Please use this identifier to cite or link to this item: http://hdl.handle.net/1822/29511

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dc.contributor.authorGama, Maria Gabriela-
dc.contributor.authorAmaral, Inês-
dc.date.accessioned2014-07-03T09:38:04Z-
dc.date.available2014-07-03T09:38:04Z-
dc.date.issued2011-
dc.identifier.urihttp://hdl.handle.net/1822/29511-
dc.description.abstractIn this article we want to show how the eighties continued to mirror the progress of major holding companies, mergers, acquisitions, divestitures of products, the uncontrolled increase of the licensing system, the emergence of new brands. Our study focuses on Gucci, which in the late eighties was in financial disruption, going through a very troubled phase, which settled into many errors of the brand management, for example, a licensing policy that contributed to rampant speculation, and not always following the consistency of the brand. What path did it follow? What are the actors in this process? How was the brand repositioned? We also tried to focus on the new communication strategy of the Gucci Group, which capitalized the role of message’s consistency globally, the reacquisition of licensing systems, the manufacture of products, the investment in new products and stores and the acquisition of other brands’ portfolio.por
dc.language.isoporpor
dc.rightsopenAccesspor
dc.subjectConsistencypor
dc.subjectBrandpor
dc.subjectIdentitypor
dc.subjectRepositioningpor
dc.subjectImagepor
dc.titleA coerência da imagem da marca: o caso Guccipor
dc.typeconferencePaper-
dc.peerreviewedyespor
sdum.publicationstatuspublishedpor
oaire.citationConferenceDate17 - 20 Abr. 2011por
sdum.event.typecongresspor
oaire.citationStartPage70por
oaire.citationEndPage73por
oaire.citationConferencePlaceSão Paulo, Brazilpor
oaire.citationTitleIV World Congress on Communication and Arts (2011 WCCA)por
sdum.conferencePublicationIV World Congress on Communication and Arts (2011 WCCA)por
Appears in Collections:CECS - Atas em congressos | Seminários / conference proceedings

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