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Abstract(s)
O mercado do sector automóvel é bastante concorrencial e, por isso, a Cardan sentiu necessidade de sobressair da concorrência e aumentar a sua notoriedade junto do seu público-alvo, de forma a gerar novas oportunidades de negócio.
Assim, o presente relatório de estágio surgiu com o objectivo de medir o brand equity actual da Cardan e, consequentemente desenvolver estratégias que permitam aumentar o seu brand equity. Neste sentido, foram definidas as seguintes questões de investigação:
Qual o brand equity actual da Cardan?
Quais as estratégias que a Cardan deve adoptar para aumentar o seu brand equity?
Neste sentido, foi realizada uma revisão da literatura que resultou de uma pesquisa aprofundada sobre a temática do brand equity, mais especificamente, o consumer-based brand equity. Neste conceito, foi prestada especial atenção ao autor Aaker (1991) e às suas abordagens e dimensões, como a notoriedade da marca, as associações à marca, a lealdade à marca e a qualidade percebida.
Uma vez que a Cardan considera que o conhecimento que as empresas têm sobre a marca na mente dos consumidores é um dos activos mais valiosos de uma empresa, através da revisão da literatura, foram identificadas métricas que permitem medir esse conhecimento.
Neste sentido, foi realizado um estudo de mercado, tendo como base as métricas identificadas, com o objectivo de compreender qual o brand equity actual da Cardan. Depois da análise dos resultados do estudo, foram identificadas as dimensões com maior necessidade de serem trabalhadas.
A revisão da literatura permitiu também identificar várias estratégias de marketing para aumentar o brand equity das marcas, que serviram de base para o desenvolvimento de recomendações sugeridas à Cardan.
Nowadays, cars market is very competitive and, therefore, Cardan felt the need to stand out from the competition and increase your reputation with your target audience in order to generate new business opportunities. Thus, this document is the report of the stage with the aim of measuring the current of the Cardan brand equity and, consequently, develop strategies to increase its brand equity. In this sense, the research questions were defined: • What is the current brand equity of Cardan? • What strategies Cardan should be taken to increase its brand equity? In this sense, a literature review that resulted from a thorough research on the subject of brand equity was held, more specifically, the consumer-based brand equity. In this concept, special attention was given to the author Aaker (1991) and its approaches and dimensions, such as brand awareness, brand associations, brand loyalty and perceived quality. Since Cardan considers that knowledge that companies have on the brand in the minds of consumers is one of the most valuable assets of a company. Through the literature review, metrics were identified for measuring this knowledge. Also through the literature review identified various marketing strategies to increase the brand equity of the brands, has been identified as the basis for the development of recommendations suggested to Cardan.
Nowadays, cars market is very competitive and, therefore, Cardan felt the need to stand out from the competition and increase your reputation with your target audience in order to generate new business opportunities. Thus, this document is the report of the stage with the aim of measuring the current of the Cardan brand equity and, consequently, develop strategies to increase its brand equity. In this sense, the research questions were defined: • What is the current brand equity of Cardan? • What strategies Cardan should be taken to increase its brand equity? In this sense, a literature review that resulted from a thorough research on the subject of brand equity was held, more specifically, the consumer-based brand equity. In this concept, special attention was given to the author Aaker (1991) and its approaches and dimensions, such as brand awareness, brand associations, brand loyalty and perceived quality. Since Cardan considers that knowledge that companies have on the brand in the minds of consumers is one of the most valuable assets of a company. Through the literature review, metrics were identified for measuring this knowledge. Also through the literature review identified various marketing strategies to increase the brand equity of the brands, has been identified as the basis for the development of recommendations suggested to Cardan.
Description
Keywords
Marca Brand equity Consumer-based brand equity Notoriedade da marca Associações à marca Qualidade percebida Lealdade à marca Brand Brand awareness Brand associations Perceived quality Brand loyalty