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Abstract(s)
O contexto desta dissertação é o mercado de moda portuguesa. Dando especial atenção à comunicação de marcas de moda portuguesas e como elas se dirigem ao consumidor português. Procuramos averiguar a notoriedade dessas mesmas marcas junto do consumidor em causa. E de que forma a disicplina do branding cultural ajuda na construção do diálogo entre marca e consumidor. Através de um estudo de caso sobre a marca de moda portuguesa Pelcor, descurtinamos as vantagens competitivas que o branding cultural traz no desenvolvimento da estratégia de comunicação da marca. No levantamento bibliográfico procuramos definir as disciplinas de branding cultural e comunicação, apoiando-nos principalmente nos teóricos e académicos: Gomez, Holt, McCracken, Kotler, Lindstrom, Caetano e Rasquilha. A metodologia que usamos é a pesquisa exploratória, que assume a forma de recolha bibliográfica e estudo de caso. Sendo que o resultado principal é uma proposta de estratégia de branding cultural para a marca Pelcor. Concluimos com este trabalho que a atenção à cultura nas estratégias de comunicação de uma marca dá-lhe a vantagem de conhecer e entender melhor o seu consumidor, propiciando mais facilmente a sua identificação com a marca. Para além, de que se revelou um tema relevante para a época de crise que vivemos no nosso país, abrindo portas para a descoberta de vantagens no desenvolvimento do mercado da moda nacional.
The context of this dissertation is the portuguese fashion market. Giving special attention to the communication of portuguese fashion brands and how they are addressing the portuguese consumer. We seek to ascertain the reputation of those brands to the consumer concerned. And how the subject of cultural branding helps in building a dialogue between the brand and consumer. Through a case study on the portuguese fashion brand Pelcor, we discover competitive advantages that a cultural branding strategy brings in the development of brand communication. In our bibliographic research we sought to define the disciplines of cultural branding and communication, relying mainly on the theorists and academics: Gomez, Holt, McCracken, Kotler, Lindstrom, Caetano and Rasquilha. The methodology we use is exploratory research, which takes the form of bibliographic resezrch and case study. Since the main result is a proposal for a cultural branding strategy for the brand Pelcor. We conclude this work knowing that given attention to culture in the communication strategies the brand as an advantage in knowing and understanding the consumer, making the identification with the brand easier. Besides, it proved to be a significant issue for the time of crisis we live in our country, opening the door for the discovery of advantages in the development of our national fashion market.
The context of this dissertation is the portuguese fashion market. Giving special attention to the communication of portuguese fashion brands and how they are addressing the portuguese consumer. We seek to ascertain the reputation of those brands to the consumer concerned. And how the subject of cultural branding helps in building a dialogue between the brand and consumer. Through a case study on the portuguese fashion brand Pelcor, we discover competitive advantages that a cultural branding strategy brings in the development of brand communication. In our bibliographic research we sought to define the disciplines of cultural branding and communication, relying mainly on the theorists and academics: Gomez, Holt, McCracken, Kotler, Lindstrom, Caetano and Rasquilha. The methodology we use is exploratory research, which takes the form of bibliographic resezrch and case study. Since the main result is a proposal for a cultural branding strategy for the brand Pelcor. We conclude this work knowing that given attention to culture in the communication strategies the brand as an advantage in knowing and understanding the consumer, making the identification with the brand easier. Besides, it proved to be a significant issue for the time of crisis we live in our country, opening the door for the discovery of advantages in the development of our national fashion market.
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Keywords
Branding Branding cultural Moda - Comunicação - Marca Moda - Comunicação - Consumidor Marcas de moda
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Universidade da Beira Interior