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Advisor(s)
Abstract(s)
O presente trabalho foi elaborado com base na experiência vivida durante o período de estágio na marca Essential Home/DelightFULL, marcas do Grupo Covet/Menina Design, tendo como questão de investigação: como pode o marketing de influência ser utilizado na criação de notoriedade para marcas de luxo?
Como metodologia, foi utilizada a abordagem de estudo de caso, que se baseou na análise dos dados recolhidos através da observação não estruturada, de um inquérito ao público e de análise de dados secundários. Numa primeira fase, procurou-se compreender as lacunas comunicacionais existentes na marca Essential Home. Tendo sido identificada a necessidade de criação de notoriedade, prosseguiu-se para o delineamento de uma nova estratégia de comunicação para a marca Essential Home. Este processo iniciou-se com uma análise do marketing mix atual, da concorrência e da envolvente externa e intermédia, para desenvolver um cenário que permita a compreensão de todo o panorama e futuras direções da marca. Estas análises fundaram os alicerces principais para a elaboração de um plano de comunicação para a marca em estudo, onde foi considerada a utilização da técnica de marketing de influência, usando os influenciadores simultaneamente como conteúdo promocional e fonte da mensagem.
Esta trabalho termina com a conclusão de que o marketing de influência contribui para a criação de notoriedade para marcas de luxo, devendo, por isso, ser implementado considerando a proposta de plano de comunicação deste Trabalho Final de Mestrado.
The proposed master thesis was drawn upon the experience lived during the internship period in the brands Essential Home/DelightFULL, both part of the Covet Group/Menina Design, whose research question is the following: how can influential marketing be used to establish brand awareness for luxury brands? Therefore, the research methodology used was the case study method, grounded in the analysis of the data collected through unstructured observation, a survey and the use of secondary data, as to understand the communication gaps existent inside Essential Home. After comprehending the need to build brand awareness, we consequently moved towards outlining a new communication strategy for Essential Home. This process arised with the analysis of the current marketing mix strategy, of the competition and with an external and intermediate analysis, in order to develop a scenario that displays the current overview and reveals the company’s future directions. The above mentioned analysis, ascend as a solid foundation for the design of a communication plan for the brand, in which the usage of influential marketing was considered as the main tool, using the influencers as both promotional content and message source. In the final part of this work, is possible to conclude that influential marketing contributes to the creation of brand awareness for luxury brands, so it should be implemented in the communication strategy of the studied company.
The proposed master thesis was drawn upon the experience lived during the internship period in the brands Essential Home/DelightFULL, both part of the Covet Group/Menina Design, whose research question is the following: how can influential marketing be used to establish brand awareness for luxury brands? Therefore, the research methodology used was the case study method, grounded in the analysis of the data collected through unstructured observation, a survey and the use of secondary data, as to understand the communication gaps existent inside Essential Home. After comprehending the need to build brand awareness, we consequently moved towards outlining a new communication strategy for Essential Home. This process arised with the analysis of the current marketing mix strategy, of the competition and with an external and intermediate analysis, in order to develop a scenario that displays the current overview and reveals the company’s future directions. The above mentioned analysis, ascend as a solid foundation for the design of a communication plan for the brand, in which the usage of influential marketing was considered as the main tool, using the influencers as both promotional content and message source. In the final part of this work, is possible to conclude that influential marketing contributes to the creation of brand awareness for luxury brands, so it should be implemented in the communication strategy of the studied company.
Description
Keywords
Marketing de influência Marcas de luxo Notoriedade da marca Influential marketing Brand awareness Luxury brands