monografia - a prática do branding, a utilização da marca co

7/21/2019 MONOGRAFIA - A Prática Do Branding, A Utilização Da Marca Co

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UNIVERSIDADE ESTÁCIO DE SÁCURSO DE ADMINISTRAÇÃO

A PRÁTICA DE GESTÃO DO BRANDING: A UTILIZAÇÃO DA MARCA COMODIFERENCIAL COMPETITIVO.

FELIPE BARREIROS CELESTINO

PETRÓPOLIS2005





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ORIENTADOR: UMBERTO MEDRADO GOMES FERREIRA

P%(r6$#!+&2005

http://var/www/apps/conversion/tmp/scratch_2/arquivos.asp%3Fcd=ADM0393&cp=0025051






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AGRADECIMENTOS

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A#& Pr#%&&#r%& )a a)%+ra )% A)/+'+&(ra3#> )a U'+,%r&+)a)% E&(-+# )% S-

P%(r6$#!+&> $#r +'%'(+,ar%/ % ,a!#r+@ar%/ # $#(%'+a! r+a(+,# )% &%1& a!1'#&.

A (#)a %1+$% )# Pr#=%(# M%/6r+a )# 4r1$# P3# )% Aar> %/ %&$%+a! * A')ra

S+1%+ra R1&&+> $#r %)%r #/ /1+(a 4%'(+!%@a a& +'#r/a%& r%1%r+)a&.

? /+'"a 1%r+)a a/+4a Da'+%!% R#"a )a C#&(a> $%!a a=1)a 'a (ra)13# )% (%9(#&

%/ %&$a'"#!.

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$#r (#)# ar+'"# % $a+'+a %/ (#)#& #& /#/%'(#& )a /+'"a ,+)a.

A (#)#& #& a/+4#& 1% %'4ra')%%ra//% #/ &%1 #',,+#> )1ra'(% (#)# # 1r&#>

%/ %&$%+a! *: Car!#& A')r Mar"+#r+ A!%r'a@> R+(a )% C-&&+a L#$%& F%rr%+ra>

V%ra L1+a C. P. F%a"%r> R1%'& Ma"ar#(#> L%')r# Ara=#> A'a B%a(r+@ M%!!#>

A)r+a'a Mar+a D1ar(%> Car#!+'a L%a!> Far!+ Ga')ra> Fr%)%r+# M%!#> Da/+a'a C#rra

Car'%+r#> V+(#r S#ar%&> R#)r+4# S%''a % R#/1!# D+a&.

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)%&(% (raa!"#.



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Aristóteles



RESUMO

E/ 1/ /%ra)# #/$%(+(+,#> #')% %9+&(% 1/a ,a&(a #%r(a )% $r#)1(#& % &%r,+#&

&+/+!ar%&> a& %/$r%&a& '%%&&+(a/ (raa!"ar )% #r/a /a+& a(+,a 1/a %&(ra(4+a )%

)+%r%'+a3# )% &%1& $r#)1(#& %/ r%!a3# a#& )#& #'#rr%'(%&. D%'(r% a& #$%&

a# a!a'% )a& %/$r%&a&> 1/a )a& /a+& %%(+,a& r%%r%&% a# #'%+(# )% /ara. A

/ara %&(a%!%% 1/a &r+% )% ara(%r&(+a& a#& $r#)1(#& % &%r,+#& 1% $a&&a/

a %9%r%r 1/ 4ra')% $#)%r )% +'!1'+a 'a /%'(% )#& #'&1/+)#r%&. A /ara>

a$%&ar )% &1a +'(a'4++!+)a)%> a$a@ )% #'&(r1+r> a# !#'4# )a ,+)a )% 1/

$r#)1(#8&%r,+#> 1/ 4ra')% ,a!#r. A 4%&(3# )% 1/a /ara a19+!+a 'a )%(%r/+'a3#

)% %&(ra(4+a& )% a)/+'+&(ra3# )% /ar%(+'4> %/ #/# #%r%%/ &1&)+#& $ara a

&1a a,a!+a3# #/$%(+(+,a. O $r%&%'(% %&(1)# +r- a$r%&%'(ar % )%&r%,%r # #'%+(#

)% branding > %/ #/ +r- a$r%&%'(ar 1/ a&# &#r% a /ara S%')a&> r%,%!a')# a&

ara(%r&(+a& )#& &%1& #/$#'%'(%& )% /ara> % a'a!+&a')# a &1a #r/a )%

r%!a+#'a/%'(# #/ &%1& #'&1/+)#r%& T%')# %&(a a$r%&%'(a3# )% a&# #

#=%(+,# )% ra(++ar a +/$#r('+a )a $r-(+a )% branding . S%r- a$r%&%'(a)# (a//

# %'(%')+/%'(# (%6r+# )a /ara % )#& %!%/%'(#& )% 1% #/$#&(a.



SUMÁRIO

LISTA DE ILUSTRAÇES.........................................................................................J0

1. INTRODUÇÃO.......................................................................................................11

J.J O PROBLEMA..................................................................................................J2

J.2 OB;ETIVOS......................................................................................................J2

J.2.J GERAL.........................................................................................................J2

J.2.2 ESPECQFICOS.............................................................................................J2

J. RELEVNCIA...................................................................................................J

J. DELIMITAÇÃO DE ESTUDO............................................................................J5

2. REFERENCIAL TEÓRICO....................................................................................17

2.J MARCA: O UE < A MARCA........................................................................J

2.2 ELEMENTOS DA COMPOSIÇÃO DA MARCA.................................................20

2. IMAGEM DE MARCA.......................................................................................2J

2. IDENTIDADE DE MARCA................................................................................25

2.5 POSICIONAMENTO DE MARCA.....................................................................2W

2.X VALOR DE MARCA..........................................................................................2

2.X.J VALOR DE MARCA BASEADO NO CONSUMIDOR..................................5

2.X.2 BRANDING EUITY....................................................................................

2. ESTRAT<GIAS DE MARCAS...........................................................................0

2..J MARCA GUARDACUVA..........................................................................0

2..2 MARCA INDIVIDUAL...................................................................................2

2.. ESTRAT<GIAS MISTAS..............................................................................

3. A UTILIZAÇÃO DA MARCA COMO DIFERENCIAL COMPETITIVO..................45

.J BRANDING: O UE < BRANDING................................................................X



.2 A EVOLUÇÃO DA GESTÃO DA MARCA.........................................................

. A PRÁTICA DE GESTÃO DE BRANDING.......................................................5

. AS MARCAS E A SOCIEDADE DE CONSUMO...............................................X2

4. APRESENTAÇÃO DE CASO................................................................................65

4.1 A REDE SENDAS................................................................................................65

.2 MARCA SENDAS.............................................................................................XW

. IMAGEM DA MARCA SENDAS........................................................................X

. IDENTIDADE DA MARCA SENDAS.................................................................0

.5 VALORES DE MARCA NA SENDAS................................................................J

.X POSICIONAMENTO DA MARCA SENDAS......................................................2

.W RESULTADOS ALCANÇADOS........................................................................5

5. METODOLOGIA....................................................................................................79

5.J TIPO DE PESUISA........................................................................................

5.2 FONTES DE PESUISA..................................................................................WJ

5. COLETA> TRATAMENTO E ANÁLISE DE DADOS...........................................W2

5. DIFICULDADES E LIMITAÇES DA METODOLOGIA....................................W

CONCLUSÃO......................................................................................................5

REFER!NCIAS...................................................................................................



LISTA DE ILUSTRAÇES.

1a)r# J Ma(r+@ )% %!%/%'(#& )a #/$#&+3# )% %&(ra(4+a )% /ara...............20

1a)r# 2 I'!1'+a& % (+$#& )% /a'+%&(a3# )% +'(%r%&&%..................................25

1a)r# C#/# ,a!#r )% /araH 4%ra ,a!#r.........................................................

Ta%!a J A& J0 /ara& /a+& ,a!+#&a& )# /1')#..................................................

Gr-+# J A )+&$1(a $%!a !+)%ra'a 'a /%'(%........................................................55

Gr-+# 2 C#/# +',%&(%/ a& 4ra')%& %/$r%&a& '# Bra&+! ..................................5

I!1&(ra3# J A '#,a !#4#/ara )a S%')a&...........................................................0

I!1&(ra3# 2 [ M1)a'a& !a\#1( )a& !#=a&...............................................................2



1. INTRODUÇÃO.

O $r%&%'(% %&(1)# r%$r%&%'(a 1/a a'-!+&% &#r% a a(1a! +/$#r('+a )a /ara

$ara a #r4a'+@a3#. T%')# #/# a&% 1% a /ara # )+%r%'+a! )a& %/$r%&a& %

&%1& $r#)1(#&> % 1% #& $r#%)+/%'(#& % a& a%& &%r3# %&(+$1!a)a& )+a'(% )+&(#.

Para Aa%r K200J $.5

A #'&(+(1+3# )a /ara #/# #r4a'+@a3# #'%'(ra&% '#& a(r+1(#& )a#r4a'+@a3#> '3# )# $r#)1(# #1 &%r,+#. E&&% a(r+1(#& )a #r4a'+@a3#>#/# a +'#,a3#> a 1&a )a 1a!+)a)% % 1/a $r%#1$a3# #/ #

a/+%'(%> &3# r+a)#& $%!a& $%&&#a&> $%!a 1!(1ra> $%!#& ,a!#r%& % $%!#&$r#4ra/a& a)#(a)#&.

D%+9a')#&% %'(r%,%r 1% a /ara %&(- a+/a )#& $r#)1(#&8&%r,+#& 1% %!a

r%$r%&%'(a> $r%(%')%&% /#&(rar 1% %/ 1/ %'(%')+/%'(# /a+& a/$!#> %!a

#'&(+(1+&% '# /a+#r $a(r+/]'+# )% 1/a %/$r%&a.

S%41')# ^#(!%r KJ $.2J A& /ara& &3# # $r+'+$a! %/ )1r-,%! )% 1/a

%/$r%&a> #/ )1ra+!+)a)% /a+#r )% 1% &%1& $r#)1(#& % &1a& +'&(a!a%&> $#r1%

(#)a /ara r%$r%&%'(a 1/ 4r1$# )% #'&1/+)#r%& ++&.H

S%41')# S"1!(@> Bar'%& K200 $.5:

A /ara # a(+,# $r+'+$a! )a #r4a'+@a3# )% /ar%(+'4 )# &1!# __I.E/#ra $#&&a/#& #'(r#!ar a!41'& a&$%(#& )a /ara> # &%1 ,%r)a)%+r#&+4'++a)# % ,a!#r $r#,/ )# #'&1/+)#r. I/a4%/ )a /ara> +)%'(+)a)% )%/ara> a&&#+a%& % ,a!#r )% /ara &3# #'%+(#& "a,% $ara #)%&%',#!,+/%'(# )a '#&&a #/$r%%'&3# )a& /ara& % )a '#&&a

a$a+)a)% )% 4%r+!a& )% /a'%+ra %%(+,a. Ta'(# #& )a)#& #/$#r(a/%'(a+&1a'(# a#& r%%r%'(%& a a(+(1)%& &3# '%%&&-r+#& $ara a,a!+ar a /ara a$ar(+r )a $%r&$%(+,a )# !+%'(%.

C#/ +&&# a'a!+&a/#& a 1(+!+@a3# )a /ara )% #r/a a(1a'(% )% )+%r%'+a3#

'# /%ra)#> % #/# #r/a * %9$!#rar a& )+,%r&a& $#&&++!+)a)%& 1% (/ %/ &%

r%!a+#'ar #/ &%1& #'&1/+)#r%& %/ )+%r%'(%& )+/%'&%&> #/ #=%(+,# !(+/# )%

&% r+ar 1/ r%!a+#'a/%'(# &6!+)# #/ # #'&1/+)#r.



