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Abstract(s)
Numa época em que as mídias sociais desempenham um papel cada vez mais importante e relevante na vida das pessoas, as marcas tiveram que se adaptar a esta nova realidade e nova forma de comunicar, para conseguirem continuar a cultivar uma forte ligação com o consumidor. Para além das redes sociais que têm revolucionado a forma como nos comunicamos uns com os outros, outra grande ferramenta do mundo da web que tem ganho cada vez mais destaque é o blog, que é atualmente utilizado por várias marcas como ferramenta de comunicação.
Partindo de uma diferenciação entre Branding e Branding Cultural e analisando conceitos fundamentais para as duas áreas, como brand equity e mercado de mitos, pretendemos analisar como é que uma marca utiliza o blog na sua estratégia de comunicação de identidade baseada na cultura indie, junto dos consumidores.
At a time when social media play an ever more crucial and meaningful role in people’s lives, brands had to adapt to this new reality and means of communication, in order to continue to harness a strong relationship with the consumer. Besides the revolution that social networks brought about in the way we communicate with each other, another great tool in the web world that has increasingly become more important is the blog, which is currently widely used by brands as a communication tool. Building upon a differentiation between Branding and Cultural Branding and analyzing fundamental concepts for the two areas, such as brand equity and the so called myth market, we intend to look into how a brand uses the blog in its identity communication strategy, based in the indie culture, to reach the consumer
At a time when social media play an ever more crucial and meaningful role in people’s lives, brands had to adapt to this new reality and means of communication, in order to continue to harness a strong relationship with the consumer. Besides the revolution that social networks brought about in the way we communicate with each other, another great tool in the web world that has increasingly become more important is the blog, which is currently widely used by brands as a communication tool. Building upon a differentiation between Branding and Cultural Branding and analyzing fundamental concepts for the two areas, such as brand equity and the so called myth market, we intend to look into how a brand uses the blog in its identity communication strategy, based in the indie culture, to reach the consumer
Description
Keywords
Branding Branding cultural Branding cultural - Media social Cultura indie Mercado de mitos Medias sociais - Blogosfera - Marcas
Pedagogical Context
Citation
Publisher
Universidade da Beira Interior