Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro de Comunicação e Expressão, Programa de Pós-Graduação em Design e Expressão Gráfica, Florianópolis, 2017 / Made available in DSpace on 2017-07-11T04:24:05Z (GMT). No. of bitstreams: 1 346220.pdf: 11322190 bytes, checksum: 4eb0b8bfebe74f88917b69fe11f607fd (MD5) Previous issue date: 2017 / Proveniente do latim nomen, o nome, dentre outras definições, diz respeito a uma palavra ou conjunto delas que objetiva designar pessoas, animais, lugares ou diferentes objetos e fenômenos encontrados ou sentidos na natureza. Desta maneira, em meio a um mundo composto por heterogeneidades e semelhanças, cabe principalmente ao nome gerar um rótulo de identificação social, responsável por relacionar marcas de individualidade que caracterizam o objeto portador de determinada nomenclatura. Apesar do ato de distinguir objetos e pessoas remontar os primórdios da história da humanidade, foi com a evolução da linguagem que o homem se permitiu nomear, designando conceitos as mais diferentes coisas, sejam elas físicas ou abstratas. Seguindo este raciocínio e a necessidade humana de individualizar e distinguir que, com a evolução do mercado, foi também necessária a nomeação de marcas e produtos, processo conhecido no âmbito do design como Naming. Assim sendo, a pesquisa em questão busca investigar a importância da escolha de um nome em relação a aspectos relevantes referentes a percepção, competitividade, diferenciação e posicionamento de uma marca, objetivando a formulação de uma ferramenta para a construção de nomes, para empresas ou produtos, que reforcem a essência fundamental destas marcas, seu ?DNA?. Tal pesquisa está enquadrada como aplicada e exploratória, uma vez que objetiva a geração de conhecimentos para a aplicação prática e dirigida às soluções de problemas específicos, sendo fundamentada principalmente por pesquisas bibliográficas. Como metodologia de aplicação da pesquisa, definiu-se o uso da Design-based Research (DBR), em português, Pesquisa Baseada em Design (PBD), um processo com foco acadêmico e científico que apresenta como propósito uma avalição sistemática por meio de cinco etapas melhores explicadas durante o decorrer da pesquisa. Durante a aplicação da PBD, foram realizados 5 ciclos experienciais, envolvendo projetos de nomes para marcas e produtos junto a empresas da região e projetos relacionados a Universidade Federal de Santa Catarina. Ao todo, os ciclos de trabalho envolveram mais de 70 participantes, gerando cerca de 700 sugestões de nomes, servindo como base conceitual e prática para a criação de uma ferramenta e seu modo de aplicação para futuros projetos de naming. A ferramenta foi estruturada em 13 etapas que combinam momentos presenciais de prática efetiva e momentos remotos de verificações de cunho técnico e legal, combinando momentos de criação individual e coletiva em busca da maximização do potencial criativo dos envolvidos.<br> / Abstract : Coming from the Latin nomen, the name, among other definitions, refers to a word or set of them that aims to designate people, animals, places or different objects and phenomena found or sensed in nature. In this way, in the midst of a world composed of heterogeneities and similarities, it is mainly the name to generate a label of social identification, responsible for relating marks of individuality that characterize the object bearing a certain nomenclature. Although the act of distinguishing objects and persons traces the beginnings of the history of humanity, it was with the evolution of language that man allowed himself to be named, designating concepts the most different things, be they physical or abstract. Following this reasoning and the human need to individualize and distinguish that, with the evolution of the market, it was also necessary to appoint brands and products, a process known in the scope of design as Naming. Therefore, the research in question seeks to investigate the importance of choosing a name in relation to relevant aspects regarding the perception, competitiveness, differentiation and positioning of a brand, aiming at the formulation of a tool for the construction of names, for companies or products , That reinforce the fundamental essence of these marks, their "DNA". Such research is framed as applied and exploratory, since it aims to generate knowledge for the practical application and directed to the solutions of specific problems, being based mainly by bibliographical researches. As a methodology for the application of the research, we defined the use of Design-based Research (DBR) in Portuguese, Design-Based Research (PBD), a process with an academic and scientific focus that proposes a systematic evaluation through five Explained during the course of the research. During the implementation of the PBD, 5 experiential cycles were carried out, involving projects for brand names and products with companies from the region and projects related to the Federal University of Santa Catarina. In all, the work cycles involved more than 70 participants, generating about 700 suggestions of names, serving as conceptual and practical basis for creating a tool and its way of applying for future naming projects. The tool was structured in 13 stages that combine effective moments of practice and remote moments of technical and legal checks, combining moments of individual and collective creation in order to maximize the creative potential of those involved.

Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro de Comunicação e Expressão, Programa de Pós-Graduação em Design, Florianópolis, 2016. / Made available in DSpace on 2016-09-20T04:37:23Z (GMT). No. of bitstreams: 1 341835.pdf: 22441261 bytes, checksum: 061a69cd7c3adfde74819c8f353b8654 (MD5) Previous issue date: 2016 / Desde que a sociedade passou a buscar por novas maneiras de consumir com mais responsabilidade social e ambiental, as marcas tem modificado o pensamento organizacional em busca de processos e relacionamentos que colaborem com essa mudança. Essa mudança de paradigma tem feito com que os processos de Branding busquem apoio no design para a utilização de novos processos de gestão, que permitam contribuir na comunicação de conceitos como valores e propósitos, especialmente de forma visual. Neste sentido, o Laboratório de Branding LOGO (Laboratório de Orientação da Gênese Organizacional) tem buscado em Design desenvolver uma metodologia própria de Branding, a TXM Branding. Essa metodologia deve permitir que diferentes tipos de organizações possam construir e gerenciar suas marcas de modo a criar uma experiência de marca autêntica, desenvolvendo para isso, estruturas básicas que permitam às marcas encontrarem sua essência e transforma-la em estratégias. Assim, buscou-se no conceito de Propósito uma forma da marca interagir com seus diferentes públicos, despertando nestes um compromisso de apoiar a marca no desenvolvimento de estratégias que atendam as necessidades de toda comunidade criada em torno da marca. Ao entender o propósito como uma força motivadora se faz necessária uma apresentação dinâmica a qual proporcione às organizações um meio eficiente para disseminar os valores da marca. Por este motivo, o presente estudo busca a definição de etapas para a estruturação de um processo de visualização do Propósito de marcas a ser incorporado à metodologia TXM Branding. Para o desenvolvimento deste estudo, realizou-se uma pesquisa exploratória, bibliográfica e documental e posteriormente a participação ativa do pesquisador no processo de observação em projetos desenvolvidos dentro do Laboratório em organizações atendidas pelo mesmo. Assim puderam ser estipuladas seis etapas para compor o processo, além da reestruturação de um mapa visual para discussão do conceito do Propósito de marca.<br> / Abstract : Since people began to look for new ways to consume with more social and environmental responsibility, brands have modified the organizational thinking in search processes and relationships to collaborate with this change. This paradigm shift has made the Branding processes seek, in the design field, new management processes that enable it to contribute in the communication of concepts such as values and purposes, especially visually. In this sense, Branding LOGO Laboratory (Orientation Laboratory Organizational Genesis) has sought to develop a Design Branding Methodology, the TXM Branding. This methodology should allow different organizations to build and manage their brands to create an authentic brand experience, developing to this, basic structures that enable brands find their essence and transform it into strategies. Thus, the concept of purpose serves as a tool for the brand to interact with their different audiences, awakening in people a commitment to support the brand development strategies that meet the needs of the entire community created around the brand. By understanding the purpose as a motivating force, it becomes indispensable a dynamic presentation which provides for organizations an efficient way to disseminate the values of the brand. For this reason, this study aims to define steps to compose a process for the Brand Purpose, which will be incorporated into the methodology, TXM Branding. To develop this study, there was an exploratory, bibliographical and documentary research and later an active participation of the researcher as an observer in projects developed within the Laboratory Organizations. So six stages might be stipulated to compose the process, and the restructuring of a visual map for discussion of the concept of brand purpose.

University of Macau / Faculty of Social Sciences / Department of Communication

No description available.

As with the traditional form of print advertising, advertisements were, and still are designed in a particular way to attract the viewer’s attention and direct the attention towards a specific area within the framework of the advertisement. However, besides print advertising, today’s markets require further interaction with consumers and the public at large. This has given rise to the use of experiential brand marketing whereby consumers interact with the brand in out-of-context situations. The advancement of technology has enabled user experiences to go beyond the traditional forms of branding such as television, print, radio and even on-line advertising, websites and so forth and users are able to upload experiential brand experiences instantly on social networking sites. This, in turn, has indicated that marketers need to take full advantage of social networking, PR and audience interaction with brands. Theo Van Leeuwen & Gunther Kress (2005:7) investigated the context of ‘framing’ in visual communication where elements either have some kind of ‘connectedness’ or ‘disconnectedness’. This study focuses on the context of Van Leeuwen’s (2005:7) ‘framing’ of traditional print magazine designs to the environments or brandscapes in which experiential brand activations are taking place. According to Lenderman (2006:52), experiential marketing requires person-to-person networking with consumers who use sophisticated networking tools for respectful conversations between the consumer and the brand. Not only is this a cost effective solution to making a relatively unknown brand reach the masses, but it also allows an opportunity of immediate audience participation and instant recording of data that can spread across a global network. The theoretical base of social semiotics, underpinned by Van Leeuwen’s theory of ‘framing’, forms the theoretical basis of this study, with case studies of various experiential brand activations being analysed. An analysis of the environment in which the brand experience takes place, along with consumer reactions and their reactions to the overall brand experience in terms of experiential branding is studied. The aim of this research is to identify how the interplay of social semiotics could be used to interpret the current trend of user brand experiences in terms of experiential, interactive marketing.

