Estrategias de construcao da marca Yamaha no Brasil




Objective: Understand how the japanese brand Yamaha worldwide motorcycle and scooter maker construct its corporate brand among the brazilian target-costumer, with publicities released in the Moto magazine in 2005. Justification: The importance of branding studies in the corporate market on the 21th century. Hipothesis: The power of Yamaha brand has its origin in the construction of symbolic and intangible values attributed or associated to the company and its products. Methodology: Peircean semiotics. Results: The hipothesis was confirmed. The power of Yamaha brand in the brazilian market results from the symbolic values attributed to the company it self by publicity


yamaha brasil comunicacao logomark branding brand communication marca registrada comunicação de marca logomarca análise peirceana de marca brand marca brand semiotic analysis construção de marca brand peircean analysis análise semiótica de marca semiotica

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