Publicação

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

Detalhes bibliográficos
Resumo: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.
Autores:Colen, José
Ano:2015
País:Portugal
Tipo de documento:dissertação de mestrado
Identificadores:ID: 201879182
Tipo de acesso:Aberto
Instituição associada:Repositório Comum, Repositório Comum, Instituto Superior de Ciências Educativas, Repositório Comum, Instituto Superior de Educação e Ciências
Código do projeto financiado:201879182
Idioma:português
Origem:Repositório Comum

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