Novembro 2020 vol. 7 num. 1 - VII Colóquio Internacional sobre Comércio e Cidade

Artigo completo - Open Access.

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Bem-vindo ao mundo das marcas: da magia e liminaridade dos lugares de compras na cidade contemporânea

Welcome to the world of brands: the magic and liminality of shopping places in the contemporary city

CACHINHO, Herculano ;

Artigo completo:

Neste ensaio elabora-se uma reflexão sobre a evolução da relação das marcas com a cidade. Defende-se a ideia de que, na sociedade contemporânea, a cidade se transformou num espaço de consumo, ancorado numa rede de espaços brandificados. Através de uma revisão sistemática da literatura, conclui-se que as relações das marcas com a cidade são dinâmicas, refletindo as mudanças que ocorreram na cidade e no comércio e consumo. Podem-se identificar três fases nesta relação. A primeira, ligada à modernidade, em que a relação se fazia através dos bens transacionados por espaços comerciais específicos, como os grandes armazéns e as galerias, a segunda, associada à pós-modernidade, na qual as empresas deslocam a sua atenção dos bens para as marcas e os espaços de marca, e por último, a terceira, que designamos de hiper-modernidade, marcada pela a mercadorização da cidade e a sua transformação numa imagem-marca.

Artigo completo:

In this essay, a reflection on the evolution of the relationship of brands with the city is elaborated. We affirm that, in contemporary society, the city has become a space of consumption, anchored in a network of brandscapes. Through a systematic review of the literature, we conclude that the relations of brands with the city are dynamic, reflecting the changes that have occurred in the city and in retail and consumption. Three phases in this relationship can be identified. The first, linked to modernity, where the relationship was made through goods sold by specific retail spaces, such as department stores and galleries, the second, associated with post-modernity, in which companies transfer their attention from goods to brands and branded spaces, and finally, the third, which we call hyper-modernity, based on the commodification of the city and its transformation into a brand image.

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Palavras-chave: Marcas. Espaços de consumo. Branding territorial,

Palavras-chave: Brands. Shopping places. Place branding,

DOI: 10.5151/viicincci-16

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Como citar:

CACHINHO, Herculano; "Bem-vindo ao mundo das marcas: da magia e liminaridade dos lugares de compras na cidade contemporânea", p. 228-248 . In: Anais do VII Colóquio Internacional sobre Comércio e Cidade . São Paulo: Blucher, 2020.
ISSN 2357-7592, DOI 10.5151/viicincci-16

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