This paper is as much the result of a recent study as the result of experience working with the womenâs market in Brazil and considers in-depth the connection between consumers and brands. What we are trying to achieve with this study is to assess how for a specific profile of consumers this relationship between people and brands is formed as well as to assess the role that brands play in the lives of these consumers. Although natural limitations exist in an investigation aimed at this purpose we believe this paper contributes to the debate with implicit significance for companiesâ brand management.
This paper is as much the result of a recent study as the result of experience working with the womenâs market in Brazil and considers in-depth the connection between consumers and brands. What we are trying to achieve with this study is to assess how for a specific profile of consumers this relationship between people and brands is formed as well as to assess the role that brands play in the lives of these consumers. Although natural limitations exist in an investigation aimed at this purpose we believe this paper contributes to the debate with implicit significance for companiesâ brand management.
Studies that track te are not very frequent are very common in th hard to find in that behaviour and advertisively, approaches to our intention was to analysis of what might happen in the long term. The objective of the product categories (food, home appliances, make-up and women clothes) have evolved in the last 30 years in Brazil. "Claudia" was the mag data. It is certainly the most rappresentative feminine magazine in Brazil. The study was developed mainly to identify changes at the length of 30 years. In-fact, many signs of changes were found. However, during the analysis of the data collected, we started to perceive that the stability signs were also and even more important. The analysis concerned with: . Language and creative style . Product messages . User imagery traits . Structural aspects of advertising construction. In all these dimensions we observed that at the side of some changes, great stability in the advertising of the four product categories exists, even though constant up- dating of creative approach leads to visual changes in the ads.