Estudo dos valores veiculados pela marca Salon Line a partir das embalagens da linha #todecacho

Abstract

This paper deals with the values that the Salon Line brand builds on its #TodeCacho packaging. To this end, it was sought to find out what values are built by the Salon Line brand from the #TodeCacho line packaging, in order to understand the place / importance of packaging in the marketing mix, study the composition of the packaging anatomy, analyze the packaging of the line. #TodeCacho from its main elements of composition and unravel what values are built by the brand. To develop this proposal, it was worked with Kotler and Keller (2006), Wheeler (2008), Calver (2009), Farina (2006) and Carrascoza (2007). As a methodological way, besides the bibliographical research, categories were established for an imagetic and textual analysis. It was discovered through the anatomy, graphic elements, colors, typography and textual elements of the packaging, its main values aimed at proximity to the consumer are reflected.