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Publication
A importância da marca na estratégia de marketing.
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 60.15 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Num contexto caracterizado por uma oferta de produtos e serviços cada vez mais abundante e
por uma multitude de mensagens muitas vezes semelhantes, a marca aparece como
instrumento valioso para as empresas poderem-se distinguir e impor a sua presença no
mercado.
Signo distintivo, síntese de experiências passadas, sensações e associações, se bem
sucedida, a marca torna-se uma referência forte para o consumidor, orientando e facilitando o
seu processo de compra. Uma marca forte, de facto, consegue estabelecer uma relação de
confiança com o consumidor, baseada numa proposta de valor que a torna diferente e única
aos seus olhos.
Para poder-se tomar factor importante de competitividade, a marca deve ser gerida no longo
prazo. A sua utilização condiciona, deste modo, a estratégia e os programas operacionais da
empresa.
Neste contexto, o presente trabalho promove uma reflexão sobre a forma de incrementar a
competitividade das empresas através do uso da marca e identifica os factores críticos para o
seu sucesso.
O grande desafio que se coloca ao nível da gestão da marca está na capacidade de a empresa
diferenciar-se continuamente através da oferta de produtos/serviços sempre melhores e
adequados às expectativas dos seus clientes, mantendo ao mesmo tempo coerência e
consistência ao longo do tempo.
No sentido de dar expressão à teoria, inclui-se no trabalho o estudo de um caso prático relativo
a uma marca de sucesso de origem portuguesa.
In a context of an ever increasing offer of products and services coupled with information overload and with messages often being very similar, the use of branding seems to be a valuable means for companies to distinguish themselves and impose their presence in the market. A brand is a distinctive sign and a synthesis of past experiences, feelings and associations. When successful, it becomes a strong reference for consumers, orientating and making their purchasing process easier. A strong brand establishes a trust relationship with its customers, based upon a value proposition that, in their eyes, makes it different and unique. In order to become a major source of competitive strength, a brand must benefit from long-term management. Its use has implications for a company's strategy and operational programmes. This research shows how the use of a brand cari increase a company's ability to compete in the market and identifies criticai factors in brand success. The great challenge in brand management is to be able to constantly differentiate oneself by offering better products and services that meet customers' expectations, while at the same time maintaining consistency over time. In order to provide evidence for the theoretical issues identified, this research includes the case study of a successful Portuguese brand.
In a context of an ever increasing offer of products and services coupled with information overload and with messages often being very similar, the use of branding seems to be a valuable means for companies to distinguish themselves and impose their presence in the market. A brand is a distinctive sign and a synthesis of past experiences, feelings and associations. When successful, it becomes a strong reference for consumers, orientating and making their purchasing process easier. A strong brand establishes a trust relationship with its customers, based upon a value proposition that, in their eyes, makes it different and unique. In order to become a major source of competitive strength, a brand must benefit from long-term management. Its use has implications for a company's strategy and operational programmes. This research shows how the use of a brand cari increase a company's ability to compete in the market and identifies criticai factors in brand success. The great challenge in brand management is to be able to constantly differentiate oneself by offering better products and services that meet customers' expectations, while at the same time maintaining consistency over time. In order to provide evidence for the theoretical issues identified, this research includes the case study of a successful Portuguese brand.
Description
Mestrado em Gestão e Estratégia Industrial.
Keywords
Marca Capital-marca Identidade da marca Estratégia de marketing Esforço integrado de marketing Óptica de marketing Brand Brand equity Brand identity Marketing strategy Integrated Marketing effort Marketing concept
Pedagogical Context
Citation
Rinaldi, Carla (2001). " A importância da marca na estratégia de marketing". Dissertação de Mestrado, Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
Instituto Superior de Economia e Gestão