A perceção do valor gerado pela marca caso Renova
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Data
2017
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Com a globalização e com o desenvolvimento das tecnologias de comunicação e
informação, as organizações deparam-se com uma maior concorrência, suportada
pela inovação e criatividade.
Com a evolução dos mercados, aumento da competitividade e o constante
surgimento de diversas marcas, tem sido cada vez mais importante e complexa
uma boa gestão e construção das marcas, sendo necessárias estratégias de
comunicação e marketing mais meticulosas e pragmáticas.
Nos últimos anos assistimos ao aparente triunfo do conceito de marca: desde
países, partidos políticos, passando pelos consumidores, organizações, todos são
motivados para se auto-identificarem como uma marca.
Sendo as marcas o principal capital de uma empresa, pode dizer-se, que surgem
como fator diferenciador para os consumidores e assumem-se como um poderoso
método de sucesso junto do público-alvo das empresas.
Vivemos atualmente numa teia de complexas redes de concorrência, de
mercados diferenciados e bastante competitivos. Do lado dos consumidores
existe um nível elevado de conhecimento dos serviços e produtos disponibilizados
no mercado em relação ao que existia num passado recente, o consumidor é
cada vez mais exigente e pouco fiel, toda esta mudança, este novo paradigma
traduz-se num grande desafio para os gestores, as suas organizações e marcas.
Assiste-se a uma evolução frenética na relação entre os consumidores e as
marcas.
Assim, o valor das marcas torna-se numa das principais e mais poderosas
vantagens competitivas de qualquer organização. O conceito de Brand Equity
emerge no contexto empresarial, refletindo o conjunto de atributos que
contribuem, de forma positiva ou negativa, para a valorização da marca.
Cada vez mais as marcas têm uma importância fulcral no comportamento do
consumidor no momento de compra, assim o valor/património da marca deverá
ser bem definido e vincado para que as empresas se possam diferenciar da
concorrência.
Nesta conjuntura, o presente trabalho tem como principal objetivo elaborar uma
análise sobre a perceção gerada pelos consumidores da marca Renova,
utilizando como forma de análise o modelo de avaliação, Brand Equity de David
A. Aaker, através das cinco dimensões propostas pelo autor: Lealdade;
Notoriedade, Qualidade Percebida; Associações à Marca e outros Ativos /
Vantagens Competitivas.
With globalization and the development of communication and information technologies, organizations are faced with increased competition, supported by innovation and creativity. With the evolution of the markets, increased competitiveness and the constant emergence of several brands, good management and brand building has become increasingly important and complex, and more meticulous and pragmatic communication and marketing strategies are needed. In recent years we have witnessed the apparent triumph of the brand concept: from countries, political parties, consumers, organizations, everyone is motivated to identify themselves as a brand. Since brands are the main capital of a company, it can be said that they appear as a differentiating fator for consumers and are a powerful method of success among the corporate target audience. We are currently living in a web of complex competition networks, differentiated markets and very competitive. On the consumer side there is a high level of knowledge of the services and products available in the market compared to what existed in the recent past, the consumer is increasingly demanding and unreliable, all this change, this new paradigm translates into a great challenge For managers, their organizations and brands. There is a frantic evolution in the relationship between consumers and brands. Thus, the value of brands becomes one of the main and most powerful competitive advantages of any organization. The concept of Brand Equity emerges in the business context, reflecting the set of attributes that contribute, positively or negatively, to brand appreciation. Increasingly, brands have a central importance in the behavior of the consumer at the time of purchase, so the value / heritage of the brand should be well defined and credited so that companies can differentiate themselves from the competition. In this context, the main objective of this work is to analyze consumer perceptions using David A. Aaker's Brand Equity evaluation model as a form of analysis through the five dimensions proposed by the author: Loyalty; Notoriety, Perceived Quality; Brand Associations and other Assets / Competitive Advantages.
With globalization and the development of communication and information technologies, organizations are faced with increased competition, supported by innovation and creativity. With the evolution of the markets, increased competitiveness and the constant emergence of several brands, good management and brand building has become increasingly important and complex, and more meticulous and pragmatic communication and marketing strategies are needed. In recent years we have witnessed the apparent triumph of the brand concept: from countries, political parties, consumers, organizations, everyone is motivated to identify themselves as a brand. Since brands are the main capital of a company, it can be said that they appear as a differentiating fator for consumers and are a powerful method of success among the corporate target audience. We are currently living in a web of complex competition networks, differentiated markets and very competitive. On the consumer side there is a high level of knowledge of the services and products available in the market compared to what existed in the recent past, the consumer is increasingly demanding and unreliable, all this change, this new paradigm translates into a great challenge For managers, their organizations and brands. There is a frantic evolution in the relationship between consumers and brands. Thus, the value of brands becomes one of the main and most powerful competitive advantages of any organization. The concept of Brand Equity emerges in the business context, reflecting the set of attributes that contribute, positively or negatively, to brand appreciation. Increasingly, brands have a central importance in the behavior of the consumer at the time of purchase, so the value / heritage of the brand should be well defined and credited so that companies can differentiate themselves from the competition. In this context, the main objective of this work is to analyze consumer perceptions using David A. Aaker's Brand Equity evaluation model as a form of analysis through the five dimensions proposed by the author: Loyalty; Notoriety, Perceived Quality; Brand Associations and other Assets / Competitive Advantages.
Descrição
Orientação: Paula Bela Rosa Luís Lopes
Palavras-chave
MESTRADO EM COMUNICAÇÃO INTEGRADA, COMUNICAÇÃO, MARCAS COMERCIAIS, ESTRATÉGIAS DE COMUNICAÇÃO, GESTÃO DE MARCAS, IMAGEM DE MARCA, RENOVA, COMMUNICATION, TRADEMARKS, COMMUNICATION STRATEGIES, BRAND MANAGEMENT, BRAND IMAGE