1.1 O PRO"LEMA.

N# $r%&%'(% %&(1)# 1&#1&% a#r)ar # (%/a branding 1> r%%r%'+a)# #/#

4%&(3# )% /ara> $#r %'(%')%r 1% /ara '3# a$%'a& /a+& 1/ '#/% %&(-(+#

'1/ a''+#> #1 '1/a %/a!a4%/> % 1% r+a a&&#+a%& )% $r#/%&&a&> &1%&&#

% &(a(1&. Para Aa%r % ;#a"+/&("a!%r K2000 # ,a!#r % +/$#r('+a )%$%')% )a

r%!a3# )+'/+a % /1!(+a%(a)a )% 1/a /ara #/ &%1& #'&1/+)#r%&> (ra(a&%>

$#r(a'(#> )% 1/a %9$%r+'+a a(+,a> +'(%4ra)a a# )+aa)+a )#& #'&1/+)#r%& % )#&

$r#)1(#r%&.

P#r 1% a(1a!/%'(% 4ra')%& %/$r%&a& %&(3# a)#(a')# # Branding #/#

$r+'+$a! #r/a )% 4%&(3# )% /ara

1.2 O"#ETIVOS.

1.2.1 GERAL.

D%/#&(rar a +/$#r('+a )a /ara $ara a& #r4a'+@a%& a(1a!/%'(%> % &1a

1(+!+@a3# #/# #r/a )% )+%r%'+a3# #/$%(+(+,a a(ra,& )a $r-(+a )% ra')+'4.

1.2.2 ESPEC$FICOS.

• I)%'(++ar # %'(%')+/%'(# (%6r+#> 1a'(# a# #'%+(#> +/a4%/> +)%'(+)a)%>

$#&++#'a/%'(# % # ,a!#r )a& /ara& $ara a& #r4a'+@a%&.

1 Mar(+'& K2000 $.JJ )%+'% randing #/# # #'=1'(# )% a%& !+4a)a& * a)/+'+&(ra3# )a& /ara&.S3# a%& 1%> (#/a)a& #/ #'"%+/%'(# % #/$%('+a> !%,a/ a& /ara& a!/ )a &1a 'a(1r%@a%#']/+a> $a&&a')# a a@%r $ar(% )a 1!(1ra> % +'!1%'+ar a ,+)a )a& $%&&#a&



• O&%r,ar> a(ra,& )a $%&1+&a 1a!+(a(+,a> a$r%&%'(a3# )% a&#> &#r% a

S%')a&> a +/$#r('+a )a $r-(+a )% branding .

1.3 RELEV%NCIA.

D% a#r)# #/ ^!%+' K200 a )+1&3# )a& '#,+)a)%& (%'#!64+a&> a& $#!(+a&

)% r%)13# )% 1&(#&> 1a!+)a)% % a(%')+/%'(# % a& '#,a& (%#r+a& a)/+'+&(ra(+,a&

&3# )% 1&# #'('1# 'a /a+#r+a )a& %/$r%&a& (#r'a')# # $r#)1(# +'a!> /%&/#

1a')# a!a/#& )% &%r,+#> r%a!/%'(% %/ $ar%+)# %/ &1a %&&'+a. A 1&a $#r

#%r(ar 1a!+)a)% '#& &%r,+#& $r%&(a)#& % 4ara'(+r a &a(+&a3# )#& #'&1/+)#r%&

#r+%'(#1> $#r /1+(# (%/$#> %&(ra(4+a& )% %/$r%&a& '# +'(1+(# )% #'&#!+)ar &1a&

$#&+%& )+a'(% )#& #'#rr%'(%& #1 )% r%&%r &1a $ar(++$a3# '# /%ra)#.

A +)+a )#/+'a'(% &%41')# ^!%+' K200> $.2W:

K... Era 1% a&(a,a $ara a& %/$r%&a& #'&%41+r ',%+& a!(#& )% &a(+&a3#$ara 4ara'(+r 1% #& !+%'(%& #'(+'1ar+a/ )a')# $r%%r'+a a &%1&$r#)1(#& % &%r,+#& a# !#'4# )# (%/$#. A$%&ar )%&(a +)+a (%r $r%)#/+'a)#'a ,+&3# )% /1+(#& a)/+'+&(ra)#r%&> a# !#'4# )#& a'#& /#&(r#1&% #'(r-r+aa %&(a $r#$#&+3# .

O #'%+(# )% +)%!+)a)% (#r'#1&% /a+& r%!%,a'(% a+')a> a $ar(+r )# /#/%'(#

%/ 1% a& %/$r%&a& #/%ara/ a $%r%%r 1% a +)%!+)a)% )#& &%1& !+%'(%&

1% 4ara'(+r+a r%(#r'#& +'a'%+r#& 1(1r#&. D% a#r)# #/ Ta,ar%& K200a(1a!/%'(%> )%&(aa)a a #r(% (%')'+a )a& %/$r%&a& %/ /+4rar )% %&(ra(4+a&

a&%a)a& %/ &a(+&a3# $ara %&(ra(4+a& #r+%'(a)a& a %&(a%!%%r 1/ ,'1!#

%/#+#'a! #/ &%1& !+%'(%&> )% /a'%+ra a r+ar !a#& % 1/ r%!a+#'a/%'(# /a+&

&6!+)#. A+')a &%41')# # a1(#r> &3# %,+)%'(%& #& r%&1!(a)#& $#&+(+,#& 1a')# &% (%/

1/a a&% )% !+%'(%& ++&.



S%41+')# #& #'%+(#& )% Aa%r % ;#a"+/&("a!%r K2000 #'&+)%ra&% 1% a

a$r#9+/a3# )#& #'&1/+)#r%& #/ a& %/$r%&a& ##rr% $#r +)%'(++a3#> % '3#

&#/%'(% %/ )%#rr'+a )% +',%&(+/%'(#& %/ +/a4%/> r%&% a +/$#r('+a )% &%

#r(a!%%r a /ara> a1/%'(a')# &%1 a!a'%> &%1 $#(%'+a! #/$%(+(+,# % &1a

a$a+)a)% )% a1/%'(ar a r%'(a+!+)a)% )a %/$r%&a.

D% a#r)# #/ P+'"# KJX> #&%r,a&% 1% # r%%'(% )%&%',#!,+/%'(# )a&

('+a& )% Mar%(+'4 (%/ a!(%ra)# a 'a(1r%@a )a& /ara&. A 1'3# )% +)%'(++ar

$r#)1(#& % &%r,+#& % )+%r%'+-!#& )a1%!%& $r#)1@+)#& $%!a #'#rr'+a a+')a

$%r/a'%%> /a& '#,a& 1'%& #ra/ &%')# +'#r$#ra)a&> % #'&%1%'(%/%'(%> a&

/ara& (/ &% #'&(+(1)# %/ %!%/%'(#& %&&%'+a+& '# #/$#&(# )% /ar%(+'4 )a&

%/$r%&a& #/%r+a+&> +')1&(r+a+& % )% $r%&(a3# )% &%r,+#&.

Para Barr%(# % Fa/- KJW> a /ara (%/ &+)# #=%(# )% %&(1)#>

$r+'+$a!/%'(%> )% $%&1+&a)#r%& )a -r%a )% /ar%(+'4> 1% $r#1ra/ a,a!+ar # &%1

$#)%r )% $%'%(ra3# '# /%ra)#> &%1 ,a!#r> % a r%!a3# %&(a%!%+)a %'(r%

#'&1/+)#r % %/$r%&a> % )+,%r&a& #1(ra& a$!+a%&.

S%41')# M%''a> KJ a $r%&%'a )a /ara '#& )+-!#4#& /a'(+)#& %'(r%

$r#)1(#r % #'&1/+)#r $%r/+(% #/$ar(+!"ar 1/ #'=1'(# )% ,a!#r%& % $r+'$+#& 1%

r+a/ 1/ a/$# )% #ra a$a@ )% a(ra+r $r#+&&+#'a+&> !+%'(%&> )+&(r+1+)#r%& %

#r'%%)#r%& 1% &% +)%'(++a/ #/ a 1!(1ra )a %/$r%&a % &1a /a'%+ra )%$r#)1@+r % a@%r '%46+#&.

A #ra )% 1/a /ara )%$%')%r- )%&&a a#r)a4%/ %/ (%/$# r%a!> )a a(%'3#

)+&$%'&a)a a#& !+%'(%& % )a #'%93# #/ #& +',%&(+/%'(#& #r+%'(a)#& $ara !+%'(%&

%/ (#)a& a& %&%ra& )% '%46+#&> )# $r#=%(# a# &%r,+# $6&,%')a.

A&&+/> # #'"%+/%'(# /a+& a/$!# &#r% #& #'(%)#& $r%&%'(%& %/ 1/

&+&(%/a )% 4%&(3# )% /ara #'(r+1+> '3# &#/%'(% $ara a +'(%4ra3# )% (#)a& a&



a%& )a %/$r%&a> /a& (a// #/# $r#(%3# )a #r4a'+@a3# #'(ra a

#'#rr'+a> $r#$#r+#'a')# #r(% $#)%r )% ar4a'"a #/ #& &%1& a'a+& )%

)+&(r+1+3# % #/ #& &%1& #r'%%)#r%&.

Mara& #r(%&> '%46+#& !1ra(+,#&. A /ara ,+r#1 1/ a(+,# ,a!+#&# % #=%(# )%

)%&%=#> $a&&#1 a &%r #'&+)%ra)a 1/ )+%r%'+a! 'a& #r4a'+@a%& %/ &1a&

(ra'&a%& (%')# a /%'(% )# #'&1/+)#r #/# #=%(+,# % # /%ra)# #/#

#'&%`'+a.

Para Ta,ar%& K200> $.252:

Da a'(+4`+)a)% a# &1!# __I> # #'%+(# )% /ara %,#!1+. N#,#& ,a!#r%&!"% #ra/ a4r%4a)#&. D% /ara r1)+/%'(ar K$r#)1(# a /ara r%4+&(ra)aK#/$#'%'(%& $&+#!64+#& % !+'4`+&(+#&> '# /%ra)# % 'a /%'(% )#$!+# #/ +'(1+(# )% &+/#!+@ar> +)%'(++ar % )+&(+'41+r> (%')# #/#$r+'+$a! #=%(+,# #'&(r1+r % +9ar a /ara a(ra,& )% 1/ ar-(%r )% &+4'# )%1'++)a)%> $#&++#'a/%'(#> % a$a@ )% $r#)1@+r 1/ %!%,a)# ,a!#r $a(r+/#'+a!.

1.4 DELIMITAÇÃO DE ESTUDO

O $r%&%'(% %&(1)# &% $r#$% a a'a!+&ar a /ara S%')a&. P#r(a'(#> '3# &3#

## )%&(a $%&1+&a a& /ara& )% %/$r%&a& #!+4a)a& % &1&+)+-r+a& )a S%')a&.

Para !%,a'(a/%'(# )a& a%& +/$!%/%'(a)a& $%!a S%')a& '# 4%r%'+a/%'(# )% &1a

/ara #r$#ra(+,a> #+ #'&+)%ra)# a$%'a& # $%r#)# a(1a!> )%,+)# a#

r%$#&++#'a/%'(# )a /ara '# /%ra)#> )%,+)# a 1&3# #/ # Gr1$# P3# )%

Aar %/ 200.

F#ra/ a'a!+&a)#& #& %!%/%'(#& )% )%&%',#!,+/%'(# % 4%&(3# )a /ara

S%')a&> #'&+)%ra')# # %'#1% 'a $r-(+a )% branding a)#(a)a $%!a %/$r%&a.

