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Advisor(s)
Abstract(s)
Em pleno século XXI é crescente o número de marcas envolvidas no mercado e em toda a vida quotidiana. A necessidade de criar e manter um relacionamento poderoso e emocional entre marcas e consumidores é então uma das preocupações constantes, principalmente por parte dos profissionais das áreas do Marketing e da Publicidade. Através da humanização das marcas é possível gerar um relacionamento mais emocional, bem construído e recíproco entre as duas partes (marca e consumidor), e desta forma as experiências geradas passam a ser distintas de todas as já alguma vez desenvolvidas. Por ser um tema pouco abordado ainda na área das marcas e, especialmente, do Marketing
em geral, a empatia caracteriza-se como uma forte aposta para o amanhã de qualquer organização, para que haja uma maior e melhor ligação entre estas e o seu público-alvo, não só atuais como futuros consumidores, desenvolvendo assim fortes relações emocionais entre eles. Neste sentido, o objetivo deste projeto passa por desenvolver num novo modelo de medição e avaliação empática por parte das empresas, para que seja possível compreender de que forma estas se caracterizam (ou não) como empáticas para os seus consumidores. Para uma melhor compreensão e análise de dados, surgiu então a ideia de estudar um setor específico, para que fosse mais simples para os consumidores responderem aos variados itens do modelo proposto. Assim, o setor escolhido foi então o setor automóvel. Em suma, compreendeu-se que as marcas top-of-mind (selecionadas perante uma amostra inicial) deste setor se caracterizam como pouco empáticas para os seus consumidores atuais bem como a comunicação publicitária criada pelas mesmas. Perante estes dados, concluiu-
se então que existe uma possibilidade por parte destas marcas de se posicionarem de forma mais positiva e com uma capacidade empática superior, para os seus futuros compradores.
In the 21st century, the number of brands that are involved with the market and with people’s day to day life is growing. The need to create and keep a powerful and emotional relationship between brands and consumers is one of the constant concerns, mainly by Marketing and Advertising professionals. Through the humanization of brands, it is possible to generate a more emotional, well-built and reciprocal relationship between the two parts (brand and consumer), and in this way the experiences generated become different from all of the others that were ever developed. Because this is a topic that is still not addressed frequently in the area of brands and, especially, Marketing in general, empathy is characterized as a strong bet for the future of any organization, so that there is a greater and better connection between them and their target, not only with current but also with future consumers, thus developing strong emotional relationships between them. Due to what was previously explained, the objective of this project is to develop a new model of measurement and empathic evaluation to be used by companies, so that it is possible to understand how they are characterized (or not) as empathic for their consumers. For a better understanding and analysis of data, the idea was to choose a specific sector, so that it would be easier for consumers to respond to the various items of the proposed model. Thus, the chosen sector was then the automotive sector. Lastly, it was understood that the top-of-mind brands (selected before by an initial sample) in this sector are characterized as not very empathetic to their current consumers as well as the advertising communication created by them. By analyzing these data, it was concluded that there is a possibility for these brands to position themselves in a more positive way and with a higher empathic capacity for their future buyers.
In the 21st century, the number of brands that are involved with the market and with people’s day to day life is growing. The need to create and keep a powerful and emotional relationship between brands and consumers is one of the constant concerns, mainly by Marketing and Advertising professionals. Through the humanization of brands, it is possible to generate a more emotional, well-built and reciprocal relationship between the two parts (brand and consumer), and in this way the experiences generated become different from all of the others that were ever developed. Because this is a topic that is still not addressed frequently in the area of brands and, especially, Marketing in general, empathy is characterized as a strong bet for the future of any organization, so that there is a greater and better connection between them and their target, not only with current but also with future consumers, thus developing strong emotional relationships between them. Due to what was previously explained, the objective of this project is to develop a new model of measurement and empathic evaluation to be used by companies, so that it is possible to understand how they are characterized (or not) as empathic for their consumers. For a better understanding and analysis of data, the idea was to choose a specific sector, so that it would be easier for consumers to respond to the various items of the proposed model. Thus, the chosen sector was then the automotive sector. Lastly, it was understood that the top-of-mind brands (selected before by an initial sample) in this sector are characterized as not very empathetic to their current consumers as well as the advertising communication created by them. By analyzing these data, it was concluded that there is a possibility for these brands to position themselves in a more positive way and with a higher empathic capacity for their future buyers.
Description
Keywords
Empatia Antropomorfismo Marcas Setor automóvel Marketing Empathy Anthropomorphism Brands Automotive sector