Protometaverso do Fortnite como espaço para realização das estratégias de branding da Samsung
Carregando...
Data
2022-12
Autores
Orientador
Amaral Filho, Lúcio Siqueira
Banca
Meurer, Flávio Roberto
Staudt, Marcus Vinícius
Título do periódico
ISSN
Título do Volume
Editor
Resumo
O termo metaverso recebeu destaque na mídia e no mundo quando Mark Zuckerberg disse que sua empresa estava migrando para o metaverso. Dúvidas surgiram sobre o que seria esse novo meio e de que forma ele afetaria os diferentes mercados, inclusive o da publicidade. Parte da solução para estas dúvidas é encontrada nos protometaversos, protótipos que almejam, um dia, se tornarem um metaverso de fato. Neste contexto, surge o problema da pesquisa: de que forma os protometaversos podem ser utilizados por marcas para a realização de ações de branding, utilizando como base as estratégias adotadas pela Samsung no universo do Fortnite. O objetivo geral é realizar o levantamento e a análise das estratégias de branding da Samsung no protometaverso do Fortnite. Assim, foram abordados os conceitos de marca, branding, brand equity, bem como fundamentados os programas que modificam o brand equity. Ainda, de modo a entender o funcionamento do referido espaço escolhido para a realização destas ações, foram abordados os conceitos de metaverso e o próprio protometaverso do Fortnite. Por fim, foram utilizados os procedimentos metodológicos de pesquisa bibliográfica, de internet e estudo de caso. A análise demonstrou ser possível identificar elementos dos programas de buzz marketing e marketing de experiência nas estratégias adotadas pela marca. Programas capazes de fortalecer a imagem de marca e gerar maior valor para a Samsung e seus produtos, servindo de modelo para outras empresas realizarem ações semelhantes neste novo meio.
The term metaverse received prominence in the media and in the world when Mark Zuckerberg said that his company was migrating to the metaverse. Questions arose about what this new environment is and how it affects different markets, including advertising. Part of the solution to these questions is found in proto-metaverses, prototypes that aim to become a metaverse in fact someday. In this context, the research problem arises: how proto- metaverses can be used by brands to carry out branding actions, using as a basis the strategies adopted by Samsung in the universe of Fortnite. The overall goal is to conduct a survey and analyze Samsung's branding strategies in the Fortnite proto-metaverse. Therefore, the concepts of brand, branding, and brand equity were discussed, as well as the programs that modify brand equity. Furthermore, to understand the functioning of the aforementioned space chosen to carry out these actions, the concepts of the metaverse and the proto-metaverse of Fortnite were discussed. Finally, the methodological procedures of bibliographic research, the internet, and case study were used. The analysis showed that it is possible to identify elements of buzz marketing and experience marketing programs in the strategies adopted by the brand. Programs capable of strengthening the brand image and generating greater value for Samsung and its products, serving as a model for other companies to carry out similar actions in this new environment.
The term metaverse received prominence in the media and in the world when Mark Zuckerberg said that his company was migrating to the metaverse. Questions arose about what this new environment is and how it affects different markets, including advertising. Part of the solution to these questions is found in proto-metaverses, prototypes that aim to become a metaverse in fact someday. In this context, the research problem arises: how proto- metaverses can be used by brands to carry out branding actions, using as a basis the strategies adopted by Samsung in the universe of Fortnite. The overall goal is to conduct a survey and analyze Samsung's branding strategies in the Fortnite proto-metaverse. Therefore, the concepts of brand, branding, and brand equity were discussed, as well as the programs that modify brand equity. Furthermore, to understand the functioning of the aforementioned space chosen to carry out these actions, the concepts of the metaverse and the proto-metaverse of Fortnite were discussed. Finally, the methodological procedures of bibliographic research, the internet, and case study were used. The analysis showed that it is possible to identify elements of buzz marketing and experience marketing programs in the strategies adopted by the brand. Programs capable of strengthening the brand image and generating greater value for Samsung and its products, serving as a model for other companies to carry out similar actions in this new environment.
Descrição
Palavras-chave
Protometaverso; Brand equity; Fortnite; Samsung; Proto-metaverse
Citação
ALTHAUS, Matheus Gabriel. Protometaverso do Fortnite como espaço para realização das estratégias de branding da Samsung. 2022. Artigo (Graduação) – Curso de Comunicação Social com Habilitação em Publicidade e Propaganda, Universidade do Vale do Taquari - Univates, Lajeado, 13 dez. 2022. Disponível em: http://hdl.handle.net/10737/3516.