O impacto do revivalismo das marcas no consumidor

: uma perspectiva aplicada a algumas marcas dos anos 80 em Portugal

Abstract

This is a dissertation on the impact of brand revival. Not about the impact on consumers in general, but rather on a specific age group that is today, between 30 and 40 years. This is a reflection on the possibility that we are dealing with a phenomenon where the brands that were consumed in the 80’s have now the chance to be successful, in result of economic, psychological and social factors.The goal of this dissertation is to understand what should be taken in consideration so brands that were consumed in Portugal in the can be successful today. For this, we analyzed four brands of product: Sanjo, Gorila, Regina and Fizz Limão. Accordingly, it is intended a concrete answer to the question: What makes some brands consumed in Portugal in the 80’s be successful cases today? We conclude that brands consumed during childhood and youth earn a prominent place among consumers of a so called Generation X, or by awakening memories or by the emotions it creates. A so collard return to the past driven by nostalgia, but also by the economic situation. As conclusion, we take a risk by saying that it is possible that we are in front of a new concept- revivalist brands.

Date of Award	2012
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	José Manuel Seruya (Supervisor)