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Publication
As linguagens visuais das marcas de beleza e a perceção do consumidor
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| 131.08 MB | Adobe PDF |
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Abstract(s)
A indústria da beleza evidencia um crescimento contínuo,
sustentado por dinâmicas de mercado cada vez mais centradas num consumidor informado e exigente, que ocupa um papel estratégico na definição das políticas das marcas,
ainda que permaneça simultaneamente sujeito às suas influências persuasivas.
Assim, o presente projeto de investigação visa explorar os sistemas de identidade visual das marcas e a perceção que o
consumidor tem das mesmas, assim como a utilização dessas identidades para fins de comunicação e estratégias de mercado. Este projeto assume um carácter exploratório e recorre a uma abordagem metodológica mista. A investigação apoia-se numa extensa revisão da literatura, na análise de estudos de caso de marcas reais pertencentes a distintos segmentos do mercado da beleza, e na aplicação de um questionário abrangente que fornece dados empíricos relevantes. A combinação destas metodologias permite a triangulação dos dados recolhidos, servindo de base para o
desenvolvimento de um projeto prático: a criação de uma marca de beleza concebida a partir dos resultados obtidos na fase investigativa.
O estudo permitiu compreender a evolução do setor da beleza e o papel estratégico do consumidor no mesmo.
Desenvolver uma marca com uma identidade sólida e coerente, ajustada às exigências e tendências do mercado
atual, é fundamental para garantir a sua sustentabilidade e prosperidade.
The beauty industry demonstrates continuous growth, driven by market dynamics increasingly centered around an informed and discerning consumer who plays a strategic role in shaping brand policies, while simultaneously remaining subject to their persuasive influences. This research project aims to explore brand visual identity systems and consumer perception thereof, as well as the use of these identities for communication purposes and market strategies. The project takes on an exploratory nature and adopts a mixed methodological approach. The investigation is based on an extensive literature review, the analysis of case studies from real brands operating in various segments of the beauty market, and the implementation of a comprehensive questionnaire that yields relevant empirical data. The combination of these methodologies enables data triangulation, serving as the foundation for the development of a practical project: the creation of a beauty brand conceived from the insights gained during the research phase. The study allowed for an understanding of the evolution of the beauty sector and the strategic role played by the consumer within it. Developing a brand with a solid and coherent identity, aligned with current market demands, is essential to ensure its sustainability and long-term success.
The beauty industry demonstrates continuous growth, driven by market dynamics increasingly centered around an informed and discerning consumer who plays a strategic role in shaping brand policies, while simultaneously remaining subject to their persuasive influences. This research project aims to explore brand visual identity systems and consumer perception thereof, as well as the use of these identities for communication purposes and market strategies. The project takes on an exploratory nature and adopts a mixed methodological approach. The investigation is based on an extensive literature review, the analysis of case studies from real brands operating in various segments of the beauty market, and the implementation of a comprehensive questionnaire that yields relevant empirical data. The combination of these methodologies enables data triangulation, serving as the foundation for the development of a practical project: the creation of a beauty brand conceived from the insights gained during the research phase. The study allowed for an understanding of the evolution of the beauty sector and the strategic role played by the consumer within it. Developing a brand with a solid and coherent identity, aligned with current market demands, is essential to ensure its sustainability and long-term success.
Description
Keywords
Identidade visual Branding Indústria da beleza Perceção Consumidor