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Advisor(s)
Abstract(s)
Falar de marcas é necessariamente falar de serviço. Tudo é serviço. Quer estejamos a falar
de uma marca que o tem como produto final, quer estejamos a falar de uma marca que
vende um produto palpável. No momento de vender esse produto há um serviço que está a
ser prestado ao cliente. Mas “servir” tem muitas vezes, pelo menos na língua portuguesa,
agarrado a si uma conotação menos positiva. Olhamos, ainda assim, para este acto de
“servir” como uma opção pessoal, como uma elevação do próprio ser, algo que diz respeito
à postura que cada um tem perante a vida e perante os outros. É, portanto, crucial procurar
o melhor equilíbrio possível entre a orientação interna e externa da marca.
Numa marca de serviços a produção e o consumo estão intimamente ligados, um não pode
ficar completo sem o outro e isto implica a construção coerente do princípio ao fim – desde
a escolha dos fornecedores com os melhores produtos até à decisão do consumidor em
voltar ou não.
Os consumidores procuram satisfazer necessidades e desejos concretos. Nesse sentido,
inovar é absolutamente decisivo e tal só será possível através de um olhar sobre valores
como a confiança, orientação a longo prazo, compromisso e lealdade. Deveremos focar a
nossa comunicação naqueles que serão os “advogados da marca”. São quem dá realmente
importância à marca, quem sabe tudo sobre o produto em questão e ainda falarão dele
como ninguém. Não esquecemos, no entanto, a relação construída com os colaboradores. É
essencial envolvê-los e fazê-los sentirem-se parte da marca e isso só será possível através
da construção de relações humanas devidamente fundamentadas e de acordo com a
proposta feita no momento de construção da mesma.
Esta interacção entre a marca e os consumidores acabou por ganhar uma força ainda maior
com a evolução das tecnologias. Elas têm hoje um papel determinante na relação entre aquelas partes. A comunicação é feita a uma velocidade estonteante, permitindo-nos
transmitir a identidade do serviço e da marca, os seus valores, posicionamento,
personalidade e missão de uma forma mais fácil, rápida e barata, diferenciando-nos de tudo
o que nos rodeia.
When one refers to brand one necessarily refers to services. Nowadays everything is a service. Whether we speak about a brand which has it as a final product or whether we speak about a brand which intends to sell a tangible product. When the product is sold a service is being provided to the customer. But “to serve” has been having, most of the times and specifically in the portuguese language, a less positive connotation. Nevertheless, we see the act of “serving” as a personal option, as an elevation of the own being, something which denotes the attitude towards life and the others. It is, thus, crucial to find the balance between the brand’s internal and external orientation. Services brands carry with them a straight connection between production and consumption, one being incomplete without the other and this necessarily implies a coherent construction from the beginning up to the the end - from the choice of the suppliers providing the best products to the customer’s decision of whether to return or not. Consumers look to meet concrete needs and desires. In that sense, innovation plays a decisive role and one can only achieve that by focusing on values such as confidence, long-term orientation, commitment and loyalty. We should focus our communication on those who will be the future "brand advocates". They are the ones giving the brand the due importance, the ones knowing everything about the product at stake and the ones speaking about the brand like no one. In the meantime we cannot disregard the relationship with employees and contributors. It is essential to make them feel engaged and make them feel they are part of the brand and that can only be achieved through the development of duly reasoned human relations and following the proposal made on the brand building. This interaction between brand and consumers ended up by being empowered with the technological evolution. Nowadays they play a decisive role on the relationship between those parties. Communication is executed at a dazzling speed, allowing to transmit the identity of the service and brand, its values, positioning, personalities and goals in an easiest, faster and cheaper way, distinguishing us from everything around us.
When one refers to brand one necessarily refers to services. Nowadays everything is a service. Whether we speak about a brand which has it as a final product or whether we speak about a brand which intends to sell a tangible product. When the product is sold a service is being provided to the customer. But “to serve” has been having, most of the times and specifically in the portuguese language, a less positive connotation. Nevertheless, we see the act of “serving” as a personal option, as an elevation of the own being, something which denotes the attitude towards life and the others. It is, thus, crucial to find the balance between the brand’s internal and external orientation. Services brands carry with them a straight connection between production and consumption, one being incomplete without the other and this necessarily implies a coherent construction from the beginning up to the the end - from the choice of the suppliers providing the best products to the customer’s decision of whether to return or not. Consumers look to meet concrete needs and desires. In that sense, innovation plays a decisive role and one can only achieve that by focusing on values such as confidence, long-term orientation, commitment and loyalty. We should focus our communication on those who will be the future "brand advocates". They are the ones giving the brand the due importance, the ones knowing everything about the product at stake and the ones speaking about the brand like no one. In the meantime we cannot disregard the relationship with employees and contributors. It is essential to make them feel engaged and make them feel they are part of the brand and that can only be achieved through the development of duly reasoned human relations and following the proposal made on the brand building. This interaction between brand and consumers ended up by being empowered with the technological evolution. Nowadays they play a decisive role on the relationship between those parties. Communication is executed at a dazzling speed, allowing to transmit the identity of the service and brand, its values, positioning, personalities and goals in an easiest, faster and cheaper way, distinguishing us from everything around us.