to the commercialization of wood and wood derivatives, with a strong presence in the sector due to its long history and commitment to the quality of its products. During this period, various activities were carried out to understand the importance of branding in business strategy. Initially, a detailed analysis of the CasalMadeiras brand was conducted, evaluating its visual identity, market positioning, and customer perception. This analysis included the study of the brand's visual elements, such as the logo, colours, typography, and promotional materials, as well as communication on social media and the official website. This entire plan aimed to increase the coherence and recognition of the CasalMadeiras brand in the market through more effective and strategic communication. Improvements were suggested for the logo design to make it more modern and appealing, while maintaining the company's essence and tradition. These practical experiences were fundamental in understanding how branding integrates into the company’s daily operations and its influence on business decisions. A significant part of the internship was dedicated to studying successful cases of other companies in the wood sector, to identify best practices and trends that could be adapted to CasalMadeiras' reality. This benchmarking allowed for understanding the importance of innovation and adaptation to market changes, as well as the necessity of a strong and consistent brand to face competition. This internship provided a valuable experience in branding, highlighting the importance of a well-defined and coherent brand identity for business success. The activities carried out contributed to the consolidation of theoretical and practical knowledge, preparing for future professional opportunities in the field of marketing and branding.
Description
Keywords
Branding Identidade Estratégia Inovação Comunicação