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Advisor(s)
Abstract(s)
O meio digital tem vindo a adquirir uma importância expressiva nas mais variadas áreas
sociais. As marcas encontraram nesse espaço digital novas formas e canais de
comunicação onde podem promover a sua identidade, os seus produtos e interagir com o
público.
A comunicação, presente e fundamental nas mais diversas áreas sociais, assume igual
relevância para a marca que, através da expressão visual e verbal nas plataformas digitais,
consegue aproximar-se do consumidor. A comunicação da marca visa criar identificação
e diferenciação num mercado que tem tantas potencialidades quanto concorrentes.
A presente investigação tem como objetivo entender de que modo a comunicação no meio
digital, em especial os elementos visuais e verbais da sua composição, contribuem para a
estratégia de ativação da marca. Para isso, foi realizado um levantamento bibliográfico
sobre a marca, a comunicação e as ferramentas que promovem a ativação no cenário
digital.
Os conhecimentos adquiridos resultaram na conceção de um manual de ativação digital
da marca, baseado na comunicação e nos elementos visuais e verbais. O manual surge
sob a forma de e-book e contém informações relativas à marca, à comunicação, à ativação
de marca e todas as componentes digitais que são inerentes à temática.
As informações contidas neste trabalho organizam conceitos teóricos, num corpo de
conhecimento que pretende auxiliar na orientação sobre as estratégias de comunicação e
ativação da marca através de meios digitais.
The digital medium has acquired a significant importance in the most varied social areas. Brands have found in this digital space new ways and channels of communication where they can promote their identity, their products and interact with the public. Communication, present and fundamental in the most diverse social areas, assumes equal importance for the brand, which through visual and verbal expression on digital platforms, can get closer to the consumer. Brand communication aims to create identification and differentiation in a market that has as many potential as competitors. The present research aims to understand how communication in the digital environment, especially the visual and verbal elements of its composition, contribute to the strategy of activation of the brand. For this, a bibliographic survey was carried out on the brand, the communication and the tools that promote the activation in the digital scenario. The acquired knowledge resulted in the conception of a manual of digital activation of the brand, based on the communication and the visual and verbal elements. The manual comes in the form of an e-book and contains information about the brand, communication, brand activation and all the digital components that are inherent in the subject. The information contained in this work organizes theoretical concepts, in a body of knowledge that intends to assist in the orientation on the strategies of communication and activation of the brand through digital means.
The digital medium has acquired a significant importance in the most varied social areas. Brands have found in this digital space new ways and channels of communication where they can promote their identity, their products and interact with the public. Communication, present and fundamental in the most diverse social areas, assumes equal importance for the brand, which through visual and verbal expression on digital platforms, can get closer to the consumer. Brand communication aims to create identification and differentiation in a market that has as many potential as competitors. The present research aims to understand how communication in the digital environment, especially the visual and verbal elements of its composition, contribute to the strategy of activation of the brand. For this, a bibliographic survey was carried out on the brand, the communication and the tools that promote the activation in the digital scenario. The acquired knowledge resulted in the conception of a manual of digital activation of the brand, based on the communication and the visual and verbal elements. The manual comes in the form of an e-book and contains information about the brand, communication, brand activation and all the digital components that are inherent in the subject. The information contained in this work organizes theoretical concepts, in a body of knowledge that intends to assist in the orientation on the strategies of communication and activation of the brand through digital means.
Description
Keywords
Marca Comunicação digital Ativação de marca Identidade de marca Brand Digital communication Brand activation Brand identity