A prospective study on the dimensions of global brands, brand equity and brand value

This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a "step ahead" in the conceptualization of brand equity and brand value. As the global marketplace dynamically increases, there are theoretical and empirical challenges concerning the global brands that ask for more branding researches, trying to tune and to contextualize meanings and attributes. Thereafter, the thesis intends to provide a discussion about the industry and country-of-origin effects (and their interactions) on the brand value and the firm market value. Finally, the thesis offers an interesting comparison about the practitioners’ perspectives on the dimensions of global brands, the brand equity and the brand value, branding and marketing, including highlights on the brand internationalization process. The thesis offers a general approach on the extant literature in the first chapter, and a specific literature review for each other chapter.

Gestão do marketing de relacionamento: um estudo em empresas hoteleiras de Natal - RN

The present study it analyzes the Management of the Marketing of strategy Relationship as distinguishing for the host s companies of the city of Natal - RN. To carry through this analysis interviews with managers had been carried through, as well as the direct comment of processes, documents, actions and strategies developed for the hotels, with intention to know the level of perception and valuation of the relationship with customers, to verify resources and technologies used in the Management of the Relationship Marketing, identification, segmentation and differentiation of customers, personalization of products and services, and results of the emphasis in the relationship with customers for the host s companies. The research can be classified as exploratory - descriptive, and its universe is limited to the city of Natal, having enclosed hotels that have carried through tourist activity in 2005 and 2006. Still on the criteria of election of the sample, the study it investigated host s companies who if fit in the category superior luxury, or either, five stars, pertaining the national nets and international. How much to the treatment and analysis of the data the was made to leave of the theoretical support of the authors who work the thematic one and of the analysis of the interviews with managers, documents and processes observed for the researcher in the studied hotels. The research sample that the interviewed ones understand the importance to work the Management of the Marketing of Relationship in the host s companies me intention to get sustainable competitive advantage. One still evidenced that the searched hotels make use of strategies and instruments of Management of the Marketing of Relationship, however without an ample theoretical knowledge and yes only as base in the experience of the managers and spread processes already, generating one moment competitive advantage and not relationships of long duration

The country brand trap

Includes bibliography

Análise das estratégias comunicacionais de grifes de luxo na Internet

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Greening the work force in Brazilian hotels: The role of environmental training

BACKGROUND: Organizations are increasingly required to reduce their environmental impact through the adoption of environmental management, which requires the support of human resource practices.OBJECTIVE: The objective of this study is to determine whether human resource management practices, especially training, are supporting environmental management practices at four hotels located in Brazil.METHODS: This research is qualitative, based on the analysis of four hotels in Brazil.RESULTS: Based on the systematized empirical evidence collected from four hotels (Hotels A, B, C, and D), it can be concluded that: (1) human resource management is still not fully aligned with environmental objectives at the hotels studied; (2) only Hotel B has implemented environmental management practices and aligned with human resource management in a more developed manner, which may indicate that these two variables of analysis could have interrelations; (3) environmental training as a human resource management practice was verified in all hotels analyzed.CONCLUSIONS: The greening of human resources practices is not fully aligned with environmental objectives in the hotels studied. If these hotels really wish to "go green," environmental training will be necessary. Hotel stakeholders play a major role in implementing the greening of the hotel industry.

Relações públicas e o Brand Management: storytelling 2.0 na construção de relacionamentos

According to the Informational Society of the twentieth century, man develops society of the spectacle, where life becomes virtual and the individual ceases to be a spectator becoming the protagonist of wikiciberepopéia and organizations seeking to gain the attention and time of its consumers through new communication strategies. If the great epics of mankind brought mythical heroes, divine, with powers (mostly above the mortals), in the era of new technologies, the common man is in the hands the opportunity to become the hero of his own ciberepopéia. Increasingly resistant to traditional advertising, the new model of media consumer, the prosumer, the storytelling is transforming into one of the main communication tools of contemporary organizations. Offer your audience a creative and relevant content across several media platforms is a major brand positioning strategies currently used, in addition to providing the transmission of values and organizational principles in a subjective manner. Storytelling where objects are extensions of the human body (eg, the cell can be treated as an extension of the ears) is a strong indication of a technocratic society, because we can consider the new technologies as extensions of the human brain (as new store technologies, create meanings, share information through a specific language) and the individual who is on the edge of new technology ends up being excluded from certain social events. This new world tends to put an end to separation between seemingly contrary ideas, such as reality/fiction, natural/cultural and the man who emerges from this medium is not the creator, but rather, transforming what already exists. The current human evolution takes place from about half the human mind and tell stories that go beyond the media saturation that really emocionem and who have a real meaning for those who listen, to be interconnected with the socio-environmental reality of this new consumer, is a major chall...

