Browsing by Author "Legateaux, Maria Lua Domingos de"
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- The importance of brand elements in a fashion magazine despite print sales steadily declining: Vogue´s case studyPublication . Legateaux, Maria Lua Domingos de; Mendes, AntónioThis thesis analyzes brand elements, the logo, and the brand name, in the Vogue U.S magazine covers, as the modifications and changes the brand has done within these elements, furthermore, this research explores the brand recognition in the logo and brand name, have amongst their audience, taking into consideration the variations and modifications the Vogue logo has suffered, since 1892. Despite indicators showing signs of a declining industry, Vogue has adapted and triumphed and is considered the most influential fashion magazine, according to Vogue (2022), and as of that year, the magazine had 22,5 million readers. According to Keller & Swaminathan (2019) the brand name and the logo hold tremendous power for brands, building a long-lasting connection with consumers, increasing associations and recognition, furthermore, creating a differentiation factor in the competitive brand market. The research questions constructed aim to analyze the brand elements such as the logo and brand name used by Vogue, the modifications and overall changes over time, and the brand recognition these elements have amongst their readers, despite the multiple modifications the Vogue logo has had.