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Abstract(s)
Com a nova realidade comunicacional, um novo paradigma chegou para ficar.
As marcas tornaram-se mais humanas, mais responsáveis e ativistas. A relação com os consumidores e demais stakeholders nunca foi tão pensada e planeada. Hoje, é o consumidor quem elogia, mas também critica, que ouve, mas também fala, que atua, interage, analisa e opina. No mundo onde todos temos palavra, o poder das marcas está, cada vez mais, entrincheirado, entre os valores que defende e as atitudes que pratica, e, por outro lado, a imagem e opinião que transmite e a forma como são percebidos. Neste contexto surgiu o constructo de “social brands”. O que é uma social brand? O que a caracteriza? O que a define? Essa é a pergunta deste projeto, à qual se tenta dar resposta. Utilizamos um estudo de caso da marca The Body Shop, com uma metodologia quantitativa e verificamos que os consumidores atuais, consideram e têm preferência por marcas que se orientam por uma política sustentável, valorizam as pessoas e os animais, defendem causas sociais e simultaneamente, têm presença ativa no mundo digital. A principal conclusão deste estudo foi que os consumidores querem, gostam e valorizam cada vez mais aquilo a que definimos como social brands.
With the new communicational reality, a new paradigm came to stay. Brands became more human, more responsible and activist. The relationship with both consumers and stakeholders has never been more thought and planned. Today, it’s the consumer who praises, but also criticizes, listens, but also speaks, acts, interacts, analyzes and gives an opinion. In a world where everyone has a word, the power of brands is even more heartened, between the values it defends and the attitudes that it practices, and, on the other hand, the image and opinion that’s transmitted and the way how it’s perceived. In this context, the social brands concept emerged. What is a social brand? What characterizes it? What defines it? This is the question of this project, which attempts to answer. We used a study case of the brand The Body Shop, what a quantitative methodology and verified that the current consumers, consider and prefer brands who are guided by a sustainable policy, value both people and animals, defend social causes and, at the same time, have an active presence in the digital world. The main conclusion of this study was that consumers want, like and value each time more what we define as social brands.
With the new communicational reality, a new paradigm came to stay. Brands became more human, more responsible and activist. The relationship with both consumers and stakeholders has never been more thought and planned. Today, it’s the consumer who praises, but also criticizes, listens, but also speaks, acts, interacts, analyzes and gives an opinion. In a world where everyone has a word, the power of brands is even more heartened, between the values it defends and the attitudes that it practices, and, on the other hand, the image and opinion that’s transmitted and the way how it’s perceived. In this context, the social brands concept emerged. What is a social brand? What characterizes it? What defines it? This is the question of this project, which attempts to answer. We used a study case of the brand The Body Shop, what a quantitative methodology and verified that the current consumers, consider and prefer brands who are guided by a sustainable policy, value both people and animals, defend social causes and, at the same time, have an active presence in the digital world. The main conclusion of this study was that consumers want, like and value each time more what we define as social brands.
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Keywords
Social brands The Body Shop Marketing relacional Prosumers e marca Relationship marketing Prosumers and brands