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Marca, Identidade Visual E Os Limites Da Universalização Do Discurso

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Marca, Identidade Visual E Os Limites Da Universalização Do Discurso RICARDO SANTOS MOREIRA Marca, Identidade Visual e os limites da universalização do discurso corporativo: análise das comunicações de marca e de produto feitas pela empresa Honda Motor em sua atuação no Brasil e na Argentina EXEMPLAR REVISADO E ALTERADO EM RELAÇÃO À VERSÃO ORIGINAL, SOB RESPONSABILIDADE DO AUTOR E ANUÊNCIA DO ORIENTADOR. O original se encontra disponível na sede do programa. São Paulo, maio de 2015 Tese apresentada à Faculdade de Arquitetura e Urbanismo da Universidade de São Paulo para obtenção do título de Doutor em Arquitetura e Urbanismo Área de Concentração: Design e Arquitetura Orientador: Prof. Dr. Marcos da Costa Braga São Paulo 2015 Autorizo a reprodução e divulgação total ou parcial deste trabalho, por qualquer meio convencional ou eletrônico para fins de estudo e pesquisa, desde que citada a fonte. [email protected] Moreira, Ricardo Santos M838m Marca, identidade visual e os limites da universalização do discurso corporativo: análise das comunicações de marca e de produto feitas pela empresa Honda Motor em sua atuação no Brasil e na Argentina / Ricardo Santos Moreira. --São Paulo, 2015. 254 p. : 95 il. Tese (Doutorado - Área de Concentração: Design e Arquitetura) – FAUUSP. Orientador: Marcos da Costa Braga 1.Identidade visual 2.Marcas 3.Globalização I.Título CDU 003.6 MOREIRA, Ricardo Santos Marca, Identidade Visual e os limites da universalização do discurso corporativo: análise das comunicações de marca e de produto feitas pela empresa Honda Motor em sua atuação no Brasil e na Argentina Aprovado em: Banca examinadora Prof. Dr. ---------------------------------------------------------------------------------------------------------------- Instituição ----------------------------------------------------------------------------------------------------------------- Julgamento Assinatura ----------------------------------------------------------------------------------------------------------------- Prof. Dr. ---------------------------------------------------------------------------------------------------------------- Instituição ----------------------------------------------------------------------------------------------------------------- Julgamento Assinatura ----------------------------------------------------------------------------------------------------------------- Prof. Dr. ---------------------------------------------------------------------------------------------------------------- Instituição ----------------------------------------------------------------------------------------------------------------- Julgamento Assinatura ----------------------------------------------------------------------------------------------------------------- Prof. Dr. ---------------------------------------------------------------------------------------------------------------- Instituição ----------------------------------------------------------------------------------------------------------------- Julgamento Assinatura ----------------------------------------------------------------------------------------------------------------- Prof. Dr. ---------------------------------------------------------------------------------------------------------------- Instituição ----------------------------------------------------------------------------------------------------------------- Julgamento Assinatura ----------------------------------------------------------------------------------------------------------------- AGRADECIMENTOS Ao meu orientador, Prof. Dr. Marcos da Costa Braga, pela atenção e apoio durante o processo de orientação. Aos professores da FAU, que tornaram possível este trabalho. Aos membros da banca de qualificação, pelos aprimoramentos recomendados para a melhoria desta pesquisa. À Adri e ao Camilo, por estarem sempre ao meu lado. À Duda, pela revisão criteriosa dos textos. Ao Rogers, por possibilitar a imersão neste estudo no sítio em Ibiúna. Ao colega Sérgio, pelas longas conversas e troca de ideias. RESUMO Marca, Identidade Visual e os limites da universalização do discurso corporativo: análise das comunicações de marca e de produto feitas pela empresa Honda Motor em sua atuação no Brasil e na Argentina Um dos motivadores desse trabalho foi o artigo de Theodore Levitt (1983) “The globalization of markets”. Nesse texto, o autor afirma que as empresas globais devem vender o mesmo produto, da mesma maneira, empregando a mesma comunicação, em todos os países em que vierem a atuar. Tal ação seria possível em virtude da globalização, situação em que ocorreria a convergência dos gostos e preferências dos consumidores espalhados pelo mundo e, como resultado, seriam obtidas economias de