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Abstract(s)
As estratégias de comunicação alinhadas com o marketing têm como principal objetivo responder à evolução das necessidades dos/as consumidores/as face às mudanças sociais. Esse alinhamento estratégico é vital para o sucesso das organizações num ambiente dinâmico e em constante transformação, contribuindo para construir uma reputação positiva e fomentar a lealdade do consumidor. A marca Barbie, desde o lançamento da sua primeira boneca em Portugal 1984, apaixonou os consumidores, até lhe serem endereçadas as primeiras críticas por perpetuar estereótipos em torno das imagens do feminino. O processo de reposicionamento da marca Barbie, marcado pelo ativismo feminista incorpora estratégia de comunicação com o objetivo de promover uma representação inclusiva do feminino em todos os seus produtos. Esta investigação tem como objetivo compreender a importância das estratégias de comunicação na representação do feminino face à perceção que as consumidoras portuguesas têm do produto Barbie, bem como conhecer os motivos que levaram ao reposicionamento da marca. Este estudo tem como foco o mercado português, pois pretende analisar o contexto nacional, mercado que continua em fase de crescimento. De modo a responder às questões de partida foi desenvolvida uma metodologia de investigação mista. A componente qualitativa foi realizada segundo uma entrevista semiestruturada à representante de marca da Barbie em Portugal juntamente com análise de conteúdo da marca no contexto nacional, através de produtos e campanhas da marca, enquanto a componente quantitativa é centrada na aplicação de um inquérito por questionário. Com este estudo foi constatado que as estratégias de comunicação da marca Barbie no contexto português tendem a acompanhar as necessidades do consumidor numa linha evolutiva ao longo do tempo, com objetivo em criar proximidade e lealdade com o seu público contribuindo para a proeminência da marca.
The main objective of Communication Strategies aligned with marketing is to provide an answer to the evolving needs of consumers in the face of social change. This strategic alignment is vital for the success of organizations in a dynamic and constantly changing environment, helping to build a positive reputation and foster consumer loyalty. Since the launch of its first doll in Portugal in 1984, the Barbie brand has enthused consumers, until it was first criticized for perpetuating stereotypes around images of women. The process of repositioning Barbie's brand, marked by feminist activism, incorporates a communication strategy aimed at promoting an inclusive representation of the feminine in all its products. The aim of this research is to understand the importance of communication strategies in the representation of the feminine in relation to Portuguese consumers' perceptions of the Barbie product, as well as the reasons that led to the repositioning of the brand. This study focuses on the Portuguese market, as it aims to analyze the national context, a market that is still in its growing phase. In order to, answer the basic questions, a mixed research methodology was developed. The qualitative component was carried out using a semi-structured interview with Barbie's brand representative in Portugal, together with a content analysis of the brand in the national context, while the quantitative component was centered on the application of a questionnaire survey. This study found that Barbie's brand communication strategies in the Portuguese context tend to follow consumer needs in an evolutionary line over time, with the aim of creating proximity and loyalty with its public, contributing to the brand's prominence.
The main objective of Communication Strategies aligned with marketing is to provide an answer to the evolving needs of consumers in the face of social change. This strategic alignment is vital for the success of organizations in a dynamic and constantly changing environment, helping to build a positive reputation and foster consumer loyalty. Since the launch of its first doll in Portugal in 1984, the Barbie brand has enthused consumers, until it was first criticized for perpetuating stereotypes around images of women. The process of repositioning Barbie's brand, marked by feminist activism, incorporates a communication strategy aimed at promoting an inclusive representation of the feminine in all its products. The aim of this research is to understand the importance of communication strategies in the representation of the feminine in relation to Portuguese consumers' perceptions of the Barbie product, as well as the reasons that led to the repositioning of the brand. This study focuses on the Portuguese market, as it aims to analyze the national context, a market that is still in its growing phase. In order to, answer the basic questions, a mixed research methodology was developed. The qualitative component was carried out using a semi-structured interview with Barbie's brand representative in Portugal, together with a content analysis of the brand in the national context, while the quantitative component was centered on the application of a questionnaire survey. This study found that Barbie's brand communication strategies in the Portuguese context tend to follow consumer needs in an evolutionary line over time, with the aim of creating proximity and loyalty with its public, contributing to the brand's prominence.
Description
Keywords
Comunicação Estratégias Marca Feminismo Representação Barbie Posicionamento Inclusão Proeminência Communication Strategies Brand Feminism Representation Positioning Inclusion Prominence