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Authors
Abstract(s)
No decorrer deste trabalho aprofundamos o tema do desenvolvimento da marca própria da
grande distribuição em Portugal, de modo a perceber a sua evolução, a atual posição no
mercado atual e a relevância do papel do design de comunica- ção na sua construção.
O estudo da bilbiografia sobre a marca própria foi importante para compreendermos o seu desenvolvimento desde o seu surgimento até à atualidade, bem como
para analisar o crescimento da diversidade da gama de produtos tem aumen- tado de
acordo com as necessidades dos consumidores. Além de ter sido essencial uma pesquisa
aprofundada sobre a marca própria, foi necessário reunir pesquisa re- levante sobre os
temas com esta relacionados tais como, Identidade Visual Corpora-tiva, Branding, Design
de Embalagem, Marketing e Design de comunicaçã, de modo a responder aos objetivos da
investigação.
Além da revisão da bibliografia, foi realizada uma análise de casos de refe- rência,
resultado de entrevistas exploratórias e de uma pesquisa sobre as marcas próprias
existentes no mercado português, de maneira a compreender todos os as- pectos que
podem ter relevância para este trabalho.
O contacto com o departamento de comunicação e Marca Própria das diver- sas
empresas revelou-se essencial para compreendermos melhor a posição da Mar- ca Própria
no mercado, permitindo obter um resultado projetual pertinente.
A metodologia é de base qualitativa e não intervencionista numa primeira fase e
intervencionista numa segunda fase, terminando com a realização de um pro- jeto de
repackaging de um produto de uma Marca Própria já existente.
A leitura e análise rigorosas da bibliografia, assim como a observação aten- ta dos
casos de referência e as entrevistas efectuadas, foram elementos essen- ciais para se
constituir um conjunto de regras formais e técnicas, fundamentais a ter em conta no
design grafico de embalagens de Marca Própria, que foram, assim, aplicadas neste
projecto, permitindo alcançar um resultado muito positivo e vali- dado pela própria empresa
ABSTRACT: During this work, we have deepened the theme of the development of the own brand of the large distribution in Portugal, in order to understand its evolution, the current position in the market and the relevance of the role of communication design in its construction. The study of the bibliography on the own brand was important for us to understand its development from its emergence to the present day, as well as to analyze the growth of the diversity of the range of products has increased according to the needs of the consumers. In addition to in-depth research on the private label, it was necessary to gather relevant research on related topics such as Corporate Visual Identity, Branding, Packaging Design, Marketing and Communication Design in order to meet the research objectives. In addition to the review of the bibliography, an analysis of reference cases, the result of exploratory interviews and a research on the own brands existing in the Portuguese market, was carried out in order to understand all the aspects that may have relevance to this work. Contact with the communication and Private Label department of the various companies proved to be essential for a better understanding of the Private Label’s position in the market, allowing us to obtain a relevant project result. The methodology is based on quality and not interventionism in a first phase and interventionism in a second phase, ending with a repackaging project for an existing Private Brand product. The rigorous reading and analysis of the bibliography, as well as the careful observation of the reference cases and the interviews carried out, were essential elements to constitute a set of formal and technical rules, fundamental to be taken into account in the graphic design of Private Brand packaging, which were thus applied in this project, allowing a very positive and validated result to be achieved by the company itself.
ABSTRACT: During this work, we have deepened the theme of the development of the own brand of the large distribution in Portugal, in order to understand its evolution, the current position in the market and the relevance of the role of communication design in its construction. The study of the bibliography on the own brand was important for us to understand its development from its emergence to the present day, as well as to analyze the growth of the diversity of the range of products has increased according to the needs of the consumers. In addition to in-depth research on the private label, it was necessary to gather relevant research on related topics such as Corporate Visual Identity, Branding, Packaging Design, Marketing and Communication Design in order to meet the research objectives. In addition to the review of the bibliography, an analysis of reference cases, the result of exploratory interviews and a research on the own brands existing in the Portuguese market, was carried out in order to understand all the aspects that may have relevance to this work. Contact with the communication and Private Label department of the various companies proved to be essential for a better understanding of the Private Label’s position in the market, allowing us to obtain a relevant project result. The methodology is based on quality and not interventionism in a first phase and interventionism in a second phase, ending with a repackaging project for an existing Private Brand product. The rigorous reading and analysis of the bibliography, as well as the careful observation of the reference cases and the interviews carried out, were essential elements to constitute a set of formal and technical rules, fundamental to be taken into account in the graphic design of Private Brand packaging, which were thus applied in this project, allowing a very positive and validated result to be achieved by the company itself.
Description
Dissertação de Mestrado em Design com a especialização em Design de Comunicação apresentada na Faculdade de Arquitetura da Universidade de Lisboa para obtenção do grau de Mestre.
Keywords
Marca própria Identidade visual corporativa Design de embalagem Design de comunicação Branding Private lobel Corporate visual Identity Packing design Communication design
Pedagogical Context
Citation
RIBEIRO, Davide Gonçalves - A marca própria na grande distribuição : o papel do design de comunicação. - Lisboa : FA, 2021. Dissertação de Mestrado.
Publisher
Universidade de Lisboa, Faculdade de Arquitetura