Brand Communication
Mostrando 25-36 de 44 artigos, teses e dissertações.
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25. AGENCY BRAND OF LUXURY AT THE MOVIES: BREAKFAST AT TIFFANY S and The Devil Wears Prada / A REPRESENTAÇÃO DA MARCA DE LUXO NO CINEMA : BREAKFAST AT TIFFANYS E THE DEVIL WEARS PRADA
Na sociedade de consumo contemporânea, o desafio é conquistar e fidelizar consumidores. A fim de obter sucesso e destacar a empresa no mercado competitivo, as estratégias de comunicação se concentram nas marcas dos produtos, oferecendo ao público valores conceituais. Diante de tantas ofertas divulgadas na mídia, nesta pesquisa indagamos sobre o que im
Publicado em: 2009
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26. A COMUNICAÇÃO DE MERCADO, O LUXO E A CONSTRUÇÃO DA MARCA MERCEDES-BENZ: TEMPO VERSUS CONCEITOS
The Mercedes-Benz brand is a brand legendary and is present in the imagination of the consumer when the subject is cars. A history major This Industry automobile exceeds 100 (1902- 2008) and A each day even more impressive with new models, synonym of Technology, Quality, Safety and luxury. This work visa analyse and understand the process of communication of
Publicado em: 2008
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27. Abordagem semiótica da comunicação mercadológica: divergências e convergências de sentido e a emergência de um modelo
The marketing communication, one of the components of marketing, demands a renewal of practices, motivated by the post-modern consumption relationship characteristics. The theoretical proposition of holistic marketing, in accordance to Philip Kotler, covers four marketing areas: integrated, internal, relationship and socially responsible. Analyzing the marke
Publicado em: 2008
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28. Representações sobre os museus de Salvador: um estudo junto ao público universitário.
In the present dissertation we reflect about the main problems faced nowadays by museums and its general aim is to investigate the representations and images that university audience museums. More specifically, we intend to show in which portion the museums are considered as a leisure option of this public that, due to its level of study, is one of the poten
Publicado em: 2008
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29. A influência da estrutura organizacional na execução das atividades de marketing / The Organizational Structure Influence on Marketing Management
The study on marketing organization and its organizational structures are crucial for the implementation of marketing efforts, mainly in a competitive scenario where companies need to constantly change their strategies and their structures to meet new demands of the market. Despite historical, this debate has been relegated to the second role by marketing re
Publicado em: 2008
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30. Model to develop a brand communication campaign to universities supported by information management and competitive intelligence / Modelo para o desenvolvimento de campanhas de comunicação de marca para instituições de ensino superior apoiado pela gestão da informação e inteligência competitiva
The main Marketing concepts were established in the last decades of the 20th century and need to be revised due to the new information technologies and communications. The modern manager and also the management process have been submitted to an evolution within the decision process that is becoming more complex and present in the uncertainness environment. T
Publicado em: 2008
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31. 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
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 b
Publicado em: 2007
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32. Use(s) of the new tecnologies in an education program for in-service teachers: possibilities, control and appropriations. / Uso(s) das novas tecnologias em um programa de formação de professores: possibilidades, controle e apropriações
This work presents the results of an investigation concerning the uses of interactive media utilized in the PEC - Formação Universitária Municípios, a high education program for inservice primary teachers, which ended its activities in December 2004. The program is part of the current public policies in education that have encouraged the implementation o
Publicado em: 2007
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33. A marca na moda jovem: a relevância da experiência colateral na eficácia comunicativa da marca
The identity of Fashion brand, especially in young universe, is build by several information that are beyond the commercialized clothes. To understand the complexity and therefore to get more knowledge about this phenomena, the present research intends to analyze the relevance of Collateral Experience - theoretical concept from Charles Sanders Peirce in his
Publicado em: 2007
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34. 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 origi
Publicado em: 2006
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35. Marca lugar: lições da Nova Zelândia. / Place brand: lessons from New Zealand brand.
There is a new perception about country image as a powerful asset within the national economy. The national image is now often viewed as a potential competitive advantage. Therefore, the correct use of national identity and country image could and should be an important tool for economic development. The strategic utilization of this asset and of local value
Publicado em: 2006
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36. BRANDED ON SKIN: CONSUMPTION, TATTOO AND MASS CULTURE A STUDY ABOUT THE NARRATIVES OF CONSUMPTION BASED ON PRODUCT BRAND TATTOOS / MARCADO NA PELE: CONSUMO, TATUAGEM E CULTURA DE MASSA UM ESTUDO SOBRE AS NARRATIVAS DO CONSUMO A PARTIR DAS TATUAGENS DE MARCAS DE PRODUTOS
The human being cannot deal with chaos - being afraid of all that cannot be controlled (either at technical or symbolic level). To ensure a sense of wellbeing, there is a need to attribute meaning to things, facts and people. The human body is one of the primary spaces used for the impression and narrative of meaning: the use of the body has been relevant, t
Publicado em: 2006