Download - Marca na Web
![Page 1: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/1.jpg)
Antes de começar ...
![Page 2: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/2.jpg)
Vamos acertar o seguinte...
![Page 3: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/3.jpg)
www = world wide web
![Page 4: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/4.jpg)
Web = REDE
![Page 5: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/5.jpg)
A web é Anti social?
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![Page 7: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/7.jpg)
Web é social?
![Page 8: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/8.jpg)
Então...
![Page 9: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/9.jpg)
Web = rede social!!
![Page 10: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/10.jpg)
Toda web é uma GRANDE REDE SOCIAL!
![Page 11: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/11.jpg)
Ok?
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Nome: Mumu gostoso
Objetivo: Buscar algo que reavive a identidade nacional argentina já que o futebol só queima o filme deles.
Broker : DOCE DE LEITE
Posicionamento: O doce de leite argentino é o melhor do mundo!!!!
Obrigatoriedade: usar somente ferramentas web.
Exercício
Marca na web
![Page 13: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/13.jpg)
Marca na web
Jr Benkenstein
![Page 14: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/14.jpg)
Marca na web
Broker
![Page 15: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/15.jpg)
Relembrando marca
Marca na web
![Page 16: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/16.jpg)
Relembrando marca
Marca na web
Qualidadepercebida
Universo tangívelPRODUTO
Produto
![Page 17: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/17.jpg)
Relembrando marca
Marca na web
Universo tangívelPRODUTO
![Page 18: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/18.jpg)
Relembrando marca
Marca na web
Universo intangívelMARCA
Imagem identidade Produto
![Page 20: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/20.jpg)
Relembrando marca
Marca na web
Universo intangívelMARCA
Imagem PosicionamentoMente do consumidor
![Page 21: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/21.jpg)
Marca na web
Marca na web
![Page 22: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/22.jpg)
Marca na web
Universo intangívelMARCA na WEB
Perfil do públicoPosicionamento Marca
![Page 23: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/23.jpg)
Marca na web
Broker
![Page 24: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/24.jpg)
Marca na web
Perfil do público
•SEAN!•18 a 34 anos•Tem estilo próprio•“He loves music, doesn't go anywhere without his iPod”
Broker Zippo
Broker
![Page 25: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/25.jpg)
Marca na web
Broker Zippo
Broker
![Page 26: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/26.jpg)
Marca na web
outras marcas agindo com broker
Broker
![Page 28: Marca na Web](https://reader030.vdocuments.com.br/reader030/viewer/2022020721/55c0f849bb61ebcb288b46ca/html5/thumbnails/28.jpg)
Freemiun
Marca na web
Freemiun Zippo
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Marca na web
Social Ties
Laços fracos;Informacional = capital cognitivoLaços fortes
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Marca na web
Imprevisibilidade
•Conflito = desestrutura•A rede se reformula•Uma rede completamente previsível é desinteressante.•Imprevisibilidade não Confiável •Confiabilidade posicionamento
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Marca na web
•Games são boa fonte de imprevisibilidade
Imprevisibilidade
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Marca na web
•Viral é H1N1 Só espalha se for legal
Imprevisibilidade?
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Valores verdadeiros
Primalbranding
Marca na web
Uno para todos Eternal moonwalk Sarah Silverman
TAP project
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Nome: Mobilização social
Objetivo: Bolar algo que seja espalhável e que tenha um cunho social.
Boker : Uma necessidade
Posicionamento : ?
Obrigatoriedade: usar somente ferramentas web.
Exercícios
Marca na web