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A comunicação e interação acompanham as alterações socioculturais da humanidade
em todas as situações do quotidiano. As marcas, entidades criadas e desenvolvidas pelo Homem, por
sua vez, são moldadas pelos mais diversos interesses e vontades desta mesma humanidade.
Ao profissional de comunicação, é exigido que crie estratégias comunicacionais para
as marcas, que devem caminhar junto da evolução da sociedade global, com vista à criação de
notoriedade. Desta forma, com o apogeu da Web e a migração da sociedade para a comunidade
online, também as organizações sentiram necessidade de se reinventar e criar a sua identidade
digital. Os meios mais tradicionais como a televisão e a imprensa criaram canais para chegar aos
públicos, levando consigo a comunicação das marcas. As redes socias fizeram nascer os
Influenciadores Digitais, novos agentes de comunicação para as marcas que funcionam como
verdadeiros líderes de opinião junto do seu publico.
Esta paralelismo comunicacional fez levantar a questão da sobrevalorização destes
novos meios online, e se realmente estes poderiam ser a escolha mais acertada para trabalhar a
notoriedade das marcas. Tendo em conta esta questão e todo o trabalho desenvolvido ao longo do
estágio de seis meses na agência de assessoria de comunicação, Companhia das Soluções, o presente
relatório foca esta questão no ramo das indústrias de moda, estudando comparativamente as marcas
Fred Perry, Lemon Jelly e Pinko.
Communication and interaction follow the sociocultural changes in humanity in all everyday situations. Brands, entities created and developed by Man, on the other hand, are shaped by the most diverse interests and wills of this same humanity. To the communication professional is required to create communication strategies for brands, which must go hand in hand with the evolution of global society, to create brand awareness. With the heyday of the Web and the migration of society to the online community, organizations also felt the need to reinvent themselves and create their digital identity. Traditional media such as television and the press have created channels to reach audiences, bringing brand communication with them. Social networks gave birth to Digital Influencers, new communication agents for brands that act as true opinion leaders among their audiences. This communicational parallelism has raised the question of the overvaluation of these new online media, and whether these really could be the right choice to work on brand awareness. Considering this issue and all the work made over the six-month internship at the public relations agency, Companhia das Soluções, this investigation report focuses on this issue in the fashion industries field by comparatively studying the brands Fred Perry, Lemon Jelly and Pinko.
Communication and interaction follow the sociocultural changes in humanity in all everyday situations. Brands, entities created and developed by Man, on the other hand, are shaped by the most diverse interests and wills of this same humanity. To the communication professional is required to create communication strategies for brands, which must go hand in hand with the evolution of global society, to create brand awareness. With the heyday of the Web and the migration of society to the online community, organizations also felt the need to reinvent themselves and create their digital identity. Traditional media such as television and the press have created channels to reach audiences, bringing brand communication with them. Social networks gave birth to Digital Influencers, new communication agents for brands that act as true opinion leaders among their audiences. This communicational parallelism has raised the question of the overvaluation of these new online media, and whether these really could be the right choice to work on brand awareness. Considering this issue and all the work made over the six-month internship at the public relations agency, Companhia das Soluções, this investigation report focuses on this issue in the fashion industries field by comparatively studying the brands Fred Perry, Lemon Jelly and Pinko.
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Palavras-chave
Assessoria de Comunicação Comunicação Online Fred Perry Lemon Jelly Marca Notoriedade de Marca Pinko Relações Públicas