Brand creative courage : its importance in brand communication
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/42562 |
Resumo: | In the current social media age, customers are inundated with excessive information and content, which can make them feel overwhelmed. Due to that, brands must adapt and establish distinctive and brave methods to differentiate themselves from competition. As a result, creativity has become an even more important component in marketing, helping firms to build a distinctive personality and effectively engage with consumers. However, not all brands are willing to take the associated risks involved in creativity. While previous research has studied the influence of creative courage on brand communication from the perspective of customers, there is insufficient literature on its impact on brands. This research aims to investigate the impact that brave and creative communication has on a brand's ability to differentiate itself in the market and to determine the key factors that contribute to the effectiveness of such brand communication strategy. Two case studies were conducted for this goal, as well as the development of a new model for assessing creativity in brand communication. The findings suggest that bold and creative communication can lead to highly positive outcomes for a brand, but success is not guaranteed, and risks are involved. A new model highlights essential criteria for the success of creative and brave brand communication. The new model developed for assessing creativity makes it also possible for companies to evaluate the creativity of their brand communication and identify areas for improvement, avoiding future mistakes. |
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Brand creative courage : its importance in brand communicationBrand communication strategyBrand creativityBrand courageBrand creative courageRisk managementEstratégia de comunicação de marcaCriatividade das marcasCoragem das marcasCoragem criativa das marcasGestão do riscoDomínio/Área Científica::Ciências Sociais::Economia e GestãoIn the current social media age, customers are inundated with excessive information and content, which can make them feel overwhelmed. Due to that, brands must adapt and establish distinctive and brave methods to differentiate themselves from competition. As a result, creativity has become an even more important component in marketing, helping firms to build a distinctive personality and effectively engage with consumers. However, not all brands are willing to take the associated risks involved in creativity. While previous research has studied the influence of creative courage on brand communication from the perspective of customers, there is insufficient literature on its impact on brands. This research aims to investigate the impact that brave and creative communication has on a brand's ability to differentiate itself in the market and to determine the key factors that contribute to the effectiveness of such brand communication strategy. Two case studies were conducted for this goal, as well as the development of a new model for assessing creativity in brand communication. The findings suggest that bold and creative communication can lead to highly positive outcomes for a brand, but success is not guaranteed, and risks are involved. A new model highlights essential criteria for the success of creative and brave brand communication. The new model developed for assessing creativity makes it also possible for companies to evaluate the creativity of their brand communication and identify areas for improvement, avoiding future mistakes.Na era atual das redes sociais, os utilizadores são inundados com excesso de informação, fazendo com que estes se sintam sobrecarregados. Deste modo, as marcas devem adaptar-se e estabelecer métodos diferenciados e corajosos para se distinguirem da concorrência. Assim, a criatividade tornou-se num componente com cada vez mais destaque no marketing, ajudando as empresas a construir uma personalidade distinta e a relacionarem-se eficazmente com os clientes. No entanto, nem todas as marcas estão dispostas a suportar os riscos associados à criatividade. Apesar de já existirem pesquisas que abordam o impacto que a coragem criativa na comunicação de uma marca tem nos clientes, não existe literatura suficiente sobre a sua influência nas marcas. O objetivo desta investigação é perceber o impacto que uma comunicação corajosa e criativa tem na capacidade de uma marca se diferenciar no mercado e determinar os fatores chave que contribuem para a eficácia de tal estratégia de comunicação. Foram elaborados dois casos de estudo para alcançar este objetivo, tendo sido também desenvolvido um novo modelo de avaliação da criatividade na comunicação de marca. Os resultados sugerem que uma comunicação ousada e criativa pode originar resultados bastante positivos para uma marca, mas o sucesso não é garantido, e há riscos envolvidos. Um novo modelo destaca critérios essenciais para o sucesso de uma comunicação criativa e corajosa. O novo modelo desenvolvido permite também que as empresas avaliem a criatividade da comunicação da sua marca, identificando áreas de melhoria e evitando erros no futuro.Castro, Alberto João Coraceiro deVeritati - Repositório Institucional da Universidade Católica PortuguesaLuís, Maria Inês Valente Guedes Ferreira2023-09-21T18:35:44Z2023-07-182023-042023-07-18T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/42562TID:203350618enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-09-26T01:44:23Zoai:repositorio.ucp.pt:10400.14/42562Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:31:00.168017Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Brand creative courage : its importance in brand communication |
title |
Brand creative courage : its importance in brand communication |
spellingShingle |
Brand creative courage : its importance in brand communication Luís, Maria Inês Valente Guedes Ferreira Brand communication strategy Brand creativity Brand courage Brand creative courage Risk management Estratégia de comunicação de marca Criatividade das marcas Coragem das marcas Coragem criativa das marcas Gestão do risco Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Brand creative courage : its importance in brand communication |
title_full |
Brand creative courage : its importance in brand communication |
title_fullStr |
Brand creative courage : its importance in brand communication |
title_full_unstemmed |
Brand creative courage : its importance in brand communication |
title_sort |
Brand creative courage : its importance in brand communication |
author |
Luís, Maria Inês Valente Guedes Ferreira |
author_facet |
Luís, Maria Inês Valente Guedes Ferreira |
author_role |
author |
dc.contributor.none.fl_str_mv |
Castro, Alberto João Coraceiro de Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Luís, Maria Inês Valente Guedes Ferreira |
dc.subject.por.fl_str_mv |
Brand communication strategy Brand creativity Brand courage Brand creative courage Risk management Estratégia de comunicação de marca Criatividade das marcas Coragem das marcas Coragem criativa das marcas Gestão do risco Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Brand communication strategy Brand creativity Brand courage Brand creative courage Risk management Estratégia de comunicação de marca Criatividade das marcas Coragem das marcas Coragem criativa das marcas Gestão do risco Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
In the current social media age, customers are inundated with excessive information and content, which can make them feel overwhelmed. Due to that, brands must adapt and establish distinctive and brave methods to differentiate themselves from competition. As a result, creativity has become an even more important component in marketing, helping firms to build a distinctive personality and effectively engage with consumers. However, not all brands are willing to take the associated risks involved in creativity. While previous research has studied the influence of creative courage on brand communication from the perspective of customers, there is insufficient literature on its impact on brands. This research aims to investigate the impact that brave and creative communication has on a brand's ability to differentiate itself in the market and to determine the key factors that contribute to the effectiveness of such brand communication strategy. Two case studies were conducted for this goal, as well as the development of a new model for assessing creativity in brand communication. The findings suggest that bold and creative communication can lead to highly positive outcomes for a brand, but success is not guaranteed, and risks are involved. A new model highlights essential criteria for the success of creative and brave brand communication. The new model developed for assessing creativity makes it also possible for companies to evaluate the creativity of their brand communication and identify areas for improvement, avoiding future mistakes. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-09-21T18:35:44Z 2023-07-18 2023-04 2023-07-18T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/42562 TID:203350618 |
url |
http://hdl.handle.net/10400.14/42562 |
identifier_str_mv |
TID:203350618 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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