Paleometry: a brand new area in brazilian science

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

COMMUNITY OF ORIGIN EFFECTS ON VIRTUAL BRAND COMMUNITIES PARTICIPANT

The question about the effectiveness of companies in maintaining their own communities versus benefiting from the ones owned by consumers remains open. We examine differences between firm-managed and customer-managed brand communities regarding the impact of perceived psychographic homogeneity, availability of virtual avenues and relationship with the brand on the community's influence on members and the assessments and intentions of community participants. Data were obtained from 555 respondents in two leading Microsoft XBOX brand communities in Brazil. Results indicate that management of the community of origin is the moderator of all considered relationships. Also, the most favorable effects for the company occur in the community that is not directly controlled and managed by the company itself. Brand loyalty, however, is higher for members of the official brand community. Guidelines on how companies can benefit from consumer-managed communities are discussed.

Tutela e valorizzazione delle produzioni agroalimentari di qualità attraverso strategie di brand management.Il modello Coop.

Questa tesi di dottorato verte sull'individuazione di politiche industriali atte ad implementare il mercato dei prodotti a denominazione di origine. Inevitabilmente, l’analisi economica dei prodotti agroalimentari tipici di qualità implica anche l’approfondimento e l’individuazione, delle problematiche connesse con la creazione di un valore addizionale per il consumatore, rispetto a quello dei prodotti standardizzati. Questo approccio richiama l’attenzione, da una parte, sulle caratteristiche della domanda e sulla disponibilità del consumatore a riconoscere e apprezzare questo plus-valore, dall’altra sulle strategie che l’offerta può attivare per conseguire un premium price rispetto al prodotto standardizzato. Le certificazioni comunitarie Dop, Igp e Stg oltre che il marchio di prodotto biologico racchiudono, solitamente, tali dinamiche valoriali ma sono tutt’oggi poco conosciute dai consumatori. Diversi studi internazionali dimostrano, infatti, che la maggioranza dei cittadini comunitari ignorano il significato delle certificazioni di qualità. L’ipotesi di fondo di questo studio si basa sulla possibilità di fidelizzare questi marchi con i brand della grande distribuzione già affermati, come quello di Coop. Analizzare gli effetti dell’introduzione di prodotti private label a denominazione di origine nel mercato della grande distribuzione organizzata italiana ci permetterebbe di comprendere se questo segmento di mercato può aiutare il settore delle Dop/Igp. Questo studio ha cercato di verificare se il prodotto private label a denominazione di origine, riesca a sfruttare il doppio binario di fiducia rappresentato dal marchio comunitario unito a quello dell’impresa di distribuzione. Per comprendere la propensione del consumatore a spendere di più per questi prodotti, abbiamo utilizzato l’analisi dell’elasticità della domanda sul prezzo dei dati scanner fornitici da Coop Adriatica. Siamo riusciti a dimostrare tale positivo connubio confermato anche da una indagine demoscopica effettuata ad hoc sui consumatori.

Brand formative design - development and assessment of product design from a future, brand and consumer perspective

With this dissertation research we investigate intersections between design and marketing and in this respect, which factors do contribute that a product design becomes brand formative. We have developed a Brand Formative Design (BFD) framework, which investigates individual design features in a holistic, comparable, brand relevant, and consumer specific context. We discuss what kinds of characteristics contribute to BFD but also illuminate how they should be applied and examine: rnA holistic framework leading to Brand Formative Design. Identification and assessment of BFD Drivers. The dissection of products into three Distinctive Design Levels. The detection of surprising design preferences. The appropriate degree of scheme deviation with evolutionary design. Simulated BFD development processes with three different products and the integration of consumers. Future oriented objectification, comparability and assessment of design. Recommendations for the management of design in a brand specific context. Design is a product feature, which contributes significantly to the success of products. However, the development of new design contains challenges. Design can hardly be objectified; many people have an opinion concerning the attractiveness of new products but cannot formulate their future preferences. Product design is widely developed based on intuition, which can be difficult for the management of design. Here the concept of Brand Formative Design can provide a framework which contributes to structure, objectify, develop and assess new evolutionary design in brand and future relevant contexts, but also integrates consumers and their preferences without restricting creativity too much.