Storytelling and BrandIdentity: case study of the portuguese brand Josefinas
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Data de Publicação: | 2018 |
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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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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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1798321055466520576 |