Relacionamento digital: um estudo de caso sobre o cancelamento da empresa Kat Von D Beauty

Abstract

The work aims to investigate the effects of the culture of cancellation on the deconstruction of brands in the case of the company KVD Beauty. The main objective of the research is to identify the impacts that contribute to deconstruct the brands and the role of Public Relations in the relationship management, to understand the way that the PR can act and contribute to crisis management. The applied methodology is exploratory research and case study in which we will analyze the process in which the company faced the effects of the culture of cancellation, verifying the causes, the effects during the crisis, and what are the consequences in the period after the event. It was found, after the analyzes that the company underwent a repositioning, of brand, values, name, social media, and CEO, as the cancellation was of an ideological character, and reflected strongly on the image and reputation.