O endosso por celebridade e a gestão da imagem da marca : evidências empíricas a partir do estudo da marca Ipanema Gisele Bündchen

Abstract

Positioning is a fundamental concept to understand the role played by brands in contemporary societies, which applies to what the brand represents on consumers´ minds. On that account, the archetype paradigm is an approach that has, in recent years, aroused interest of some marketing experts, suggesting the existence of a collective unconscious, part of the psyche that comprises "collective images" shared by humanity, and represents an innate propensity to perceive reality in a certain way. Therefore, this study consists of concepts of Jung´s Archetype Theory and brand positioning, which proposes an alignment among collective images that are present in the human psyche archetypes, and strategic marketing management. For that reason, an explanatory research was conducted concerning the positioning strategies adopted by the brand Ipanema Gisele Bündchen, by the company Grendene S/A, through which was possible to understand how the process of transference of a celebrity´s symbolic meaning to the brand´s image occurs, through endorsement, as well as indicate the contributions coming from the Archetype Theory for actions that aim at the adequate positioning of the brand in the consumers´ memory associative structure, resulting in theoretical and empirical considerations capable of offering support to brand positioning management and strategic processes.