Análise de identidade e personalidade da Vans : estudo de caso e representação de seus consumidores ao longo da história da marca

Abstract

This study seeks to present the identity, brand personality of Vans and also demonstrate how the personality and self-concept was portrayed of consumers towards its advertisements. The research has the general objective of understanding and discovering how the brand identity portrays the personality of Vans consumers over the years in their advertising campaigns. In order to get at the necessary conclusions for this work, a case study of the brand was made with documentary technique of more than about 40 years of history of brand advertisements. This way, it was possible to understand how the brand represented its consumers throughout its history (sic).