Trabalho de Conclusão de Curso de Graduação
As estratégias de comunicação na construção do imaginário da marca Ray Ban
Autor
Wanzeller, Mariana Siebeneichler
Institución
Resumen
This paper studies the communication strategies of the brand Ray Ban and its role in building the imaginary brand, through cartographic perspective. The focus of this analysis is the imaginary plateaus brand and communication. The theoretical research contribution is made initially with the mark settings, proposed by authors like David Aaker, Andrea Semprini and Clotilde Perez. In addition to the brand definitions, theories of brand equity, image and brand identity and postmodern brands are studied. The analysis and the whole development of research, occurs through the mapping method based on the definition proposed by the Virginia Kastrup author. Communicational expressions of the brand Ray Ban are analyzed from the perspective based on the concepts of brand equity, author David Aaker and brand imagery, proposed by Andrea Semprini. Thus, it is conducted the study of Ray Ban, its history and strategies to understand their brand image and the role of communication in building their imagination. Thus, it is understood the purpose of communication Ray Ban, as well as the communication strategies used by brand and nuances that make up your imagination.