Kardashian phenomenon

: a family’s branding construction : how is the Kardashian-Jenner clan influencing people?

Abstract

The aim of this dissertation is to analyze the media rise of the Kardashian-Jenner family andthe construction of their brand. To do this, it is necessary to understand how to apply branding strategies to people or, in this case, to a family. Nowadays, the proportions and the way people present themselves and expose themselves in social media for example Instagram, change our perception of the public and the private, merging them into one, where the private becomes public. The methodology used was the bibliographic research with authors dealing with brand, branding, positioning, brand equity, integrated communication, marketing communication, internet and social media. It was also analyzed the reality show Keeping Up with the Kardashians, the contents of the social media of the family members and their products. Following up the reality show Keeping Up with the Kardashians, we observed the great power of the Kardashian family brand and its great influence in the world

Date of Award	23 Mar 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Alexandre Duarte (Supervisor)