Personal Branding: Um estudo da marca Hugo Gloss e as etapas de sua construção
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Data
2019-01-24
Autores
Orientador
Kreutz, Elizete De Azevedo
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Resumo
Pessoas também são marcas. O cenário contemporâneo apresenta uma nova profissão, lucrativa financeira e egocêntrica, dos influenciadores digitais que são e devem ser tratadas como marcas pessoais (personal branding). O objetivo do presente estudo é verificar os processos de construção de uma marca pessoal para influenciadores, tendo como objeto a marca Hugo Gloss e se justifica na medida em que, por um lado, esse profissional inicia sua carreira espontaneamente sem o conhecimento básico sobre branding e, por outro, as marcas necessitam de líderes de opinião para influenciar seus públicos a consumi-las. Estudar os processos de construção de marcas pessoal, permite compreender as práticas contemporâneas para que os profissionais da área possam refletir sobre o tema e tomar suas decisões com mais assertividade. Como metodologia, optamos pela pesquisa qualitativa-exploratória (GIL, 2008). Como resultados, apresentamos os processos de
construção/consolidação da marca estudada e se constata que esta obteve sucesso junto aos públicos e, por consequência, às marcas. Contudo, verificamos também que a marca necessita cuidar de sua reputação, para mantê-la positiva diante de seus públicos. E isso significa ética, transparência, conexão, interação e, principalmente, respeito por seus públicos.
People are also brands. The contemporary setting presents a new, profitable financial and egocentric profession of digital influencers that they are and should be treated as personal branding. The objective of the present study, is to verify the processes of building a personal brand for influencers, having as object the brand Hugo Gloss and is justified in that, on the one hand, this professional starts his career spontaneously without the basic knowledge about branding and, on the other hand, brands need opinion leaders to influence their audiences to consume them. Studying the processes of brand building in case it allows us to understand the contemporary practices and revealing them so that the professionals of the area can reflect on the subject and make their decisions with more assertiveness. As methodology, qualitative-exploratory research was chosen (GIL, 2008). As results, we present the processes of construction / consolidation of the brand studied and we find that it has succeeded with the public and, consequently, the brands. However, we also find that the brands need to take care of their reputation, to keep it positive in front of their public. And this means ethics, transparency, connection, interaction and, above all, respect for their public.
People are also brands. The contemporary setting presents a new, profitable financial and egocentric profession of digital influencers that they are and should be treated as personal branding. The objective of the present study, is to verify the processes of building a personal brand for influencers, having as object the brand Hugo Gloss and is justified in that, on the one hand, this professional starts his career spontaneously without the basic knowledge about branding and, on the other hand, brands need opinion leaders to influence their audiences to consume them. Studying the processes of brand building in case it allows us to understand the contemporary practices and revealing them so that the professionals of the area can reflect on the subject and make their decisions with more assertiveness. As methodology, qualitative-exploratory research was chosen (GIL, 2008). As results, we present the processes of construction / consolidation of the brand studied and we find that it has succeeded with the public and, consequently, the brands. However, we also find that the brands need to take care of their reputation, to keep it positive in front of their public. And this means ethics, transparency, connection, interaction and, above all, respect for their public.
Descrição
Palavras-chave
Marca; Personal Branding; Branded Content; Digital Influencer; Hugo Gloss
Citação
RUPPENTHAL, Jeferson Henrique. Personal Branding: Um estudo da marca Hugo Gloss e as etapas de sua construção. 2018. Artigo (Graduação) – Curso de Comunicação Social com Habilitação em Publicidade e Propaganda, Universidade do Vale do Taquari - Univates, Lajeado, 26 nov. 2018. Disponível em: http://hdl.handle.net/10737/2351.