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Authors
Abstract(s)
O papel do consumidor tem vindo a adaptar-se à evolução dos mercados, tornando-se
progressivamente mais esclarecido, mais exigente e com maior poder de decisão, criando
uma maior imunidade aos estímulos criados pelas estratégias tradicionais das marcas.
Desta forma, e frente à crescente necessidade encontrada pelas marcas de se destacarem dos
actuais mercados saturados, eis que surge uma ferramenta muito comum nos dias que
correm, a extensão de marca.
As marcas compreendem esta estratégia como sendo uma ferramenta potenciadora no
alcance dos seus objectivos, graças às vantagens que esta agrega, revelando-se através de
custos de comunicação mais reduzidos e maiores probabilidade de aceitação no mercado.
Assim, existem questões que necessitam de ser desenvolvidas sobre as estratégias das marcas,
mais especificamente sobre a extensão de marca, de forma a compreender a sua validade, e
os benefícios que podem ser usufruídos pelas mesmas, como será desenvolvido nesta
investigação, com foco numa marca de moda portuguesa.
The role of the consumer has been adapting to the markets evolution, becoming progressively enlightened, demanding and with bigger decision power, creating greater imunity to the stimuli generated by traditional brand strategies. This way, and facing the growing necessity found by brands to stand out from the actual saturated markets, emerges a common tool nowadays, the brand extension. The brands comprehend this strategy as a potential tool in achieving their objectives, thanks to the advantages within, revealing itself through diminuished by communication costs and improved probabilities of market acceptance. Thus, there are still questions to be developed about brand strategies, specifically about brand extension, in order to comprehend its validity, and the benefits that can be absorved by them, as it will be explored in this investigation, focusing in a portuguese fashion brand.
The role of the consumer has been adapting to the markets evolution, becoming progressively enlightened, demanding and with bigger decision power, creating greater imunity to the stimuli generated by traditional brand strategies. This way, and facing the growing necessity found by brands to stand out from the actual saturated markets, emerges a common tool nowadays, the brand extension. The brands comprehend this strategy as a potential tool in achieving their objectives, thanks to the advantages within, revealing itself through diminuished by communication costs and improved probabilities of market acceptance. Thus, there are still questions to be developed about brand strategies, specifically about brand extension, in order to comprehend its validity, and the benefits that can be absorved by them, as it will be explored in this investigation, focusing in a portuguese fashion brand.
Description
Keywords
Marca - Extensão de marca - Estratégias de marketing Extensão de marca - Estratégias de marca Extensão de marca - Benefícios Extensão de marca - Riscos Extensão de marca - Limite Branding
Citation
Publisher
Universidade da Beira Interior