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Resumo(s)
O presente relatório de estágio, cujos anexos se encontram em formato digital
(CD), procura perceber a relação e a necessidade de se fazer uma análise da concorrência
aquando da criação de uma nova marca, isto é, perceber em que fases da criação de uma
marca uma análise da concorrência pode tornar a marca mais consistente a longo prazo.
A investigação surgiu no âmbito do estágio realizado na Ivity Brand Corp., e
utilizou como estudo de caso a marca Dr. Well’s, por ter sido um dos mais complexos
projetos desenvolvidos durante o período de estágio.
Partindo de uma revisão da literatura, pretendeu-se perceber numa primeira fase a
conjuntura de uma marca: a sua definição conceptual, quais os seus componentes, o que
lhe acrescenta valor, como é que esta acrescenta valor a uma organização e que papéis
pode desempenhar dentro da organização. Numa segunda fase, tentou-se perceber o que é
e como funciona a análise da concorrência no que à gestão de marcas diz respeito. Por
fim, aborda-se a forma como as marcas são construídas em várias fases e em que fases a
análise da concorrência desempenha um papel e como.
O trabalho empírico consistiu na construção do estudo de caso com base em
documentos fornecidos pela Ivity Brand Corp. e numa entrevista que procura ligar pontos
entre os documentos. Foi ainda desenvolvida uma grelha de análise onde se comparam as
teorias da revisão da literatura com as práticas do estudo de caso no que à construção e
criação de marcas diz respeito.
Com este relatório de estágio, é possível compreender a estrutura de uma marca e
como os seus componentes interagem entre si, e por fim, como na criação de cada um
desses componentes a análise da concorrência pode desempenhar um papel ativo e
fundamental.
This study, which attachments are provided in a digital support (CD), looks forward to understand the need of analyzing the competition when building a new brand and understanding in which phases of the brand building process this analysis can be useful to make the brand stronger and more consistent in a long term perspective. In terms with the activities developed in the internship, in Ivity Brand Corp., this research uses the Dr. Well’s brand case, because it was one of the most complex projects developed during the internship period. Starting from a literature review the intent was to first understand what is a brand: what is its definition, what are its compounds, what increase its value, how can it increase value for an organization and what roles can it assume inside an organization. In a second phase, the intent was to get to know how the competition analysis works in brand management. At least, the way how brands are build in several phases and how the competition analysis influence this process is approached. The empirical work consisted in the construction of Dr. Well’s study case, based on documents conceded by Ivity Brand Corp. and one interview, which connects the information obtained in the documents. An analysis grind was made in which theories and practices are compared. The forward analysis concludes that the competition analysis can strongly influence the creation of a brand like Dr. Well’s, providing tools that can improve the brand according to its ambition. This study allows the reader to understand the main components of a brand structure and how they interact between them. It also reveals how the analysis of the competition can play an active and determinant role in the creation process of this components, and ultimately, of the new brand creation process.
This study, which attachments are provided in a digital support (CD), looks forward to understand the need of analyzing the competition when building a new brand and understanding in which phases of the brand building process this analysis can be useful to make the brand stronger and more consistent in a long term perspective. In terms with the activities developed in the internship, in Ivity Brand Corp., this research uses the Dr. Well’s brand case, because it was one of the most complex projects developed during the internship period. Starting from a literature review the intent was to first understand what is a brand: what is its definition, what are its compounds, what increase its value, how can it increase value for an organization and what roles can it assume inside an organization. In a second phase, the intent was to get to know how the competition analysis works in brand management. At least, the way how brands are build in several phases and how the competition analysis influence this process is approached. The empirical work consisted in the construction of Dr. Well’s study case, based on documents conceded by Ivity Brand Corp. and one interview, which connects the information obtained in the documents. An analysis grind was made in which theories and practices are compared. The forward analysis concludes that the competition analysis can strongly influence the creation of a brand like Dr. Well’s, providing tools that can improve the brand according to its ambition. This study allows the reader to understand the main components of a brand structure and how they interact between them. It also reveals how the analysis of the competition can play an active and determinant role in the creation process of this components, and ultimately, of the new brand creation process.
Descrição
Palavras-chave
Marcas Análise de concorrência Construção de marcas Dr. Well’s Brands Competition analysis Building brands