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Publication
O papel das estratégias de branding na consolidação das marcas de moda nas redes sociais
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Documento em Acesso Embargado até dia 04-06-2027. Tente solicitar cópia ao autor carregando no ficheiro | 1.32 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Este Relatório reflete o resultado do conjunto de atividades desenvolvidas no durante o Estágio Curricular da Universidade Europeia-IADE, numa colaboração com a Universidade da Beira Interior, no âmbito da conclusão do 2.º ano do Mestrado em “Branding e Design de Moda”. A Havas Play, sediada em Lisboa, foi a entidade acolhedora. Durante 4 meses, de 2 de setembro de 2024 a 2 de janeiro de 2025, foram desenvolvidos diversos projetos em diferentes departamentos da Havas Play, com foco específico em Branding, e numa abordagem mais detalhada em Content Marketing e Ativações de Marca, bem como em Social Media. A Havas Play é uma agência criativa pertencente ao grupo Havas, especializada em experiências de marca e na criação de conexões entre marcas e pessoas. Atua nas áreas do entretenimento, moda, desporto, música, gaming e cultura, com foco em estratégias de brand experience, ativações, conteúdos e eventos, promovendo o envolvimento autêntico com o público. Ao longo do estágio na Havas Play, a Estagiária teve a oportunidade de colaborar em ativações de marca no setor da moda, com especial foco na presença digital. Contribuiu para a criação de conteúdos para redes sociais, sempre alinhados com a identidade e objetivos estratégicos das marcas. Participou na análise de desempenho das campanhas, identificando oportunidades de melhoria e apoiando na optimização de resultados. A experiência permitiu-lhe desenvolver competências práticas em branding, marketing digital e gestão de marca, assim como fortalecer a capacidade de trabalho em equipa e comunicação em ambiente profissional. Assim, este Relatório faz a descrição e a análise dos projetos operacionalizados, bem como da metodologia dinâmica associada ao protocolo de Estágio Curricular, destacando-se, acima de tudo, a assimilação e o amadurecimento de novas competências, a consolidação de competências anteriormente adquiridas, bem como os desafios propostos, constantes e estimulantes, os quais permitiram absorver o âmago desta jornada. Tais desafios incluíam a necessidade de encontrar respostas céleres, on-site e on-time a problemas concretos, a necessidade de antecipar eventuais dificuldades decorrentes, enfrentar imprevistos inusitados, tomar decisões sob pressão, reajustar estratégias e lógica operacional, a adaptação às dinâmicas mutações operadas no mercado, multidisciplinaridade, multiculturalidade, flexibilidade e agilização de ações e comportamentos, assumir compromissos com ética e profissionalismo, não ter medo de gerir os riscos agindo, aprender com os erros e melhorar a performance. Tudo se conjugou para ser proporcionada uma experiência única, imersiva e intensa, que culminou numa aprendizagem contínua, motivadora e gratificante, e no enriquecimento do saber fazer, do conhecimento e do espírito crítico que me fizeram crescer de forma extraordinária e exponencial enquanto profissional.
This Report reflects the result of the set of activities developed during the Curricular Internship at the European University-IADE, in collaboration with the University of Beira Interior, as part of the completion of the 2nd year of the Master's Degree in “Branding and Fashion Design”. Havas Play, in Lisbon, was the host. During 4 months, from September 2, 2024 to January 2, 2025, several projects were developed in different departments of Havas Play, with a specific focus on Branding, and a more detailed approach to Content and Brand Activations, as well as Social Media. Havas Play is a creative agency that is part of the Havas Group, specialising in brand experiences and in creating meaningful connections between brands and people. It operates in the areas of entertainment, fashion, sports, music, gaming, and culture, with a strong focus on brand experience strategies, activations, content, and events that foster authentic audience engagement. During the internship at Havas Play, the Estagiária had the opportunity to collaborate on brand activations in the fashion sector, with a particular focus on digital presence. The Estagiária contributed to the creation of social media content, always aligned with each brand’s identity and strategic goals. The Estagiária also participated in campaign performance analysis, identifying opportunities for improvement and supporting the optimisation of results. This experience allowed the Estagiária to develop practical skills in branding, digital marketing, and brand management, as well as to strengthen teamwork and communication abilities in a professional environment. Therefore, this Report describes and analyzes the operationalized projects, as well as the dynamic methodology associated to the Curricular Internship protocol, highlighting, above all, the assimilation and maturation of new skills, the consolidation of previously acquired skills, as well as the constant and stimulating challenges proposed, which allowed me to absorb the essence of this journey. Such challenges included the need to find rapid, on-site and on-time responses to concrete problems, the need to anticipate possible difficulties arising, face unusual unforeseen events, make decisions under pressure, readjust strategies and operational logic, adapt to the dynamic changes occurring in the market, multidisciplinarity, multiculturalism, flexibility and streamlining of actions and behaviors, making commitments to ethics and professionalism, not being afraid to manage risks by acting, learning from mistakes and improving performance. Everything came together to provide a unique, immersive and intense experience, which culminated in continuous, motivating and rewarding learning, and the enrichment of knowhow, knowledge and critical spirit that made me grow in an extraordinary and exponential way as a professional.
This Report reflects the result of the set of activities developed during the Curricular Internship at the European University-IADE, in collaboration with the University of Beira Interior, as part of the completion of the 2nd year of the Master's Degree in “Branding and Fashion Design”. Havas Play, in Lisbon, was the host. During 4 months, from September 2, 2024 to January 2, 2025, several projects were developed in different departments of Havas Play, with a specific focus on Branding, and a more detailed approach to Content and Brand Activations, as well as Social Media. Havas Play is a creative agency that is part of the Havas Group, specialising in brand experiences and in creating meaningful connections between brands and people. It operates in the areas of entertainment, fashion, sports, music, gaming, and culture, with a strong focus on brand experience strategies, activations, content, and events that foster authentic audience engagement. During the internship at Havas Play, the Estagiária had the opportunity to collaborate on brand activations in the fashion sector, with a particular focus on digital presence. The Estagiária contributed to the creation of social media content, always aligned with each brand’s identity and strategic goals. The Estagiária also participated in campaign performance analysis, identifying opportunities for improvement and supporting the optimisation of results. This experience allowed the Estagiária to develop practical skills in branding, digital marketing, and brand management, as well as to strengthen teamwork and communication abilities in a professional environment. Therefore, this Report describes and analyzes the operationalized projects, as well as the dynamic methodology associated to the Curricular Internship protocol, highlighting, above all, the assimilation and maturation of new skills, the consolidation of previously acquired skills, as well as the constant and stimulating challenges proposed, which allowed me to absorb the essence of this journey. Such challenges included the need to find rapid, on-site and on-time responses to concrete problems, the need to anticipate possible difficulties arising, face unusual unforeseen events, make decisions under pressure, readjust strategies and operational logic, adapt to the dynamic changes occurring in the market, multidisciplinarity, multiculturalism, flexibility and streamlining of actions and behaviors, making commitments to ethics and professionalism, not being afraid to manage risks by acting, learning from mistakes and improving performance. Everything came together to provide a unique, immersive and intense experience, which culminated in continuous, motivating and rewarding learning, and the enrichment of knowhow, knowledge and critical spirit that made me grow in an extraordinary and exponential way as a professional.
Description
Keywords
Branding Ativações de Marca Social Media Moda Estratégias Digitais Estratégias de Marcas Digital Strategies Brand Strategies