Dilema co-criativo da identidade de marca

Antonio Pedro Cruz Costa Alves, Fabiano Rodrigues

Resumo


Objetivo: A co-criação é um tema com interesse crescente em branding, principalmente em relação à identidade de marca. Acadêmicos têm argumentado que a marca não é mais estável, permanente ou definida de maneira unilateral, mas deveria ser dinâmica e co-criada com diversos stakeholders. No entanto, essas duas visões distintas da identidade de marca revelam um dilema: co-criar ou não co-criar? Será que a identidade de marca é, ao mesmo tempo, constante e dinâmica, duradoura e efêmera, criada e co-criada? A co-criação ajudará a construir marcas fortes ou acabará por diluí-las? Este artigo tem por objetivo endereçar esse aparente paradoxo e fazer proposições teóricas sobre a relação entre co-criação e identidade de marca.

Metodologia/Abordagem: Foi feita uma revisão sistemática de artigos relacionados à identidade de marca e à co-criação. Por meio da análise da literatura, discutimos teoricamente o impacto da co-criação na identidade de marca, fazendo uma relação com as teorias das representações sociais e do núcleo central.

Resultados: Identificamos que o processo de co-criação tem diversas facetas: o envolvimento de executivos e funcionários, performances e negociações entre stakeholders e um processo evolutivo e potencialmente anárquico da identidade de marca, além de tensões e contestações.

Contribuição Teórica: São apresentadas quatro proposições: (1) a identidade de marca tem um núcleo, que é mais permanente, e uma identidade de marca estendida, que é mais maleável; (2) quão mais perto a co-criação chegar do núcleo da identidade de marca, maior será o risco de sua diluição; (3) a co-criação é um processo dinâmico que pode impactar negativamente a identidade de marca; (4) quanto mais a identidade de marca estendida é co-criada, maior é o impacto positivo no brand equity.

Originalidade: Este estudo discute os efeitos adversos da co-criação na identidade de marca, o que não é frequentemente analisado pela academia. Além disso, são feitas proposições sobre o limite de aplicação da co-criação antes de começar a diluir a identidade de marca.


Palavras-chave


Identidade de marca; Co-criação; Diluição de marca, Essência de marca

Texto completo:

PDF (English)

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DOI: https://doi.org/10.5585/remark.v21i5.21874

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