Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.14/17557
Título: Brand characters and brand identity : a case study of Danonino
Autor: Nenciu, Mihaela Roxana
Orientador: Szrek, Helena
Palavras-chave: Brand character
Brand image
Brand personality
Food products
Marketing
Data de Defesa: 2009
Resumo: This project analyzes the relationship between the brand character used in marketing products to children and the brand identity. We argue that coherence between the two images is needed to allow identification of the product and the development of an emotional bond with the consumer. Furthermore, when this congruity is not met, companies should consider keeping their brand characters relevant by changing the elements that do not fit with the brand positioning. This was the case of Dino, the brand icon used by Danonino, a fresh cheese marketed to children from 3 to 7 years old. Through a case study of Dino, this project illustrates that physical attributes of a brand icon should be correlated with the personality envisaged for a brand. We review how in Dino’s case his physical appearance was not transmitting the image desired by the brand or by its consumers. Because brand characters are an important element in the promotion of a brand to children, we argue that the successful transformation of Dino into a dynamic character that encompasses the brand benefits and values will be key to Danonino’s success in this market.
URI: http://hdl.handle.net/10400.14/17557
Aparece nas colecções:FCEE - Dissertações de Mestrado / Master Dissertations
R - Dissertações de Mestrado / Master Dissertations

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