O poder da marca Chanel na moda : perfumes para mulher – o caso português e francês
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2018
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Num universo em que as marcas se procuram diferenciar das mais diversas formas, o património de marca e a personalidade da marca são armas poderosas. Tal, assume um relevo particularmente significante no que respeita às marcas de luxo, as quais se distinguem por uma história e identidade ricas.
As marcas de luxo, como afirma Kafpferer & Bastien (2015) não seguem as regras gerais do marketing, procurando fortalecer o princípio de exclusividade, opulência e qualidade superior dos seus produtos. Para os autores, as marcas de luxo só se devem adaptar às mudanças de gosto e interesse dos consumidores quando as mesmas vão de encontro aos princípios basilares da sua identidade.
O objectivo desta dissertação é analisar o impacto do património de marca e, da personalidade da marca na Chanel, nomeadamente no que respeita à construção do seu produto mais emblemático, o Chanel Nr. 5.
Verificou-se que a Chanel, como outras marcas de luxo, procura integrar os princípios inerentes à sua marca, como a exclusividade e o luxo, na sua estratégia digital. Tanto a nível do site como das redes sociais, as marcas de luxo procuram manter e consolidar a sua imagem e património de marca no contexto de democracia e livre acesso à informação que é a internet.
In a universe where brands seek to differentiate themselves in the most diverse ways, brand equity and brand personality are powerful weapons. That is particularly important to luxury brands which distinguish themselves by accommodating a rich history and identity. According to Kapferer & Bastien (2015), luxury brands do not follow the general marketing rules of other brands, trying instead to consolidate their principles of exclusivity, opulence and superior quality in their products. These authors believe that luxury brands are only to adjust themselves to consumers’ likes and interests when those are in conformity with their identity. The goal of this dissertation is to study the impact of brand equity and brand personality in Chanel, namely when it comes to its iconic product, Chanel No 5. It has been observed that Chanel and other luxury brands seek to incorporate their underlying principles, such as exclusivity and luxury. Whether it is on their website or social networks, luxury brands seek to maintain and consolidate their brand personality and brand equity in a world defined by democracy and free access to information that is internet.
In a universe where brands seek to differentiate themselves in the most diverse ways, brand equity and brand personality are powerful weapons. That is particularly important to luxury brands which distinguish themselves by accommodating a rich history and identity. According to Kapferer & Bastien (2015), luxury brands do not follow the general marketing rules of other brands, trying instead to consolidate their principles of exclusivity, opulence and superior quality in their products. These authors believe that luxury brands are only to adjust themselves to consumers’ likes and interests when those are in conformity with their identity. The goal of this dissertation is to study the impact of brand equity and brand personality in Chanel, namely when it comes to its iconic product, Chanel No 5. It has been observed that Chanel and other luxury brands seek to incorporate their underlying principles, such as exclusivity and luxury. Whether it is on their website or social networks, luxury brands seek to maintain and consolidate their brand personality and brand equity in a world defined by democracy and free access to information that is internet.
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Orientação: Eduardo Moraes Sarmento
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, MARKETING, MODA, PRODUTOS COSMÉTICOS, IDENTIDADE, BENS DE LUXO, GESTÃO DE MARCAS, IMAGEM DE MARCA, COMUNICAÇÃO ESTRATÉGICA, COMMUNICATION, MARKETING, FASHION, COSMETICS, IDENTITY, LUXURY GOODS, BRAND MANAGEMENT, BRAND IMAGE, STRATEGIC COMMUNICATION, CHANEL, CHANEL