A $%&1+&a a &%r a$r%&%'(a)a> &%r- %&$%+a 1a'(# a +/$!a'(a3# )a 4%&(3#

)# ra')+'4 $#r %/$r%&a& )% 4ra')% $#r(%> #1 1% $#&&1a/ '#/% )% /ara #/

4ra')% r%#'"%+/%'(# =1'(# a# /%ra)#. O $r%&%'(% %&(1)# r%$r%&%'(ar- 1/a



a'-!+&% &#r% a +/$!a'(a3# )a 4%&(3# )# branding > !%,a')# %/ #'&+)%ra3# a

+/$#r('+a )a /ara #r4a'+@a+#'a! =1'(# a# /%ra)# #'&1/+)#r. Para (a'(#> #

a&&1'(# +ar- r%&(r+(# *& r%!a%& 1% %',#!,%/ a& 4%&(%& )% /ara %> /a+&

%&$%++a)a/%'(% a 4%&(3# )% ra')+'4> '3# (%')# #/# #=%(+,#&> $%&1+&a&

r%!a+#'a)a& * 1&(#& )% +/$!a'(a3#> ,+a+!+)a)% +'a'%+ra % $r#(%3# !%4a!.

O (raa!"# )% $%&1+&a a&%#1&% %/ !+(%ra(1ra $r%)#/+'a'(%/%'(% '#r(%

a/%r+a'a. A ar'+a )% $%&1+&a&> ar(+4#& % $1!+a%& &#r% # a&&1'(# '# Bra&+!

/+'+/+@a # %'(%')+/%'(# )a& )++1!)a)%& %'r%'(a)a& 'a +/$!%/%'(a3# )#&

#'%+(#& $r#$#&(#& % # r%#'"%+/%'(# )#& a(#r%& )% r%&+&('+a * a)#3# )%

$r-(+a& )%&%',#!,+)a& %/ #1(r#& $a&%&. Ar%)+(a&%> %'(r%(a'(#> 1% a&

&+/+!ar+)a)%& &3# /a+#r%& )# 1% a& )+%r%'a&> #'&+)%ra')#&% 1% a& (%#r+a&

1(+!+@a)a& #ra/ )%&%',#!,+)a& %/ a/+%'(%& #r4a'+@a+#'a+& &+/+!ar%& a#&

a)#(a)#& '# Bra&+!. S%')# a&&+/> &%/%!"a'(% %/ &%1 #'(%9(# )% a$!+a3#.



2. REFERENCIAL TE&RICO.

2.1 MARCA' O (UE ) A MARCA*

A& /ara& &3# #r/a& )% r%$r%&%'(a3# )a #%r(a #r4a'+@a+#'a!> &/#!#&

1% #& $!+#& a$r%')%/ a )%#)++ar> %/ 1'3# )a& /%'&a4%'& r%%+)a&> /a&

(a// )a &1a 1!(1ra #1 $a)r%& +'(%r'#& )% $%'&a/%'(#> 1% &% )%&%',#!,%ra/

%/ r%&1!(a)#& )% %9$%r+'+a& ,-r+a&. E&&%& &/#!#& #',%'+#'a+& a&&%'(a/ %/

,a!#r%& % %/#%&> %!%/%'(#& +'(a'4,%+&> /a& (a// %/ 1%&(%& )%

1'+#'a!+)a)%> !+4a)a& a# $r#)1(#> #1 &%r,+#.

Va@ KJ5 $.5 )%+'% /ara #/# :

Mara& &3# %'(+)a)%& 1% (/ 1/a %9+&('+a ,+r(1a!. E!a& #1$a/ %&$a#'a ,+)a )#& #'&1/+)#r%&> %!a& )3# &%'(+)# *& &1a& %&#!"a& % &3#(ra(a)a&> $%!# #'&1/+)#r> #/# &% #&&%/ #1(ra& $%&&#a& %/ &1a& ,+)a&.E!a& r+a/ +)%'(+)a)% $ara &%1& 1&1-r+#&. E/ %r(# &%'(+)#> a& /ara&$%r(%'%/H a#& &%1& #'&1/+)#r%&. P#r(a'(#> $ara %'(%')%r # ,a!#r 1% a&/ara& (/ $r%+&# $%'%(rar '# /1')# )% &%1& #'&1/+)#r%&. O ,a!#r (a'4,%! 1% a& /ara& aaa/ a)1+r+')# $ara a& %/$r%&a& )%#rr%>%&&%'+a!/%'(%> )a 'a(1r%@a % )a +'(%'&+)a)% )a #ra )a r%!a3# %'(r% %!a&% #& #'&1/+)#r%&.

S%41')# Ta,ar%& KJ> $.2J:

/ara 1/ &+4'# )% +)%'(++a3# % #'&(r13# &+/6!+a> %'(%')+)a#/# 1/ '#/%> (%r/#> &/#!#> )%&%'"#> #1 1/a #/+'a3# )%&&%&%!%/%'(#& 1% &%r,% $ara +'&r%,%r> r%$r%&%'(ar % )+%r%'+ar $r#)1(#& %&%r,+#& )% 1/a %/$r%&a )%'(r# )# /%ra)#.

Para Cra+'%r K2000> $.2J:

Mara 1/ )%&+'4 ,+&1a! #1 '#/% )a)# a# $r#)1(#8 &%r,+# $#r 1/a#r4a'+@a3#> a+/ )% )+%r%'+-!#& )#& #'#rr%'(%&> a&&%41ra')# a#&#'&1/+)#r%& 1% # $r#)1(# &%r- )% a!(a 1a!+)a)% % 1% %&(a &%r-/a'(+)a.

O #'%+(# )% /ara 1/ (%r/# 1(+!+@a)# $ara aarar 1/ %r(# '/%r# )%

%!%/%'(#& -&+#& )+%r%'+a)#&> 1% #!%(+,a/%'(% )%+'%/ a /ara. E!% &% )+,+)%



%/ a(r+1(#& % %'%+#& )# $r#)1(#> #/$#'%'(%& !+'4`&(+#&> #/$#'%'(%&

$%r%$(1a+& % %'%+#& %/#+#'a+&. A!/ )+&&#> a /ara &+4'# #1 r%$r%&%'(a3#>

1% )%&+4'a % a@&% r%$r%&%'(ar> &%=a $#r &/#!#> $#r ')+% #1 $#r #'%> #1 $#r

(#)#& a# /%&/# (%/$#.

D%ar!#,% % Cra+'%r K2000> $.2 a+r/a/:

A& /ara& &3# 1/a /a'%+ra r-$+)a )% #/1'+ar )a)#& r(+#& a#/%ra)# % +'!1%'+ar )%+&%&. E/ /%+# a 1/a +'+'+)a)% )% +')&(r+a&#r+%'(a)a& a# #'&1/+)#r> a& /ara& &3# 1/ /%+# +/$#r(a'(% )% )+%r%'+ar % )% 4a'"ar ,a'(a4%/ #/$%(+(+,a> %/#ra &%=a/ /a+& +'!1%'(%& 1a')##& !+%'(%& '3# )+&$%/ )% )a)#& $ara a@%r 1/a %&#!"a +'#r/a)a )#

$r#)1(# %8#1 1a')# a )+%r%'+a3# %'(r% a& ,%r&%& 1% #& #'#rr%'(%&#%r%%/ )# /%&/# $r#)1(# $%1%'a #1 +'%9+&(%'(%.

D% a#r)# #/ D%%r K2000 $.0 a /ara $#&&1+ $%r&#'a!+)a)% % ar-(%r

)+&(+'(#& 1% %&(a%!%%/ 1/a #'%93# %/#+#'a! a&%a)a 'a #'+a'a )#

#'&1/+)#rH. A+')a &%41+')# # #'%+(# $r#$#&(# $#r D%%r> #& #'&1/+)#r%&

%&(a%!%%/ r%!a+#'a/%'(#& #/ /ara&> '3# #/ $r#)1(#& #1 #r$#ra%&. O

)%&%/$%'"# )# $r#)1(#> # 1% %!% a@> % #/# %!% a@ a +)%'(+)a)% %&&%'+a! )a

/ara.

Ra')a@@# KJX $.2 #'%+(1a /ara )a &%41+'(% #r/a:

A /ara /a+& )# 1% 1/ $r#)1(# a# /%&/# (%/$# 1/a %'(+)a)% &+a% $%r%$(1a!. O a&$%(# &+# )% 1/a /araK &%1 $r#)1(# % %/a!a4%/$#)% &%r %'#'(ra)# %&$%ra')# $#r '6& %/ 1a!1%r !14ar. 4%ra!/%'(%%&(-(+# % +'+(#. E'(r%(a'(#> # a&$%(# $%r%$(1a! )% 1/a /ara %9+&(% '#%&$a# $&+#!64+#> 'a /%'(% )# #'&1/+)#r. )+'/+# % /a!%-,%!.

A$%&ar )% (%r%/ /a+#r +'!1'+a &%/$r% 1% #& #'&1/+)#r%& '%%&&+(a/ )%

+'#r/a%& $ara %&#!"%r 1/ )%(%r/+'a)# $r#)1(# > #1 1a')#> a& )+%r%'a&> %/

r%!a3# a# /%&/# $r#)1(#> a$r%&%'(a)#& $%!#& #'#rr%'(%& &3# $%1%'a& #1

+'%9+&(%'(%&. A)++#'a!/%'(% a& /ara& a&&1/%/ /a+#r +/$#r('+a &%/$r% 1% #&

#'&1/+)#r%& )3# /a+#r 'a&% a# $r#%&&# )% )%+&3# %/ 1r&#.



Para ^#(!%r KJ $.2J2 #& '#/%& )% /ara a=1)a/ #& #'&1/+)#r%& a

+)%'(++ar $r#)1(#& 1% $#&&a/ !"%& (ra@%r %'%+#&. A& /ara& (a// )+@%/ a#

#'&1/+)#r a!4# &#r% a 1a!+)a)% )# $r#)1(#H. A+')a )% a#r)# #/ ^#(!%r> #

%&(a%!%+/%'(# )a /ara (#r'a&% a a&% &#r% a 1a! $#)% &%r #'(a)a (#)a 1/a

"+&(6r+a r%!a+#'a)a *& 1a!+)a)%& %&$%+a+& )# $r#)1(#.

A /ara /a+& )# 1% # $r#)1(# #1 &%r,+# 1% %!a r%$r%&%'(a. A /ara #

%!# %/#+#'a! %'(r% # $r#)1(# 8 &%r,+# % # !+%'(%. A /ara a 1'+3# )% a(r+1(#&

(a'4,%+& % +'(a'4,%+& )% 1/a #r4a'+@a3#> &+/#!+@a)#& '1/ !#4#(+$#> 1%

4%r%'+a)#& )% #r/a a)%1a)a> r+a/ +'!1'+a % 4%ra/ ,a!#r.

D% a#r)# #/ Sa/$a+# KJ $.J )%+'%&% /ara #/# : a &'(%&% )a

%9$%r+'+a )% ,a!#r ,+,+)a $%!#& #'&1/+)#r%& %/ r%!a3# a a)a 1/ )#& +'/%r#&

$r#)1(#&> &%r,+#&> %/$r%&a&> +'&(+(1+%& #1> /%&/#> $%&&#a& #/ a& 1a+& %!%& &%

r%!a+#'a/H.

S%41')# V+%+ra K200J $.:

A $%r%$3# )a /ara $r#)1(# )% 1/a %9$r%&&3# 4r-+a K %!a (%/ 1/aara> )% 1/a %9$r%&&3# +!#&6+a K%!a (%/ a!4# a )+@%r % )% 1/a%9$%r+'+a K%!a (%/ a!41/a #+&a a (r#ar. Ca)a 1/ )%&&%& %!%/%'(#&r%/%(% a #r+4%/ )a /ara % * #'+a+!+)a)% )% &%1& $r#$6&+(#&.

