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Abstract(s)
A dissertação parte na base dos relacionamentos no nosso quotidiano moderno, em que
a nossa visão de fidelidade está cada vez mais em mutação. Não só devido aos nossos hábitos,
mas também pela oferta existente no mercado. A globalização fez com que seja mais fácil
conectarmos com pessoas e com marcas de qualquer parte do mundo através da evolução tecnológica,
dando a conhecer mais produtos. Sendo uma marca formada por vários fatores que a
diferenciam das outras, uma identidade, as estratégias que estas utilizam têm de ir em conta
com o mercado atual, o target e o branding, para não falhar perante outras.
Os hábitos das próximas gerações são as que vão ditar o futuro das marcas mundialmente, a
Geração Y e Z já se identificam de maneira diferente do que as anteriores, com visões diferentes
a nível ambiental e tecnológico, e as estratégias utilizadas para o comportamento de compra
baseado nas teorias de Loss aversion e Heuristics nunca foram tão importantes. Ou seja, as
marcas e os consumidores são uma base de um relacionamento amoroso, com tudo o que isso
influencia: a personalização, colaborações entre marcas, celebrity endorsement, pop up stores
ou até edições limitadas.
Nesta dissertação são expostas várias estratégias de fidelidade, por temas, de acordo com as
gerações mencionadas de forma a que as marcas façam as mudanças necessárias para cativarem
consumidores e não se perderem no meio da competição. É também desenvolvido um caso de
estudo focado na marca de beleza criada por Emily Weiss, a Glossier, em que se foca nos Millennials
e no cuidado em beleza natural e minimalista.
The dissertation forms the basis of relationships in our modern everyday life, in which our vision of fidelity is increasingly changing. Not only due to our habits but also to the existing offer in the market. Globalization has made it easier to connect with people and brands from any part of the world through technological evolution, making more products known. Being a brand formed by several factors that differentiate it from others, an identity, the strategies they use have to take into account the current market, the target and the branding, so as not to fail towards others. The habits of the next generations are those that will dictate the future of the brands worldwide, the Generation Y and Z already identify in a different way than the previous ones, with different visions in environmental and technological level, and the strategies used for the buying behavior based on theories of Loss aversion and Heuristics have never been so important. That is, brands and consumers is the basis of a loving relationship, with all that influences: personalization, brand collaboration, celebrity endorsement, pop up stores or even limited editions. In this dissertation several loyalty strategies are presented, by themes, according to the mentioned generations so that the brands make the necessary changes to captivate consumers and not get lost in the middle of the competition. Also developed is a case study focused on the beauty brand created by Emily Weiss, Glossier, which focuses on Millennials and care in natural and minimalist beauty.
The dissertation forms the basis of relationships in our modern everyday life, in which our vision of fidelity is increasingly changing. Not only due to our habits but also to the existing offer in the market. Globalization has made it easier to connect with people and brands from any part of the world through technological evolution, making more products known. Being a brand formed by several factors that differentiate it from others, an identity, the strategies they use have to take into account the current market, the target and the branding, so as not to fail towards others. The habits of the next generations are those that will dictate the future of the brands worldwide, the Generation Y and Z already identify in a different way than the previous ones, with different visions in environmental and technological level, and the strategies used for the buying behavior based on theories of Loss aversion and Heuristics have never been so important. That is, brands and consumers is the basis of a loving relationship, with all that influences: personalization, brand collaboration, celebrity endorsement, pop up stores or even limited editions. In this dissertation several loyalty strategies are presented, by themes, according to the mentioned generations so that the brands make the necessary changes to captivate consumers and not get lost in the middle of the competition. Also developed is a case study focused on the beauty brand created by Emily Weiss, Glossier, which focuses on Millennials and care in natural and minimalist beauty.
Description
Keywords
Beleza Branding Estratégias Fidelidade Geração Z Millennials