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Branding para microempresas : caso Designrut
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Orientador(es)
Resumo(s)
As pequenas e médias empresas (PME's) e em especial as microempresas, são geralmente organizações com escassos recursos onde a gestão da marca tende a não ser uma das prioridades. Para além disso a literatura existente sobre gestão da marca em PME's é escassa, sendo grande parte da investigação realizada no contexto de grandes multinacionais. Este projeto tem como propósito auxiliar uma microempresa a implementar algumas medidas de gestão da marca que lhe permita afirmar-se nos seus mercados alvo. Foi, assim, realizada uma revisão da literatura tendo como temas principais a gestão da marca e as PME's. Estabelecida a base teórica e considerando o contexto da empresa, foi realizado um estudo qualitativo com entrevistas semiestruturadas à gerente da empresa e a três dos seus clientes. Com base na análise da informação recolhida foram elaborados dois mapas mentais da marca Designrut. O primeiro com base nas características de personalidade da marca enunciadas pela gerente da empresa e o segundo com base nas características que os clientes associam à marca. Foram comparados os mapas e destacados os pontos em comum. Foram identificados os pontos de paridade e os pontos de diferença da Designrut face aos seus concorrentes que, serviram de base para definir o posicionamento pretendido para a marca. Finalmente, foram apresentadas recomendações de ação à empresa tendo em vista melhorar o seu branding e construir uma marca mais forte. Nestas recomendações inclui-se o desenvolvimento dos elementos da marca, o marketing mix de apoio à marca e a alavancagem de associações secundárias.
Small and medium enterprises (SMEs) and especially micro-enterprises are usually organizations with scarce resources where brand management tends not to be a priority. In addition, the literature on brand management in SMEs is scarce, and much of the research is undertaken in the context of large multinationals. This project aims to assist a micro-enterprise to implement some brand management measures enabling it to establish in its target markets. A literature review has been done on brand management main topics and SMEs. Established the theoretical basis and considering the business context, a qualitative study was conducted with semi-structured interviews with the manager of the company and three of its customers. Based on the information collected two mental maps of the Designrut brand were developed. The first, based on personality characteristics of the brand as perceived by the manager and the second based on the customers associations to the brand. The maps were compared and the commonalities highlighted. Designrut's points of parity and points of difference over its competitors were identified and served as the basis to set the desired positioning for the brand. Finally, recommendations of action were presented to the company to improve its branding and build a stronger brand. These recommendations include the development of the brand elements, the marketing mix elements to support the brand and leveraging of secondary associations.
Small and medium enterprises (SMEs) and especially micro-enterprises are usually organizations with scarce resources where brand management tends not to be a priority. In addition, the literature on brand management in SMEs is scarce, and much of the research is undertaken in the context of large multinationals. This project aims to assist a micro-enterprise to implement some brand management measures enabling it to establish in its target markets. A literature review has been done on brand management main topics and SMEs. Established the theoretical basis and considering the business context, a qualitative study was conducted with semi-structured interviews with the manager of the company and three of its customers. Based on the information collected two mental maps of the Designrut brand were developed. The first, based on personality characteristics of the brand as perceived by the manager and the second based on the customers associations to the brand. The maps were compared and the commonalities highlighted. Designrut's points of parity and points of difference over its competitors were identified and served as the basis to set the desired positioning for the brand. Finally, recommendations of action were presented to the company to improve its branding and build a stronger brand. These recommendations include the development of the brand elements, the marketing mix elements to support the brand and leveraging of secondary associations.
Descrição
Mestrado em Marketing
Palavras-chave
micro empresas branding marca PME's mapa mental micro companies brand SME's mental map
Contexto Educativo
Citação
Duarte, Rui Pedro Alexandre Marreiros (2015). "Branding para microempresas : caso Designrut". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão