Mercado livre: uma marca mutante na pandemia da COVID-19
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Data
2022-06
Autores
Orientador
Kraemer, Fábio Luís
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Resumo
A pandemia do coronavírus causou impacto em diversas áreas econômicas, incluindo a publicidade e, como mostrado neste estudo de caso, a gestão da marca Mercado Livre. Dentro desse contexto, o presente trabalho apresentou como problema de pesquisa: Como o Mercado Livre adequou sua marca em meio a pandemia da COVID-19? O objetivo geral foi compreender as adequações visuais da marca Mercado Livre. Especificamente, foram trazidas informações a respeito do impacto da pandemia sobre as marcas. Também realizou-se uma revisão bibliográfica acerca dos conceitos de marca, branding e marcas mutantes. Por fim, ainda foram mapeadas e analisadas as mutações da marca Mercado Livre ao longo do ano de 2020. Como procedimentos metodológicos, utilizou-se pesquisa bibliográfica, pesquisa de internet, e estudo de caso. Os resultados encontrados, mostram que além das marcas mutantes poéticas e programadas a pandemia fez surgir outra possibilidade de classificação: as marcas mutantes necessárias.
The coronavirus pandemic has had an impact on several economic areas, including advertising and, as shown in this case study, the management of the Mercado Livre brand. Within this context, the present work presented as a research problem: How did Mercado Livre adapt its brand in the midst of COVID-19 pandemic? The general objective was to understand the visual adjustments of the Mercado Livre brand. Specifically, information was provided regarding the impact of the pandemic on brands. A literature review was also carried out on the concepts of branding and mutant brands. Finally, mutations of the Mercado Livre brand were mapped and analyzed throughout 2020. As methodological procedures, bibliographic research, internet research, and case study were used. The results found show that in addition to the poetic and programmed mutant brands, the pandemic gave rise to another classification possibility: the necessary mutant brands.
The coronavirus pandemic has had an impact on several economic areas, including advertising and, as shown in this case study, the management of the Mercado Livre brand. Within this context, the present work presented as a research problem: How did Mercado Livre adapt its brand in the midst of COVID-19 pandemic? The general objective was to understand the visual adjustments of the Mercado Livre brand. Specifically, information was provided regarding the impact of the pandemic on brands. A literature review was also carried out on the concepts of branding and mutant brands. Finally, mutations of the Mercado Livre brand were mapped and analyzed throughout 2020. As methodological procedures, bibliographic research, internet research, and case study were used. The results found show that in addition to the poetic and programmed mutant brands, the pandemic gave rise to another classification possibility: the necessary mutant brands.
Descrição
Palavras-chave
Pandemia; Branding; Marcas mutantes; Mercado livre; Pandemic; Mutant Brands
Citação
LUCAS, Katrine Da Silveira. Mercado livre: uma marca mutante na pandemia da COVID-19. 2022. Monografia (Graduação em Comunicação Social com Habilitação em Publicidade e Propaganda) – Universidade do Vale do Taquari - Univates, Lajeado, 21 jun. 2022. Disponível em: http://hdl.handle.net/10737/3425.