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Abstract(s)
A distinção de uma marca é percecionada como um desafio no mundo empresarial atual, tendo influência na perceção de Qualidade e Satisfação para com a empresa. O objetivo deste projeto organizacional é analisar a eficácia da técnica de Marketing do Brand Storytelling aplicada a uma empresa de calçado artesanal secular, através de inquéritos dirigidos a especialistas para que consigam relativizar estatisticamente o tipo de impacto que um projeto deste tipo teria nas suas escolhas de compras.
As estórias fazem parte das vivências e interesses das pessoas, que foram adaptadas posteriormente ao Marketing. O conteúdo de estórias que os gestores de Marketing utilizam variam consoante o produto e a marca, mas a literatura refere inúmeras vezes estórias baseadas por ser bastante atrativo. Esta nostalgia é aliada a uma ressurgência do género. Uma ligação feita à marca devido às paisagens que caracterizam a sua localização, tipo de produtos e persona/mascote. Foi criado um enredo de Western e personagens em que estão projetados valores nostálgicos do Artesanato Valentim, válido para outros tipos de exibição de estórias. Finalmente, validou-se o projeto desenvolvido através de entrevistas a especialistas. Tendo-se verificado a pertinência da mesma.
The distinction of a brand among the other is perceived like a challenge in today’s corporate world, that also influences the perception of the Quality and the Satisfaction of a company. The objective of this project is to analyze the efficiency of the Marketing technique known as Brand Storytelling, by applying it to a company that makes handmade shoes, through surveys directed at experts, to then study the statistics of the impact that this kind of project would have in shopping choices. Stories are a part of people’s experiences and interests, which were later adapted to Marketing. The substance of stories that marketeers use varies accordingly to product and brand, but literature points out numerous times that most stories are based on Nostalgia, because of the attractiveness. This Nostalgia is allied to a resurgence of the Western genre. And itself is a connection to the brand due to the landscapes of its location, kinds of products and persona/mascot. It was created a whole Western theme, plot and characters that mirror the nostalgic values of the brand Artesanato Valentim, valid for other kinds of story formats. Finally, the project was validated through interviews pointed at experts and the pertinence of this kind of technique and theme was still verified beyond the literature.
The distinction of a brand among the other is perceived like a challenge in today’s corporate world, that also influences the perception of the Quality and the Satisfaction of a company. The objective of this project is to analyze the efficiency of the Marketing technique known as Brand Storytelling, by applying it to a company that makes handmade shoes, through surveys directed at experts, to then study the statistics of the impact that this kind of project would have in shopping choices. Stories are a part of people’s experiences and interests, which were later adapted to Marketing. The substance of stories that marketeers use varies accordingly to product and brand, but literature points out numerous times that most stories are based on Nostalgia, because of the attractiveness. This Nostalgia is allied to a resurgence of the Western genre. And itself is a connection to the brand due to the landscapes of its location, kinds of products and persona/mascot. It was created a whole Western theme, plot and characters that mirror the nostalgic values of the brand Artesanato Valentim, valid for other kinds of story formats. Finally, the project was validated through interviews pointed at experts and the pertinence of this kind of technique and theme was still verified beyond the literature.
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Keywords
Storytelling Brand Storytelling Calçado Calçado Artesanal Calçado em Pele Western Nostalgia Fashion Handmade Shoes Leather Boots Western Nostalgia