The brand SAPO Campus in the academic community of the University of Aveiro

Abstract

In the new technologies era in which we live is marked by the mass of online information. Increasingly there are a larger number of individuals using online platforms daily, interacting knowledge and content sharing with other users. Web 2.0 has revolutionized the way to get information, share knowledge and experiences. Brands play an essential role in our daily lives, not only in terms of differentiation, as well as the identification of products / services. Thus it is necessary to analyze the impact that they impose on digital users. The platform, on which this study focuses, SAPO Campus, combines the concepts of brand awareness, Web 2.0 and learning in institution of University of Aveiro. The research aims to evaluate the degree of recognition of the SAPO Campus platform with the academic community. There were identified three user profiles in order to understand the degree of notoriety. The results collected will enable the adoption of assertive communication strategies to the public in the study.