Crise de meia-idade da identidade de marca
DOI:
https://doi.org/10.18568/internext.v18i2.719Palavras-chave:
Identidade de Marca, Gestão de Marca, Essência de Marca, Taxonomia, Revisão SistemáticaResumo
Objetivo: Este artigo apresenta uma revisão sistemática da literatura sobre identidade de marca e discute como as linhas de pesquisa nesta área impactam os modelos existentes.
Método: Existem poucas revisões sistemáticas sobre este tópico relevante. As que existem não analisaram como a pesquisa relacionada à identidade de marca evoluiu nos últimos 30 anos, quais foram as principais linhas de investigação e suas omissões, nem quais caminhos de estudos futuros poderiam ser perseguidos. Para preencher essa lacuna, este trabalho analisou 67 artigos publicados em 24 periódicos acadêmicos de renome (classificados no Academic Journal Guide como 3, 4 e 4*) entre 1990 e 2021.
Principais Resultados: Identificamos cinco linhas importantes de pesquisa: modelos de identidade de marca; comportamento do consumidor; branding corporativo; identidade visual da marca; co-criação. Apesar do progresso expressivo que foi feito nos últimos 30 anos, nossa revisão sistemática chama a atenção para o que definimos como uma “crise de meia-idade da identidade de marca”, já que ainda não há convergência entre os acadêmicos sobre o que é a identidade de marca e quais seriam seus componentes principais. Além disso, as linhas de pesquisa existentes revelam conceitos e ideias que não foram incluídos anteriormente nos modelos de identidade de marca.
Relevância / Originalidade: Este estudo fez uma análise sistemática exaustiva da literatura de identidade de marca, destacando pesquisas relevantes e recentes que não foram consideradas pelos modelos atuais, além de conectá-las a construtos do branding. Também identificamos que ainda não existe um consenso em relação aos componentes e dimensões da identidade de marca.
Contribuições Teóricas / Metodológicas: Este artigo contribui para a literatura ao apresentar um novo framework para clarificar as interações da identidade de marca com outros construtos do branding, propondo que a identidade de marca tem um núcleo (essência de marca) e uma identidade estendida (composta por personalidade, relacionamento, simbologia e expressões culturais). Também propomos uma nova taxonomia da identidade de marca com duas dimensões: complexidade e tangibilidade.
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