Brand equity: o caso da marca Açores

Abstract

Value creation and branding are extremely important for differentiating and valuing companies. Azores brand is a current brand and has a growth since its creation, so this research, through a quantitative analysis, search to analyse the essential aspects of brand equity in the Azores brand. Through a questionnaire of Aaker´s Brand Equity Model, the intention is to see if exists Brand Equity in Azores Brand in relation to the follow dimensions: brand loyalty, name awareness, perceived quality and brand associations. The study of the questionnaire was based on a convenience sample of individuals from Portugal and foreign nationalities. The results of the investigation suggest that the Azores brand is recognized by consumers and essentially associated to nature, regional products and global experience. The brand Azores is recognized before the seal of origin and customers recognize the quality, reliability and functionality of goods/services from this brand, driving to fidelity and recurring consumption of this brand. From easy recognition, by identification, by exceed expectations and by consumer satisfaction it is possible to say that Azores brand have national and international impact. Consequently, it verifies the existence of a brand equity in the Azores brand and its success. This study is the start point for another and profound studies related with the theme.

Date of Award	2019
Original language	Portuguese
Supervisor	MARIA TERESA RIBEIRO CANDEIAS (Supervisor)