Prisma de Identidade de Marca: perspectiva para evolução do modelo
| Ano de defesa: | 2017 |
|---|---|
| Autor(a) principal: |
Pereira, Paula Fernanda Prado
 |
| Orientador(a): | |
| Banca de defesa: | |
| Tipo de documento: | Tese |
| Tipo de acesso: | Acesso aberto |
| Idioma: | por |
| Instituição de defesa: |
Pontifícia Universidade Católica de São Paulo
|
| Programa de Pós-Graduação: |
Programa de Estudos Pós-Graduados em Administração
|
| Departamento: |
Faculdade de Economia, Administração, Contábeis e Atuariais
|
| País: |
Brasil
|
| Palavras-chave em Português: | |
| Palavras-chave em Inglês: | |
| Área do conhecimento CNPq: | |
| Link de acesso: | https://tede2.pucsp.br/handle/handle/20099 |
Resumo: | The Brand Identity Prism is an analysis tool that was created by Jean-Noël Kapferer in 1991, and since then, consists of a very important tool for organizations. Since its creation, it has never been remodeled; and, faced with a scenario in which social media has increased its importance in developing digital marketing strategies, there was this theoretical gap. Therefore, this thesis "Brand Identity Prism: perspective for a model evolution", aims to: contribute academically to advances in digital marketing theories, expanding the knowledge to the formation of more solid strategies and provide practical suggestions to managers of digital marketing departments in the fashion industry, but also to other market segments. To achieve the proposed objectives, the literature review regarding this tool was carried out, as well as accessories concepts: Lovemarks and virtual brand communities. The research methodology used was the qualitative kind, with single case study research strategy, which was through the study of a French origin fashion brand, "Repetto Paris". The results showed that it is possible to suggest an advance in the current model of the Prism, given the reality in which the organizations are, of intense competition and of an increasing need of communication and relationship with the consumers via social media platforms |
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Serralvo, Francisco Antoniohttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4201645Z1Pereira, Paula Fernanda Prado2017-05-15T16:27:19Z2017-04-06Pereira, Paula Fernanda Prado. Prisma de Identidade de Marca: perspectiva para evolução do modelo. 2017. 105 f. Tese (Doutorado em Administração) - Programa de Estudos Pós-Graduados em Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, 2017.https://tede2.pucsp.br/handle/handle/20099The Brand Identity Prism is an analysis tool that was created by Jean-Noël Kapferer in 1991, and since then, consists of a very important tool for organizations. Since its creation, it has never been remodeled; and, faced with a scenario in which social media has increased its importance in developing digital marketing strategies, there was this theoretical gap. Therefore, this thesis "Brand Identity Prism: perspective for a model evolution", aims to: contribute academically to advances in digital marketing theories, expanding the knowledge to the formation of more solid strategies and provide practical suggestions to managers of digital marketing departments in the fashion industry, but also to other market segments. To achieve the proposed objectives, the literature review regarding this tool was carried out, as well as accessories concepts: Lovemarks and virtual brand communities. The research methodology used was the qualitative kind, with single case study research strategy, which was through the study of a French origin fashion brand, "Repetto Paris". The results showed that it is possible to suggest an advance in the current model of the Prism, given the reality in which the organizations are, of intense competition and of an increasing need of communication and relationship with the consumers via social media platformsO Prisma de Identidade de Marca é uma ferramenta de análise que foi criada por Jean-Noël Kapferer em 1991, e, desde então, consiste em um instrumento de grande importância para as organizações. A contar de sua elaboração, não passou por mudanças; e, diante de um cenário no qual a gestão da marca nas plataformas de redes sociais tem aumentado sua importância na elaboração de estratégias de marketing digital, observou-se esta lacuna teórica. Por isso, a presente tese “Prisma de Identidade de Marca: perspectiva para evolução do modelo”, tem por objetivos: contribuir academicamente para avanços nas teorias de marketing digital, ampliando o conhecimento para a formação de estratégias mais sólidas, bem como fornecer sugestões práticas aos gestores de departamentos de marketing digital no setor de moda, mas também aos demais segmentos de mercado. Para atingir os objetivos propostos, foi realizada a revisão da literatura no que se refere a esta ferramenta, assim como os conceitos complementares: Lovemarks e Comunidades Virtuais de Marca. A metodologia de pesquisa utilizada foi do tipo qualitativa, com estratégia de investigação de estudo de caso único, que se deu por meio do estudo da marca de moda de origem francesa, “Repetto Paris”. Os resultados encontrados demonstraram que é possível sugerir um avanço no modelo atual do Prisma, considerando-se a realidade na qual as organizações se encontram, de intensa concorrência e de necessidade cada vez maior de comunicação e relacionamento com os consumidores via plataformas de redes sociaisCoordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/42307/Paula%20Fernanda%20Prado%20Pereira.