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Abstract(s)
Numa era em que o consumidor é constantemente solicitado pelas marcas através de diversos canais, um dos maiores problemas para gestores de marca e organizações é a gestão dos seus pontos de contacto de forma a criar notoriedade para a marca e transmitir uma image forte, favorável e única.
Através deste estudo, procuramos compreender, em primeiro lugar, de que forma a gestão de marca pode ser desenvolvida nos dias de hoje, em que há uma preponderância dos meios digitais e uma dispersão do consumidor, derivada da grande variedade de fontes de comunicação e informação. Para isso, foi essencial identificar quais os principais pontos de contacto através dos quais a marca interage com os seus clientes, já que o impacto que estes têm pode ser decisivo na perspetiva que os consumidores têm da marca. Pretendemos também compreender de que forma a gestão destes pontos de contacto pode estar alinhada com as novas tendências no marketing, como a digitalização, o relacionamento de marca e a experiência omnicanal.
Para realizer este estudo, seguimos uma metodologia de estudo de caso único, em que a marca em análise foi a Zippy, cliente da agência Mojobrands. Através de uma análise extensa e descritiva da gestão de pontos de contacto feita pela marca, pretendemos compreender de que forma é que uma adequada gestão desses pontos contribui para o seu sucesso e relevância.
A investigação concluíu que a Zippy é uma marca atenta às tendências de marketing, e que a consistente e atualizada gestão de pontos de contacto é essencial para que mantenha a posição competitiva e o seu valor de marca.
In an age where the consumers are constantly being exposed to brands through various channels, one of the biggest challenges for brand managers and organizations is to understand how to manage their enumerou touchpoints that will help them to build brand awareness and create a strong, favourable and unique brand image. Through this study, we aim to understand, firstly, how brand management can be developed nowadays, when there is a preponderance of digital media and a dispersion of the consumer, due to the variety of sources of communication and information . To accomplish this, it was essential to identify the main touchpoints through which the brand interacts with its customers, since they can have a big impact in the perception that the consumers have of the brand. We also want to understand how the management of these touchpoints can be aligned with the new trends in marketing, such as digitalisation, brand relationship and omnichannel experience. A single case study methodology was followed, in which the brand under analysis was Zippy, client of Mojobrands agency. Through an extensive and descriptive analysis of the touchpoints management carried out by the brand, we tried to understand how a proper management of these points contributes to the success and relevance of the brand. We concluded that Zippy is aware about the various marketing trends, and that the consistent and up-to-date management of the several touchpoints is essential for the creation of the brand’s competitive position and for building brand equity.
In an age where the consumers are constantly being exposed to brands through various channels, one of the biggest challenges for brand managers and organizations is to understand how to manage their enumerou touchpoints that will help them to build brand awareness and create a strong, favourable and unique brand image. Through this study, we aim to understand, firstly, how brand management can be developed nowadays, when there is a preponderance of digital media and a dispersion of the consumer, due to the variety of sources of communication and information . To accomplish this, it was essential to identify the main touchpoints through which the brand interacts with its customers, since they can have a big impact in the perception that the consumers have of the brand. We also want to understand how the management of these touchpoints can be aligned with the new trends in marketing, such as digitalisation, brand relationship and omnichannel experience. A single case study methodology was followed, in which the brand under analysis was Zippy, client of Mojobrands agency. Through an extensive and descriptive analysis of the touchpoints management carried out by the brand, we tried to understand how a proper management of these points contributes to the success and relevance of the brand. We concluded that Zippy is aware about the various marketing trends, and that the consistent and up-to-date management of the several touchpoints is essential for the creation of the brand’s competitive position and for building brand equity.
Description
Keywords
Gestão de marca Valor de marca Relacionamento de marca Pontos de contacto Gestão de pontos de contacto Marketing digital Omnicanal Brand management Brand Equity Brand relationship Touchpoints Touchpoint management Digital marketing Omnichannel