Loading...
Publication
O papel social da publicidade e a sua relevância nas estratégias de marca: criação da marca Louder
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 37.94 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Com a crescente saturação do mercado e a constante
diversidade de opções, as marcas procuram agora não só
distinguir-se na sua categoria, como ter um papel relevante no
dia-a-dia do consumidor. A publicidade, por sua vez, amplifica
a missão e os valores da marca, ajudando a posicionar a mesma
num determinado quadrante de valor e raio de ação,
fortalecendo assim uma identidade de marca que terá o seu
papel junto de diferentes targets. Sujeitos a este impacto, esta
jogará um papel importante na construção de opiniões acerca
de temas fraturantes da sociedade, que por estarem na ordem
do dia assumem maior importância na “quota mental” de um
cliente final, ou terão no mínimo um papel importante na
construção de uma identidade forte da marca e no seu crescente
ou decrescente valor.
A presente investigação incide sobre a pesquisa e
enquadramento da publicidade enquanto fator de mudança
social, a sua influência na criação ou extinção de paradigmas
assimilados, bem como a relevância dos últimos na estratégia
de criação e comunicação de uma marca. Incidirá ainda sobre
a posterior proposta de projeto, com base na criação de uma
marca que tenha como principal foco uma estratégia de
comunicação assente em motivos sociais, principalmente de
caráter discriminatório. Com este objetivo foram estudados
conceitos e metodologias do design e gestão de marca, e da
publicidade relacionada com o ativismo das mesmas, de forma
a fundamentar, através da abordagem teórica e bibliográfica,
as linhas de construção do projeto.
With the growing saturation of the market and the constant diversity of options, brands are now looking not only to distinguish themselves in their category, but also to play a relevant role in the day-to-day of the consumer. Advertising, in turn, amplifies the brand's mission and values, helping to position it in a certain quadrant of value and radius of action, thus strengthening a brand identity that will play a role with different targets. Subject to this impact, it will play an important role in the construction of opinions about society's disruptive issues, which, because they are on the agenda, assume greater importance in the "mental quota" of a final customer, or will at least have an important role in the construction of a strong brand identity and its increasing or decreasing value. The present investigation focuses on the research and framing of advertising as a factor of social change, its influence on the creation or extinction of assimilated paradigms, as well as the relevance of the latter in the creation and communication strategy of a brand. It will also focus on the subsequent project proposal, based on the creation of a brand that has as its main focus a communication strategy based on social reasons, mainly of a discriminatory nature. With this objective, concepts and methodologies of design and brand management were studied, as well as advertising related to their activism, in order to substantiate, through a theoretical and bibliographic approach, the lines of construction of the project.
With the growing saturation of the market and the constant diversity of options, brands are now looking not only to distinguish themselves in their category, but also to play a relevant role in the day-to-day of the consumer. Advertising, in turn, amplifies the brand's mission and values, helping to position it in a certain quadrant of value and radius of action, thus strengthening a brand identity that will play a role with different targets. Subject to this impact, it will play an important role in the construction of opinions about society's disruptive issues, which, because they are on the agenda, assume greater importance in the "mental quota" of a final customer, or will at least have an important role in the construction of a strong brand identity and its increasing or decreasing value. The present investigation focuses on the research and framing of advertising as a factor of social change, its influence on the creation or extinction of assimilated paradigms, as well as the relevance of the latter in the creation and communication strategy of a brand. It will also focus on the subsequent project proposal, based on the creation of a brand that has as its main focus a communication strategy based on social reasons, mainly of a discriminatory nature. With this objective, concepts and methodologies of design and brand management were studied, as well as advertising related to their activism, in order to substantiate, through a theoretical and bibliographic approach, the lines of construction of the project.
Description
Keywords
Criação de marca Design Responsabilidade social corporativa Ativismo de marca Publicidade social