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Publication
A cancel culture nas marcas: um caso de estudo sobre a Victorias´s Secret e o seu rebranding
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 40.55 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Este estudo pretende analisar o rebranding da marca
Victoria’s Secret, após ter sido vítima do fenómeno Cancel
Culture, que emerge como o elemento contemporâneo a
estudar da influência cultural sobre as marcas, e na relação
com o comportamento dos consumidores. Tendências
emergentes e comportamentos socioculturais podem ter
influência na interpretação dos consumidores sobre as
marcas, e a análise contínua das mesmas é importante para
que a gestão de marcas seja, como Gomes (2015) refere,
“[...] uma tarefa capaz de gerir alterações nos
comportamentos, implementando narrativas que reflitam as
novas mentalidades, necessidades e interesses do
consumidor.”. Os consumidores parecem demonstrar uma
maior exigência e preocupação com o comportamento e a
comunicação das marcas, questionando-se a força de
conceitos como Inclusão, Diversidade e Representatividade
(WGSN, 2021). Este estudo visa analisar a interpretação do
consumidor sobre a marca após o rebranding, e procura
conhecer a influência dos processos globais de adaptação da
marca, na realidade portuguesa. Para aprofundar esta
problemática, desenvolve-se um enquadramento teórico
sobre os temas e a marca, incluindo a recolha de dados
secundários. O trabalho de campo assenta num questionário
online, entrevistas a profissionais da área, como bookers de
agências, e na aplicação da metodologia focus group,
direcionada a consumidores representativos da marca.
Como resultado, pretende-se obter resposta à força dos
conceitos mencionados acima, na perspetiva do
consumidor, bem como à eficácia do rebranding como
ferramenta de adaptação por parte da marca. Espera-se
ainda compreender o impacto da Cancel Culture na relação
dos consumidores com as marcas, problematizando os
resultados da visão final sobre todo o percurso desta
investigação.
This study intends to analyze the rebranding of the brand Victoria’s Secret, after being victim of the Cancel Culture phenomenon, which emerges as the contemporary element to be studied of the cultural influence on brands, and in relation to consumer behaviour. Emerging trends and sociocultural behaviours can influence consumers’ interpretation of brands, and their continuous analysis is important for brand management to be, as Gomes (2015) refers, “[…] a task capable of managing changes in behaviours, implementing narratives that reflect new consumer mindsets, needs and interests.”. Consumers seem to be more demanding and concerned about the behaviour and communication of brands, questioning the strength of concepts such as Inclusion, Diversity and Representativeness (WGSN, 2021). This study aims to analyze the consumer’s interpretation of the brand after the rebranding and seeks to understand the influence of the global processes of brand adaptation, in the Portuguese reality. To deepen the issue, a theoretical framework is developed on the themes and the brand, including the collection of secondary data. The field work is based on a online quiz, interviews with professionals in the area such as agency bookers, and on the application of the focus group methodology, aimed at representative consumers of the brand. As a result, we intend to obtain a response to the strength of the concepts mentioned above, from the consumers’ perspective, as well as the effectiveness of rebranding as a tool for adaptation by the brand. It is also expected to understand the impact of Cancel Culture on the relationship between consumers and brands, questioning the results of the final view of the entire course of this investigation.
This study intends to analyze the rebranding of the brand Victoria’s Secret, after being victim of the Cancel Culture phenomenon, which emerges as the contemporary element to be studied of the cultural influence on brands, and in relation to consumer behaviour. Emerging trends and sociocultural behaviours can influence consumers’ interpretation of brands, and their continuous analysis is important for brand management to be, as Gomes (2015) refers, “[…] a task capable of managing changes in behaviours, implementing narratives that reflect new consumer mindsets, needs and interests.”. Consumers seem to be more demanding and concerned about the behaviour and communication of brands, questioning the strength of concepts such as Inclusion, Diversity and Representativeness (WGSN, 2021). This study aims to analyze the consumer’s interpretation of the brand after the rebranding and seeks to understand the influence of the global processes of brand adaptation, in the Portuguese reality. To deepen the issue, a theoretical framework is developed on the themes and the brand, including the collection of secondary data. The field work is based on a online quiz, interviews with professionals in the area such as agency bookers, and on the application of the focus group methodology, aimed at representative consumers of the brand. As a result, we intend to obtain a response to the strength of the concepts mentioned above, from the consumers’ perspective, as well as the effectiveness of rebranding as a tool for adaptation by the brand. It is also expected to understand the impact of Cancel Culture on the relationship between consumers and brands, questioning the results of the final view of the entire course of this investigation.
Description
Keywords
Cancel culture Comportamento sociocultural Rebranding Tendências Victoria’s Secret