The analysis of trends and culture as a tool for brand management
Palavras-chave:
Branding, Trends, Culture.Resumo
Trends Studies dwell on consumer behaviors and patterns, as well
as style and taste, on a cultural and mindset perspective that helps to
better understand the consumer and to set more solid and informed
strategies. Considering the growing importance and diiculty in understanding,
identifying and managing segments, this paper underlines the
importance of trends analysis in the construction and management of a
brand and its audience.
Referências
AAKER, David. Managing Brand Equity. New York: The Free Press,
ATKIN, Douglas. O Culto das Marcas. Quando os consumidores se
tornam verdadeiros crentes. Tradução de LuÃs Jorge, Lisboa: Tinta da
China, 2008.
DAWKINS, Richard. The Selish Gene. Oxford: Oxford University
Press, 2006 [1976].
GLOOR, Peter et al. (2009). “Coolfarming – How Cool People Create
Cool Trendsâ€. DisponÃvel em http://www.ickn.org/documents/edumedia09_
coolfarming.pdf. Acesso em 28/04/2012).
HIGHAM, William. The Next Big ThingL. ondon: Kogan Page, 2009.
HOLT, Douglas e Cameron Douglas. Cultural Strategy: using innovative
ideologies to build breakthrough brands. Oxford: Oxford University
Press, 2010.
KAPFERER, Jean-Noel. [re]inventing the brand. Tradução de Anglia
Translations, London: Kogan Page, 2001.
KAPFERER, Jean-Noel. O que vai mudar as marcas. Tradução de Carolina
Huang, Porto Alegre: Bookman, 2004.
LIPOVETSKY, Gilles. A Felicidade Paradoxal: Ensaio sobre a sociedade
do Hiperconsumo. Traduzido por PatrÃcia Xavier, Lisboa: Edições
, 2006.
SOLOMON, Michael. Consumer Behavior. 4ª edição, New Jersey:
Prentice Hall, 1999.
RASQUILHA, LuÃs. Tendências e Gestão da Inovação. Lisboa: Verlag
Dashofer, 2011.
VEJLGAARD, Henrik. Anatomy of a Trend. New York: McGraw-Hill,
WEBSITE SCIENCE OF THE TIME. DisponÃvel em http://www.scienceofthetime.
com. Acesso em 06-02-2015.
