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Abstract(s)
Com o intuito de compreender de que forma os estilos de vida e gostos musicais
influenciam no comportamento de uma subcultura e, em consequência, como estes
comportamentos influenciam no modo como as empresas desenvolvem suas estratégias
de branding, o presente estudo tem por objetivo investigar a forma como a Dr. Martens
utiliza sua herança de marca e sua ligação com a música e com as subculturas para
conquistar a fidelidade de seus consumidores e manter-se relevante no mercado,
analisando sua trajetória ao longo de seus 60 anos de existência e a importância do
branding na construção da identidade e fortalecimento da imagem da marca.
In order to understand how lifestyles and musical tastes influence the behavior of a subculture and, consequently, how these behaviors influence the way companies develop their branding strategies, this study aims to investigate how Dr. Martens uses its brand heritage and its connection with music and subcultures to gain the loyalty of its consumers and remain relevant in the market, analyzing its trajectory over its 60 years of existence and the importance of branding in building identity and strengthening the brand’s image.
In order to understand how lifestyles and musical tastes influence the behavior of a subculture and, consequently, how these behaviors influence the way companies develop their branding strategies, this study aims to investigate how Dr. Martens uses its brand heritage and its connection with music and subcultures to gain the loyalty of its consumers and remain relevant in the market, analyzing its trajectory over its 60 years of existence and the importance of branding in building identity and strengthening the brand’s image.
Description
Keywords
Branding Dr. Martens Herança de Marca Storytelling Subculturas