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Criar e desenvolver capital da marca centrado no cliente : uma aplicação
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Resumo(s)
Desenvolver marcas fortes é uma prioridade para muitos empreendedores e empresas, contudo o processo de criação e gestão destas é algo difícil e complexo. O Modelo de Capital da Marca Centrado no Cliente, proposto por Keller (1993), apresenta-se como um guia para a gestão estratégica de marcas, facultando orientações tácticas específicas para planear, desenvolver, mensurar e gerir o capital da marca. Este modelo revelou-se primordial para o desenvolvimento deste projecto cujo objectivo foi a criação e desenvolvimento de uma nova marca online. Em primeiro lugar foi necessário desenvolver um conceito de negócio específico, sendo estabelecido à priori o quadro de referência competitivo, (o mercado-alvo e a concorrência), e o posicionamento da marca. De seguida foram exploradas formas de criar capital da marca, como por exemplo, através de elementos da marca, de programas de marketing, e da geração de associações
secundárias.Por fim, abordou-se o contributo deste projeto, onde foram descritas as suas limitações e apresentadas linhas de trabalho futuro.
Developing strong brands is a priority for many entrepreneurs and companies though creating and managing them is somewhat difficult and complex.Keller’s Customer-Based Brand Equity Model (1993), poses as a guide for creating and strategically managing brands, providing specific tactical guidelines for planning, developing, measuring and managing brand equity. This model has proved to be essential for the development of this project whose aim was the creation and development of a new online brand. Firstly, it was necessary to develop a specific business concept, having determined in advance the frame of reference (target market and nature of competition), and establish brand positioning. It was then explored ways to create brand equity, for example, through brand elements, marketing campaigns and the use of secondary brand associations. Finally, the contributions of this project, its limitations and future lines of work are presents.
Developing strong brands is a priority for many entrepreneurs and companies though creating and managing them is somewhat difficult and complex.Keller’s Customer-Based Brand Equity Model (1993), poses as a guide for creating and strategically managing brands, providing specific tactical guidelines for planning, developing, measuring and managing brand equity. This model has proved to be essential for the development of this project whose aim was the creation and development of a new online brand. Firstly, it was necessary to develop a specific business concept, having determined in advance the frame of reference (target market and nature of competition), and establish brand positioning. It was then explored ways to create brand equity, for example, through brand elements, marketing campaigns and the use of secondary brand associations. Finally, the contributions of this project, its limitations and future lines of work are presents.
Descrição
Mestrado em Marketing
Palavras-chave
Capital da Marca Centrado no Cliente Gestão de Marcas Marca online Customer Based Brand Equity Brand Management Online Brand
Contexto Educativo
Citação
Editora
Instituto Superior de Economia e Gestão