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Publication
The Anatomy of a Strategic Personal Brand: AGHATA LOBO
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| 2.73 MB | Adobe PDF |
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Abstract(s)
O presente projeto profissional tem como principal objetivo a busca e elaboração da anatomia de uma marca pessoal estratégica, tendo como base o estudo de caso da marca Aghata Lobo. O projeto foi criado para responder quais são as características fundamentais que precisam estar presentes em uma marca pessoal para que ela seja a escolha do consumidor brasileiro. Assim, o propósito é estruturar a recém-criada marca Aghata Lobo para que ela se torne (i) uma marca sólida e coerente, que chegue ao mercado para atender às reais necessidades do consumidor; (ii) desenvolver uma imagem forte e cativante para esta marca e, por fim (iii) construí-la com atributos internos e externos que inspirem confiança e conexão com o público, tudo com o intuito de desenvolver uma marca que se destaque e traga resultados. Além da revisão da literatura abordando os tópicos de marca e branding, as estratégias do branding e as expressões da marca, para atingir os objetivos elencados, foram coletados dados primários por meio de um questionário online. Com a análise dos dados, foi possível entender como o consumidor brasileiro se comporta diante do consumo online, suas perceções em relação a novas marcas e as características relevantes que uma marca precisa ter para conquistá-los. Assim, foi possível desenvolver a anatomia da marca pessoal Aghata Lobo, desde sua estrutura interna até sua estrutura externa, com base na Framework “Anatomy of a strategic brand” cujo criador não é conhecido, mas que teve colaboradores notáveis a influenciaram, como Aaker, Keller e Kapferer. Desta maneira, convertendo Aghata Lobo em uma marca estratégica coerente, sólida, única e lucrativa.
This professional project has as its main objective the search and elaboration of the anatomy of a strategic personal brand, based on the case study of the brand Aghata Lobo. The project was created to answer what are the fundamental characteristics that need to be present in a personal brand for it to be the choice of the Brazilian consumer. Thus, the purpose is to structure the newly created Aghata Lobo brand so that it becomes (i) a solid and coherent brand, which reaches the market to meet the true needs of the consumer; (ii) develop a strong and captivating image to this brand, and, finally (iii) build it with internal and external attributes that inspire confidence and connection with the audience, all with the aim of developing a brand that stands out and brings results. In addition to the literature review addressing the topics brand and branding, branding strategy, and branding expression, to achieve the listed objectives, primary data were collected through an online questionnaire. With the analysis of the collected data, it was possible to understand how the Brazilian consumer behaves in the face of online consumption, their perceptions regarding new brands, and the relevant characteristics that a brand needs to have to conquer them. Thus, it was possible to develop the anatomy of the Aghata Lobo personal brand, from its internal structure to its external structure, based on the framework “Anatomy of a strategic brand” in which the specific originator is unclear, but which had notable contributors who have influenced it, as Aaker, Keller, and Kapferer. Converting, in this way, Aghata Lobo into a coherent, solid, unique, and profitable strategic brand.
This professional project has as its main objective the search and elaboration of the anatomy of a strategic personal brand, based on the case study of the brand Aghata Lobo. The project was created to answer what are the fundamental characteristics that need to be present in a personal brand for it to be the choice of the Brazilian consumer. Thus, the purpose is to structure the newly created Aghata Lobo brand so that it becomes (i) a solid and coherent brand, which reaches the market to meet the true needs of the consumer; (ii) develop a strong and captivating image to this brand, and, finally (iii) build it with internal and external attributes that inspire confidence and connection with the audience, all with the aim of developing a brand that stands out and brings results. In addition to the literature review addressing the topics brand and branding, branding strategy, and branding expression, to achieve the listed objectives, primary data were collected through an online questionnaire. With the analysis of the collected data, it was possible to understand how the Brazilian consumer behaves in the face of online consumption, their perceptions regarding new brands, and the relevant characteristics that a brand needs to have to conquer them. Thus, it was possible to develop the anatomy of the Aghata Lobo personal brand, from its internal structure to its external structure, based on the framework “Anatomy of a strategic brand” in which the specific originator is unclear, but which had notable contributors who have influenced it, as Aaker, Keller, and Kapferer. Converting, in this way, Aghata Lobo into a coherent, solid, unique, and profitable strategic brand.
Description
Keywords
Personal brand Personal branding Strategic brand Branding strategy Branding expression