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Publication
Do tradicional ao cool: O brand coolness em marcas patrimoniais. Uma abordagem apoiada no design thinking - o caso Arcádia
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| 64.31 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A presente investigação procura responder à questão
central: Como podem as marcas tradicionais ser
transformadas em cool brands? Tendo como estudo de
caso a marca Arcádia, a investigação visa explorar como
marcas com forte herança e identidade histórica podem ser
percecionadas como cool pelos consumidores. Foi
desenvolvido um relatório estratégico a partir, orientado
para a revitalização de marcas tradicionais sem
comprometer a sua autenticidade.
Metodologicamente, recorreu-se a uma investigação
qualitativa e exploratória, integrando três métodos:
observação não-participante em diversas lojas da Arcádia,
entrevistas semi-estruturadas a colaboradores e
consumidores, e análise de sinais culturais emergentes
através da técnica de coolhunting. A triangulação destes
métodos possibilitou alcançar perceções internas e
externas da marca, bem como obter tendências
socioculturais significativas passíveis de serem adaptadas.
Os resultados revelam que a Arcádia é amplamente
reconhecida pela qualidade dos seus produtos,
autenticidade e herança artesanal, mas apresenta um
coolness apenas latente. Tal limitação decorre sobretudo
da manutenção de códigos estéticos datados, de uma
experiência de consumo essencialmente funcional e de
uma fraca integração no ecossistema digital. A
investigação demonstrou que, para se reposicionar como
uma marca clássica contemporânea, a Arcádia necessita de
reinterpretar o seu património através de experiências
memoráveis, narrativas partilháveis e inovação simbólica,
aproximando-se das novas gerações de consumidores sem
perder a sua identidade fundacional.
Como contributo, este estudo reforça a discussão
académica sobre a relação entre tradição e inovação no
contexto do branding propondo um modelo estratégico
para a revitalização de marcas tradicionais. Além disso,
oferece uma aplicação prática sob a forma de playbook
estratégico, que através da metodologia de design thinking,
sistematiza orientações sobre como estas marcas podem
desenvolver relevância cultural e perceção de coolness.
This research seeks to address the central question: How can traditional brands be transformed into cool brands? Using Arcádia as a case study, the investigation aims to explore how brands with strong heritage and historical identity can be perceived as cool by consumers. A strategic report was developed based on this case study, with the purpose of revitalising traditional brands without compromising their authenticity. Methodologically, the study employed a qualitative and exploratory approach, integrating three methods: non-participant observation in several Arcádia stores, semi-structured interviews with employees and consumers, and the analysis of emerging cultural signals through coolhunting techniques. The triangulation of these methods made it possible to capture both internal and external perceptions of the brand, as well as the identification of significant sociocultural trends that can be adapted. The findings reveal that Arcádia is widely recognised for the quality of its products, authenticity and artisanal heritage, but displays only latent coolness. This limitation arises mainly from the persistence of dated aesthetic codes, a consumption experience that is essentially functional, and weak integration within the digital ecosystem. The research showed that, to reposition itself as a contemporary classic brand, Arcádia must reinterpret its heritage through memorable experiences, shareable narratives and symbolic innovation, thus connecting with new generations of consumers while preserving its founding identity. As a contribution, this study reinforces the academic debate on the relationship between tradition and innovation in the branding context by proposing a strategic model for the revitalisation of traditional brands. Moreover, it offers a practical application in the form of a strategic playbook which, through the design thinking methodology, systematises guidelines on how these brands can develop cultural relevance and enhance perceptions of coolness.
This research seeks to address the central question: How can traditional brands be transformed into cool brands? Using Arcádia as a case study, the investigation aims to explore how brands with strong heritage and historical identity can be perceived as cool by consumers. A strategic report was developed based on this case study, with the purpose of revitalising traditional brands without compromising their authenticity. Methodologically, the study employed a qualitative and exploratory approach, integrating three methods: non-participant observation in several Arcádia stores, semi-structured interviews with employees and consumers, and the analysis of emerging cultural signals through coolhunting techniques. The triangulation of these methods made it possible to capture both internal and external perceptions of the brand, as well as the identification of significant sociocultural trends that can be adapted. The findings reveal that Arcádia is widely recognised for the quality of its products, authenticity and artisanal heritage, but displays only latent coolness. This limitation arises mainly from the persistence of dated aesthetic codes, a consumption experience that is essentially functional, and weak integration within the digital ecosystem. The research showed that, to reposition itself as a contemporary classic brand, Arcádia must reinterpret its heritage through memorable experiences, shareable narratives and symbolic innovation, thus connecting with new generations of consumers while preserving its founding identity. As a contribution, this study reinforces the academic debate on the relationship between tradition and innovation in the branding context by proposing a strategic model for the revitalisation of traditional brands. Moreover, it offers a practical application in the form of a strategic playbook which, through the design thinking methodology, systematises guidelines on how these brands can develop cultural relevance and enhance perceptions of coolness.
Description
Keywords
Marcas tradicionais Coolness Branding Coolhunting Design thinking