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Publication
A influência do Design na comercialização de produtos de marca própria: o papel da Brand Language das insígnias retalhistas
| Name: | Description: | Size: | Format: | |
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| 60.14 MB | Adobe PDF |
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Abstract(s)
A presente investigação visa apresentar uma abordagem à potencial influência que o design e, em especial, a Brand Language dos supermercados pode exercer sobre a comercialização de produtos de marca própria. O tema é explorado através de três estudos de caso inseridos no domínio retalhista nacional, com uma forte presença no mercado no que diz respeito às suas marcas próprias. São elas a marca Pingo Doce, a marca Continente e a marca Intermarché. O desenvolvimento da investigação ocorre através de análise documental, de observação direta, da execução de questionários e de entrevistas estruturadas. Portanto, a abordagem metodológica que lhe subjaz é o paradigma misto. As marcas próprias definem-se como produtos produzidos ou providos por determinado fabricante, que são posteriormente comercializados através da insígnia de uma empresa distinta. Ao contrário do que ocorreu no passado, hoje, estas tratam-se de um dos recursos mais relevantes das cadeias de distribuição e representam, cada vez mais, um forte concorrente para as marcas de fabricante. Além disso, acredita-se que estas venham a ser ainda mais favorecidas no mercado num período próximo, devido à pandemia gerada pelo vírus que causa a Covid-19. Assim sendo, compreender e explorar a possível influência e a função que o design, o discurso visual e a comunicação das insígnias retalhistas podem ter sobre a comercialização desta tipologia de marca, revela-se um tema de interesse, no âmbito dos domínios do Design e Marketing.
This research aims to present an approach to the potential influence that design and, in particular, the supermarkets' Brand Language, can exert on the marketing of private label products. The theme is thus explored through three case studies within the national retail domain, with a strong presence in the market regarding their own brands. These are the Pingo Doce brand, the Continente brand and the Intermarché brand. The research is developed through documentary analysis, direct observation and the execution of questionnaires as well as structured interviews. Therefore, the methodological approach that underlies it is the mixed paradigm. Own brands are defined as products produced or provided by a given manufacturer, which are subsequently marketed through th insignia of a distinct company. Contrary to what happened in the past, today they are one of the most relevant resources of the distribution chains and represent, more and more, a strong competitor to the manufacturer's brands. Moreover, it is also belived that private labels will be even more favored in the market in the near future, due to the pandemic generated by the virus that causes Covid-19. Therefore, understanding and exploring the possible influence and function that the design, visual discourse and communication of retail brands may have on the commercialization os private label brands is a topic of interest within the domains of Design and Marketing.
This research aims to present an approach to the potential influence that design and, in particular, the supermarkets' Brand Language, can exert on the marketing of private label products. The theme is thus explored through three case studies within the national retail domain, with a strong presence in the market regarding their own brands. These are the Pingo Doce brand, the Continente brand and the Intermarché brand. The research is developed through documentary analysis, direct observation and the execution of questionnaires as well as structured interviews. Therefore, the methodological approach that underlies it is the mixed paradigm. Own brands are defined as products produced or provided by a given manufacturer, which are subsequently marketed through th insignia of a distinct company. Contrary to what happened in the past, today they are one of the most relevant resources of the distribution chains and represent, more and more, a strong competitor to the manufacturer's brands. Moreover, it is also belived that private labels will be even more favored in the market in the near future, due to the pandemic generated by the virus that causes Covid-19. Therefore, understanding and exploring the possible influence and function that the design, visual discourse and communication of retail brands may have on the commercialization os private label brands is a topic of interest within the domains of Design and Marketing.
Description
Keywords
Branding Brand language Design visual Marcas próprias Pingo Doce Continente Intermarché