A evolução do gerenciamento de comunicação das marcas

• Ano de defesa: 2008
• Autor(a) principal: Bazanella, Luciana Sanfelice
• Orientador(a): Castro, Maria Helena Steffens de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: COMUNICAÇÃO SOCIAL; COMUNICAÇÃO ORGANIZACIONAL; MARCAS (PROPAGANDA); PUBLICIDADE; COMUNICAÇÃO EM MARKETING
• Link de acesso: http://hdl.handle.net/10923/2086

In view of the growing importance of consumerism to the economy and society, brand communication dynamics have changed significantly and have become more and more relevant for the creation of business strategies. Saturated with advertising offers and appeals, the market faces the intense development of new technologies while it tries to create new brand communication strategies. Given these phenomena, theoretical approaches supported by the logic that privileges the product to the detriment of the brand have proven to be unsatisfactory. From a semiotic perspective, we discussed the evolution of commercial brands communication management from its origin, in the beginning of the XX century, till today, in an attempt to understand the brand management evolution process, which began based on a unidirectional communication paradigm and reached the contemporary scenario in a process of high interactivity. The methodological route is guided by Michel Maffesoli‟s comprehensive sociology method. We used the following techniques: In-depth Interviews, which explore the subject through the knowledge and experience of the interviewees, and the Speech Analysis, hermeneutical type approach based on semiology. By relating their statements to the aspects raised by the study, we intend to draw a panorama of the true changes that are taking place in brand management. In a prospective approach, this thesis points out the need for the incorporation of consumers in brand communication strategies, considering interaction as the most relevant factor in this new context.