escala, alto padrão de qualidade e preço competitivo do produto. Esta tese é uma investigação de cunho qualitativo com dois objetivos principais: verificar se uma empresa usa a mesma comunicação ao oferecer o mesmo produto em países distintos e aferir, junto aos usuários, a percepção dos conteúdos das comunicações de marca e de produto (classificação de Kapferer, 2003). Para tanto, foi realizada uma revisão bibliográfica, que fez um levantamento acerca das várias estratégias passíveis de serem empregadas por empresas multinacionais e/ou globais nessa situação. Foram pesquisados também conceitos e teorias acerca de cultura, semiótica, identidade visual corporativa, globalização, marketing, gestão do design e marca. Foi feito então o levantamento acerca do discurso emitido pela empresa Honda (divisão de motocicletas), ao oferecer um mesmo produto (Honda CG 150 Titan) em dois países: Brasil e Argentina. Foi selecionado um anúncio em cada país que divulgasse a CG 150 Titan e foi realizada uma comparação direta entre eles. Foram comparados também folhetos promocionais desse produto, aspectos de pontos de venda específicos e condições de uso da marca gráfica da empresa em comunicações locais. Foi feita, então, a análise semiótica dos anúncios escolhidos (método de Perez, 2004), de modo a se identificarem seus conteúdos potenciais. Em seguida, foram realizadas entrevistas individuais com usuários de motocicletas dessa categoria: 11 na cidade de São Paulo e 11 na cidade de Buenos Aires. Este estudo verificou que os produtos vendidos nos dois países, apesar de terem o mesmo nome, não são iguais, assim como são distintas as comunicações empregadas pela Honda nesses dois mercados. Apesar disso, as percepções dos entrevistados acerca da marca e do produto em questão estão alinhadas, e habitualmente associadas a conceitos de qualidade superior e robustez das motocicletas vendidas. A percepção dos respondentes, ao observarem os anúncios selecionados, mostrou ser compatível com os significados potenciais das mensagens emitidas. Dessa forma, concluiu-se que a padronização dos produtos e da comunicação, apesar de ser uma estratégia para empresas globais oferecerem seus produtos em países distintos, não é a única alternativa, como foi constatado no caso da Honda, ao atuar no Brasil e na Argentina. A companhia consegue, ao emitir discursos diferentes, transmitir conteúdos semelhantes, que resultam no fortalecimento da percepção da marca e do produto nesses mercados. Palavras-chave: globalização, marca, discurso, identidade, estratégia. ABSTRACT Brand, Visual Identity and the limits of universal corporate speech: analysis of brand and product communications by Honda Motor Company operating in Brazil and Argentina One of the drivers of this work was the article by Theodore Levitt (1983) "The globalization of markets". In this text, the author states that global companies must sell the same product in the same way, using the same communication, in all countries in where they come to acting. Such action would be possible due to globalization, in which case there would be a convergence of tastes and preferences of consumers around the world and, as a result, economies of scale would be obtained, as well as high quality standards and competitive price of the product. This thesis is a qualitative approach research with two main targets: to determine whether a company uses the same communication to offer the same product in different countries and to benchmark, with users, the perception of the contents of brand and product communications (classification by Kapferer, 2003). For this study a literature review was done, which surveyed the various strategies that could be employed by multinationals and/or global companies in this situation. Concepts and theories on culture, semiotics, corporate branding, globalization, marketing, design management and brand were also searched. Then a survey was done about the speech delivered by the company Honda (motorcycle division), when offering the same product (Honda CG 150 Titan), in two countries: Brazil and Argentina. An advertisement was selected in each country that divulged the CG 150 Titan, and a direct comparison was made between them. Were also compared flyers that promote the product, aspects of specific stores and conditions of use of the group symbol and logotype of the company in local communications. Then the semiotic analysis of selected advertisements (Perez method, 2004) was done in order to identify its potential contents. Then, individual interviews were conducted with motorcycle users in this category: eleven in the city of São Paulo and eleven in the city of Buenos Aires. This study found that the products sold in both countries, although bearing the same name, are not equal, as are different the communications employed by Honda in these two markets. Nevertheless, the perceptions
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