A importância das estratégias de comunicação na representação do feminino

: o caso Barbie

Abstract

The main objective of Communication Strategies aligned with marketing is to provide an answer to the evolving needs of consumers in the face of social change. This strategic alignment is vital for the success of organizations in a dynamic and constantly changing environment, helping to build a positive reputation and foster consumer loyalty. Since the launch of its first doll in Portugal in 1984, the Barbie brand has enthused consumers, until it was first criticized for perpetuating stereotypes around images of women. The process of repositioning Barbie's brand, marked by feminist activism, incorporates a communication strategy aimed at promoting an inclusive representation of the feminine in all its products. The aim of this research is to understand the importance of communication strategies in the representation of the feminine in relation to Portuguese consumers' perceptions of the Barbie product, as well as the reasons that led to the repositioning of the brand. This study focuses on the Portuguese market, as it aims to analyze the national context, a market that is still in its growing phase. In order to, answer the basic questions, a mixed research methodology was developed. The qualitative component was carried out using a semi-structured interview with Barbie's brand representative in Portugal, together with a content analysis of the brand in the national context, while the quantitative component was centered on the application of a questionnaire survey. This study found that Barbie's brand communication strategies in the Portuguese context tend to follow consumer needs in an evolutionary line over time, with the aim of creating proximity and loyalty with its public, contributing to the brand's prominence.

Date of Award	8 Oct 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Catarina Valdigem (Supervisor)