D% a#r)# #/ Ta,ar%& M> KJ $.J:

A /ara )+%r%'(% )# $r#)1(#. E/#ra &%=a/ +'(+/a/%'(% r%!a+#'a)a&>)+%r%/ 'a& ara(%r&(+a&. A /ara %&(a%!%% 1/ r%!a+#'a/%'(# % 1/a(r#a )% +'(a'4,%+& %'(r% $%&&#a& % $r#)1(#&. O $r#)1(# # 1% a %/$r%&aar+a> # 1% # #'&1/+)#r #/$ra a /ara. O& $r#)1(#& '3# $#)%/a!ar $#r &+: a /ara 1% )a # &+4'++a)# % a!a $#r %!%&.

A $ar(+r )a& )%+'+%& %'#'(ra)a& 'a +!+#4ra+a $ara /ara&> &%41% #

ra+#'+# 1% /ara 1/a $a!a,ra 1% arr%4a #'&+4# (#)a 1/a +)%'(+)a)%> 1/a

#r/a )% %9$r%&&3# 1% a@ $ar(% )# #(+)+a'# )a& $%&&#a& $#r %!a& (%r%/ %/

/%'(% 1/ '#/% a# !%/rar )% 1/ $r#)1(# #1 &%r,+# % a# /%&/# (%/$#>



r%$r%&%'(a # =%+(# )% &%r )a %/$r%&a % &%1& $r+'$+#&. A!/ )+&&#> a& %/$r%&a& &%

1(+!+@a/ )a& /ara& %/ &1a& a%& %&(ra(4+a& $ara /%!"#r $#&++#'ar # &%1

$r#)1(# #1 &%r,+# 'a (%'(a(+,a )% &% #(%r &1%&&# '# /%ra)#.

2.2 ELEMENTOS DA COMPOSIÇÃO DA MARCA.

D% a#r)# #/ Ta,ar%& K200>$.X2:

1a')# &% )+&1(% a /ara> a a'-!+&% $%r$a&&a ,-r+#& #'%+(#& % -r%a& )%r%!%93#. A &1a #/$#&+3# '3# &%r+a )+%r%'(%. C#'(1)# +/$#r(a'(% )%+'+r #& #/$#'%'(%& )a /ara $ara 1% &% %&(a%!%a a !+4a3# %'(r% a%&(ra(4+a % # /ar%(+'4 $ara 4%&(3# )a $r6$r+a /ara. A $r%#1$a3# %/)%+'+r 1/ %!%'# 1% #/$#'"a a &1a %&(r1(1ra &%r,% #/# $r#$6&+(# )%#r+%'(ar 1/a 1'+)a)% &%/'(+a )% $%'&a/%'(#.

A a'-!+&% #/%ar- $#r %'1a)rar a #/$#&+3# )% /ara %/ 1/a /a(r+@ )%

%&(ra(4+a )% /ara> 1=a %&&'+a a )+%r%'+a3# #/$%(+(+,aK ibid > $.X2.

1a)r# J Ma(r+@ )% %!%/%'(#& )a #/$#&+3# )% %&(ra(4+a )% /ara.

F#'(%: Ta,ar%& K200> $.X2.



Para Ta,ar%& K200>$.X #& ,%(#r%& )# $r#)1(#> !+'4`+&(+#& % $&+#!64+#&

&3# #& /a+& +/$#r(a'(%& )a %&(ra(4+a )% /ara. A &1a #/$#&+3# $r%+&a %&(ar 'a

/%'(% )# /%ra)#> %&(r1(1ra)a a $ar(+r )a +)+a )a &+'41!ar+)a)%H. A $ar(+r )%&&%

#'%+(# a %&(ra(4+a )% /ara )%,% &%r #r+%'(a)a $ara 1/ $#&++#'a/%'(# '+# %

%9!1&+,#.

D%+'%&% a& ra@%& $ara a)a 1/:

• Pr#)1(#: #& a(r+1(#& % %'%+#& $#&&1%/ a 1'3# )% )+%r%'+a3#>

ra(++a')# a $r#/%&&a -&+a $ara &1a 1'3# (a'4,%!. A&&%41ra')# a

%+-+a )a /ara> % &+'r#'+@a')# # ,a!#r a4r%4a)# a# ,a!#r $%r%+)#.

K+bid 200>$.X5 );

• L+'4 +̀&(+#&: &+&(%/a& )% r%4ra& 1% )+&(+'41%/ % ##r)%'a/ a

+)%'(++a3# )a %/$r%&a Kibid >200>$.X5 )

• P&+#!64+#&: +/a4%/> a!/a> % %'%+#& %/#+#'a+& &3# #'&+)%ra)#& a

#ra /#(r+@ )a /ara. E!%& &+'(%(+@a/ # &+4'++a)# %/#+#'a! )a /ara.

Mar(+'&> KJ>$.JW5J5.

D% a#r)# #/ a )%&r+3# r%a!+@a)a> a %&(ra(4+a )% /ara #'&+)%ra a(#r%&

)% $r#)1(#> !+'4`+&(+#& % $&+#!64+#&> )% /a'%+ra 1'+#r/%. A $ar(+r )%&&% $#'(# a

/ara &%r- r%$r%&%'(a)a $%!a a'-!+&% #/$%(+(+,a )% &1a +/a4%/> +)%'(+)a)%>

$#&++#'a/%'(# % ,a!#r> a +/ )% )%/#'&(rar a &+'%r4+a %'(r% a 4%&(3# )% /ara %

ra')+'4.

2.3 IMAGEM DE MARCA.

S%41')# B+%! KJ> $. J #+ # a/#&# $1!++(-r+# Da,+) O4+!,\ 1% "a/#1

a(%'3# $ara # #'%+(# )% imagem de marca> '#& a'#& 50H> 1a')# O4+!,\

KJ5Japud B+%!> J> $. JW )%!ar#1: T#)# # a''+# $1!++(-r+# )%,% &%r



#'&+)%ra)# #/# a #'(r+1+3# $ara # &/#!# #/$!%9# 1% a +/a4%/ )%

/araH

C#/$!%/%'(a')# B+%! KJ> $. J a+r/a:

E/#ra "#=% =- '3# &% %'(%')a a $1!++)a)% #/# a #r/a $r+,+!%4+a)a )%#/1'+a3# )a /ara> a ,%r)a)% 1% #ra/ a+r/a%& #/# %&(a 1%#')1@+ra/ a# r%#'"%+/%'(# $!%'# )a '#3# )% +/a4%/ )% /ara '#)#/'+# )# /ar%(+'4.

Para B+%! KJ "- )+%r%'(%& $%r&$%(+,a& r%%r%'(% a# $a$%! )%&%/$%'"a)#

$%!a +/a4%/ )a /ara a# #'&1/+)#rH. A!41'& a1(#r%& &14%r%/> 1% # #'&1/+)#r

1/ %!%/%'(# $a&&+,#> &%')# a +/a4%/ a &#/a )a& +/$r%&&%& r%%+)a& % $r

#r+%'(a)a& $%!a /ara> % #1(r#& a1(#r%& #'&+)%ra/ 1% a +/a4%/ a!4# 1% r%&+)%

%&&%'+a!/%'(% 'a /%'(% )#& #'&1/+)#r%&.

Para Ta,ar%& M> KJ> $.X a imagem da marca $#)% &%r ,+&(a #/# a&

ara(%r&(+a& '+a& )% 1/a /ara 1% a )+&(+'41%/ )% #1(ra&. E!a # r%&1!(a)#

)a #r/a 1% # #'&1/+)#r a $%r%% % a r%(/ 'a /%/6r+aH. A&&+/ %!a $#)% &%r

,+&(a #/# 1/ #'=1'(# )% +)+a&> #',+%& % &%'&a%& a&&#+a)a& * $r6$r+a

/ara %/ 1'3# )a #/1'+a3#> )#& &%1& a(r+1(#& % )a& %9$%r+'+a& ,+,+)a&

$%!# #'&1/+)#r #/ # $r#)1(#.

O 1% 1/a C#aC#!a < 1/ r%r+4%ra'(%> &a#r #!a> )% #r %&1ra %

4a&%++a)a2

. S%41')# Ta,ar%& K200 a C#a C#!a> a!/ )#& &%1& )#(%& )% $r#)1(#>

%!a (a// $#&&1+ ara(%r&(+a& !+'4`&(+a& % $&+#!64+a&> 1% #r/a/ a

#/$#&+3# &+/6!+a )a /ara % a )+%r%'+a )a& )%/a+&. T1)# #a!+@a)#>

#'&(r1)# % $#&++#'a)# 'a /%'(% )# /%ra)#. S#r% # /%&/# #'%+(# D%ar!#,%

% Cra+'%r K2000: $.JW a+r/a/ U/a /ara 1/a $r#/%&&a %> '# +'a!> ,# (%/

)% 1/$r+!a. U/ $r#)1(# a /a(%r+a!+@a3# )a ,%r)a)% )% 1/a $r#/%&&a. A C#a

$r#/%(% r%r%&ar.H

2 www.cocacola.com.br



D% a#r)# #/ S"1!(@ % Bar'%& K200 $.W O& #'&1/+)#r%& r+a/ a /ara

$ara &+ $r6$r+#&> % # &%1 %'(%')+/%'(# )a /ara % a %9$%r+'+a #/ %!a &3# '+#&

% +')+,+)1a+&H. A&&+/> '3# %9+&(% 1/a #/$r%%'&3# '+a )a +/a4%/ )a /ara $ara

a /a+#r+a )#& $r#)1(#&. E/ &'(%&% a)a !+%'(% 1% %'(ra %/ #'(a(# #/ a /ara

(%/ &1a $r6$r+a ,+&3# )%!a % )# 1% %!a &+4'++a $ara &+ /%&/#. A&&+/> &%41')#

B+%!> KJ> $.J I/a4%/ # #'=1'(# )% a(r+1(#& % a&&#+a%& 1% #&

#'&1/+)#r%& #'%(a/ a# '#/% )a /araH.

Para Va!%'(% KJ> $.J a /ara 1/ &+4'# )% !+'41a4%/> % 1a')#

%&(a%!%+)a 'a /%'(% )# $!+#> (#r'a&% $#1# $r#,-,%! a &1a /1)a'a> %/

(%r/#& )% $%r%$3# % ,a!#rH. A&&+/ &%')#> #& )+%r%'(%& (+$#& )% a&&#+a%& 1%

#& #'&1/+)#r%& )%&%',#!,%/ a% *& /ara& )%(%r/+'ar3# a +/a4%/ 1% +ar- 'a

&1a /%/6r+a.

D%ar!#,% % Cra+'%r K2000 $.JX ra(++a/ # #'%+(# )a +)+a 1% a /ara

$%r%$3# % # 1% %!a &+/#!+@a % r%$r%&%'(a 'a /%'(% )# /%ra)#> # &%1 &%'(+)#

r%a!. O r%r+4%ra'(% # $r#)1(#> /a& a /ara [ C#aC#!a [ r%$r%&%'(a /1+(#

/a+&H C#aC#!a a #+&a ,%r)a)%+raH> )+@ # &!#4a' )a /ara %/ J0.

Para Ta,ar%& K200>$.2J5:

A C#aC#!a %'1a'(# $r#)1(# '3# r%$r%&%'(a a /ara #/# 1/ (#)#. A&/ara& '3# &3# a$%'a& &+a&> /a&> 1')a/%'(a!/%'(%> &3#

$&+#!+'4`&(+a&> % %9$r%&&a/ 1/a $r#/%&&a 'a /%'(% )#& #'&1/+)#r%&.D% ,a!#r a4r%4a)# a ,a!#r $%r%+)#> a& /ara& #'1+&(a/ # /%ra)##/# %'(+)a)%& &+a& % $%r%$(1a+&> 1'+#'a')# #/# r%&$#&(a $&1+aa#& )%&%=#&> % a& a'(a&+a& )% 1/ +'#'&+%'(% #!%(+,#.

