Storytelling and BrandIdentity: case study of the portuguese brand Josefinas

Detalhes bibliográficos
Autor(a) principal: Schneider, Thaissa
Data de Publicação: 2018
Outros Autores: Pereira, Laura Pedri
Tipo de documento: Artigo
Idioma: por
Título da fonte: ModaPalavra e-periódico
Texto Completo: https://www.revistas.udesc.br/index.php/modapalavra/article/view/10264
Resumo: The art of storytelling is intrinsic to human communication from its earliest form. Narratives date from the beginning of human evolution and, through them, meaningis givento everything that exists. Therefore, much has been said about the technique of storytelling in the corporate world, adding value to brandsadvertising and communication by telling stories to the consumer. Thus, this article aims to analyze the use of storytelling in the construction of brand identity, presenting a case study of the Portuguese shoes brand Josefinas. The company has a valuable position in the luxury market and develops the "sabrinas", inspired by ballet shoes, as well as moccasins, sandals, slippers and accessories. For this, the research used a qualitative and exploratory approach, verifying that the Josefinas identity was developed with storytelling as a starting point, strongly using this strategy in all online channels. We also observed that the brand reveals the purchase of their products as a search for identification, offering shoes as facilitators for the public to achieve personal and collective goals, such as raising self-esteem, guaranteeing egalitarian rights and social welfare.
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spelling Storytelling and BrandIdentity: case study of the portuguese brand JosefinasStorytelling e Identidade de Marca: estudo de caso da marca portuguesa JosefinasmodacomunicaçãobrandingstorytellingstorytellingbrandingJosefinasThe art of storytelling is intrinsic to human communication from its earliest form. Narratives date from the beginning of human evolution and, through them, meaningis givento everything that exists. Therefore, much has been said about the technique of storytelling in the corporate world, adding value to brandsadvertising and communication by telling stories to the consumer. Thus, this article aims to analyze the use of storytelling in the construction of brand identity, presenting a case study of the Portuguese shoes brand Josefinas. The company has a valuable position in the luxury market and develops the "sabrinas", inspired by ballet shoes, as well as moccasins, sandals, slippers and accessories. For this, the research used a qualitative and exploratory approach, verifying that the Josefinas identity was developed with storytelling as a starting point, strongly using this strategy in all online channels. We also observed that the brand reveals the purchase of their products as a search for identification, offering shoes as facilitators for the public to achieve personal and collective goals, such as raising self-esteem, guaranteeing egalitarian rights and social welfare.O artigo visa analisar a utilização do storytelling na construção da identidade de marcas e apresenta um estudo de caso da marca portuguesa de calçados femininos Josefinas, na qual é possível perceber que, a partir do desenvolvimento do storytelling, a identidade da marca foi desenvolvida, e as demais estratégias de comunicação também utilizam fortemente esta estratégia. A marca tem posicionamento no mercado de luxo e desenvolve as “sabrinas”, peça chave da marca, que são sapatilhas inspiradas nos calçados das bailarinas. A empresa também desenvolve mocassins, sapatilhas, acessórios para calçados e bolsas, que são produzidos com altíssima qualidade, num atelier com 10 artesãos, situado na cidade de Braga, em Portugal. Para a elaboração deste artigo, a pesquisa utilizou uma abordagem qualitativa e exploratória, além de uma pesquisa bibliográfica e um estudo de caso.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/1026410.5965/1982615x11222018363ModaPalavra e-periódico; Vol. 11 No. 22 (2018): Dossier Trend Studies and Fashion Brand; 363-380ModaPalavra e-periódico; Vol. 11 Núm. 22 (2018): Dossiê Estudos de Tendências e Branding de Moda; 363-380 Modapalavra e-periódico; v. 11 n. 22 (2018): Dossiê Estudos de Tendências e Branding de Moda; 363-3801982-615X10.5965/1982615x11222018reponame:ModaPalavra e-periódicoinstname:Universidade do Estado de Santa Catarina (UDESC)instacron:UDESCporhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/10264/8391Copyright (c) 2018 Thaissa Schneider, Laura Pedri Pereirahttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessSchneider, ThaissaPereira, Laura Pedri2023-03-17T12:36:38Zoai::article/10264Revistahttps://www.revistas.udesc.br/index.php/modapalavraPUBhttps://www.revistas.udesc.br/index.php/modapalavra/oai||modapalavra@gmail.com1982-615X1982-615Xopendoar:2023-03-17T12:36:38ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)false
dc.title.none.fl_str_mv Storytelling and BrandIdentity: case study of the portuguese brand Josefinas
Storytelling e Identidade de Marca: estudo de caso da marca portuguesa Josefinas
title Storytelling and BrandIdentity: case study of the portuguese brand Josefinas
spellingShingle Storytelling and BrandIdentity: case study of the portuguese brand Josefinas
Schneider, Thaissa
moda
comunicação
branding
storytelling
storytelling
branding
Josefinas
title_short Storytelling and BrandIdentity: case study of the portuguese brand Josefinas
title_full Storytelling and BrandIdentity: case study of the portuguese brand Josefinas
title_fullStr Storytelling and BrandIdentity: case study of the portuguese brand Josefinas
title_full_unstemmed Storytelling and BrandIdentity: case study of the portuguese brand Josefinas
title_sort Storytelling and BrandIdentity: case study of the portuguese brand Josefinas
author Schneider, Thaissa
author_facet Schneider, Thaissa
Pereira, Laura Pedri
author_role author
author2 Pereira, Laura Pedri
author2_role author
dc.contributor.author.fl_str_mv Schneider, Thaissa
Pereira, Laura Pedri
dc.subject.por.fl_str_mv moda
comunicação
branding
storytelling
storytelling
branding
Josefinas
topic moda
comunicação
branding
storytelling
storytelling
branding
Josefinas
description The art of storytelling is intrinsic to human communication from its earliest form. Narratives date from the beginning of human evolution and, through them, meaningis givento everything that exists. Therefore, much has been said about the technique of storytelling in the corporate world, adding value to brandsadvertising and communication by telling stories to the consumer. Thus, this article aims to analyze the use of storytelling in the construction of brand identity, presenting a case study of the Portuguese shoes brand Josefinas. The company has a valuable position in the luxury market and develops the "sabrinas", inspired by ballet shoes, as well as moccasins, sandals, slippers and accessories. For this, the research used a qualitative and exploratory approach, verifying that the Josefinas identity was developed with storytelling as a starting point, strongly using this strategy in all online channels. We also observed that the brand reveals the purchase of their products as a search for identification, offering shoes as facilitators for the public to achieve personal and collective goals, such as raising self-esteem, guaranteeing egalitarian rights and social welfare.
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/10264
10.5965/1982615x11222018363
url https://www.revistas.udesc.br/index.php/modapalavra/article/view/10264
identifier_str_mv 10.5965/1982615x11222018363
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/10264/8391
dc.rights.driver.fl_str_mv Copyright (c) 2018 Thaissa Schneider, Laura Pedri Pereira
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 Thaissa Schneider, Laura Pedri Pereira
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; 363-380
ModaPalavra e-periódico; Vol. 11 Núm. 22 (2018): Dossiê Estudos de Tendências e Branding de Moda; 363-380
Modapalavra e-periódico; v. 11 n. 22 (2018): Dossiê Estudos de Tendências e Branding de Moda; 363-380
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
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