Title: Fatores de marketing na construção de marcas sólidas: estudo exploratório com marcas brasileiras
Abstract:Due to the importance of brands to the marketing process and to the lack of knowledge about Brazilian brand building, this study intends to investigate the process used to build strong brands, which a...Due to the importance of brands to the marketing process and to the lack of knowledge about Brazilian brand building, this study intends to investigate the process used to build strong brands, which are created and developed in Brazil and traded by Brazilian organizations.The purpose of this study is to increase the knowledge about the marketing factors related to building strong brands.Conceming the methodology, there was first developed a theoretical basis pertaining to the subject at hand.Then a qualitative exploratory study was conducted, using the case study method.There was a multiple case study in order to analyze how the following brands have been built: Gol, O Boticário and DPaschoal.These cases were selected with the aim of predicting similar results, which, in this study, refer to the usage of marketing factors that lead to building Brazilian strong brands.Each particular case consists in a complete study and the reports ' conclusions were compared to indicate the extension of the replication logic.Results indicated that the brands that took part of this study are strong, although it is clear that strength does not necessarily mean perfection.It was verified that, in a fast changing environment, it is not feasible to expect that brands are untouchable, being necessary to constantly monitor brand health and to keep efficient brand teams to manage it in order to identify opportunities, establish objectives and define strategies.Moreover, it was possible do come to the conclusion that, for the three organizations analyzed, the adoption of all marketing factors was key to build their brands as strong as they are nowadays.Therefore, Information is the foundation for the three organizations to design their strategies and develop their marketing mixes, and innovation and suitable resources are the other two pillars for building these three brands.Regarding the conclusions and taking into consideration the limitations of the research method, which does not allow generic conclusions, there are some recommendations for Brazilian organizations to effectively build their brands for trading them in Brazil.SUMÁRIO 4.1 4.1.72.3 2.4 2.1 2.2Read More