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Abstract(s)
Este estudo explora algumas questões em torno do processo de criação e aumento do brand equity1 de uma marca através da influência da publicidade nesse mesmo método.
A base desta dissertação é o estágio curricular desenvolvido na agência de publicidade Nylon entre os meses de março e julho de 2016. Este estágio permitiu a observação participante e a cooperação em vários projetos da agência com diversos clientes, o que contribuiu com casos reais de como a publicidade influencia o brand equity de uma marca, e por sua vez, de como o brand equity tem efeito na sua performance.
De facto, foi essa a pergunta de partida para este estudo – “Como é que o brand equity influencia a performance de uma marca?” - e através da conjugação entre a literatura estudada e o caso de estudo da Nylon, foi possível responder a esta pergunta fundamentadamente e com precisão.
Relativamente à literatura, foi feita uma revisão onde são abordados os temas principais que dizem respeito ao brand equity.
O começo, passa por um capítulo sobre a comunicação, abordando o tema através das tendências de comunicação.
Prossegue-se com um capítulo sobre publicidade, onde o objetivo foi teorizar de forma prática, começando por fazer uma abordagem à comunicação publicitária, servindo de ponte com o capítulo anterior. Segue-se com as etapas do processo criativo e as estratégias de publicidade utilizadas pelas agências para responderem aos pedidos dos seus clientes.
Sendo o tema principal deste estudo a criação e o aumento do brand equity, não se podia deixar de teorizar, ainda que de forma breve, sobre um tema tão vasto quanto interessante, o branding2. Neste capítulo esclarecem-se tópicos como o que é uma marca e quais as suas características emergentes, os princípios do branding e as funções de uma marca. Faz-se ainda uma abordagem à estratégia de branding de uma marca e ao tópico da diferenciação.
Chegando finalmente ao capítulo fulcral desta teorização – brand equity – é comentada a evolução da definição de brand equity, acreditando que a mais completa e bem estruturada é a de Keller e Kotler de 2009. Neste capítulo expõem-se ainda os princípios do brand equity e, por último, são explicados os dois modelos, de Aaker (1996) e de Keller (1993), onde percebemos a importância da lealdade e consciência da marca, bem como as associações mentais e emocionais que os consumidores têm da marca.
Findada a conceptualização, é realizada uma exploração do caso de estudo da Nylon, onde o objeto de estudo são as marcas por esta trabalhada, durante o tempo de estágio acima descrito. São então apresentadas e explicadas as marcas, bem como os seus conceitos, e as estratégias de publicidade adotadas para cada uma.
Para uma exploração mais profunda, são escolhidas quatro marcas – Super Bock, Playboy Condoms, Amb3e e Portugal Incoming - cujas estratégias publicitárias adotadas foram diferentes: afetiva, imagem de marca, abordagem à ressonância e reivindicação preemptiva, respetivamente.
Por fim, é realizada a junção dos quatro casos num fio condutor, da qual resultam quatro principais conclusões - o constante investimento em brand equity contribui para a marca se tornar num símbolo, a inserção de uma marca já madura num novo setor de mercado leva ao aumento de brand equity, a ativação de marca é uma das melhores táticas para o aumento de consciência de marca e de associações à marca, e por sua vez, ao brand equity, e o copywriting é o elemento mais importante da publicidade para construir uma mensagem que chegue ao consumidor.
Depois desta análise conceptual e empírica, e de correlacionar as duas, é possível apresentar uma resposta à pergunta inicial –. Uma boa estratégia de brand equity oferecerá ao consumidor uma relação de intimidade e confiança com a marca, fará com que este se sinta especial, e partilhe os valores e mensagens que acompanham a marca. Em última análise, o constante investimento no brand equity fará com que a marca se torne, não aquilo que vende, mas aquilo que o consumidor vê nela, ou seja, que se torne a preferida na mente do consumidor e por sua vez, no processo de decisão de compra. Podemos então dizer que, o aumento do brand equity de uma marca faz com que esta cresça tanto qualitativamente como quantitativamente.
