Abstract
Nowadays, digital social networks represent a new way of being connected. These powerful tools widely present in our lives are a form of communication, information and social experience transversal to several areas of knowledge. What transposes to the outside of the virtual network for “real life”, are also business models that represent challenges for new forms of communication of the brands, highly based on the relation between the brand and the interested parts. With a strong focus on people and their individual choices. Based on an exploratory analysis of a brand of children’s clothing created online and a subsequent questionnaire survey of brands from the same sector of the Iberian market, this study made it possible to clarify the steps for the proper creation of a brand based on online experience. Allowing us to understand how the behavior of people in social networks allows and also values the emergence of business forms directed to defined groups and highly personalized preferences.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Alloza A (2004) MK Marketing + Ventas. El caso BBVA. La marca experiencia y la reputación corporativa. N 189. España
Buezas TC, Camarero DB (2006) Antropología, Teorias de la Cultura, Métodos e Técnicas. España: @becedario
Cardoso A (1994) Marketing de vestuário de criança: a percepção das crianças sobre as marcas de vestuário, sobre a moda e sobre o estilo de vestir. A influência dos grupos de pares (grupos de referência e de pertença) na escolha do vestuário das crianças. Tese de doutoramento. Universidade do Minho, Portugal
Carmo H, Ferreira MM (2008) Metodologia da investigação—Guia para a Auto-aprendizagem. Universidade Aberta, Lisboa
Carrillo MV, Núñez de Prado S, Tato JL, Delgado JP, Castillo A (2009) Comunicación integral y resposabilidad social de las organizaciones. Person Educación, México
Castells M (ed) (2004) La sociedad red: una vision global. Alianza Editorial, Madrid
Coelho C, Rocha P (2007) Brand taboos. Booknomics, Lisboa
Costa J (2004) La imagen de marca. Ediciones Paidós Ibérica, Barcelona
Gladwell M (2007) A chave do sucesso. Dom Quixote, Lisboa
Martins JS (2007) A natureza Emocional da Marca: Construção de empresas ricas, 6a edn. Elsevier, Rio de Janeiro
Pratt A, Nunes J (2012) Inter-active design. Rockport, USA
Raposo D (2008) Design de Identidade e Imagem Corporativa. Branding, história da marca, gestão da marca, identidade visual corporativa. Edições IPCB, Castelo Branco
Ron, Álvarez, Núñez (2014) Efectos de los contenidos de marca em niñosy jóvenes bajo la influencia del branded contente. ESIC Editorial, Madrid
Ros V (2008) Posiciona tu marca en La Red: e-Branding. netbiblo, España
Scott J (2013) Social network analysis, 3a edn. SAGE, London
Shapiro AL (2001) El mundo en un clic. Como internet pone el control en tus manos. Grijaldo, Barcelona
Shih C (2011) The facebook era, 2a edn. Pearson Education, Boston
Villafañe J (2004) La buena reputación—claves del valor intangible de las empresas. Ediciones Pirámide, Madrid
Weber L (2009) Marketing to the social web, 2a edn. John Wiley & Sons Inc., New Jersey
Acknowledgements
This chapter results from the doctoral thesis entitled “La imagen de las marcas de ropa infantil creadas a através de a experiencia online.” completed on January 4, 2016 at the University of Extremadura, Spain.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer Nature Switzerland AG
About this chapter
Cite this chapter
Barradas, V., Durán, M.V.C., Raposo, D. (2020). The Creation of Brands in the Online Experience: A Study About the Brand Image of Children’s Clothing. In: Raposo, D., Neves, J., Silva, J. (eds) Perspective on Design. Springer Series in Design and Innovation , vol 1. Springer, Cham. https://doi.org/10.1007/978-3-030-32415-5_12
Download citation
DOI: https://doi.org/10.1007/978-3-030-32415-5_12
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-32414-8
Online ISBN: 978-3-030-32415-5
eBook Packages: EngineeringEngineering (R0)