Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2017-05-15T16:27:19Z No. of bitstreams: 1 Paula Fernanda Prado Pereira.pdf: 6244201 bytes, checksum: 7df9346bce1b9b3c2b12c68c5bc80f9c (MD5) / Made available in DSpace on 2017-05-15T16:27:19Z (GMT). No. of bitstreams: 1 Paula Fernanda Prado Pereira.pdf: 6244201 bytes, checksum: 7df9346bce1b9b3c2b12c68c5bc80f9c (MD5) Previous issue date: 2017-04-06 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / 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 / O 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 sociais

Today, in a world of consumption where almost everything is branded, every consumer has a brand that they love, a so called lovemarks. Nowadays, it takes more than just a commercial to make consumers stay committed to a brand. Consumers need to relate on a more personal level. There lies a deep rooted love, consistent over long periods of time, making the luxury brand consumer’s one the most loyal consumers in the world. Consequently, it is the consumers that decide what a lovemarks is, and why they go back to repurchasing that brand again, a kind of on-going romance between consumer-brand.   The purpose of this dissertation is to explore why consumers develop emotional attachment and loyalty towards brands, leading to a long-lasting, devoted relationship between the consumer and the brand. The aim is to find out elements that are needed to love a brand consistently. The outcome of this study will provide a better look into the consumer’s attitude towards lovemark brands.   A qualitative study has been performed on consumer attitudes towards their lovemarks brand, and the language they use when describing their motive to stay loyal to their brand of preference. Furthermore, the view of what elements are needed for them develop emotional attachment towards that brand is explored.   The conclusion of this dissertation is that in order for consumers to develop loyalty and emotional attachment to brands, they need the elements of emotion, quality, trust, image, timeless fashion, and tradition. These elements combined, make the ultimate consumer that many brands want to have.

In my dissertation I survey the historic progress of the reality TV and the reality show, focussing on the specific genre of the talent shows, which stands for the current phenomenon of the entertainment industry in TV broadcasting. Using the method of the oral history I'll explain in detail the principals of running these shows on chosen formats and point out how different or same strategies can appear in shows all over the world. Further I'll focus on the structure and the level of a production, main features of the audience personality and behaviour, for example forming the relationship between the viewer and the participants on the basing on personal stories or praising and idealising the competitors. The next step of my analysis will be a depiction of the economic thesis and rules, which run the talent shows, which give them a direction and drive them on the TV market. I'll give an insight into the terms as the affective economics, building lovemarks or an inspiring fan, which are characteristic for the era of the convergence of media, which are considerably covered by talent shows. In the end my work depicts also the role of the jury and their specific trail, which are necessary for the viewer ratings and potential success of the certain show. Further my work will point out the typical marks...

The goal of my diploma thesis is to describe and evaluate relationship of young people in Czech Republic towards brands. In first chapter I describe historical development of marketing approach towards brands, the function of a brand, its elements and the differences between brands and products. I mention and compare two diverse concepts of brand management - Kellers CBBE concept and Roberts Lovemarks concept. In the second chapter I characterize young Czechs at the age between 15 and 30. I do so thanks to information gathered from different sociological studies and from papers about phenomenom of generation Y. Last chapter follows the previous two and is purely about relationship of young pepople towards brands. I used for it facts described in the thesis above and data that I get from particular qualitative research as well as quantitative research that I realised by myself.