This study explored the guidelines advocated by selected media content analysis with the aim of identifying effective approaches to evaluate audience responses to promotional messages. Drawing from literature and documented deliberations by industry professionals, content-specific analysis protocols were applied and tested using a case study representing topic-specific responses to the Two Oceans Quay 5 product launch. In doing so, a logical observation of the communication in unpaid media placements and relevant discussions distributed in public media channels was completed. It is in this sense that this research enriches the study of public relations with a particular focus on output-driven evaluation. It provides insights into qualitative and quantitative publicity measurement and suggests how these methods can be useful to explicate the impact of media coverage as a public relations element. While it largely focused on discovering improved media content analysis solutions, this study revealed that content-driven analysis can only be useful when its protocols are aligned with the context of the data and if communication practitioners remain aware and transparent of its subjectivity. In this regard, this study helps to generate an understanding of the subjective dynamic of public relations and the importance of in-depth and adaptable publicity assessments to help distinguish public relations as a purposeful branding function next to advertising and marketing.

Given the importance of a business being able to create a positive brand image in the minds of customers and influencing customer purchasing behaviour, there is a lack of attention given to the research of the role that social media tools can play in the success of retailers. Numerous research studies have focussed on determining the advantages of and impact that social media tools can have on the success of businesses, however, the impact of social media tools on the creation of a positive brand image, and influencing customer purchasing behaviour is less evident. Thus, the primary objective of this study is to investigate the influence of social media tools on the brand image of retailers and how it affects customer purchasing behaviour. A full literature review was conducted on the retail environment and its importance, as well as on social media as a marketing communication tool. Thereafter, independent variables (Official websites, Facebook and Twitter) were identified as possibly influencing the intervening variable (Brand image) and dependent variable (Customer purchasing behaviour). Three independent variables were selected and used to construct a hypothetical model and research hypothesis. The purpose of these independent variables was to determine whether the use of social media tools could lead to a positive brand image and ultimately improve customer purchasing behaviour. An empirical investigation was undertaken to be able to establish the influence of social media tools on the brand image and customer purchasing behaviour of retail customers. The measuring instrument used for this study, a questionnaire, was constructed from secondary literature sources. The convenience sampling technique was used to identify respondents. The usable questionnaires that were gathered from respondents were examined through statistical analyses. Exploratory factor analysis (EFA) and the calculation of Cronbach’s alpha coefficients were used to confirm the validity and reliability of the measuring instrument. Descriptive statistics, as part of the data analyses, were calculated to summarise and allow interpretation of the sample data. Furthermore, Pearson’s Product Moment Correlations were calculated to determine correlations among variables used in this study. Multiple regression analysis was the primary statistical procedure used for testing the significance of relationships hypothesised between the independent, intervening and dependent variables of this study. The empirical investigation was concluded by a the calculation of a t-test and Analysis of Variance (ANOVA), for the purpose of determining the influence of selected demographic variables on respondents’ perceptions with regard to the independent, intervening and dependent variables. In addition, post-hoc Tukey tests were conducted to determine significant differences among individual mean scores, and the degree of practical significance was determined by calculated Cohen’s d values. Based on the results of the empirical investigation, significant relationships were found among the independent variables (Official websites, Facebook and Twitter), the intervening variable (Brand image) and the dependent variable (Customer purchasing behaviour). The empirical investigation revealed that the age of respondents has a significant impact on how their image of a brand and purchasing behaviour are influenced by retailers’ use of social media tools. This study has made a contribution to the shortage of literature on the impact of social media tools on retailers. The hypothetical model developed for this study assisted in understanding the impact that retailers’ use of social media tools have on the brand image of retailers and customers’ purchasing behaviour. As a result, this study provides recommendations and suggestions for retailers to ensure a positive brand image in the minds of customers, and to ultimately use social media tools to positively influence the purchasing behaviour of customers.

