Publication
“Carolina Soares” brand creation and strategy
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Imamovic, Irma | |
| dc.contributor.author | Soares, Carolina Pinto | |
| dc.date.accessioned | 2024-07-26T10:58:01Z | |
| dc.date.available | 2024-07-26T10:58:01Z | |
| dc.date.issued | 2024-07-09 | |
| dc.description.abstract | This professional project examines the creation and strategic marketing of the luxury high-top shoe brand “Carolina Soares.” The brand aims to cater to this specific niche in the luxury footwear market, combining elegance, female empowerment, and rebelliousness in Portuguese production. By integrating established academic theories recognized in the field of branding, particularly with empirical data collected through focus groups and case studies, this research develops a comprehensive brand strategy that aligns with contemporary consumer values and market dynamics. The study underlines the critical importance of a well-defined brand identity that acts emotionally and symbolically with consumers. Essential components of the brand strategy include the use of digital platforms for marketing, an emphasis on the distinctive quality and craftsmanship of Portuguese footwear and the construction of an engaging narrative around the brand identity. In addition, the project carries out an extensive competitive analysis to identify opportunities and threats in the market, ensuring the brand's effective differentiation from established competitors. Despite the thorough approach, the research recognizes several limitations, including the specificity of the market studied, the limited sample size in collecting primary data and the rapidly evolving nature of the luxury footwear market. These limitations highlight areas for future research and possible strategy adjustments. In conclusion, the brand strategy for “Carolina Soares” developed in this project provides a robust framework for establishing a strong and differentiated presence in the luxury shoe market and the same was developed with special collaborations in the product and graphic design area. | pt_PT |
| dc.identifier.tid | 203662504 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.26/51387 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Brand creation | pt_PT |
| dc.subject | Strategic marketing | pt_PT |
| dc.subject | Footwear market | pt_PT |
| dc.subject | Luxury | pt_PT |
| dc.title | “Carolina Soares” brand creation and strategy | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | closedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.grantor | Instituto Português de Administração de Marketing | |
| thesis.degree.name | Mestrado em Marketing | pt_PT |