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Master's Dissertation
DOI
https://doi.org/10.11606/D.12.2009.tde-07102009-152652
Document
Author
Full name
Carolina de Freitas Luis Compagno
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2009
Supervisor
Committee
Toledo, Geraldo Luciano (President)
Crescitelli, Edson
Proença, Maria Cristina de Araujo
Title in Portuguese
Análise semiótica e gestão de marcas: um estudo exploratório
Keywords in Portuguese
Marcas - Administração
Marketing
Semiótica
Abstract in Portuguese
Esta dissertação apresenta um estudo, conceitual e empírico, que procura verificar a contribuição da análise semiótica à gestão de marcas, focalizando as condições e variáveis envolvidas no processo. Para atingir o objetivo proposto, buscou-se uma revisão bibliográfica que permitisse a compreensão do contexto em que as marcas tornaram-se ativos tão importantes para as organizações - partindo da evolução do pensamento e práticas de marketing e chegando à implementação da estratégia de marketing através da marca. Ainda na revisão bibliográfica, examinaram-se as diversas ferramentas auxiliares na construção, avaliação e gestão de marcas, incluindo a análise semiótica. Através de uma pesquisa empírica exploratória, operacionalizada por meio de entrevistas em profundidade com profissionais de marketing, investigou-se as contribuições, limitações e tendências da análise semiótica aplicada à gestão de marcas no Brasil. As análises das entrevistas levaram à conclusão que a aplicação da metodologia semiótica é válida, adequada e contribui, principalmente, na manutenção da coerência entre o posicionamento e a imagem da marca, apesar dos resultados dependerem estritamente da interpretação do analista.
Title in English
Semiotic analysis and brands: an exploratory study
Keywords in English
Brands - Management
Marketing
Semiotics
Abstract in English
This study presents a conceptual and empirical study that attempts to verify the contribution of semiotic analysis to brand management, focusing the conditions and variables involved in the process. In order to achieve the proposed objective, a bibliographic revision that allows the comprehension of the context in which brands had become such important assets to organizations was carried out from the evolution of thinking and marketing practices to the implementation of marketing strategies through brands. Still in the bibliographic revision, the study investigates several tools used to build, evaluate and manage brands, including semiotic analysis. An empirical exploratory research was conducted with marketing professionals, via in-depth interviews, to investigate contributions, limitations and trends of semiotic analysis applied to brand management in Brazil. The analysis of the interviews led to the conclusion that the application of semiotic methodology is valid, appropriate and contributes, mainly, to the maintenance of consistency between positioning and image of the brand, even though the results strictly depend on the analyst interpretation.
 
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Carolina_Compagno.pdf (698.10 Kbytes)
Publishing Date
2009-10-15
 
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