This study explores some of the main questions about the processes of creation and increase of brand equity through advertising. The basis of this thesis is the internship developed in the advertising agency Nylon from march to july. This internship allowed both a participant observation and a cooperation in several projects of the agency with some of the their clients, which contributed with real cases about the way advertising can influence the brand equity of a brand, and on the other hand, how brand equity impacts its performance. In fact, that was the inicial question for this study – “How does brand equity influences the performance of a brand?” - and through the combination between the studied literature andthe Nylon study case, it was possible to answer this question accurately. With regard to the literature, it was made a review where the main issues that relate to brand equity are briefly addressed. The beginning goes through a chapter on communication, addressing this topic the most current way possible , through the communication trends. Next, a chapter about advertising is addressed. In this chapter the goal was theorizing in the most practical way possible, starting with a chapter about advertising communication to bridge the previews chapter. The writing follows with the steps of the creative process and the advertising strategies used by agencies to answer the demands of its consumers. As the main theme of this study is the creation and increase of brand equity, a theorization, although briefly, about branding had to be included. Thus, in this chapter, some topics are clarified, such as what is a brand and what are its emerging characteristics, the principles of branding and the brand functions. It’s also made an approach to the branding strategy of a brand and to the topic of differentiation. Finally reaching the prime chapter of this theorizing – brand equity – is commented the evolution of brand equity definition, believing the most complete and well-structured belongs to Keller and Kotler written in 2009. In this chapter the principles of brand equity are exposed and the two models, from Aaker (1997) and Keller (1993), are explained. In here, the importance of the brand loyalty and awareness is realized, as well as the mental and emotional associations that consumers can create towards a brand. Tied up the conceptualization, an exploration of Nylon case study is carried out, where the study object are the brands worked by the agency during the internship period noted above. The brands and theirs concepts are explained, and so are the advertising strategies adopted for each. For a deeper exploration, four brands – Super Bock, Playboy Condoms, Amb3e and Portugal Incoming – with different advertising strategies were chosen: affectionate, brand image, approach to resonance and preemptive claim, respectively. Finally, the junction of the four cases is performed in a thread, which results in four main conclusions – continuous investment in brand equity contributes to a brand become a symbol, the inclusion of an already mature brand in a new market sector leads to increased brand equity, brand activation is one of the best tactics to increase brand awareness and brand association, and so, the brand equity, and the copywriting is the most important element of advertising to build a message that reaches to the consumer. After this conceptual and empirical analysis, and the correlation of the two , it’s possible to provide an answer to the original question - A good brand equity strategy will offer the consumer an intimate relationship and trust with the brand, will make him feel special, and share the values and messages that follow the brand. The constant investment in brand equity will make the brand become, not what sells, but what the consumer sees, which means, become the favorite in the consumer's mind and in the buying decision process. It can be said that the increase of the brand equity makes the brand grow both quantitatively and qualitatively.
This study explores some of the main questions about the processes of creation and increase of brand equity through advertising. The basis of this thesis is the internship developed in the advertising agency Nylon from march to july. This internship allowed both a participant observation and a cooperation in several projects of the agency with some of the their clients, which contributed with real cases about the way advertising can influence the brand equity of a brand, and on the other hand, how brand equity impacts its performance. In fact, that was the inicial question for this study – “How does brand equity influences the performance of a brand?” - and through the combination between the studied literature andthe Nylon study case, it was possible to answer this question accurately. With regard to the literature, it was made a review where the main issues that relate to brand equity are briefly addressed. The beginning goes through a chapter on communication, addressing this topic the most current way possible , through the communication trends. Next, a chapter about advertising is addressed. In this chapter the goal was theorizing in the most practical way possible, starting with a chapter about advertising communication to bridge the previews chapter. The writing follows with the steps of the creative process and the advertising strategies used by agencies to answer the demands of its consumers. As the main theme of this study is the creation and increase of brand equity, a theorization, although briefly, about branding had to be included. Thus, in this chapter, some topics are clarified, such as what is a brand and what are its emerging characteristics, the principles of branding and the brand functions. It’s also made an approach to the branding strategy of a brand and to the topic of differentiation. Finally reaching the prime chapter of this theorizing – brand equity – is commented the evolution of brand equity definition, believing the most complete and well-structured belongs to Keller and Kotler written in 2009. In this chapter the principles of brand equity are exposed and the two models, from Aaker (1997) and Keller (1993), are explained. In here, the importance of the brand loyalty and awareness is realized, as well as the mental and emotional associations that consumers can create towards a brand. Tied up the conceptualization, an exploration of Nylon case study is carried out, where the study object are the brands worked by the agency during the internship period noted above. The brands and theirs concepts are explained, and so are the advertising strategies adopted for each. For a deeper exploration, four brands – Super Bock, Playboy Condoms, Amb3e and Portugal Incoming – with different advertising strategies were chosen: affectionate, brand image, approach to resonance and preemptive claim, respectively. Finally, the junction of the four cases is performed in a thread, which results in four main conclusions – continuous investment in brand equity contributes to a brand become a symbol, the inclusion of an already mature brand in a new market sector leads to increased brand equity, brand activation is one of the best tactics to increase brand awareness and brand association, and so, the brand equity, and the copywriting is the most important element of advertising to build a message that reaches to the consumer. After this conceptual and empirical analysis, and the correlation of the two , it’s possible to provide an answer to the original question - A good brand equity strategy will offer the consumer an intimate relationship and trust with the brand, will make him feel special, and share the values and messages that follow the brand. The constant investment in brand equity will make the brand become, not what sells, but what the consumer sees, which means, become the favorite in the consumer's mind and in the buying decision process. It can be said that the increase of the brand equity makes the brand grow both quantitatively and qualitatively.
Description
Keywords
Brand equity Associações à marca Consciência da marca Lealdade à marca Diferenciação Publicidade Mensagem Nylon Brand associations Brand awareness Brand loyalty Branding Differentiation Advertising Copywriting Message