Gestão de marcas de moda e identidade visual : critérios de escolha para tomada de decisão

• Ano de defesa: 2017
• Autor(a) principal: Cid, Danilo Corrêa da Costa
• Orientador(a): Borges, Fábio Mariano
• Banca de defesa: Almeida, Luciana Florêncio de, Strehlau, Suzane, Nielsen, Flavia Angeli Ghisi, Blaso, Vivian
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comportamento do consumidor; gestor de marca; design; identidade visual; moda
• Palavras-chave em Inglês: consumer behavior; brand manager; design; visual identity, fashion
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/266

Brands are strategic assets to guarantee a company’s or product’s success. Their visual identity comprehends the stimuli of its entire physical interface, which includes logo, symbol, color, shape, typography, textures, patterns, and image. It is through visual identity that a given brand takes place in a specific category of products, distinguishes itself from their competitors, and expresses its personality. For the past 30 years, there has been many discussions about the conceptual dimensions of brands that summarize their strengths. However, little has been researched about the visual elements that constitute their visual identity. The main objective of this research is to move forward in identifying arguments and variables for the choice of a certain visual identity practiced in the marketplace; as well as which criteria can be pointed as fundamental in these decision-making processes. To accomplish that, the chosen audience for this study is the contemporary brand experts – the designer and the brand manager. Furthermore, to draw a comparison between decisionmaking processes with context similarity, this research focus upon the marketplace of clothes and accessories, also known as the fashion market. The methodological procedure here is a qualitative research with in-depth interviews with fashion brands managers. All of them were decisive in the processes of revitalization of the following brands: Schutz, Farm, Rosa Chá, Regina Rios, Zinco, and Ellus. Both for the marketplace and the academy, this research intends to contribute in the formalization of success criteria and arguments for decision making when it comes to visual identity.