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Brand reposition impact in the internationalization of Brazilian footwear companies: the Havaianas case

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dc.contributor.authorSilva, Susana Costa
dc.contributor.authorSousa, Maria João
dc.contributor.authorFilho, Fernando Freyre
dc.date.accessioned2011-09-08T11:48:18Z
dc.date.available2011-09-08T11:48:18Z
dc.date.issued2010
dc.description.abstractNew markets, needs, desires and opportunities seem to appear every day on the global stage. This also means an increase in the number of competitors, technological innovations and new purchase alternatives for the consumer. The conquest of these buyers’ preferences therefore becomes the purpose of many companies, to whom brand starts to be seen as an intangible asset – fundamental in attracting the attention of several interest groups; creating an emotional bond with the customer. The excessive focus given by many organizations to the products and services offered is often limited to their functional and technical characteristics, and has given them the appearance of simple commodities, without any added value. This paper intends to show how is possible to reverse this kind of situation: creating a strong brand, whether in the local or international sphere of action, based in the planning and implementation of integrated actions of the marketing mix variables. With a case study carried out together with São Paulo Alpargatas (specifically with their sandals business unit which manages the brand Havaianas), the factors that made them one of the biggest Brazilian icons abroad are studied: the associations developed; the communication strategy used; the new position achieved by the brand; and the implementation of a long-lasting strategy.por
dc.description.versioninfo:eu-repo/semantics/publishedVersion
dc.identifier.citationEURAM, 10th - Back to the future. Rome, Italy, 19-22 May, 2010. - Proceedings of the EURAM 2010. 36 p.por
dc.identifier.urihttp://hdl.handle.net/10400.14/5298
dc.language.isoengpor
dc.peerreviewedyespor
dc.publisherEURAM - European Academy of Managementpor
dc.subjectInternationalizationpor
dc.subjectBrandingpor
dc.subjectFoot-Wear Industrypor
dc.subjectEntry modespor
dc.subjectBrazilpor
dc.subjectRe-positioningpor
dc.titleBrand reposition impact in the internationalization of Brazilian footwear companies: the Havaianas casepor
dc.typeconference object
dspace.entity.typePublication
oaire.citation.titleEURAM 2010
person.familyNameSilva
person.givenNameSusana C.
person.identifierE-2200-2014
person.identifier.ciencia-id5818-1A55-F727
person.identifier.orcid0000-0001-7979-3944
person.identifier.ridE-2200-2014
person.identifier.scopus-author-id37076829400
rcaap.rightsrestrictedAccesspor
rcaap.typeconferenceObjectpor
relation.isAuthorOfPublication42214927-65c3-42a2-98ea-ae8c3a3eae19
relation.isAuthorOfPublication.latestForDiscovery42214927-65c3-42a2-98ea-ae8c3a3eae19

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