The Symbolic Construction in the Brand Management of Havaianas
DOI:
https://doi.org/10.5965/1982615x11222018381Keywords:
fashion branding, symbolic economy, designAbstract
Contemporaneity is considered as the era of brands, in which it is omnipresent and omnipotent. The objective of this research was to study the social place of the brand in contemporaneity, configured in the social and cultural spheres, in order to identify the occurrence of the process of valorization of its image. The symbolic capital raises the economic capital and creates an identity relationship with its customers. The massive investment in communication in the various ways causes inculcation of the brand in the minds and includes it in the habitus of the society. It presents the case study of the brand management of Havaianas, that managed to transform in two decades its symbolic value from popular to worshiped by all social classes. As a result, the brand generates identity, stability, satisfies desires and unites social groups.
Downloads
References
BOURDIEU, P. A Economia das trocas simbólicas. São Paulo: Perspectiva, 2005.
BOURDIEU, P. A Produção da crença – contribuição para uma economia dos bens simbólicos. Porto Alegre: Zouk, 2006.
BOURDIEU, P. A Distinção – crítica social do julgamento. São Paulo: Edusp; Porto Alegre: Zouk, 2008.
GOMES, F. R. Difusão de Inovações, Estratégia e a Inovação: o Modelo D.E.I. aplicado ao Caso Havaianas. Disponível em: <http://knol.google.com/k/o-caso-sandálias-havaianas#>. Acesso em: 26 jul. 2010.
HEILBRUNN, B. A logomarca. São Leopoldo: Editora Unisinos, 2002.
HSM Management. Havaianas com o mundo a seus pés. Edição 48 . Jan- Fev 2005. Disponível em: <http://www.mctres.com.br/mc3/conteudo/Havaianascomomundoaoseuspes.pdf>. Acesso em: 25 mai. 2011.
LIPOVETSKY, G; ROUX, E. O Luxo Eterno: da Idade do Sagrado ao Tempo das Marcas. São Paulo: Martins Fontes, 2005.
MARIE CLAIRE. Havaianas e Jóias. Edição 10. Novembro 2010.
SEMPRINI, A. A marca pós-moderna. Poder e fragilidade da marca na sociedade contemporânea. São Paulo: Estação das Letras, 2006.
SETTON, M. da G. J. A teoria do habitus em Pierre Bourdieu: uma leitura contemporânea. Revista Brasileira de Educação. Maio/Jun/Jul/Ago 2002, nº 20, p.60-70.
VEJA ON LINE. Legitimamente fashion. <http://veja.abril.com.br/especiais/estilo_moda/p_058.html>.
VEJA ON LINE. Os chinelos foram só o começo. <http://veja.abril.com.br/240310/chinelos-foram-comeco-p-102.shtml>
HAVAIANAS. Site Oficial – história da marca. Disponível em: <http://br.havaianas.com/pt-BR/about-havaianas/history/#>. Acesso em: 20 jun. 2010.
HAVAIANAS E O LANÇAMENTO DE GALOCHAS. Disponível em: <http://www.mariavitrine.com.br/2011/04/havaianas-lanca-colecao-de-galochas-na.html>. Acesso em: 30 mai. 2011.
HAVAIANAS E O OSCAR 2003. Comentários de Carlos Merigo. Disponível em: <http://www.brainstorm9.com.br/diversos/alpargatas-distribuira-havaianas-na-festa-do-oscar/>. Acesso em: 20 mai. 2011.
HAVAIANAS E O OSCAR 2007. <http://www.bemresolvida.com.br/?tag=havaianas&paged=5> Acesso em: 30 mai. 2011.
WOLFF, J. A produção social da arte. Rio de Janeiro: Zahar, 1981.
YIN, R. K. Estudo de caso. Planejamento e métodos. Porto Alegre: Bookman, 2003.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2018 Gabriela Botelho Mager
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
When submitting an article for publication in ModaPalavra e-periodico, the author (s) agree (s) with the following terms:
- Authors maintain the copyright in their manuscripts and grant the journal the right of first publication, with work simultaneously licensed under the Creative Commons Attribution-NonCommercial 4.0 International, which allows sharing the work with the acknowledgment of authorship and the initial publication in the journal without payment ;
- Authors may use the same results in other publications after the first publication, provided that they indicate ModaPalavra e-journal as the original publication medium;
- Authors are authorized to take additional contracts, separately, only after the original publication in ModaPalavra e-journal, provided they indicate ModaPalavra e-journal as the original publication medium;
- Authors are allowed and encouraged to publish and distribute their work online (eg in institutional repositories or on their personal page), only after the editorial process and the first publication, provided they indicate ModaPalavra e-journal as the original publication medium;
- To indicate ModaPalavra e-journal as the original publication medium, authors should use the following text template: "This article was originally published by ModaPalavra e-periodical, under a CC BY NC license, in its volume [insert volume] number [insert number] in the year of [insert year], and can be accessed at: http://www.revistas.udesc.br/index.php/modapalavra/ ";
- The opinions expressed in the articles are the author’s sole responsibility, not necessarily reflecting the journal’s opinion. The publication of any material that is owned and held in copyright by a third party, including – but not limited to - articles, photos or drawings was previously authorized by their representatives to be published in ModaPalavra e-journal.
