The Symbolic Construction in the Brand Management of Havaianas

Bibliographic Details
Main Author: Mager, Gabriela Botelho
Publication Date: 2018
Other Authors: Cipiniuk, Alberto
Format: Article
Language: por
Source: ModaPalavra e-periódico
Download full: https://www.revistas.udesc.br/index.php/modapalavra/article/view/11923
Summary: Contemporaneity is considered as the era of brands, in which it is omnipresent and omnipotent. The objective of this research was to study the social place of the brand in contemporaneity, configured in the social and cultural spheres, in order to identify the occurrence of the process of valorization of its image. The symbolic capital raises the economic capital and creates an identity relationship with its customers. The massive investment in communication in the various ways causes inculcation of the brand in the minds and includes it in the habitus of the society. It presents the case study of the brand management of Havaianas, that managed to transform in two decades its symbolic value from popular to worshiped by all social classes. As a result, the brand generates identity, stability, satisfies desires and unites social groups.
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spelling The Symbolic Construction in the Brand Management of HavaianasA Construção Simbólica na Gestão da Marca Havaianasbranding de modaeconomia simbólicadesignfashion brandingsymbolic economydesignContemporaneity is considered as the era of brands, in which it is omnipresent and omnipotent. The objective of this research was to study the social place of the brand in contemporaneity, configured in the social and cultural spheres, in order to identify the occurrence of the process of valorization of its image. The symbolic capital raises the economic capital and creates an identity relationship with its customers. The massive investment in communication in the various ways causes inculcation of the brand in the minds and includes it in the habitus of the society. It presents the case study of the brand management of Havaianas, that managed to transform in two decades its symbolic value from popular to worshiped by all social classes. As a result, the brand generates identity, stability, satisfies desires and unites social groups.Considera-se a contemporaneidade como a era das marcas, na qual é onipresente e onipotente. O objetivo desta pesquisa foi o de estudar o lugar social da marca na contemporaneidade, configurado nas esferas sociais e culturais, a fim de identificar a ocorrência do processo de valorização de sua imagem. O capital simbólico eleva o capital econômico e cria uma relação de identidade com seus clientes.  O massivo investimento em comunicação nos diversos meios faz com que haja inculcação da marca nas mentes e a inclui no habitus da sociedade. Apresenta-se o estudo de caso da gestão da marca Havaianas que conseguiu transformar em duas décadas o seu valor simbólico de popular a cultuado por todas as classes sociais. Como resultado, a marca gera a identidade, estabilidade, sacia desejos e une os grupos sociais.Universidade do Estado de Santa Catarina2018-07-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/1192310.5965/1982615x11222018381ModaPalavra e-periódico; Vol. 11 No. 22 (2018): Dossier Trend Studies and Fashion Brand; 381-407ModaPalavra e-periódico; Vol. 11 Núm. 22 (2018): Dossiê Estudos de Tendências e Branding de Moda; 381-407 Modapalavra e-periódico; v. 11 n. 22 (2018): Dossiê Estudos de Tendências e Branding de Moda; 381-4071982-615X10.5965/1982615x11222018reponame:ModaPalavra e-periódicoinstname:Universidade do Estado de Santa Catarina (UDESC)instacron:UDESCporhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/11923/8392Copyright (c) 2018 Gabriela Botelho Magerhttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessMager, Gabriela BotelhoCipiniuk, Alberto2023-03-17T12:50:09Zoai::article/11923Revistahttps://www.revistas.udesc.br/index.php/modapalavraPUBhttps://www.revistas.udesc.br/index.php/modapalavra/oai||modapalavra@gmail.com1982-615X1982-615Xopendoar:2023-03-17T12:50:09ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)false
dc.title.none.fl_str_mv The Symbolic Construction in the Brand Management of Havaianas
A Construção Simbólica na Gestão da Marca Havaianas
title The Symbolic Construction in the Brand Management of Havaianas
spellingShingle The Symbolic Construction in the Brand Management of Havaianas
Mager, Gabriela Botelho
branding de moda
economia simbólica
design
fashion branding
symbolic economy
design
title_short The Symbolic Construction in the Brand Management of Havaianas
title_full The Symbolic Construction in the Brand Management of Havaianas
title_fullStr The Symbolic Construction in the Brand Management of Havaianas
title_full_unstemmed The Symbolic Construction in the Brand Management of Havaianas
title_sort The Symbolic Construction in the Brand Management of Havaianas
author Mager, Gabriela Botelho
author_facet Mager, Gabriela Botelho
Cipiniuk, Alberto
author_role author
author2 Cipiniuk, Alberto
author2_role author
dc.contributor.author.fl_str_mv Mager, Gabriela Botelho
Cipiniuk, Alberto
dc.subject.por.fl_str_mv branding de moda
economia simbólica
design
fashion branding
symbolic economy
design
topic branding de moda
economia simbólica
design
fashion branding
symbolic economy
design
description Contemporaneity is considered as the era of brands, in which it is omnipresent and omnipotent. The objective of this research was to study the social place of the brand in contemporaneity, configured in the social and cultural spheres, in order to identify the occurrence of the process of valorization of its image. The symbolic capital raises the economic capital and creates an identity relationship with its customers. The massive investment in communication in the various ways causes inculcation of the brand in the minds and includes it in the habitus of the society. It presents the case study of the brand management of Havaianas, that managed to transform in two decades its symbolic value from popular to worshiped by all social classes. As a result, the brand generates identity, stability, satisfies desires and unites social groups.
publishDate 2018
dc.date.none.fl_str_mv 2018-07-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/11923
10.5965/1982615x11222018381
url https://www.revistas.udesc.br/index.php/modapalavra/article/view/11923
identifier_str_mv 10.5965/1982615x11222018381
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/11923/8392
dc.rights.driver.fl_str_mv Copyright (c) 2018 Gabriela Botelho Mager
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 Gabriela Botelho Mager
http://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
dc.source.none.fl_str_mv ModaPalavra e-periódico; Vol. 11 No. 22 (2018): Dossier Trend Studies and Fashion Brand; 381-407
ModaPalavra e-periódico; Vol. 11 Núm. 22 (2018): Dossiê Estudos de Tendências e Branding de Moda; 381-407
Modapalavra e-periódico; v. 11 n. 22 (2018): Dossiê Estudos de Tendências e Branding de Moda; 381-407
1982-615X
10.5965/1982615x11222018
reponame:ModaPalavra e-periódico
instname:Universidade do Estado de Santa Catarina (UDESC)
instacron:UDESC
instname_str Universidade do Estado de Santa Catarina (UDESC)
instacron_str UDESC
institution UDESC
reponame_str ModaPalavra e-periódico
collection ModaPalavra e-periódico
repository.name.fl_str_mv ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)
repository.mail.fl_str_mv ||modapalavra@gmail.com
_version_ 1798321055616466944

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