Marca contemporânea: a construção afetiva dos vínculos de sentido

Abstract

The brands modify the society and are modified by it, their habits, consumption s culture and individuals and the post-modernity with its strike features, is asking for a new posture from brands. Considering this affirmative, the purpose of this research is understand how the post-modernity context influences the consumption and the brands manifestation. As specific objectives we have defined: 1- understand the brand evolution during the time through mapping their sense expressions: visual identity and communication; 2 understand the transformation process on communication, from rationality focus to emphasis on emotional manifestations of the brands, and 3 investigate how this transformation manifest itself on Natura brand expressions. To attend the research proposal, a bibliographic survey about brands and their evolution on the history, post-modernity and main characteristics, sensuousness, emotion, communication and brands expression, was made. Finally, an analysis of expressivities of the Brazilian cosmetics brand Natura was realized. From the case study, was verified that Natura brand has an identity strongly labeled by aspects related to environment preservation and the welfare by the integration between the individual and his environment. Is possible to conclude that brand establishes an organic relationship with its consumer, using sensory and emotional resources to build the sense emotional bonds, resulting in a humanized and contemporary brand