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Abstract(s)
Nas últimas décadas, o conceito de sustentabilidade tem vindo a trazer mudanças de comportamento
nas marcas e no consumidor. A nível do negócio, a sustentabilidade parece ficar para
trás e vice-versa. Muitas marcas utilizam a sustentabilidade como estratégia de marketing,
enquanto outras, realmente sustentáveis, atingem preços exorbitantes.
Sendo suportada por três pilares (económico, ambiental e social), a sustentabilidade consegue
ser muito subjetiva no ponto de vista empresarial.
A criação desta marca tem como objetivo desafiar a teoria de que apenas um vence, e unir o
negócio à sustentabilidade. Realizando um estudo junto ao consumidor, para compreender as
lacunas do mercado. Este estudo visa identificar e avaliar as características necessárias para
uma marca ser considerada sustentável e atraente aos olhos do seu público-alvo, e ainda sobreviver
durante décadas. Por fim, espera-se que esta análise contribua para a criação e aparecimento
de mais iniciativas sustentáveis, que compreendam o conceito na sua totalidade e o
saibam aplicar ao negócio.
In the last decades, the concept of sustainability has been bringing changes of behavior in brands and the consumer. At the business level, sustainability seems to fall behind and vice versa. Many brands use sustainability as a marketing strategy, while others, truly sustainable, reach exorbitant prices. Being supported by three pillars (economic, environmental and social), sustainability can be very subjective from a business point of view. The creation of this brand aims to challenge the theory that only one wins, and tie the business to sustainability. Carrying out a study with the consumer, to understand the market gaps. This study aims to identify and evaluate the characteristics that a brand needs to have to be considered sustainable and attractive in the eyes of its target audience, and still survive for decades. Finally, it is hoped that this analysis will contribute to the creation and appearance of more sustainable initiatives that understand the concept in its entirety and know how to apply it to the business level.
In the last decades, the concept of sustainability has been bringing changes of behavior in brands and the consumer. At the business level, sustainability seems to fall behind and vice versa. Many brands use sustainability as a marketing strategy, while others, truly sustainable, reach exorbitant prices. Being supported by three pillars (economic, environmental and social), sustainability can be very subjective from a business point of view. The creation of this brand aims to challenge the theory that only one wins, and tie the business to sustainability. Carrying out a study with the consumer, to understand the market gaps. This study aims to identify and evaluate the characteristics that a brand needs to have to be considered sustainable and attractive in the eyes of its target audience, and still survive for decades. Finally, it is hoped that this analysis will contribute to the creation and appearance of more sustainable initiatives that understand the concept in its entirety and know how to apply it to the business level.
Description
Keywords
Branding Comunicação Marca Marketing Moda Negócio Planeamento Estratégico Sustentabilidade