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O propósito deste trabalho é dar uma contribuição em termos teóricos e práticos
sobre a importância da gestão da marca nos mercados business-to-business.
Devido à existência de uma economia global e consequente aumento da
competitividade, a marca e sua gestão estratégica (ou branding) no contexto B2B
tornaram-se tão relevantes como no contexto B2C, para a obtenção de uma
vantagem competitiva crítica em relação à concorrência.
Aplicando o modelo concetual de análise proposto, através de uma abordagem
qualitativa do estudo de caso de uma marca B2B – a marca RAR Açúcar – foi
possível constatar a existência de um ceticismo dos gestores sobre o poder da
marca B2B, e que estes não apostam na gestão da marca como um conjunto de
atividades estratégicas e integradas a longo-prazo e com uma abordagem
holística, que visa a satisfação de todos os stakeholders. Foi possível concluir que,
entre outras razões, os gestores não apostam na gestão estratégica da marca B2B
pela escassez de recursos, nomeadamente financeiros, e baseando-se no facto do
negócio assentar na venda de uma commodity. Constatou-se que o envolvimento
dos consumidores finais, direta ou indiretamente, é crucial para as empresas B2B,
proporcionando maior visibilidade à marca e, por outro lado, maior poder sobre
os intermediários. Adicionalmente, verificou-se que o acompanhamento mais
próximo dos clientes é um fator crítico nos mercados B2B, sendo importante
estabelecer e manter relacionamentos sólidos e de parceria que, por sua vez,
transmitam confiança.
Por fim, a marca corporativa revelou ser crucial nos mercados B2B na
transmissão de credibilidade, uma vez que funciona como uma heurística de
redução do risco primária adotada pelos compradores.
The purpose of this study is to make a contribution in theoretical and practical terms about the importance of brand management in business-to-business markets. Due to the existence of a global economy and the consequent increase in competitiveness, the brand and its strategic management in the context of B2B has become as relevant as in the B2C context, to the acquisition of a critical competitive advantage. Applying the conceptual model proposed, through a qualitative study of the case of a B2B brand - RAR Açúcar brand – we concluded that there is a scepticism of managers about the relevance of the B2B brand, and that they do not regard brand management as a set of strategic and integrated long-term activities, with a holistic approach, creating value for all stakeholders. We also concluded that, among other reasons, managers do not bet in the strategic management of B2B brands, due to the scarcity of resources, especially financial resources, and because they see themselves as providers of commodities. Moreover, we found that the involvement of end consumers, directly or indirectly, is crucial for B2B companies, providing greater visibility to theirs brands and a greater bargaining power with the intermediaries. Additionally, it we found that keeping close relationships with the customers is a critical factor in B2B markets. Indeed, it is crucial to establish and maintain strong long-term partnerships that, in turn, will help to create confidence and value. Finally, the corporate brand proved to be crucial in B2B markets since it works as a primary risk reduction heuristics adopted by buyers and transmits credibility.
The purpose of this study is to make a contribution in theoretical and practical terms about the importance of brand management in business-to-business markets. Due to the existence of a global economy and the consequent increase in competitiveness, the brand and its strategic management in the context of B2B has become as relevant as in the B2C context, to the acquisition of a critical competitive advantage. Applying the conceptual model proposed, through a qualitative study of the case of a B2B brand - RAR Açúcar brand – we concluded that there is a scepticism of managers about the relevance of the B2B brand, and that they do not regard brand management as a set of strategic and integrated long-term activities, with a holistic approach, creating value for all stakeholders. We also concluded that, among other reasons, managers do not bet in the strategic management of B2B brands, due to the scarcity of resources, especially financial resources, and because they see themselves as providers of commodities. Moreover, we found that the involvement of end consumers, directly or indirectly, is crucial for B2B companies, providing greater visibility to theirs brands and a greater bargaining power with the intermediaries. Additionally, it we found that keeping close relationships with the customers is a critical factor in B2B markets. Indeed, it is crucial to establish and maintain strong long-term partnerships that, in turn, will help to create confidence and value. Finally, the corporate brand proved to be crucial in B2B markets since it works as a primary risk reduction heuristics adopted by buyers and transmits credibility.
Descrição
Palavras-chave
Mercado business-to-business Marca Gestão da marca Business-to-business market Brand Brand management