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Advisor(s)
Abstract(s)
O conceito de luxo, nos dias que correm, tende para dois pressupostos: da marca e do
consumidor. O prisma da marca é apoiado por uma definição de luxo direcionada para
as características do produto, para os aspetos e traços de uma marca, sendo os seus
princípios os determinantes do conceito. O luxo integra diversas dimensões que
contribuem para a sua definição e o seu estudo é de extrema relevância para a definição
de estratégias de posicionamento de uma marca de luxo.
Para a compreensão do posicionamento de uma marca de luxo, torna-se também essencial
compreender a perceção que uma marca tem para os consumidores, o que vai determinar
o valor que a marca lhes transmite. Este valor que é atribuído é conferido através da
notoriedade, reconhecimento e associações o que gera no consumidor um determinado
significado da marca, que a diferencia de marcas semelhantes ou concorrentes. Todos
estes elementos caracterizam o que chamamos de brand equity.
A presente investigação tem como principal objetivo avaliar a perceção dos consumidores
do valor da marca SkinCeuticals, enquanto marca de cosmética de luxo. Esta análise terá
como base o modelo Brand Equity Ten de Aaker, que descreve as diferentes
interpretações que podem existir sobre o valor de uma marca através da análise de
diferentes aspetos: lealdade à marca; notoriedade; qualidade percebida; associações à
marca e comportamento do mercado e o Prisma de Identidade da Marca de Kapferer.
A principal conclusão a que se chegou com a presente investigação é que a perceção do
valor das marcas de cosmética de luxo não é reconhecida na totalidade, e que a
SkinCeuticals ainda não reúne os atributos necessários para ser percecionada pelos
consumidores como se identifica, marca de luxo.
The concept of luxury, nowadays, tends towards two assumptions: brand and consumer. The brand prism is supported by a definition of luxury directed to the characteristics of the product, to the aspects and traits of a brand, being its principles the determinants of the concept. Luxury integrates several dimensions that contribute to its definition and its study is extremely relevant for the definition of positioning strategies of a luxury brand. To understand the positioning of a luxury brand, it is also essential to understand the perception that a brand has for consumers, which will determine the value that the brand conveys to them. This value that is attributed is conferred through notoriety, recognition, and associations, which generates in the consumer a certain meaning of the brand, which differentiates it from similar brands or competitors. All these elements characterize what we call brand equity. This research aims to assess consumers' perception of the brand equity of SkinCeuticals, as a luxury cosmetic brand. This analysis will be based on Aaker's Brand Equity Ten model, which describes the different interpretations that can exist on the value of a brand through the analysis of different aspects: brand loyalty; awareness; perceived quality; brand associations and market behavior and Kapferer's Brand Identity Prism. The main conclusion reached with this research is that the perceived value of luxury cosmetic brands is not fully recognized, and that SkinCeuticals does not yet have the necessary attributes to be perceived by consumers as a luxury brand.
The concept of luxury, nowadays, tends towards two assumptions: brand and consumer. The brand prism is supported by a definition of luxury directed to the characteristics of the product, to the aspects and traits of a brand, being its principles the determinants of the concept. Luxury integrates several dimensions that contribute to its definition and its study is extremely relevant for the definition of positioning strategies of a luxury brand. To understand the positioning of a luxury brand, it is also essential to understand the perception that a brand has for consumers, which will determine the value that the brand conveys to them. This value that is attributed is conferred through notoriety, recognition, and associations, which generates in the consumer a certain meaning of the brand, which differentiates it from similar brands or competitors. All these elements characterize what we call brand equity. This research aims to assess consumers' perception of the brand equity of SkinCeuticals, as a luxury cosmetic brand. This analysis will be based on Aaker's Brand Equity Ten model, which describes the different interpretations that can exist on the value of a brand through the analysis of different aspects: brand loyalty; awareness; perceived quality; brand associations and market behavior and Kapferer's Brand Identity Prism. The main conclusion reached with this research is that the perceived value of luxury cosmetic brands is not fully recognized, and that SkinCeuticals does not yet have the necessary attributes to be perceived by consumers as a luxury brand.
Description
Keywords
Valor de marca Luxo Marca de luxo Brand equity Consumidor Brand value Luxury Luxury brand Consumer