Advisor(s)
Abstract(s)
Esta é uma dissertação sobre o impacto do revivalismo das marcas no consumidor. Não sobre o impacto no consumidor em geral, mas sim sobre uma faixa etária específica que se encontra, hoje, entre os 30 e os 40 anos. Esta é uma reflexão sobre a possibilidade de estarmos perante um fenómeno onde as marcas que os consumidores consumiam nos anos 80 encontram, atualmente, um terreno fértil para vingar no mercado, fruto de fatores económicos, psicológicos e sociais.
O objetivo desta dissertação é perceber quais são as condicionantes a ter em conta para que certas marcas comercializadas em Portugal nos anos 80 possam ser casos de sucesso hoje em dia. Para isso, analisamos quatro marcas de produto: Sanjo, Gorila, Regina e Fizz Limão. Nesse sentido, pretende-se uma resposta concreta à pergunta: O que leva certas marcas consumidas nos 80 em Portugal a poderem ser hoje casos de sucesso?
Concluímos que as marcas consumidas durante a infância e adolescência ganham um lugar de destaque junto do consumidor da chamada geração X, quer pelas memórias que despertam, quer pelas emoções que criam. Um chamado regresso ao passado impulsionado pela nostalgia, como também, pela conjuntura económica. Arriscamos propor, como conclusão desta dissertação, a possível existência de um novo conceito- o de marcas revivalistas.
This is a dissertation on the impact of brand revival. Not about the impact on consumers in general, but rather on a specific age group that is today, between 30 and 40 years. This is a reflection on the possibility that we are dealing with a phenomenon where the brands that were consumed in the 80’s have now the chance to be successful, in result of economic, psychological and social factors. The goal of this dissertation is to understand what should be taken in consideration so brands that were consumed in Portugal in the can be successful today. For this, we analyzed four brands of product: Sanjo, Gorila, Regina and Fizz Limão. Accordingly, it is intended a concrete answer to the question: What makes some brands consumed in Portugal in the 80’s be successful cases today? We conclude that brands consumed during childhood and youth earn a prominent place among consumers of a so called Generation X, or by awakening memories or by the emotions it creates. A so collard return to the past driven by nostalgia, but also by the economic situation. As conclusion, we take a risk by saying that it is possible that we are in front of a new concept- revivalist brands.
This is a dissertation on the impact of brand revival. Not about the impact on consumers in general, but rather on a specific age group that is today, between 30 and 40 years. This is a reflection on the possibility that we are dealing with a phenomenon where the brands that were consumed in the 80’s have now the chance to be successful, in result of economic, psychological and social factors. The goal of this dissertation is to understand what should be taken in consideration so brands that were consumed in Portugal in the can be successful today. For this, we analyzed four brands of product: Sanjo, Gorila, Regina and Fizz Limão. Accordingly, it is intended a concrete answer to the question: What makes some brands consumed in Portugal in the 80’s be successful cases today? We conclude that brands consumed during childhood and youth earn a prominent place among consumers of a so called Generation X, or by awakening memories or by the emotions it creates. A so collard return to the past driven by nostalgia, but also by the economic situation. As conclusion, we take a risk by saying that it is possible that we are in front of a new concept- revivalist brands.
Description
Keywords
Revivalismo Consumidor Marcas Geração Nostalgia Anos 80 Revival Consumer Brands Generation 80s