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A marca como sinônimo de produto e o nome como estratégia: estudos e transição em diferentes culturas
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| 2.37 MB | Adobe PDF |
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Abstract(s)
A comunicação é uma ferramenta relevante na vida humana, por meio dela conseguimos transmitir nossos pensamentos, crenças e sentimentos. Por meio dela que conseguimos nos inserir numa cultura, nos conectar com outras pessoas e fazer ligações. E afinal, o que seria do ser humano sem suas ligações e conexões? O ser humano necessita disso. Sabemos que para entender uma sociedade, uma das formas possíveis é olhar os seus hábitos de consumo, tais como marcas, produtos, serviços, e o relacionamento que a sociedade desenvolve com as marcas. Assim, este trabalho de investigação, para a conclusão do mestrado em Gestão do Design, pretende ser uma contribuição à releitura da sociedade mundial atual, da forma que podemos ver como os hábitos de consumo da mesma marca se alteram em diferentes países e como essas marcas se relacionam com diferentes culturas, e línguas existentes no mundo, e bem como estabelecem uma conexão a nível emocional com o cliente. A metodologia utilizada tem base na revisão de literatura, estudos de casos e pesquisa qualitativa, abordando um estudo sobre as marcas e como elas são percebidas. Identificando assim como o nome da marca se relaciona com a sua estratégia de mercado em diferentes países.
Communication is a relevant tool in human life, through which we can transmit our thoughts, beliefs and feelings. Through it we can get into a culture, connect with other people, and make connections. And after all, what would be of the human being without his connections and connections? The human being needs this. We know that to understand a society, one of the possible ways is to look at consumer habits, such as brands, products, services, and the relationship that society develops with brands. So, this research work, for the completion of the master’s degree in Design Management, aims contribute to the re-reading of the current world society, so that we can see how the consumer habits of the same brand changes in different countries and how these brands relate to different cultures and existing languages in the world, as well as establish an emotional connection with the client. In this way, the methodology used is based on literature review, case studies and qualitative research, addressing a study on brands and how they are perceived. Identifying just how the brand name relates to its market strategy in different countries.
Communication is a relevant tool in human life, through which we can transmit our thoughts, beliefs and feelings. Through it we can get into a culture, connect with other people, and make connections. And after all, what would be of the human being without his connections and connections? The human being needs this. We know that to understand a society, one of the possible ways is to look at consumer habits, such as brands, products, services, and the relationship that society develops with brands. So, this research work, for the completion of the master’s degree in Design Management, aims contribute to the re-reading of the current world society, so that we can see how the consumer habits of the same brand changes in different countries and how these brands relate to different cultures and existing languages in the world, as well as establish an emotional connection with the client. In this way, the methodology used is based on literature review, case studies and qualitative research, addressing a study on brands and how they are perceived. Identifying just how the brand name relates to its market strategy in different countries.
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Keywords
Gestão do design Branding Marca Brand naming Cultura