S%41')# Sa! Ra')a@@# a #/1'+a3# )a /ara> $r#$#r+#'a 1/a a(+,+)a)%

1% +'(%r!+4a # #'&1/+)#r a# $r#)1(#> )% /a'%+ra $&1+a +'!1%'+a')## %

%&(a%!%%')# 1/ r%!a+#'a/%'(# )+r%(# )a /ara #/ a &1a /%'(%.

Ra')a@@# KJX: P.2 a+r/a:

3 Tavares (2003, p.168)



A #'%$3# )a /ara (ra@ 1/ #'(%)# $&1+# 1% $r#1ra r%!a+#'ar a(ra,& )a +)+a )% 1% a /ara %9+&(% '1/ %&$a# $&+#!64+#> 'a /%'(%)# #'&1/+)#r. A $1!++)a)% # /%+# 1% '#& $%r/+(% (%r a%&&# * /%'(%)# #'&1/+)#r> a /ara 1'+#'a #/# 1/ %&$%!"# )% ,a!#r%&> r%!%(+')# #$!+# % # &%1 %&(+!# )% ,+)a. E!a 1/a $#r(a)#ra )% $r#=%%&> a+!+(a)a

$#r 1/ +',%'(-r+# $%r%$(1a! )% +/a4%'&> &/#!#& % &%'&a%&> 1% r+a)# $%!a $r6$r+a #/1'+a3#.

A$!+a')# %&(a )%+'+3# a# /%ra)#> $#)%/#& )+@%r 1% a +/a4%/ 1/

1a)r# )% r%%r'+a 1% #& #'&1/+)#r%& r%#rr%/ $ara =1!4ar % a,a!+ar &% 1/a

)%(%r/+'a)a /ara K)%&)% &1a a,a!+a3# #/# 1/ (#)# a( a a,a!+a3# )%

$%1%'a& a%& (#/a)a& $#r %&(a )%&$%r(a &%1 +'(%r%&&%> a$r#,a3#> &+/$a(+a %

a$#+#> #'r#'(a')# %&(a +)+a #/ #& r%%r%'+a& )%&(a $r6$r+a $%&&#a> /1+(a&

,%@%& '3# r%!a+#'a)#& #/ # $r#)1(# %/ &+> % &+/ #/ #& r%&1!(a)# )% &1a&

%9$%r+'+a& #/ a /ara.

E/ r%&1/#> a imagem de marca #rr%&$#')% a (#)# # $r#%&&# )% +'(%ra3#

%'(r% a /ara % #& &%1& $!+#&> )# 1% r%&1!(a 1/a )a)a $%r%$3#> 'a a&% )a

1a! %&(ar- a /a+#r #1 /%'#r $r%)+&$#&+3# $ara a(r+1+r * /ara 1/ ,a!#r %!%,a)#

'# /%ra)#.

S%41')# Va@ KJ5 $.52:

A'a!+&ar a imagem de marca %&(1)ar a r%!a3# /ara #'&1/+)#r> 1=a4%&(3# %++%'(% $ar%% (ra@%r +'/%ra& ,a'(a4%'& $%!a a$+(a!+@a3# '#,a!#r )a /ara D+a'(% )%&&% &%'(+)#> # #'%+(# )% +/a4%/ $ar%% &%r &+/1!(a'%a/%'(% 1/ $r#)1(# K%%+(# +'a! % 1/ $r#%&&# Ka# !#'4# )#(%/$#. A +/a4%/ )%,% a(%')%r a &1a ,%r(%'(% )% $r#%&&#> a# /#)# #/#

a)/+'+&(ra)a % $#r1% &1a #r/a #'(% )% ,a!#r % )+%r%'+a3#.E'(%')%')#&% 1%> '%&&a $%r&$%(+,a> # r%&1!(a)# )% 1/ =#4# )% ,a+ %,%/> )% '%4#+a3# &+/6!+a % #',%'+#'a!> %'(r% # a/+%'(% +'(%r'# %%9(%r'#.

1a)r# 2 [ I'!1'+a& % (+$#& )% /a'+%&(a3# )% +'(%r%&&%

PRODUTOR

ATITUDESIMAGEMCRENÇA

ATO

OP!"O P#$%!&'

!ST!TU!"O

!EO%O*!'



F#'(%: Va@ KJ5> $. 5.

Para Va@ KJ5 a $r#)13# )%&(a +/a4%/ #r$#ra(+,a ,%/ )% 1/a a&&#+a3#

)% r%'a&> #1 &%=a a a4a4%/ &%/'(+a )# r%%$(#r> =1'(a/%'(% #/ a& a(+(1)%&

(#/a)a& $#r %&(a %/$r%&a % %9(%r'a)a a(ra,& )#& !19#& )% #/1'+a3#> #1 &%=a

#r/a& )% #/1'+a3# %'(r% a %/$r%&a % # /%ra)#.

2.4 IDENTIDADE DE MARCA.

A +)%'(+)a)% )% 1/a /ara )%#rr% )% ,-r+#& a(#r%&: %/a!a4%/> !#4#(+$#& %

$1!++)a)% &3# a$%'a& a!41'& )%!%&. A +/a4%/ )# #'&1/+)#r> /1+(a& ,%@%& #

1% /a+& #'(r+1+ $ara a +)%'(+)a)% )% 1/a /ara. A +)%'(+)a)% )% 1/a /ara a

$%r&#'++a3# )% 1/ $r#)1(#: a1+!# 1% 1/ $r#)1(# &%r+a &% #&&% 1/a $%&&#a.

Ta,ar%& M. KJ> $.5 )%+'%:

A identidade de marca $#)% &%r )%+'+)a #/# 1/ #'=1'(# '+# )%ara(%r&(+a& )a /ara 1% a %/$r%&a $r#1ra r+ar % /a'(%r. < '%&&a&ara(%r&(+a& 1% a %/$r%&a &% #r+%'(a $ara &a(+&a@%r &%1&#'&1/+)#r%&.

A $%r&#'++a3# )% 1/a /ara "1/a'+@a % $%r&#'a!+@a # $r#)1(#> a+!+(a')# #

)%&%',#!,+/%'(# )% 1/ ,'1!# %/#+#'a! )# #'&1/+)#r #/ # $r#)1(#. A r+a3#

)%&(% ,'1!# %'(r% # #'&1/+)#r % a /ara )+&(+'41% 1/a /ara )a& )%/a+&>

CONSUMIDOR

INTERESSENECESSIDADE

&OMPORT'METO



a,#r%% 1/a $r%&%'a /a+& /ara'(% 'a /%'(% )# #'&1/+)#r> % a=1)a a

%&(a%!%%r +)%!+)a)% a %&(a /ara.

S%41')# S/#("%r& KJ>$ JJJ:

Ta! #/# # &%r "1/a'#> a& /ara& $#)%/ (%r (a// 1/a $%r&#'a!+)a)%ar+&/-(+a> # 1% %9$!+ar+a # &1%&&# #ra )% #/1/ )% a!41/a& )%!a&.Mara& #/# a N+%> a A&#!1( V#)a> a Mar!#r#> a Ca!,+' ^!%+' #1 aR%%# $#&&1%/ ar+&/a. O 1% a& )+&(+'41+r+a &%r+a a &1a a$a+)a)% )%$r#/#,%r%/ !+4a%& %9(r%/a& #/ # #'&1/+)#r> 1% r%&1!(ar+a/ '1/a/a+#r /#(+,a3# * #/$ra. O &%r ar+&/-(+# &+4'++ar+a &%r a$a@ )% 4%rar /#(+,a3# $ara a!/ )a& %9$%(a(+,a&> 1'+#'a')# #/# /#(#r 'a (#/a)a)% )%+&3# )% #/$ra> /%&/# %9+4+')# # $a4a/%'(# )% 1/ $r%# /a+&%!%,a)#.

O ar+&/a )% 1/ $r#)1(# #1 )% 1/a /ara %&(- r%!a+#'a)# #/ #'%+(#&

#/# +/a4%/> &+/#!+&/# #1 $r%&(4+#> 1% S/#("%r& a)/+(% %9+&(+r%/ &%/$r% '#

/ar%(+'4 )% 1a!1%r /ara> a+')a 1% %/ ',%+& )+%r%'(%&.

S%41')# V+%'(+> K2005> $.J2J

D# +'#'&+%'(% %/a'a/ +'!1'+a& )%(%r/+'a'(%& 1%> $r#)1@%/ %/ (#)a$%&&#a 1/a &+/+!ar+)a)% % a( 1/a #+'+)'+a )% %9$%r+'+a& 1% (%/ a,%r #/# # /#)# 1% &3# r%$r%&%'(a)#& 'a +/a4+'a3#. Mara& #/#ar!%\Da,+)&#' &3# +/%)+a(a/%'(% r%#'"%+)a& #/# #ra)a!%+H>+'+(a')# a r%%!+3# #1 &14%r+')# a ,+)a &%!,a4%/> a# $a&&# 1% /ara&#/# Car,+' ^!%+' $#)%/ )%&%/$%'"ar # $a$%! )# a/a'(%H &%)1@+')##1(ra& $%&&#a& ,+,%')# $ara a 4!6r+a )# $ra@%r &%'&1a!.

A identidade da marca> #/# # &%1 &%'(+)# $r#1')# #1 '!%# )% ,a!#r%&

%&(r1(1ra)#& %&(ra(%4+a/%'(% $ara a(+'4+r # #ra3# )#& #'&1/+)#r%&> (%/ $#r

a&% %9a(a/%'(% a +)+a )% +)%'(++a3# % )+%r%'+a3#> +'(%r'a % %9(%r'a> )a #%r(a

#r4a'+@a+#'a!. E %/#ra r%#'"%a '# $r#)1(# 1/a #'(% )#& &%1& (ra#& 1!(1ra+&

#1 )% ar-(%r> #/$!%(a # &%'(+)# #/ a #%r(a &+/6!+a.

Para Aa%r K200J> $.W0 a identidade de marca 1/ #'=1'(# )% a&&#+a%&

#/ a /ara 1% # %&(ra(%4+&(a )% /ara& a/++#'a r+ar #1 /a'(%rH. A +)%'(+)a)%

)% 1/a /ara $r#$#r+#'a &%'(+)#> +'a!+)a)% % &+4'++a)# * /ara> )% /#)# a

%&(a%!%%r 1/ r%!a+#'a/%'(# %'(r% /ara % !+%'(% $#r /%+# )% 1/a $r#$#&(a )%

,a!#r %',#!,%')# %'%+#& 1'+#'a+&> %/#+#'a+& % )% a1(#%9$r%&&3#.



P%&&#a& $#)%/ (ra'&#r/ar 1/a $&&+/a !#a!+@a3# '1/ !14ar )%

$%r%4r+'a3#. P%&&#a& $#)%/ (ra'&#r/ar 1/ $#'(# %'(ra!> %/ !#a!+@a)#> '1/

!14ar a &%r %,+(a)#. P%&&#a& $#)%/ #',%'%r #1(ra& a $a4ar 1/ $#1# /a+& ar#.

P%&&#a& $#)%/ a@%r #1(ra& '3# &% &%'(+r%/ r%#/$%'&a)a& $#r $a4ar /%'#&.

P%&&#a& $#)%/ a@%r #/ 1% a r%a!+)a)% #'+r/% a $1!++)a)%. P%&&#a& $#)%/

)%&/%'(+r a $1!++)a)%. P%&&#a& #'&(r6%/ /ara&. P%&&#a& )%&(r6%/ /ara&.

