Hello Tomorrow: um estudo exploratório sobre a marca Emirates sob a ótica da observação participante
The expansion of the civil aviation market in its more than 110 years of existence, aligned with globalization linked to expressive advertising, boosted the expansion of passenger traffic by air, transforming this flow into an experience and the constant search for differentials. In this work, an in...
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| Formato: | bachelorThesis |
| Idioma: | pt_BR |
| Publicado em: |
Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/46088 |
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| Resumo: | The expansion of the civil aviation market in its more than 110 years of existence, aligned with globalization linked to expressive advertising, boosted the expansion of passenger traffic by air, transforming this flow into an experience and the constant search for differentials. In this work, an interpretation will be made of how Emirates Airlines uses its potential as a branding in the development of communication in civil aviation, through a historical survey, participant observation and the analysis of elements that make up the brand, based on Kotler's bibliography. (2012), Heller (2011), Carrascoza (2007), Daft (2011) and others, being able to conceptually detail the elements of the brand and its positioning in social networks, considered key to success in the 21st century, in synergy with the brand itself. customer experience of the author of the work, in the light of Angrosino (2009). Finally, understand how these processes are linked to the future that Emirates projects, developing such communication potential adopted by the brand and its influences in the construction of the aviation market. |
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