A identidade de marca como driver das estratégias de marketing
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A identidade de marca como driver das estratégias de marketing

A identidade de marca como driver das estratégias de marketing


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About the Book

As marcas surgiram da necessidade de identificar e diferenciar bens e serviços de forma eficaz e duradoura, a partir do momento em que passaram a ter produção e distribuição maciças. A marca não servia apenas uma denominação de origem, mas também classificava bens quanto a qualidade e como ponto de distinção entre os imitadores e os concorrentes. Passou a ser vista não apenas como um símbolo visual, mas a ser encarada como todo o sistema que gira em torno de bens e serviços (KOTLER; KELLER, 2006). A marca passa a ser valorizada pelos seus atributos intangíveis, elevando inclusive o valor de organizações acima de seus ativos e progressões de vendas. Desta maneira, a gestão de marcas assume papel de destaque e importância em organizações inseridas em ambientes de intensa concorrência e rápida evolução (SCHARF, 2007). Com enfase na importância que a marca passa a ter para as organizações, Aaker (2007) apresenta o sistema de identidade de marca, onde analisa a marca sob os diferentes aspectos, sejam eles tangíveis ou intangíveis, e sobre como a organização repassa suas estratégias através da marca a seus clientes e mercado.


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Product Details
  • ISBN-13: 9783639743234
  • Publisher: Novas Edicoes Academicas
  • Binding: Paperback
  • Language: Portuguese
  • Returnable: N
  • Spine Width: 14 mm
  • Width: 152 mm
  • ISBN-10: 3639743237
  • Publisher Date: 28 Apr 2015
  • Height: 229 mm
  • No of Pages: 244
  • Series Title: Portuguese
  • Weight: 362 gr


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