Para C"a,%& KJ # )+&1r&# +)%'(++a(6r+# #'&(r1)# a(ra,& )%

/#(+,a%& % a(1a%& %/ #/1/> a(ra,& )% 1/ )+-!#4# $%r/a'%'(% #/ 4r1$#&

)+%r%'+a)#&> a(ra,& )% +'(%ra%& #1 +'(%r%r'+a&> % ,a+ 4%ra')# #r/a& 1% '3#

&3# %&(-,%+& '%/ $r%,+&,%+&. O1 &%=a> a +)%'(+)a)% '3# a(1a #/# 1/ %&(a)#> /a&

1/ $r#%&&#. E %&&% $r#%&&# $%r/a'%'(%> %/ 1% 1/a #r4a'+@a3# $r#)1@ %

#/1'+a 1/ )+&1r&# )% +)%'(+)a)%> $#)% &% )ar 'a(1ra!/%'(% #1 (%r a +'(%r%r'+a

)% 1/ $!a'%=a/%'(# ar(+++a!.

D% a#r)# #/ V+%+ra K2002> $.5

O 1% !%,a a& $%&&#a& a #'&(r1+r #1 )%&(r1+r /ara& O a(# )% a& #+&a&a@%r%/ #1 '3# &%'(+)# $ara %!a&. O &%'(+/%'(# )% ,%r)a)%. O r%&1!(a)# )##'(ra&(% +)%#!64+# %'(r% %!a& % a /ara. O1 &%=a> '# a/+%'(% )a /ara>%!a +)%'(++a&% #1 &% ,+#!%'(a. E %&&% &%'(+/%'(# &%r- # $r#$1!&#r )% &1a&a(+(1)%&> a a,#r #1 #'(ra #& #=%(+,#& /%ra)#!64+#&. P#r(a'(#> '#&%'(+/%'(# )a& $%&&#a& %&(- a /a+#r ,1!'%ra+!+)a)% #1 a /a+#r 4ara'(+a )a/ara.

Ma&> &% $#r 1/ !a)# 1')a/%'(a! +)%'(++ar #& (ra#& )% 1/a +)%'(+)a)%>

/a+& +/$#r(a'(% a+')a #'&+)%rar a& $#&&++!+)a)%& )% +'&(+4ar a (ra'&#r/a3#

$%&&#a! % &#+a!> %9$#')# # )%&a+# )% r#/$%r #& !+/+(%& )a $r6$r+a +)%'(+)a)%.

A&&+/ #/# a $%r&#'a!+)a)% +')+,+)1a! '#& %9+4% $%r/a'%'(% )%&%',#!,+/%'(#> a

+)%'(+)a)% )a /ara (a//> % &% # $r#=%(# $r%(%')%r a$%'a& r%$r%&%'(ar a

r%a!+)a)% $r%&%'(%> %&(ar- 1!(ra$a&&a)# a'(%& )a +/$!a'(a3#. O $r#=%(# )%,%

+'&(+4ar # )%&%',#!,+/%'(# % a/a)1r%+/%'(# )%&&a b$%r&#'a!+)a)% #r4a'+@a+#'a!b.



U/a #a $+&(a $ara %'(%')%r %&&% #!"ar a(ra,& )# #'%+(# %&(ra(4+#. A

$a!a,ra %&(ra(4+a #r+4+'a&% )# 4r%4# %&(ra(%4#& 4%'%ra! '# #/a')# )a& (r#$a&

#1 a ar(% )# 4%'%ra!H. Para S1' T@1 K200J a %/$r%&a #/# # 4%'%ra!> )%+'%

1/a )+r%3#> 1/ #/a')# $ara a(+'4+r # &%1 #=%(+,#. O a!,# # #'&1/+)#r> % a

+)%'(+)a)% )% &1a /ara &1a ar/a.

2.5 POSICIONAMENTO DE MARCA.

O $#&++#'a/%'(# )a& /ara& 'a ,%r)a)% 1/ #'%+(# /%ra)#!64+#> 1/

$a&&# 1')a/%'(a! '# )%&%',#!,+/%'(# % '# /ar%(+'4 )% 1/a /ara. E'(r%(a'(#>

1/a ,%@ 1% # $#&++#'a/%'(# )% 1/a /ara (a// )%&%/$%'"a 1/ r%!%,a'(%

$a$%! 'a /#!)a4%/ /ara> )%,% &%r #'&+)%ra)a #/# $ar(% )# #'%+(# 4!#a! )%

/ara. O $#&++#'a/%'(# )a /ara a #r/a #/# a /ara r%$r%&%'(a)a '#

/%ra)# % 'a /%'(% )# #'&1/+)#r.

Para Aa%r K200J $.W a $#&+3# )a /ara a $ar%!a )a +)%'(+)a)% % )a

$r#$#&(a )% ,a!#r )a /ara 1% )%,% &%r a(+,a/%'(% #/1'+a)a a# $!+# a!,# %

a$r%&%'(a #/# 1/a ,a'(a4%/ %/ r%!a3# *& /ara& #'#rr%'(%&H.

D% a#r)# #/ R+%& % Tr#1( KJ2 $.JW $#&++#'ar 1/a /ara #'%r+r 1/a

$%r&#'a!+)a)% )% (a! /#)# )+&(+'(a )a& #1(ra& 1% %!a +r- #1$ar 1/ !14ar $r6$r+# 'a

a%a % '# #ra3# )#& #'&1/+)#r%&H. ;- $ara S#1@a % N%/%r KJ $.5 #

$#&++#'a/%'(# r%!%(% a +/a4%/ )a /ara> a +'(%r$r%(a3# % a !a&&++a3# )a

/araH. S%41+')# a a+r/a3# )% S#1@a % N%/%r KJ> $.5> &% $#&++#'a/%'(#

% a $#&+3# )# $r#)1(# 'a /%'(% )# #'&1/+)#r> a /ara % a +/a4%/ )# $r#)1(#

'%&&a $#&+3#H.



Mara& #/ # /%&/# $#&++#'a/%'(# %&(ra(4+# '3# $#)%/ #1$ar # /%&/#

%&$a# 'a /%'(% )# !+%'(% %/ $%r&$%(+,a. U/a )%!a& '3# ,a+ &#r%,+,%rH. < )++!

$ara 1/a &%41')a /ara '# /%ra)#> 1% (%'"a a)#(a)# # /%&/# ## )a $r+/%+ra

K1% =- %&(- $#&++#'a)a 'a /%'(% )# /%ra)# #1$ar 1/a $#&+3# )%&(aa)a 'a

!%/ra'a )# !+%'(% % a!a'ar a !+)%ra'a '# /%ra)#.

%')%r&#' % P#r(%rKJW $. &+'(%(+@a/: )1a& %&$+%& 1% #'&%41%/

&%1 &1&(%'(# )% /a'%+ra +)'(+a '3# $#)%/ #%9+&(+rH. A&&+/ #/$%(+)#r%& 1%

)+&$1(a/ # /%&/# '+"# )% /%ra)# )% /a'%+ra +)'(+a> '3# #'&%41%/ #%9+&(+r.

Ca)a /ara $r%+&a &%r )+%r%'(% # a&(a'(% $ara $#&&1+r 1/a ,a'(a4%/ '+a. E!a

)%,% &%r &+'41!ar 'a $%r%$3# )# $!+#.

Para ^%!!%r K2000 # $#&++#'a/%'(# )a /ara #rr%&$#')% * $ar(% )a

+)%'(+)a)% 1% )%,% &%r a(+,a/%'(% #/1'+a)a. Mara& %/ $#&++#'a)a& &3#

a1%!a& 1% #1$a/ '+"#& )% /%ra)# $ar(+1!ar%& 'a& /%'(%& )#& #'&1/+)#r%&>

$%!a r+a3# )% $#'(#& )% $ar+)a)% #/ a #'#rr'+a> %/ #/# $#'(#& )%

)+%r%'+a3#> 1% $%r/+(%/ a(+'4+r ,a'(a4%'& &#r% %&&a #'#rr'+a.

Para %')%r&#' % P#r(%r KJW $. a %9+&('+a +')%+'+)a )% 1/a

,ar+%)a)% )% #/$%(+)#r%& 1/a )%/#'&(ra3# %/ &+ /%&/a )% 1% a& ,a'(a4%'&

)% a)a 1/ &#r% #& )%/a+& &3# /1(1a/%'(% %9!1&+,a&H. S%41+')# # #'%+(#

$r#$#&(# a& /ara& $#)%/ a( $ar%%r> /a& '# 1')# &3# )% %&$+%& )+%r%'(%&. A %/$r%&a )%,% $#&++#'ar #& $r#)1(#&8&%r,+#& )% /#)# 1% #& !+%'(%&

+1%/ +%'(%& )#& %'%+#& +'%r%'(%& a %!%&. P#r %9%/$!#> a V#!,# $#&++#'#1&%

%/ r%!a3# a &%1& a1(#/6,%+& #/# arr# /a+& &%41r# )# /1')# % r%#ra %&&%

$#&++#'a/%'(# #/ # $r#=%(#> #& (%&(%&> a $r#$a4a')a % a&&+/ $#r )+a'(%. A&&+/ )%

a#r)# #/ ^#(!%r> Ma%&+'%> ;a+' K2002 $. $#&++#'a/%'(# # %&#r# )%

+/$!a'(ar #& %'%+#K& "a,% % a )+%r%'+a3# 'a /%'(% )#& !+%'(%&H..

+ Torella (200+, p.+)



%')%r&#' % P#r(%r KJW $. &a!+%'(a/ 1% a #/$%(+3# (3# +'(%'&a

1% a r+,a!+)a)% a$r#9+/a (a'(# #& #'#rr%'(%&> 1% a$%'a& a $%r%$3# 1%

&%'(%/ )% 1/ $r#)1(# aaa &%')# ,a!+#&a. E #/%'(a: S%/ ),+)a a!41/a> a

$%r%$3# r%`%'(%/%'(% a '+a a&% )% #/$ara3# %'(r% a!(%r'a(+,a&

&%/%!"a'(%&. < $#r +&&# 1% a $r#$a4a')a $#)% &%r ,a!+#&aH.

E/ /%+# a 1/a +'+'+)a)% )% +')&(r+a& #r+%'(a)a& a# #'&1/+)#r> a& /ara&

&3# 1/ +'&(r1/%'(# +/$#r(a'(% )% )+%r%'+ar % )% 4a'"ar ,a'(a4%/ #/$%(+(+,a.

U/a /ara $ara #'1+&(ar a #'+a'a % (%r &1%&&# $r%+&a &%r +%! * &1a

%&(ra(4+a. N3# )- $ara /1)ar a /ara> $#r1% '3# &% $#)% /1)ar # &%1

$#&++#'a/%'(#. A '3# &%r 1% a %/$r%&a )%&+&(a )a /ara.

Para &% /a'(%r 1/a %&(ra(4+a r#1&(a> # a!,# )a a)%+a )% ,a!#r )%,% &%r

(raa!"a)# )% #r/a (3# )+&(+'(a> 1% $#)% &%r 1/a a&% )% ,a'(a4%'& #/$%(+(+,a&

)++! )% &%r #$+a)#> % a&&+/ &1&(%'(ar a %&(ra(4+a. S%1& #/$%(+)#r%& /a+&

$%r+4#&#& &3# #& 1% /a+& &% $ar%%/ #/ ,#. A& )+%r%'a& %'(r% ,# % &%1&

#/$%(+)#r%& &3# a a&% )a &1a ,a'(a4%/H

R+%& % Tr#1( KJ2 $.JW )%%')%/ 1% Para (%r &1%&&# 1/a %/$r%&a (%/

)% r+ar 1/a $#&+3# 'a /%'(% )% &%1 !+%'(% $#(%'+a!> $#&+3# 1% !%,% 'a

#'&+)%ra3# )%,+)a '3# a$%'a& #& $#'(#& #r(%& % ra#& )a %/$r%&a> /a&

(a// )#& #'#rr%'(%&H. A %&(ra(4+a )%,% %&(ar #r/1!a)a 'a )+%r%'+a3#> #'#r/% %9$1&%/#& a#

!#'4# )%&(% (raa!"#. U/a /ara )%,% &%r #'%+)a> #'&(r1)a % $#&++#'a)a>

#!"a')# +'++a!/%'(% # /%ra)# K% a& /%'(%& #/ a& 1a+& &% +r- (raa!"ar #/ #

#=%(+,# )% )%+'+r 1/ ## )+%r%'+a)# % %&(r%+(# $ara (%r "a'%& )% &%r $%r%+)#

#/ &+'41!ar+)a)%.



