Brands Management
Mostrando 13-24 de 30 artigos, teses e dissertações.
-
13. O endosso por celebridade e a gestão da imagem da marca : evidências empíricas a partir do estudo da marca Ipanema Gisele Bündchen
Positioning is a fundamental concept to understand the role played by brands in contemporary societies, which applies to what the brand represents on consumers minds. On that account, the archetype paradigm is an approach that has, in recent years, aroused interest of some marketing experts, suggesting the existence of a collective unconscious, part of the p
Publicado em: 2009
-
14. Análise semiótica e gestão de marcas: um estudo exploratório / Semiotic analysis and brands: an exploratory study
Esta dissertação apresenta um estudo, conceitual e empírico, que procura verificar a contribuição da análise semiótica à gestão de marcas, focalizando as condições e variáveis envolvidas no processo. Para atingir o objetivo proposto, buscou-se uma revisão bibliográfica que permitisse a compreensão do contexto em que as marcas tornaram-se ativo
Publicado em: 2009
-
15. Comunicação e conhecimento: a casa do saber. / Communication and knowledge: the Casa do Saber.
Study that addresses the relationship between knowledge and brand consumption with the aim of evaluate its exploration and economic impact starting on the field of education and its role of knowledge formation. As a tool the reference bibliographic research on the fields of knowledge management, communication and brand management were used, whose relevant co
Publicado em: 2009
-
16. FASHION BRAND STORES: INTEGRATING THE FASHION BRAND IDENTITY TO POINT OF PURCHASE DESIGN PROJECTS / LOJAS DE MARCAS DE MODA: INTEGRANDO A IDENTIDADE DAS MARCAS DE MODA AOS PROJETOS DE DESIGN PARA O PONTO DE VENDA
This present research approaches the fashion brands point of purchase design projects as an important way of transmission for their brand identity. Assess the process of development and integrating of these projects with one another and with the brand identity. The practical research was realized by a participative action research, during one year, to test a
Publicado em: 2008
-
17. 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
-
18. Marcas próprias de supermercado: um estudo com consumidoras na cidade de São Paulo / Supermarket private labels: a study with consumers in São Paulo city - Brazil
ABSTRACT The objective of this work is to investigate the consumption of private label products in supermarkets, focusing on the consumerschoices between private label and leading brand products. It is intended to catch the perception of the consumers relatively to the prices and product quality associated to the retailersbrands. The Focus Group research met
Publicado em: 2008
-
19. 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
-
20. Gestão da marca ao longo da cadeia de valor: um estudo de caso no mercado de varejo de material de construção / Brand management throughout the value chain: a case study in the retail building industry.
The study presents a conceptual and empiric vision examining the product brand management throughout the value chain, from the manufacturer to the end consumer, with the intermediation of the retail channel. The theory that supported the study was based on manufacturer and retailer marketing strategy concepts, leading to a better understanding of aspects tha
Publicado em: 2007
-
21. ESTRATÉGIA DE DESIGN EM EMPREENDIMENTOS DE MODA: AS TRAMAS DO SUCESSO EMPRESARIAL NO DESIGN DE MODA NA CIDADE DO RIO DE JANEIRO / DESIGN STRATEGIES IN FASHION ENTERPRISES: THE INTERPRISES SUCSSESS WEFT IN FASHION DESIGN AT RIO DE JANEIRO CITY
The dissertation Design strategies in Fashion Enterprises - The interprises sucssess weft in fashion design at Rio de Janeiro city, focuses on the Business Success Stories (plots) of Fashion Design in the city of Rio de Janeiro with the aim to the identify elements of management in the field of fashion design and their application within the undertakings of
Publicado em: 2007
-
22. The clothing business: an analysis of the strategic possibilities of the clothing enterprises in Brazil. / O setor do vestuário: uma análise sobre as possibilidades estratégicas das empresas do vestuário no Brasil.
O trabalho apresenta uma visão da estrutura do setor do vestuário sob o ponto da cadeia e de suas principais variáveis estratégicas. Foram estudados as atividades realizadas ao longo da cadeia e a distribuição dessas atividades entre as empresas que a compõe, identificando as principais fontes de valor para cada tipo de negócio. A base de informaçõ
Publicado em: 2007
-
23. Diagnosis of the system of production and quality of honey of Apis mellifera / Diagnóstico do sistema de produção e qualidade do mel de Apis mellifera
Brazil has a potential of producing huge amounts of honey. However, the condition that Brazilian honey is collected and processed may affect its market and its consumption. The purpose of this work was to diagnose the conditions in which the production of honey is carried out in the north of Zona da Mata of Minas Gerais state, including all stages related so
Publicado em: 2007
-
24. Competências essenciais na distribuição de carne bovina brasileira para a Europa : um estudo multicaso
Due to its current dynamism and increasing importance in the Brazilian economy, the beef agri-chain in Brazil can be analyzed under different fields of strategy and business administration (corporate strategy, operations management) and marketing (differentiation of products, marketing channels). This research aims to join some of these different research ar
Publicado em: 2007