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Publication
A RevitalizaĆ§Ć£o de Marcas na Era Digital: o caso OLAIO
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.12 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Com a chegada das redes sociais e da propagaĆ§Ć£o de website, as marcas
encontraram diferentes oportunidades para divulgar os seus produtos. Este
trabalho pretende perceber como Ć© que os canais digitais ajudaram ao
sucesso de uma marca especĆfica. A marca Olaio.
Uma marca histĆ³ria com um passado muito grande no mobiliĆ”rio nacional
que teve uma grande quebra de vendas no final dos anos 80 e que em 2016
foi revitalizada pelas mĆ£os de JoĆ£o Olaio e Renata Vieira. A marca Ć©
conhecida pelo seu passado nostƔlgico e este estudo pretende perceber
como Ć© que a comunicaĆ§Ć£o digital teve impacto na sua revitalizaĆ§Ć£o.
AtravƩs de uma pesquisa quantitativa e uma pesquisa qualitativa onde
foram feitas diferentes entrevistas, tanto aos fundadores como a
responsƔveis de v da marca, percebemos melhor como foi o
processo de revitalizaĆ§Ć£o da marca.
With the arrival of social networks and the spread of websites, brands found different opportunities to promote their products. This work intends to understand how digital channels helped the success of a specific brand. The Hello brand. A historic brand with a very long past in national furniture that had a big drop in sales in the late 80s and which in 2016 was revitalized by the hands of JoĆ£o Olaio and Renata Vieira. The brand has a nostalgic past and this study aims to understand how digital communication had an impact on its revitalization. Through a quantitative survey and a qualitative survey where different interviews were carried out, both to the founders and to the brand's communication managers, we better understand how the brand revitalization process was.
With the arrival of social networks and the spread of websites, brands found different opportunities to promote their products. This work intends to understand how digital channels helped the success of a specific brand. The Hello brand. A historic brand with a very long past in national furniture that had a big drop in sales in the late 80s and which in 2016 was revitalized by the hands of JoĆ£o Olaio and Renata Vieira. The brand has a nostalgic past and this study aims to understand how digital communication had an impact on its revitalization. Through a quantitative survey and a qualitative survey where different interviews were carried out, both to the founders and to the brand's communication managers, we better understand how the brand revitalization process was.
Description
Keywords
RevitalizaĆ§Ć£o Meios digitais Olaio Website Nostalgia