Publication

Gestão e identidade de uma marca: o caso leadership business consultant S.A.

Bibliographic Details
Summary:	The brand currently is an asset of the company that has acquired more value by capturing a growing interest in the attention of all stakeholders, both internal and external. This work aims to design and test an interactive tool for evaluating the strength and reputation of a mark. A first obstacle to this analysis is that the very concept of "brand" is ambiguous and multidimensional, so this paper begins by attempting to describe and distinguish its various aspects. Secondly, we describe briefly the problems that a brand faces in its genesis and its role in what is called "relationship marketing". Thirdly, do the analysis and processing of data collected in questionnaires. Finally, we present a possible interpretation of these data.
Authors:	Colen, José
Year:	2015
Country:	Portugal
Document type:	master thesis
Identifiers:	ID: 201879182
Access type:	Open
Associated institution:	Repositório Comum, Repositório Comum, Instituto Superior de Ciências Educativas, Repositório Comum, Instituto Superior de Educação e Ciências
Funded project code:	201879182
Language:	Portuguese
Origin:	Repositório Comum

Description
Summary:	The brand currently is an asset of the company that has acquired more value by capturing a growing interest in the attention of all stakeholders, both internal and external. This work aims to design and test an interactive tool for evaluating the strength and reputation of a mark. A first obstacle to this analysis is that the very concept of "brand" is ambiguous and multidimensional, so this paper begins by attempting to describe and distinguish its various aspects. Secondly, we describe briefly the problems that a brand faces in its genesis and its role in what is called "relationship marketing". Thirdly, do the analysis and processing of data collected in questionnaires. Finally, we present a possible interpretation of these data.