A construção de significados da marca FARM: uma investigação sobre branding

Abstract

This dissertation proposes to analyze the trajectory of the FARM brand from the perspective of branding and design, understanding how the brand used them together in the management of its brand. In order to trace FARM's actions over time, a press survey was used as a reference, from 1998 to 2017. The subsequent analysis focused on the discussion of how branding and design, together, acted in the construction of multiple meanings of the FARM brand and influenced its relationship with the public. This analysis was developed based on theoretical authors that relate the two disciplines, such as Marc Gobé (2009) and Wally Ollins (2003). This study also describes the symbiotic relation between the brand and the city of Rio de Janeiro, demonstrating how the city became a stereotype of Brazilianness, which was used and reproduced by the label and how both - city and brand - influence each other. In addition, we sought to understand the changing role of brands in the 21st century and how they are generally having to adapt their brand strategy to survive the social changes that occurred at this point in history, and how such a process is strongly impacting the relation between brands and customers.