Para Ta,ar%& K200 a C#a #!a> $+#'%+ra %/ &+']'+/# )% #!a> (#r'#1&% a(

1/a /ara 4%'r+a $#r &%r (3# #'"%+)a> %/$r%&(a')# &%1 '#/% * $r6$r+a

a(%4#r+a. Arr%a(#1 /%'(%&> 1&a')# #/ %/#3# # &%1 a$%!# )% /araH. D%&)% #

+'+#> $ara $%r&1a)+r KB%a C#aC#!aH> (ra'&#r/ar&% %/ a!4# +'+/+(-,%! %

"%4ar a &%r %(%r'a KS%/$r% C#aC#!aH.

Na /%'(%> '#& )%&%=#& % 'a& a'(a&+a& )% (#)# # /1')#. O &%1 &!#4a'> '#

Bra&+!> C1r(a C#aC#!a: G#&(#&# ,+,%rH> r%!%(% /1+(# %/ a &1a brand strategy

$#+& /a'(/&% #%r%'(% % #'&(a'(%. R%&1/% 1% $ara &%r/#& %(%r'#&> a& '#&&a&

,+)a& $r%+&a/ )# &%1 %&$r+(# )% =1,%'(1)%> 1% r%r%&a a& '#&&a& /%'(%&> %

&1!+/a a& )#r%&> a& $%r)a& %/ '#&&a& a!/a&. D- %&$%ra'a ... a %&&'+a )% ,+,%r.

P#r1% C#aC#!a '#& )- $ra@%r )% ,+,%r> "#=% % &%/$r%.

D%ar!#,% % Cra+'%r> K2000> $.2J

A "1/+!)a)% '1'a #+ 1/a $r%#1$a3# )a C#aC#!a. U/ )% &%1&#!"%(#& )+@+a: 1/ +!"3# )% a'#& a(r-&> a ,+)a "1/a'a a$ar%+a 'a T%rra.

U/ +!"3# )% /+'1(#& a(r-&> # r+&(+a'+&/# %/%r4+1. U/ +!"3# )% &%41')#&a(r-&> #& B%a(!%& &% a$r%&%'(ara/ '# E) S1!!+,a' S"#c. U/ +!"3# )% C#aC#!a& a(r-&> %ra #'(%/ )% /a'"3. N3# "a,+a '%'"1/a +r#'+a $6&/#)%r'a'+&&#.

F-r+a& /#)%r'a&> %9%/$!#& )% $r#)13#> !#4&(+a> a/+'"%&> $r#$a4a')a>

(1)# /-4+# )%'(r#H % #raH. A /ara (1)# +&&#. A C#aC#!a ar- (1)# $ara &%r

a $r+/%+ra 'a /%'(% )% (#)#&. E&&a a &1a %&(ra(4+a. P#&++#'a/%'(# %&(ra(4+#>

,a'(a4%'& #/$%(+(+,a& &1&(%'(-,%+&> %&#$# )a a)%+a )% ,a!#r> /ar%(+'4> /%'(% %

/ara &3# # #'=1'(# 1% a %/$r%&a )%,% a)/+'+&(rar.

S%41')# ^#(!%r KJ $. 2JX2J a /ara )%,% #r=ar a &1a %&#!"a

%&(ra(4+a #r+%'(a)a $%!a $#&+3# 1% &1a /ara )%,%r- a(+'4+r 'a /%'(% )#&

#'&1/+)#r%&H I&(# > (a'(# # &%1 $#&++#'a/%'(# %&(ra(4+# 1a'(# a& ,a'(a4%'&

#/$%(+(+,a& &1&(%'(-,%+&> )%,%/ &%r a)/+'+&(ra)a& &# %&&a a#r)a4%/.



2.6 VALOR DE MARCA.

Para Aa%r K200 ,a!#r )% /ara (%/ &+)# 1/ )#& (6$+#& /a+& $r%&%'(%& 'a

4%&(3# )% /ara '#& !(+/#& a'#&. S%41')# ^!%+' K2000 $.0J:

O +'(%r%&&% $%!# (%/a ,%/ )a& +'/%ra& 1&%& % a1+&+%& 1%a#'(%%ra/ )1ra'(% a& )a)a& )% W0 % 0> $r+'+$a!/%'(% '#& E&(a)#&U'+)#&. P#)%/#& +(ar a #/$ra )a D1ra%!! $%!a G+!!%((% %/ JX % a#/$ra )a ^ra( I'. $%!a P"+!+$ M#rr+& C#/$a'+%& I'. E&(a& 1&%& %a1+&+%& %',#!,%ra/ 4ra')%& %/$r%&a& 1% %ra/ )#'a& )% /ara& /1+(#$#)%r#&a&. N%&(% /#/%'(# &1r4+1 a 1%&(3# )% #/# a,a!+ar # ,a!#r )a&/ara& &%')# (ra'&a+#'a)a&. E&&a $r%#1$a3# )%1 !14ar * a,a!+a3#+'a'%+ra )% /ara&> a&%a)a& '# ,a!#r )a a3# '# /%ra)# % %/%&(+/a(+,a& )% !19#& )% a+9a 1(1r#&.

A# /%&/# (%/$# &1r4+1 1/a #rr%'(% )% %&(1)#& 1% +')+a,a 1/ #1(r#

a/+'"# $ara # %&(1)# )# ,a!#r )% 1/a /ara. E&(% a/+'"# )% $%&1+&a &%41')#

^%!!%r KJ 1&a,a +)%'(++ar # $a$%! )# #'&1/+)#r % )a %/$r%&a '%&(a r%!a3#.

I)%'(++a')#> a&&+/> a +/$#r('+a )# #'&1/+)#r '# 1% &% r%%r% a Va!#r )%

Mara.

Para ^%!!%r KJ ,a!#r )% /ara %&(ar+a r%!a+#'a)# #/ a $#&&++!+)a)% )%

1/ /%!"#r 4%r%'+a/%'(#> $#r $ar(% )a %/$r%&a> )a 1'3# )% /ar%(+'4> #1 &%=a>

&%r+a 1/a #r/a )% a %/$r%&a 41+ar &1a& %&(ra(4+a& % /#'+(#rar a $%r#r/a'% )a&

a(+,+)a)%& )% /ar%(+'4. ;- $ara Aa%r K200J ,a!#r )% /ara %&(ar+a r%!a+#'a)#

#/ #& %'%+#& 1% %&(a $#)%r+a (ra@%r> '3# &6 $ara a %/$r%&a> /a& (a//

$ara # #'&1/+)#r.P#)%&% )+@%r 1% # #'%+(# )% ,a!#r )% /ara (%/ &+)# %&(1)a)# a(ra,& )%

)1a& )+%r%'(%& a#r)a4%'&: ,alor de marca baseado no consumidor : Para Aa%r

K200J a(ra,& )% #'%+(#& #/# %%(+,+)a)% )#& $r#4ra/a& )% /ar%(+'4> !%a!)a)%

* /ara> $r%#& Premium % a/+%'(% a,#r-,%! * %9(%'&3# )% /ara % Valor da

Marca no mercado KBrand Equity 5: Para ^%!!%r KJ # $%r%'(1a! )# ,a!#r )a a3#

- Para P/o (16, p.16) Brand Equity o /creme/o parmo/al 45e va se 5/ar ao parm7/o l459o, per:a;e/9o o valor 9e ve/9a 9a empresa e 9e s5as marcas<.



'# /%ra)# 1% r%&1!(a)# a(ra,& )% !19#& )% a+9a )%&#'(a)#& # ,a!#r )a

/ara. O 1% %&(a& a#r)a4%'& (/ %/ #/1/ # a(# )% 1% (#)a& %&(3#

r%!a+#'a)a& #/ # #'&1/+)#r. A $r+/%+ra r%!%(% a #r/a #/# # #'&1/+)#r a,a!+a

a /ara. A &%41')a %&(- a&%a)a '# ,a!#r )a a3# '# /%ra)# 1% r%&1!(a'(% )%

%9$%(a(+,a& 1(1ra& )% !1r#&> #& 1a+& '3# $#)%/ &%r &%$ara)#& )# #'&1/+)#r.

A $ar(+r )#& /#)%!#& a$r%&%'(a)#& $%r%%/#& 1% a 1%&(3# )% ,a!#r )%

/ara $#)% &%r r%!a+#'a)a> $r+/%+ra/%'(%> #/ #& %&#r#& )% /ar%(+'4 )a

%/$r%&a. A %/$r%&a r%&$#'&-,%! $%!a 4%ra3# )% %&#r#& 1% #'&(r1a/ 'a

/%'(% )# #'&1/+)#r 1/a &r+% )% !+4a%& $#&+(+,a&. E&(a& !+4a%& ,3# &%r,+r $ara

1% # #'&1/+)#r &a+a a(%4#r+@ar # $r#)1(# )%'(r# )% )%(%r/+'a)a a(%4#r+a )%

$r#)1(#. D%&(a #r/a # #'&1/+)#r %&(ar- "a+!+(a)# $ara #/$arar )+%r%'(%&

/ara&.

D#+& #1(r#& a&$%(#& (a// &3# /1+(# +/$#r(a'(%& % %&(3# )% %r(a #r/a

r%!a+#'a)#&. S3# %!%& a 1a!+)a)% P%r%+)a &%41')# KAa%r> 200J % #&

B%'%+#& )a /ara &%41')# K^%!!%r> J> a/#& #& #'%+(#& &% r%%r%/ *

1a!+)a)% +'(a'4,%+& )a /ara> &3# a& ara(%r&(+a& )# $r#)1(# 1% '3# &3#

,+&,%+&. S3# %&(a& ara(%r&(+a& 1% ,3# )ar> a /ara )a %/$r%&a> 1/ !14ar #1 1/

$#&++#'a/%'(#> '+# 'a /%'(% )# #'&1/+)#r. O1(r# a&$%(# /1+(# +/$#r(a'(%

$ara a %/$r%&a> 1a')# )a +/$!%/%'(a3# )% %&(ra(4+a& )% r+a3# )% Va!#r )%Mara> a 1%&(3# )# /%ra)#. D% a#r)# #/ # /%ra)# % # (+$# )% $r#)1(# 1%

a %/$r%&a #%r%% &%r3# )+%r%'(%& a& a$a+)a)%& )% r+a3# )% Va!#r )% Mara.

Pr#)1(#& )% a+9# %',#!,+/%'(# '3# (/ a /%&/a $#&&++!+)a)% )% 4%ra3# )% ,a!#r

)% /ara #/# 1/ $r#)1(# )% a!(# %',#!,+/%'(# C#/# $#)%/#& '#(ar '# 1a)r#

aa+9#. K1a)r# . I&&# )%#rr% )# a(# )% 1% #& #'&1/+)#r%& '3# +r3# r+ar

#r(%& !+4a%& $#&+(+,a& a r%&$%+(# )% 1/ $r#)1(# )% a+9# %',#!,+/%'(#.



1a)r# [ C#/# ,a!#r )% /araH 4%ra ,a!#r .

