O poder das marcas : a teoria por trás das marcas
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Arquivos
Tipo
Monografia
Data de publicação
2012
Periódico
Citações (Scopus)
Autores
Kamei, Sabrina
Orientador
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Título de Volume
Membros da banca
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Resumo
As marcas sempre estiveram presentes na vida dos seres humanos. No princípio eram utilizadas, principalmente, para marcar a posse de animais, mas com o passar dos anos as marcas foram ganhando espaço. Atualmente as marcas são parte importante das empresas, pois em um mundo globalizado com concorrência acirrada e grandes avanços tecnológicos, as marcas se tornaram um dos principais, senão, a principal ferramenta para diferenciação em um mar de concorrência. É através das marcas que as empresas, instituições, produtos e serviços irão se conectar com os consumidores, ou seja, aquele nome ou imagem representará uma série de associações que irá influenciar a decisão de compra do consumidor. Por se tratar de um elemento tão importante para sobrevivência e perpetuação da empresa, especialistas e gerentes buscam constantemente desenvolver e encontrar melhores soluções para gerenciar a construção e manutenção de marcas fortes. O presente estudo tem como objetivo demonstrar os principais conceitos que envolvem a administração de marcas como a definição de branding, brand equity e métodos utilizados para a gestão das marcas e como estes podem ser utilizados para manter ou construir marcas fortes. Será utilizado o método de pesquisas bibliográficas baseada em livros, revistas, publicações científicas e sites relacionados com o tema. Alguns dos autores consultados foram Kotler, Aaker, Keller e Machado, Nunes e Haigh, entre outros. Após a apresentação dos aspectos teóricos que servem de base para a execução de uma administração de marcas eficiente e a comparação com o estudo de caso que permitiu a validação de maneira prática das teorias apresentadas, é possível indicarmos a gestão de marcas como estratégia fundamental para aumento do valor da empresa, e, consequentemente, o aumento da probabilidade da empresa conquistar a sua fatia de mercado e fidelidade dos consumidores.
The brands were always present in the lives of human beings. At first it was used mainly to mark the possession of animals, but over the years the brands were gaining ground. Today, brands are an important part of the companies, because in a globalized world with fierce competition and advances in technology, brands have become a major, if not the main tool for differentiation in a sea of competition. It is through brands that companies, institutions, products and services will connect with consumers, ie name or image that represents a series of associations that will influence the purchase decision of the consumer. Because it is such an important element for survival and perpetuation of the company, experts and managers constantly seek to develop and find better solutions to manage the construction and maintenance of strong brands. This study aims to demonstrate the key concepts that involve the administration of brands such as the definition of branding, brand equity and methods used for the management of brands and how these can be used to maintain or build strong brands. Will use the method of literature searches based on books, magazines, scientific publications and websites related to the topic. Some of the authors consulted were Kotler, Aaker, Keller and Machado, Nunes and Haigh, among others. After presenting the theoretical aspects that provide the basis for the implementation of an efficient management of brands and the comparison with the case study that allowed the validation of the theories presented in practical ways, it is possible to have displaced brand management as a key strategy for increasing enterprise value, and consequently increase the likelihood of your company gain market share and loyalty of consumers.
The brands were always present in the lives of human beings. At first it was used mainly to mark the possession of animals, but over the years the brands were gaining ground. Today, brands are an important part of the companies, because in a globalized world with fierce competition and advances in technology, brands have become a major, if not the main tool for differentiation in a sea of competition. It is through brands that companies, institutions, products and services will connect with consumers, ie name or image that represents a series of associations that will influence the purchase decision of the consumer. Because it is such an important element for survival and perpetuation of the company, experts and managers constantly seek to develop and find better solutions to manage the construction and maintenance of strong brands. This study aims to demonstrate the key concepts that involve the administration of brands such as the definition of branding, brand equity and methods used for the management of brands and how these can be used to maintain or build strong brands. Will use the method of literature searches based on books, magazines, scientific publications and websites related to the topic. Some of the authors consulted were Kotler, Aaker, Keller and Machado, Nunes and Haigh, among others. After presenting the theoretical aspects that provide the basis for the implementation of an efficient management of brands and the comparison with the case study that allowed the validation of the theories presented in practical ways, it is possible to have displaced brand management as a key strategy for increasing enterprise value, and consequently increase the likelihood of your company gain market share and loyalty of consumers.
Descrição
Palavras-chave
Marcas , Comportamento do consumidor , Coca-Cola , Gestão de marcas