التفاصيل البيبلوغرافية
| العنوان: |
Enhancing Luxury Brand Positioning Through Environmental and Sustainability Strategies: The Vanguard Properties Case |
| المؤلفون: |
Luís, Duarte Seabra |
| المساهمون: |
Soares, Raquel Vanessa Reis Silva Ferreira, RUN |
| سنة النشر: |
2024 |
| مصطلحات موضوعية: |
Luxury Brand, Sustainable Brand, Sustainable Luxury, Sustainability, Vanguard Properties, SDG 7 - Affordable and clean energy, SDG 9 - Industry, innovation and infrastructure, SDG 11 - Sustainable cities and communities, SDG 13 - Climate action, Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação |
| الوصف: |
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics |
| Description (Translated): |
Today we are living through growing technological development with an increasingly indispensable role in our lives, where sustainability is gaining momentum due to several factors, including climate and environmental awareness, as well as shift in consumer demands. This study reviews the sustainability trend applied to the luxury real estate industry and supply chain adapted to brand value and future of the real estate developer Vanguard Properties in Portugal. The luxury property market is on the rise and is unaffected by macroeconomic fluctuations. However, as a significant source of CO2 emissions, embracing environmental strategies and solutions has become a prominent tendency. Moreover, this project work highlights Vanguard Properties’ innovative strategies for incorporating sustainability in a luxury real estate brand landscape. Furthermore, this analysis examines consumer perceptions regarding the company’s commitment towards sustainability and how this commitment can enhance the luxury positioning of the brand Vanguard Properties. Several insights from opinion leaders are analyzed to understand if a sustainability focused approach is, indeed, a valuable path to increase brand value and brand recognition, in an industry where more and more brands are looking for greater distinction, therefore looking for other segments to ensure their success in today's highly competitive real estate market. |
| Contents Note: |
TID:203778740 |
| وصف الملف: |
application/pdf |
| اللغة: |
English |
| الاتاحة: |
http://hdl.handle.net/10362/174039 |
| Rights: |
open access |
| رقم الانضمام: |
rcaap.com.unl.run.unl.pt.10362.174039 |
| قاعدة البيانات: |
RCAAP |