Loading...
Publication
Estética e identidade digital: Perceção da marca no mercado digital
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.42 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O presente relatório surge no âmbito dos planos de estudo do Mestrado em Direção Comercial e Marketing, ministrado pelo Instituto Superior de Administração e Gestão, ao abrigo da orientação da Professora Raquel Pedrosa. Surge de um estágio profissional que tomou lugar na The Brand Coach, uma agência de Marketing Estratégico, que me permitiu adquirir experiência a nível prático, aplicando e fundindo simultaneamente todos os conhecimentos teóricos apreendidos ao longo da minha formação académica.
O trabalho propõe uma análise da influência da Estética e Identidade Digital de uma marca na perceção do consumidor, considerando um cenário de mercado digital que prioriza a experiência do consumidor.
Inicialmente, por meio de um enquadramento teórico e científico abrangente, o trabalho recorreu a uma revisão de literatura sobre alguns conceitos pertinentes ao tema em análise. Para complementar, foi empregue ainda uma caracterização detalhada da empresa e de todos os seus projetos e serviços.
Ademais, após a definição da problemática em estudo, foi conduzida uma investigação com recurso a uma metodologia qualitativa, por meio de entrevistas semiestruturadas a consumidores. O propósito estaria na compreensão aprofundada das suas perspetivas relativas ao objeto em estudo.
Com base nos dados recolhidos, observamos que efetivamente a Estética e a Identidade Visual de uma marca constituem um pilar fundamental na formação de perceções associadas a uma marca num ambiente online. Estes indicaram que a aparência visual estabelece uma base para a construção de uma imagem distintiva, com associação direta à forma como os consumidores interpretam e se conectam com a marca.
This report is part of the master's degree program in Commercial Management and Marketing offered by the Instituto Superior de Administração e Gestão, under the guidance of Professor Raquel Pedrosa. It documents my professional internship at The Brand Coach, a strategic marketing agency. During this internship, I was able to apply the theoretical knowledge gained throughout my academic education to practical experience. The paper examines how a brand's aesthetics and digital identity can affect consumer perception in a digital market that prioritizes the consumer experience. The paper initially used a comprehensive theoretical and scientific framework to review relevant literature. This was complemented by a detailed characterization of the company, its projects, and services. After defining the problem under study, a qualitative investigation was conducted through semi-structured interviews with consumers. The objective was to gain a full understanding of their viewpoints on the subject being studied. From the data collected, it became clear that a brand's aesthetics and visual identity are indeed a crucial foundation in shaping perceptions linked to a brand in an online setting. Those surveyed indicated that the visual presentation establishes a basis for creating a unique image, which directly influences how consumers perceive and engage with the brand.
This report is part of the master's degree program in Commercial Management and Marketing offered by the Instituto Superior de Administração e Gestão, under the guidance of Professor Raquel Pedrosa. It documents my professional internship at The Brand Coach, a strategic marketing agency. During this internship, I was able to apply the theoretical knowledge gained throughout my academic education to practical experience. The paper examines how a brand's aesthetics and digital identity can affect consumer perception in a digital market that prioritizes the consumer experience. The paper initially used a comprehensive theoretical and scientific framework to review relevant literature. This was complemented by a detailed characterization of the company, its projects, and services. After defining the problem under study, a qualitative investigation was conducted through semi-structured interviews with consumers. The objective was to gain a full understanding of their viewpoints on the subject being studied. From the data collected, it became clear that a brand's aesthetics and visual identity are indeed a crucial foundation in shaping perceptions linked to a brand in an online setting. Those surveyed indicated that the visual presentation establishes a basis for creating a unique image, which directly influences how consumers perceive and engage with the brand.
Description
Keywords
Estética Experiência Identidade Visual Marca Mercado Digital Perceção do Consumidor