A influência do varejo na construção de marcas: um estudo no setor cervejeiro / Retail influence on brand building: a study in the Brazilian beer market

AUTOR(ES)

Silvia Cristina Prado

DATA DE PUBLICAÇÃO

2007

RESUMO

The study of the brand building process gained significance as from the nineties, when enterprises started to be sold at higher prices, than the ones noted down in their balance sheets. Therefore, an academic chain of study was initiated, aiming at understanding what a brand is and how its value may be built up. Traditionally, mass media communication have been used to build brands. Thus, the fundamental question of this dissertation is to exploit the influence of the retail to build brand, in the Brazilian beer industry. In order to answer this question, a theoretical review that focuses on four main blocks of knowledge was carried out. The areas analyses were: i) brand; ii) communication; iii) distribution channels emphasizing the retail market; iv) the beer industry. Furthermore, an investigative field research was conducted, adopting an exploratory method, by carrying out in-depth interviews, with managers of the three most valuable beer brands in the market, following the DINHEIRO/BrandAnalytics ranking. The field research was based on David Aakers (1996) four pillars of the brand equity: brand awareness, perceived quality, brand association and brand loyalty. Moreover, this study has also aimed at understanding the influence of integrated marketing communication on brand building as well as the main challenges and trends in using the retail to build brands. The results of the research indicated that the retail has got potential to be used in brand building, mainly when the brand wishes to address to upper class consumers. Furthermore, they suggest that VIP retail may have higher or lower influence on building brand equity, depending on some factors, such as: brand objectives, brand positioning (segment of the market in which the brand performs and who are its target-consumers) and the available budget.

ASSUNTO(S)

beer retail communication brand comunicação varejo marca cerveja

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