Sport, with the help of the media, plays a huge role in today’s society. Sport fans are following their favourite athlete and teams religiously as they compete locally and internationally. Over a century ago, the first professional athlete was endorsed. Since then companies are investing millions of dollars in athlete endorsement to promote brand awareness under consumers. The surfing industry is no different. With the Association of Professional Surfers (ASP) world tour, the big surf companies are jumping at the opportunity to sponsor pro surfers to market their products. Previous studies have shown athletes can evoke both positive and negative attitudes towards their endorsing brand thus effecting company’s sales. The aim of this study was to research the influence these endorsed pro surfers have on consumer behaviour towards their brand in a local market. A qualitative study was done on local surfers in Port Elizabeth, South Africa. Results showed that favourite surfers evoke a positive attitude towards their sponsoring brand. However this influence does not seem to be as significant as in other sports. Surf companies within the industry should be aware of the big influence age has on the consumers behaviour and that different age groups follow different surfers. Companies should choose to sponsor professional surfers that fit the image of the company and the products, not necessarily the professional surfer who performs the best. Using professional surfers in advertising of products does create better brand awareness, but endorsed professional surfers are not likely to change consumer’s perceptions of the endorsing brand’s products.

Many marketers choose to position their brands as underdogs instead of top dogs in the marketplace. Research shows that underdog positioning may help marketers to create competitive advantages, although when and why consumers respond favorability to such positioning strategy is not fully understood. While a handful of studies found that underdog positioning is more effective than top-dog positioning for certain types of brands or consumers, little is known about how consumers'psychological state may influence their responses to underdog positioning. Existing literature on underdog positioning mainly attributes consumers' favorable responses to its ability to elicit empathy for the brand, neglecting the potential benefit that consumers can gain from their underdog support. To address these gaps, this thesis examines how personal control influences consumers' responses to underdog (vs. top dog) positioning. It was proposed that brands positioned as underdogs are preferred over those positioned as top dogs by consumers whose personal control is low because underdog positioning can inspire those consumers to restore their threatened control. Five experiments were conducted to test the hypotheses. Experiment 1 demonstrates that when consumers' personal control is low, consumers prefer brands positioned as underdogs over those positioned as top dogs. Experiment 2 uncovers the underlying mechanism of the observed effect: The relative preference for underdog positioning among low-control consumers occurs because the passion and determination exemplified in such positioning can inspire those consumers to cope with their loss or lack of control. In line with this mechanism, Experiment 3 provides supportive evidence that the acquisition of the brand positioned as an underdog, but not the acquisition of the brand positioned as a top dog, increases low-control consumers'feelings of control. The last two experiments show that low-control consumers' relative preference for underdog positioning is further moderated by both their shopping orientation and the causal attribution for their loss of control. The findings of this thesis contribute to the growing research on underdog positioning and customer inspiration, and the results have practical implications for marketers in terms of effectiveness of marketing communications.

Many marketers choose to position their brands as underdogs instead of top dogs in the marketplace. Research shows that underdog positioning may help marketers to create competitive advantages, although when and why consumers respond favorability to such positioning strategy is not fully understood. While a handful of studies found that underdog positioning is more effective than top-dog positioning for certain types of brands or consumers, little is known about how consumers'psychological state may influence their responses to underdog positioning. Existing literature on underdog positioning mainly attributes consumers' favorable responses to its ability to elicit empathy for the brand, neglecting the potential benefit that consumers can gain from their underdog support. To address these gaps, this thesis examines how personal control influences consumers' responses to underdog (vs. top dog) positioning. It was proposed that brands positioned as underdogs are preferred over those positioned as top dogs by consumers whose personal control is low because underdog positioning can inspire those consumers to restore their threatened control. Five experiments were conducted to test the hypotheses. Experiment 1 demonstrates that when consumers' personal control is low, consumers prefer brands positioned as underdogs over those positioned as top dogs. Experiment 2 uncovers the underlying mechanism of the observed effect: The relative preference for underdog positioning among low-control consumers occurs because the passion and determination exemplified in such positioning can inspire those consumers to cope with their loss or lack of control. In line with this mechanism, Experiment 3 provides supportive evidence that the acquisition of the brand positioned as an underdog, but not the acquisition of the brand positioned as a top dog, increases low-control consumers'feelings of control. The last two experiments show that low-control consumers' relative preference for underdog positioning is further moderated by both their shopping orientation and the causal attribution for their loss of control. The findings of this thesis contribute to the growing research on underdog positioning and customer inspiration, and the results have practical implications for marketers in terms of effectiveness of marketing communications.