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Abstract(s)
A ideia de compreensão verdadeira da marca - da sua oferta, canais de comunicação, tom,
apresentação visual - sempre foi parte integrante do desenvolvimento de qualquer comunicação de
marketing tradicional. Igualmente, a sua representação em formato digital desempenha um papel
cada vez mais importante para as marcas e empresas em todo o mundo, proporcionando maneiras
únicas de interagir com o público. Contudo, na teoria de marketing clássica, tal como nos trabalhos
científicos, o foco principal costuma ser a estratégia de marketing em si – o comportamento da
marca dentro do “business plan” elaborado.
Este trabalho propõe analisar a marca e seu valor do ponto de vista da sua identidade. A
identidade visual e geral da marca hoje em dia é o ponto vital na construção do seu valor já que o
design (tanto visual, como da linguagem) vai influenciar todo o tom da comunicação da marca
com os seus consumidores. Grandes marcas já começam a perceber que a sua imagem visual é um
ponto vital na manutenção da fidelidade dos consumidores atuais e atração de novos públicos. Daí
a escolha deste tema. O trabalho terá como objetivo abranger os principais conceitos de branding
e design comunicacional enquanto ferramentas de construção da marca.
A investigação decorreu no âmbito do estágio (com vista a eventual contratação) na agência
Havas, na equipa de gestão da conta NOS. O trabalho feito para o cliente e as capacidades
adquiridas permitem usar os contactos, experiência e interesse pessoal no tema para desenvolver
a investigação científica com o objetivo de adquirir o grau de Mestre.
Durante o estagio foi adquirida a experiencia necessária para conseguir finalizar o trabalho
em causa e para continuar o percurso profissional iniciado. Em primeiro lugar, foi importante
perceber o funcionamento, estrutura e objetivos de uma agencia criativa e a sua realidade no
contexto da criação, comunicação e sustentação das marcas. Neste caso foi recolhida infirmação
acerca da experiencia de sustentação da identidade visual e geral da marca NOS em todas as
vertentes da comunicação: digital e off-line. Uma vez que o estágio foi realizado no âmbito de
uma posição de gestora dos projetos criativos, foi possível detetar as técnicas de gerência da marca
NOS tanto do ponto de vista da própria marca (cliente), como do ponto da vista da agência Havas
que era responsável pela sua identidade. A experiência alcançada e os processos de trabalho
escolhidos permitiram estudar “no campo” o tema do abordado. Assim, o processo da criação da
identidade da marca NOS foi percebido de forma mais detalhada na prática, bem como o foram as
atitudes emocionais dos seus consumidores, que por sua vez formam o valor da marca NOS.
The idea of true understanding of the brand - its offer, communication channels, tone, visual presentation - has always been an integral part of the development of any traditional marketing communication. And its digital representation plays an increasingly important role for brands and companies around the world, providing incredible ways to interact with the public. However, in classical marketing theory, as well as in scientific works, the main focus is usually the marketing strategy itself, brand behavior within the elaborated business plan. This work proposes to analyze the brand and its value (brand equity) from the point of view of the visual identity of the brand and identity itself. The visual identity of the brand nowadays is the vital point in building its value since the design (both visual and the brand’s language) will influence the whole tone of brand communication with its consumers. Great brands are already beginning to realize that their visual image is a vital point in maintaining the loyalty of current consumers and attracting new audiences. That is why this topic was chosen. The work will aim to encompass key brand communication design and marketing concepts as brand's building tools. The investigation took place as part of the internship (and eventual hiring) at the Havas agency, as a part of the NOS account management team. The job done for the client and the acquired skills allow to use the contacts, experience and personal interest in the subject to develop the actual scientific investigation in order to acquire the degree of Master. During the internship, the acquired experience helped finish this scientific work and to eventually continue the professional career that was started. Especially, it hepled to understand the functioning, structure and purpose of a creative agency and its existence in the context of brand creation, communication and brands sustentability. In this case, the experience of NOS brand visual and general identity has been taken in all aspects of communication: digital and off-line. Since the internship was in the position of a creative project manager, it was possible to detect the management techniques for the NOS brand from the both sides of the brand itself (client), and from the point of view of the Havas agency that was responsible for its identity. The experience gained and the work processes allowed to study “in the field” the subject which is communicational design in the context of the brand equity of the current study. In this way, the process of creating the NOS brand identity in practice was perceived in more detail, as were the emotional attitudes of its consumers and the reputation of NOS itself that are the essential part of brand equity.
The idea of true understanding of the brand - its offer, communication channels, tone, visual presentation - has always been an integral part of the development of any traditional marketing communication. And its digital representation plays an increasingly important role for brands and companies around the world, providing incredible ways to interact with the public. However, in classical marketing theory, as well as in scientific works, the main focus is usually the marketing strategy itself, brand behavior within the elaborated business plan. This work proposes to analyze the brand and its value (brand equity) from the point of view of the visual identity of the brand and identity itself. The visual identity of the brand nowadays is the vital point in building its value since the design (both visual and the brand’s language) will influence the whole tone of brand communication with its consumers. Great brands are already beginning to realize that their visual image is a vital point in maintaining the loyalty of current consumers and attracting new audiences. That is why this topic was chosen. The work will aim to encompass key brand communication design and marketing concepts as brand's building tools. The investigation took place as part of the internship (and eventual hiring) at the Havas agency, as a part of the NOS account management team. The job done for the client and the acquired skills allow to use the contacts, experience and personal interest in the subject to develop the actual scientific investigation in order to acquire the degree of Master. During the internship, the acquired experience helped finish this scientific work and to eventually continue the professional career that was started. Especially, it hepled to understand the functioning, structure and purpose of a creative agency and its existence in the context of brand creation, communication and brands sustentability. In this case, the experience of NOS brand visual and general identity has been taken in all aspects of communication: digital and off-line. Since the internship was in the position of a creative project manager, it was possible to detect the management techniques for the NOS brand from the both sides of the brand itself (client), and from the point of view of the Havas agency that was responsible for its identity. The experience gained and the work processes allowed to study “in the field” the subject which is communicational design in the context of the brand equity of the current study. In this way, the process of creating the NOS brand identity in practice was perceived in more detail, as were the emotional attitudes of its consumers and the reputation of NOS itself that are the essential part of brand equity.
Description
Keywords
Design de marca Design de comunicação Valor da marca Brand equity Brand communication Visual identity Comunicational design