A construção das identidades de marca a partir das embalagens de cigarros de Club One e Camel

Abstract

This research seeks to conduct a study on brand identity from Club One and Camel cigarette packaging. The trajectory for the theoretical construction of this research was based on semiotic theories, having as a general objective to investigate the construction of brand identity from brand packaging since, due to a series of legal restrictions the disclosure of these products becomes limited. And packaging is one of the few types of consumer contact. A theoretical survey on marketing was conducted, understanding the place of packaging within the marketing mix. We look at key issues that determine tobacco marketing and advertising legislation, specifically on packaging. We developed a study on the elements that make up the anatomy of cigarette packaging such as structural design , shape, material, graphics, color, illustration in design, language messages, among others. And finally from this specification, we seek to understand the construction of brand identity and through packaging. We used two methodological processes for the construction of this study, the first being the bibliographical analysis, fundamental for all work in the academic field, from authors such as Kotler and Keller (2006), who present the concepts of Marketing and Composite Marketing, Calver (2009) who talks about packaging design andNeumeier (2009) who links branding anddesign. And, finally, the semiotic analysis fromPeirce's semiotics from the perspective of Perez (2016). It was possible to realize that packaging has communicative potential to reach consumers. With the limitations given by legislation further strengthens the visibility of design work in building the visual identity of cigarette wallets in Brazil. The cigarette wallet will continue to be considered an accessory, besides being a marketing and advertising product, it is also an object that adds value of social interaction and status to the consumer.