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em AdministraçãoPUC-SPBrasilFaculdade de Economia, Administração, Contábeis e AtuariaisPrisma de Identidade de MarcaMarketing na Internet LovemarksMarketing - Inovações tecnológicasBrand Identity PrismLovemarksMarketing - Technological innovationsCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOPrisma de Identidade de Marca: perspectiva para evolução do modeloTeseinfo:eu-repo/semantics/doctoralThesisinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTPaula Fernanda Prado Pereira.pdf.txtPaula Fernanda Prado Pereira.pdf.txtExtracted texttext/plain195888https://repositorio.pucsp.br/xmlui/bitstream/handle/20099/4/Paula%20Fernanda%20Prado%20Pereira.pdf.txt361d26db782a1c7513aa83be53bee55bMD54LICENSElicense.txtlicense.txttext/plain; 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| dc.title.por.fl_str_mv |
Prisma de Identidade de Marca: perspectiva para evolução do modelo |
| title |
Prisma de Identidade de Marca: perspectiva para evolução do modelo |
| spellingShingle |
Prisma de Identidade de Marca: perspectiva para evolução do modelo Pereira, Paula Fernanda Prado Prisma de Identidade de Marca Marketing na Internet Lovemarks Marketing - Inovações tecnológicas Brand Identity Prism Lovemarks Marketing - Technological innovations CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
| title_short |
Prisma de Identidade de Marca: perspectiva para evolução do modelo |
| title_full |
Prisma de Identidade de Marca: perspectiva para evolução do modelo |
| title_fullStr |
Prisma de Identidade de Marca: perspectiva para evolução do modelo |
| title_full_unstemmed |
Prisma de Identidade de Marca: perspectiva para evolução do modelo |
| title_sort |
Prisma de Identidade de Marca: perspectiva para evolução do modelo |
| author |
Pereira, Paula Fernanda Prado |
| author_facet |
Pereira, Paula Fernanda Prado |
| author_role |
author |
| dc.contributor.advisor1.fl_str_mv |
Serralvo, Francisco Antonio |
| dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4201645Z1 |
| dc.contributor.author.fl_str_mv |
Pereira, Paula Fernanda Prado |
| contributor_str_mv |
Serralvo, Francisco Antonio |
| dc.subject.por.fl_str_mv |
Prisma de Identidade de Marca Marketing na Internet Lovemarks Marketing - Inovações tecnológicas |
| topic |
Prisma de Identidade de Marca Marketing na Internet Lovemarks Marketing - Inovações tecnológicas Brand Identity Prism Lovemarks Marketing - Technological innovations CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
| dc.subject.eng.fl_str_mv |
Brand Identity Prism Lovemarks Marketing - Technological innovations |
| dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
| description |
The Brand Identity Prism is an analysis tool that was created by Jean-Noël Kapferer in 1991, and since then, consists of a very important tool for organizations. Since its creation, it has never been remodeled; and, faced with a scenario in which social media has increased its importance in developing digital marketing strategies, there was this theoretical gap. Therefore, this thesis "Brand Identity Prism: perspective for a model evolution", aims to: contribute academically to advances in digital marketing theories, expanding the knowledge to the formation of more solid strategies and provide practical suggestions to managers of digital marketing departments in the fashion industry, but also to other market segments. To achieve the proposed objectives, the literature review regarding this tool was carried out, as well as accessories concepts: Lovemarks and virtual brand communities. The research methodology used was the qualitative kind, with single case study research strategy, which was through the study of a French origin fashion brand, "Repetto Paris". The results showed that it is possible to suggest an advance in the current model of the Prism, given the reality in which the organizations are, of intense competition and of an increasing need of communication and relationship with the consumers via social media platforms |
| publishDate |
2017 |
| dc.date.accessioned.fl_str_mv |
2017-05-15T16:27:19Z |
| dc.date.issued.fl_str_mv |
2017-04-06 |
| dc.type.driver.fl_str_mv |
Tese info:eu-repo/semantics/doctoralThesis |
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info:eu-repo/semantics/publishedVersion |
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doctoralThesis |
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publishedVersion |
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Pereira, Paula Fernanda Prado. Prisma de Identidade de Marca: perspectiva para evolução do modelo. 2017. 105 f. Tese (Doutorado em Administração) - Programa de Estudos Pós-Graduados em Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, 2017. |
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https://tede2.pucsp.br/handle/handle/20099 |
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Pereira, Paula Fernanda Prado. Prisma de Identidade de Marca: perspectiva para evolução do modelo. 2017. 105 f. Tese (Doutorado em Administração) - Programa de Estudos Pós-Graduados em Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, 2017. |
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Brasil |
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Faculdade de Economia, Administração, Contábeis e Atuariais |
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Pontifícia Universidade Católica de São Paulo |
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