Aspectos de herança de marca em museus de marca globais

• Ano de defesa: 2025
• Autor(a) principal: Clarindo, Ítalo Anderson Lopes Pinheiro
• Orientador(a): Strehlau , Vivian Iara
• Banca de defesa: Strehlau , Vivian Iara , Almeida, Luciana Florêncio de , Cordeiro , Rafaela Almeida , Rodrigues, Thelma Valeria Rocha , Lopes, Luiz Tadeu Arraes
• 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 em Comunicação e Práticas de Consumo
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: marketing; gestão de marca; herança de marca; museu de marca; marcas globais
• Palavras-chave em Inglês: marketing; brand management; brand heritage; brand museum;
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/865

The central purpose of this study was to investigate how brand museums convey brand heritage and affect the consumer experience. To achieve this objective, three case studies were carried out in global brand museums from the alcoholic beverages sector, namely Absolut Home (Sweden), Beefeater Gin Distillery (United Kingdom), and Jack Daniel’s Distillery (United States). The research adopted a qualitative and documentary approach, grounded in the triangulation of sources. Data available on the official websites of the brands and visitor reviews collected from the TripAdvisor platform were analyzed, using content analysis supported by the Atlas.ti software. The results evidenced the presence of brand heritage elements such as historical narratives, symbols, and artifacts, which reinforced the identity of the brands and contributed to brand equity. It was also observed that brand museums act as strategic spaces for brand management, capable of promoting emotional connections and immersive experiences that strengthens consumer engagement. The contributions of the study cover both the theoretical field, by deepening the understanding of the dimensions of history, identity, emotional connection, and engagement, and the managerial field, by offering practical recommendations for brand managers on the use of museums as instruments for heritage preservation and value creation.