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Publication
O Poder da Colaboração: Co-branding no mercado da moda de luxo e o caso Fendace
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Advisor(s)
Abstract(s)
O tema desta pesquisa aborda o poder de uma estratégia de co-branding- uma parceria entre
duas ou mais marcas- no setor de moda de luxo. O objetivo central é compreender, de forma
abrangente, como essa colaboração pode ser adequadamente desenvolvida para aprimorar o
valor da imagem de marca (brand equity) e, como resultado, impulsionar a lucratividade. Para
atingir esse propósito, a pesquisa se dedica em explorar os conceitos fundamentais que
permeiam o tema, abrangendo áreas como moda e suas origens, a evolução do consumo,
marcas de luxo, brand
equity e co-branding. Além disso, este trabalho se desdobra em uma análise aprofundada de um
estudo de caso, direcionada à compreensão prática dos elementos investigados ao longo dos
capítulos, tendo como centro de estudo as renomadas marcas italianas Fendi e Versace. Nesse
contexto, busca-se avaliar os resultados gerados por essa colaboração não apenas no âmbito
econômico, mas também no que se refere à construção da imagem e reputação das marcas
envolvidas.
Esta pesquisa foi organizada em três capítulos, com base em uma metodologia teórica e
analítica. O primeiro capítulo explora os conceitos de moda e consumo, enquanto o segundo se
concentra em marcas e co-branding. Por fim, o terceiro capítulo adota um método de estudo de
caso para analisar a colaboração entre Fendi e Versace.
The theme of this research addresses the power of a co-branding strategy - a partnership between two or more brands - within the luxury fashion market. The central objective is to comprehensively understand how this collaboration can be adequately developed to enhance brand image value (brand equity) and, as a result, drive profitability. To achieve this purpose, the research is dedicated to exploring the fundamental concepts that pervade the subject, covering areas such as fashion and its origins, the evolution of consumption, luxury brands, brand equity, and co-branding. Furthermore, this work unfolds into an in-depth analysis of a case study, focused on the practical understanding of the elements investigated throughout the chapters, with the renowned Italian brands Fendi and Versace as the study's central focus. In this context, the aim is to assess the outcomes generated by this collaboration, not only in the economic sphere but also concerning the construction of the image and reputation of the brands involved. This research is organized into three chapters, based on a theoretical and analytical methodology. The first chapter explores the concepts of fashion and consumption, while the second focuses on brands and co-branding. Finally, the third chapter adopts a case study method to analyze the collaboration between Fendi and Versace.
The theme of this research addresses the power of a co-branding strategy - a partnership between two or more brands - within the luxury fashion market. The central objective is to comprehensively understand how this collaboration can be adequately developed to enhance brand image value (brand equity) and, as a result, drive profitability. To achieve this purpose, the research is dedicated to exploring the fundamental concepts that pervade the subject, covering areas such as fashion and its origins, the evolution of consumption, luxury brands, brand equity, and co-branding. Furthermore, this work unfolds into an in-depth analysis of a case study, focused on the practical understanding of the elements investigated throughout the chapters, with the renowned Italian brands Fendi and Versace as the study's central focus. In this context, the aim is to assess the outcomes generated by this collaboration, not only in the economic sphere but also concerning the construction of the image and reputation of the brands involved. This research is organized into three chapters, based on a theoretical and analytical methodology. The first chapter explores the concepts of fashion and consumption, while the second focuses on brands and co-branding. Finally, the third chapter adopts a case study method to analyze the collaboration between Fendi and Versace.
Description
Keywords
Co-Branding Colaboração Consumo Fendace Luxo Moda