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Abstract(s)
O Relatório de Estágio, para conclusão do Mestrado de Branding e Design de Moda da UBI -
Universidade da Beira Interior em parceria com o IADE – Creative University aqui apresentado,
tem como principal objetivo abordar a importância do Branding na atual sociedade de
consumo, explicada em função do projeto desenvolvido com uma marca de acessórios de
moda no LOGO – Laboratório de Orientação da Gênese Organizacional da Universidade Federal
de Santa Catarina, Brasil.
Este projeto surge da constante alteração de valores e paradigmas que se fazem sentir nos
dias que correm, nomeadamente no que diz respeito à criação e gestão de marcas. Até então,
o valor da marca não fazia parte do universo de preocupações nem era considerado como uma
questão fulcral na definição de estratégias de sobrevivência neste gigantesco mercado global
com que nos deparamos.
A gestão de marca, atualmente designada e tratada pela disciplina conhecida por Branding,
surge com a finalidade de otimizar e proporcionar uma melhor compreensão entre todos os
que estabelecem um relacionamento com determinada marca, promovendo desta forma um
equilíbrio entre os princípios filosóficos que compõem a marca e os valores dos seus usuários.
Esta disciplina aponta um processo amplo, complexo, multidisciplinar e assente na co-criação
conciliando as necessidades e expectativas dos consumidores; a filosofia e as características
intrínsecas às organizações até aos anseios e imposições dos mercados.
Perante isto, o desenvolvimento deste relatório, teve como principal foco a apresentação e
análise de um caso prático, no qual foram aplicados, os conhecimentos teóricos acerca de
Branding, o que possibilitou definir e projetar um novo cenário para a marca catarinense JR
ADAMVER, empresa do ramo ótico brasileiro.
Para tal, será apresentada uma pesquisa de caráter bibliográfico em conjunto com a análise
do trabalho desenvolvido em torno da marca referida
This report treats about an internship realized for the Branding & Fashion Design Master degree at UBI - Beira Interior University in partnership with IADE – Creative University, and has as main goal to approach the importance of Branding in today’s consumer society, explained by the development of a fashion accessories brand at LOGO – Organizational Genesis Orientation Lab - at UFSC - Federal University of Santa Catarina, Brazil. This project arises from the current constant transformation of value about brand creation and management. Until then, brand value was not part of worries, nor even considered as a central question for the definition of survivor strategies on this giant global market. The brand management, currently treated as Branding, emerges to optimize and provide a better understanding between all that establish a relationship with a brand, promoting a balance between philosophical principles that composes the brand and its users values. Branding proposes a broad, complex, multidisciplinary and co-creative process, putting together consumers’ needs; organization philosophy and the market wishes and dictates. Before it, the report focus is the presentation and analyses of a practical case, in which were applied Branding theoretical knowledge, which enabled to define and project a new scenario to the JR ADAMVER brand, an optical company from Santa Catarina, Brazil. To achieve these goals, this report will present a bibliographic research and analyses about the brand building and management process.
This report treats about an internship realized for the Branding & Fashion Design Master degree at UBI - Beira Interior University in partnership with IADE – Creative University, and has as main goal to approach the importance of Branding in today’s consumer society, explained by the development of a fashion accessories brand at LOGO – Organizational Genesis Orientation Lab - at UFSC - Federal University of Santa Catarina, Brazil. This project arises from the current constant transformation of value about brand creation and management. Until then, brand value was not part of worries, nor even considered as a central question for the definition of survivor strategies on this giant global market. The brand management, currently treated as Branding, emerges to optimize and provide a better understanding between all that establish a relationship with a brand, promoting a balance between philosophical principles that composes the brand and its users values. Branding proposes a broad, complex, multidisciplinary and co-creative process, putting together consumers’ needs; organization philosophy and the market wishes and dictates. Before it, the report focus is the presentation and analyses of a practical case, in which were applied Branding theoretical knowledge, which enabled to define and project a new scenario to the JR ADAMVER brand, an optical company from Santa Catarina, Brazil. To achieve these goals, this report will present a bibliographic research and analyses about the brand building and management process.
Description
Keywords
Branding de Moda Identidade de Marca Marca