Loading...
Publication
Diálogo entre marcas e artes visuais: o efeito da estratégia de branding art no público
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 19.02 MB | Adobe PDF |
Abstract(s)
O mundo das marcas, assim como o das artes visuais, é fascinante, e ambos se tornam ainda mais quando se encontram através de uma estratégia denominada de branding art. Embora esse encontro esteja presente na história desde o século XVIII, apenas o segmento da moda foi capaz de produzir uma bibliografia mais substancial sobre o fenômeno. Assim, essa investigação visa compreender o efeito que a branding art tem sobre os consumidores acostumados com uma linguagem tradicional de uma marca de alcance massivo que não seja do ramo da moda. Para tal, a metodologia adotada consistiu em uma revisão de literatura, estudos de casos e uma pesquisa de campo de duas etapas, a primeira qualitativa e a segunda quantitativa, específicas sobre a rede de fast food McDonald’s, marca de notório conhecimento, com fortes associações a uma linguagem tradicional, mas que tem algumas iniciativas recentes de branding art. Os resultados da pesquisa serviram de base para uma entrevista em profundidade com uma diretora de marketing a fim de compreender o branding art enquanto estratégia de marca. Dos insumos dessa entrevista, articulada com a pesquisa, resultaram em uma recomendação, ainda que embrionária, de possíveis diretrizes que justifiquem e orientem implementação dessa estratégia. Buscou-se, dessa forma, compreender os efeitos e valores percebidos através da implementação dessa estratégia, contribuindo para um campo do conhecimento ainda pouco explorado.
Brands and visual arts are a fascinating combination when articulated in the form of a branding art strategy. Although this association dates back to the 18th century, only the fashion segment has been able to produce substantial bibliography on the phenomenon thus far. This investigation aims to understand the effect of branding art on consumers accustomed to the traditional language of a large public brand outside of the fashion industry. To this end, the methodology adopted consists of a literature review, case studies and a two-stage field research (the first qualitative and the second quantitative) specific to the McDonald's fast food chain -a well-established brand that, despite its traditionally-led language, has recently launched branding art initiatives. The survey results served as the basis for an in-depth interview with a marketing director in order to understand branding art as a brand strategy. From the inputs of this interview, articulated with the research, resulted in a recommendation, although embryonic, of possible guidelines that justify and guide the implementation of this strategy.In this context, this study seeks to analyze the effects and values perceived through the implementation of this branding strategy, thus contributing to a largely untapped field of knowledge.
Brands and visual arts are a fascinating combination when articulated in the form of a branding art strategy. Although this association dates back to the 18th century, only the fashion segment has been able to produce substantial bibliography on the phenomenon thus far. This investigation aims to understand the effect of branding art on consumers accustomed to the traditional language of a large public brand outside of the fashion industry. To this end, the methodology adopted consists of a literature review, case studies and a two-stage field research (the first qualitative and the second quantitative) specific to the McDonald's fast food chain -a well-established brand that, despite its traditionally-led language, has recently launched branding art initiatives. The survey results served as the basis for an in-depth interview with a marketing director in order to understand branding art as a brand strategy. From the inputs of this interview, articulated with the research, resulted in a recommendation, although embryonic, of possible guidelines that justify and guide the implementation of this strategy.In this context, this study seeks to analyze the effects and values perceived through the implementation of this branding strategy, thus contributing to a largely untapped field of knowledge.
Description
Keywords
Marca Artes visuais Branding Branding art Cultura visual