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Publication
Rebranding no setor da decoração: o estudo de caso da marca HÔMA
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Abstract(s)
Em 2020, a marca de decoração portuguesa hôma passou por um rebranding intenso, que alterou o seu nome, logótipo, identidade e posicionamento. Muitas empresas optam por esta estratégia a fim de dar uma nova vida às suas marcas. Assim sendo, esta investigação procura entender como o público perceciona as mudanças feitas pelas marcas aquando dos seus rebrandings, focando-se no caso concreto da marca hôma. Para tal, a metodologia aqui aplicada é o estudo de caso e, para recolha de dados, o focus group. Este estudo contribui para compreendermos como pode o público reagir às mudanças de uma marca que opta por um rebranding nos mesmos moldes que a hôma.
In 2020, the portuguese decoration brand hôma went through an intense rebranding, which altered its name, logo, identity and positioning. Several companies choose this strategy in order to give a new life to their brands. Therefore, this investigation seeks to understand how the public perceives the changes done by the brands when they rebranded, focusing in the concrete case of the brand hôma. For this purpose, the applied methodology is the case study, and for data recovery, the focus group. This study contributes to understanding how the public can react to the changes of a brand that opts for a rebranding along the same lines as hôma.
In 2020, the portuguese decoration brand hôma went through an intense rebranding, which altered its name, logo, identity and positioning. Several companies choose this strategy in order to give a new life to their brands. Therefore, this investigation seeks to understand how the public perceives the changes done by the brands when they rebranded, focusing in the concrete case of the brand hôma. For this purpose, the applied methodology is the case study, and for data recovery, the focus group. This study contributes to understanding how the public can react to the changes of a brand that opts for a rebranding along the same lines as hôma.
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Keywords
Marca Rebranding Hôma Identidade