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Há uma nova geração a despertar o interesse de analistas, investigadores e marketers: a Geração Z. Nascidos entre 1995 e 2012, estes jovens rompem com os cânones tradicionais da sociedade atual e afirmam-se como a primeira geração totalmente digital e tecnológica. A Geração Z apresenta assim novas formas de pensar, agir e de se comportar. Ainda com o seu perfil por definir, esta geração tem despertado o interesse de várias marcas, que centram em si o seu novo desafio. Hoje o mundo das marcas está saturado, tornando-se cada vez mais difícil captar a atenção, bem como criar relações duradouras com os consumidores mais jovens. Neste sentido, uma das estratégias que está a ganhar visibilidade é a criação de Lifestyle Brands, marcas capazes de captar a atenção dos seus consumidores e de criar relações com os mesmos, fazendo parte do seu processo de construção e desenvolvimento da personalidade e estilo de vida. Para compreender a influência da Geração Z no processo de construção das Lifestyle Brands foi desenvolvido um estudo qualitativo, no qual o modelo de construção de marcas da Mojobrands Brand Lifestyle é analisado. No total, 8 entrevistas foram realizadas a indivíduos pertencentes à Geração Z, embora com perfis socioeconómicos diferentes. Os resultados mostram que as Lifestyle Brands têm um impacto positivo na afiliação e na criação de uma relação com esta geração, bem como validam o modelo de criação de marcas da agência Mojobrands, quando o seu target é Geração Z.
There’s a new generation that is gaining attention from analysts, investigators and marketers: the Generation Z. Born between 1995 and 2012, these youngsters break the traditional canons of the current society and see themselves as the first fully digital and technological generation. Indeed, the Generation Z presents new ways of thinking, acting and behaving. With their profile yet to define, this generation has gained the interest from several brands that regard them as their new challenge. Nowadays the world of brands is saturated, which causes the attraction and the development of long lasting relationships with consumers even more difficult. One of the strategies that is gaining visibility in this area is the creation of Lifestyle Brands. These brands can attract younger consumers and develop a deeper connection with them, making part of their building process as well as their personality and lifestyle development. In order to understand the influence of the Generation Z in the building process of Lifestyle Brands, it was developed a qualitative study in which the brand building model of the agency Mojobrands Lifestyle is analysed. In total, were interviewed eight individuals belonging to Generation Z, although with different socioeconomic profiles. The results reveal that Lifestyle Brands have a positive impact on the affiliation and creation of a relationship between those brands and this generation. The investigation also validated the Mojobrands’ brand building model when regarding the Generation Z as a target.
There’s a new generation that is gaining attention from analysts, investigators and marketers: the Generation Z. Born between 1995 and 2012, these youngsters break the traditional canons of the current society and see themselves as the first fully digital and technological generation. Indeed, the Generation Z presents new ways of thinking, acting and behaving. With their profile yet to define, this generation has gained the interest from several brands that regard them as their new challenge. Nowadays the world of brands is saturated, which causes the attraction and the development of long lasting relationships with consumers even more difficult. One of the strategies that is gaining visibility in this area is the creation of Lifestyle Brands. These brands can attract younger consumers and develop a deeper connection with them, making part of their building process as well as their personality and lifestyle development. In order to understand the influence of the Generation Z in the building process of Lifestyle Brands, it was developed a qualitative study in which the brand building model of the agency Mojobrands Lifestyle is analysed. In total, were interviewed eight individuals belonging to Generation Z, although with different socioeconomic profiles. The results reveal that Lifestyle Brands have a positive impact on the affiliation and creation of a relationship between those brands and this generation. The investigation also validated the Mojobrands’ brand building model when regarding the Generation Z as a target.
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Keywords
Geração Z Construção de marca Lifestyle brands Generation Z Brand building