Valor Experiencial e Branding: um estudo de caso em uma marca de acessórios

Abstract

Branding executions reflect on the image which consumers have about a specific brand. For this perspective, the present study aims to analyze a small company that searches to add experience and consumption value to the brand, according to Holbrook's typology of consumer values (HOLBROOK, 2002). In this way, the company Elisia Accessórios was selected for diagnosis and execution of a branding platform. For that, a case study was carried out and, then, interviews were carried out with a selected group of consumers of that brand, through an electronic questionnaire. For content analysis, the coding proposed by Bardin (1977) was used. From the analysis, the perceptions of value of the consumers with the brand in focus were identified, with the exception of the values ​ Spirituality and Ethics, the other types of consumption values ​ were identified in the reports of the interviews. After the analysis, the importance of defining a branding platform for a brand was verified, because through it it is possible to define a series of elements that make up its identity and, without a defined identity, a brand becomes one more among the others and loses the ability to be identified by its consumers. The research also showed that the experiential value contributes to the construction of brand equity, where the appreciation of a brand by consumers is able not only to affect the construction of this value, but also has effects on the consumer's identification with the brand he is relating to, which is not linked solely to product features, but is the result of their experiences with the brand.