F#'(%& )% ,a!#r )% /araH Va!#r 4%ra)# $#r a(%4#r+a S'(%&% )#& ,a!#r%& 4%ra)#& Ka(%4#r+a

F#'(%: A)a$(a)# )%: Aa%r K200J

Para T#r%!!a K200> $.J2W: E&#!"%r 1/ $a$%! $ara # ,a!#r )a /ara $ar%%

)%$%')%r )a ra@3# $ara %&(1)ar #1 a$!+ar # #'%+(#. O& )#+& a(#r%& $r+'+$a+&

$ar%%/ &%r:

VALOR

DE

MARCA

FIDELIDADEÀ MARCA

CONHECIEMENTODA MARCA

QUALIDADEPERCEBIDA

ASSOCIAÇÕESCOM A MARCA

OUTROS ATIVOSDA EMPRESALIGADOS A

MARCA

'59a /a alava/ca=em comercal>Re95; os c5sos 9e mar?e/=>*ara/e maor empo para rea@Aoas amea@as 9a co/corrB/ca>'5me/a o /Cmero 9e cle/es>Doralece os v/c5los com oscle/es.

Perme crar a base 9e l=a@Ao

com o5ras assoca@es>Tor/a a marca :amlar esmpFca, pora/o, mpora/e erespeFvel>Eleva a marca ao paamar 9asmas pre:er9as.

O:erece :ore ra;Ao 9e compra>&ra 5m posco/ame/o9:ere/ca9o>Perme :Gar pre@os maseleva9os>

Perme ese/9er a marca>'ra o /eresse 9os ca/as 9e9srb5@Ao.

'59a a processar 5m co/5/o9e :aos e espec:ca@es>Proporco/a 5m po/o 9e9:ere/ca@Ao e/re as marcas>&ra a59es e se/me/os

posvos>Proporco/a a base para aeGe/sAo 9o por:Hlo 9e

pro95os.

*ara/e a empresa o valor s5pleme/ar =era9o pela marca.

Proporciona

a!or "#$pr#%aa&$#n'an(o)E:cB/ca ee:cFca 9os

pro=ramas 9emar?e/=>%eal9a9e Imarca>Pre@osJmar=em 9e l5cro>EGe/ses 9emarca>

'lava/ca=emcomercal>Ka/a=emcorporava.

Proporcionaa!or ao%c!i#n'#%a&$#n'an(o)!/erprea@AoJ

processame/o 9e/:orma@Ao>&o/:a/@a /a9ecsAo 9ecompra>Sas:a@Ao9os 5s5Fros.



• M%!"#rar a $r#)1(+,+)a)% )# /ar%(+'4 $#r /%+# )% )+&1&&%& %&(ra(4+a&

% )% 4%&(3# /a+& a$r#1')a)a& &#r% /%ra)#&a!,#> $#&++#'a/%'(#>

r+a(+,+)a)% % #1(r#& (%/a&.Kibid $.J25

• E&(+/ar # ,a!#r )a /ara $ara +'& #'(-%+& $ara a,a!+a3# )a /ara '#

a!a'# )a& %/$r%&a& #1 $ara $r#$6&+(# )% 1&%&> a1+&+%& % ,%')a&.

Kibid $.J25

D+a'(% )a +/$#r('+a % )a +'&%$ara+!+)a)%> %/ r%!a3# a $r-(+a )% 4%&(3# )%

ra')+'4> &%r- a$r%&%'(a)a %/ &%41+r #& #'%+(#& )% a/#&.

2.6.1 VALOR DE MARCA "ASEADO NO CONSUMIDOR.

A /ara # /a+#r $a(r+/]'+# )% 1/a %/$r%&a> $#r1% !"% #'%r%

&+'41!ar+)a)% '# /%ra)# % #'(r+1+ $ara )+%r%'+-!a> #/$%(+(+,a/%'(%> )% #1(ra&

%/$r%&a&. E!a %&(- r%!a+#'a)a #/ $r#)1(#&> /a& #/ %!%& '3# &% #'1')% % (%/

a ,%r #/ #& ,a!#r%& 1% # #'&1/+)#r a %!a a4r%4a.

T#r%!!a K200 $. J2 )%+'%:

valor de marca # ,a!#r a4r%4a)# 1% 1/a /ara (ra@ a 1/ $r#)1(#>&%r,+# #1 !#=a % 1% '3# %9+&(+r+a &%/ %!a. E&&% ,a!#r a4r%4a)# r%&1!(a)#)# r%#'"%+/%'(# $%!#& #'&1/+)#r%& )% 1/a &r+% )% a&&#+a%&>&%'(+/%'(#& % r%'a& a r%&$%+(# )#& %'%+#& ra+#'a+& %/#+#'a+& 1% a/ara (ra@. E&&%& %'%+#& +'!1%'+a/ # #/$#r(a/%'(# )% a$#+# */ara %> %/ $ar(+1!ar> a $r#$%'&3# )# #'&1/+)#r %/ a)1+r+r 1/ $r#)1(#)%&&a /ara

D% a#r)# #/ Sa/$a+# KJ P. 2J A /ara /a+& )# 1% 1/ $r#)1(# #1

&%r,+# %/ &+. A /ara a)++#'a &%'(+/%'(#. Para # $r#)1(# %!a a)++#'a

$%r&#'a!+)a)%. Para # ,a!#r )# $r#)1(# %!a a)++#'a %9!1&+,+)a)%d. P#r +&&# %!a ,a!%

/a+& )# 1% # $r#)1(#.



S%41')# ^#(!%r K200 a /a+#r+a )a& $%&&#a& '3# #'&%41+r+a> #/ #& #!"#&

,%')a)#&> )+&(+'41+r %'(r% a C#aC#!a % a Pr%&+)%'(e& C"#+& C#!aH K1/a /ara

$r6$r+a )% 1/ &1$%r/%ra)# )% T#r#'(# Ca'a)-. A+')a &%41')# ^#(!%r K200

%&&a& $%&&#a& $a4a/ &1&(a'+a!/%'(% /a+& $%!a C#aC#!a 1a')# ,%/ a

/ara %&(a/$a)a '# $r#)1(#. Para D%%r K2000>$.55 ,a!#r a1+!# 1% #

#'&1/+)#r )+@ 1% H.

Para Ta,ar%& K J $.J20:

O #'&1/+)#r $r%+&a (%r a #',+3# )% 1% # $r#)1(# $r#$#r+#'a 1/

,a!#r &1$%r+#r a# )#& #'#rr%'(%& a 1/ $r%# %1+,a!%'(% #1 a 1/ ,a!#r %1+,a!%'(% a 1/ $r%# +'%r+#r> a +/ )% #'1+&(ar 1/a $#&+3# '+a $araa /ara %/ &1a /%/6r+a. E&(a ,ar+-,%! +'!1%'+ar- )+r%(a/%'(% a )%+&3#)% #/$r% % a !%a!)a)% )% /ara.

E'(%')%&%> 1% # &1%&&# )% 1/a /ara '3# )%$%')% &#/%'(% )# #'%+(#

)% r+a3# )% +/a4%/> /a&> $r+'+$a!/%'(%> )# )% r+a3# )% valor de marca> 1%

)%,% &%r %!a#ra)a )+ar+a/%'(%> #'&+)%ra')# (#)a& a& $#&&++!+)a)%& )% #'(a(#

#/ a /ara 1% # !+%'(% $#&&a (%r. ^#(!%r KJ. Para a(@ % ^a"' KJW a

a$a+)a)% )% a)a$(ar&% *& /1)a'a& a/+%'(a+& % a# #/$#r(a/%'(# )#&

#'&1/+)#r%&> 1% $%r/+(% * /ara r%#/$#r&% % a(1a!+@ar&%.

Ta,ar%& K200> $.X a+r/a 1% '3# a)+a'(a a$%'a& a4r%4ar ,a!#r a 1/

$r#)1(#> 1')a/%'(a! 1% # ,a!#r &%=a $%r%+)# $%!# !+%'(% #/# (a!> &%')#

a&&+/ # '41!# /%'(a! #/$%(+(+,# # )+%r%'+a! ,+&(# &# a $%r%$3# )# /%ra)#H.

A&&+/> # ,a!#r a4r%4a)# +41a!> #1 )%,% &%r> a# ,a!#r $%r%+)#.

2.6.2 "RANDING E(UIT+.



O (%r/# brand equity > #/# #'%+(# )%&%',#!,+)# $#r +'a'+&(a&> )%+'+)#

$#r G1+!!a1/%> KJ> $.JJ #/#: # ,a!#r a)++#'a! )% !19# )% a+9a 1% r%&1!(a

)a #/%r+a!+@a3# )% 1/ %/ #1 )% 1/ &%r,+# &# 1/a /ara> #/$ara)# #/ #

1% &%r+a 4%ra)# $%!# /%&/# $r#)1(# &%/ /araH.

Para Aa%r KJJ>J5 apud Ta,ar%& M> J $.J

O branding equity '3# (%/ 1/ &%'(+)# '+#. < 1/ #'=1'(# )% a(+,#& %#'+a+!+)a)%& !+4a)#& a 1/a /ara> '#/%> &/#!#> 1% &% a)++#'a a #1&% &1(ra+ )% 1/ $r#)1(# #1 &%r,+# $ara 1/a %/$r%&a. S%1 ,a!#r $#&+(+,##1 '%4a(+,# )%#rr% )% #/# # #'&1/+)#r r%a4% /a+& #1 /%'#&a,#ra,%!/%'(% a# $r#)1(#> a# $r%#> * $r%#> a $r#/#3# #1 a )+&(r+1+3##rr%&$#')%'(% a /ara.

S%41')# P+'"# KJX a $r+/%+ra a,a!+a3# )% /ara& #/ +'a!+)a)% +'a'%+ra

1% &% (%/ r%4+&(r#> ##rr%1 %/ JW> 1a')# # %/$r%&-r+# a1&(ra!+a'# R1$%r(

M1r)#" /a')#1 %&(+/ar # ,a!#r )a& /ara& )% &1a #/$a'"+a K((1!#& )% =#r'a+& %

r%,+&(a& $ara +'!1+r '#& a!a'#& #'(-%+&. D%&&a #r/a> %&(a& $1)%ra/ &%r

#%r%+)a& #/# 4ara'(+a )% %/$r&(+/#& % a19+!+ar 'a #'&(r13# )% &%1 +/$r+#

/1')+a! )% #/1'+a3#

Para S"1!(@ % Bar'%& K200 $.2:

A /%ra ,a!#r+@a3# +'a'%+ra )a /ara> %'(r%(a'(#> '3# &1++%'(%> &%#'&+)%ra)a a ,+&3# )% 1% a 4%ra3# )%&&% ,a!#r )%$%')% )a /#(+,a3# %)# #/$#r(a/%'(# )# #'&1/+)#r %/ r%!a3# * /ara $ara 1% ##rra #r%#'"%+/%'(# )a /ara #/# 1/ a(+,# )a %/$r%&a.

S%41')# Mar(+'@ % B!%&&%r KJ a(1a!/%'(% 1/a %/$r%&a '3# a,a!+a)a

&#/%'(% %/ (%r/#& )% &%1 $a(r+/]'+# (a'4,%!> #/# +/6,%+&> +'&(a!a%& %

%1+$a/%'(#&> #1 $#r &%1 a(1ra/%'(# a'1a!> /a& (a// $%!#& &%1& a(+,#&

+'(a'4,%+&. C#'#r/% $1!+a)# '# ;#r'a! Financial imes KT#/+'&> 22 =1' .J>

a!41/a& %/$r%&a& 4!#a+& =- (+,%ra/ /%'&1ra)#& #& ,a!#r%& +'a'%+r#& )% &1a&

/ara&> (a+& #/# C#aC#!a> IBM> F#r)> M+r#&#(> %'(r% #1(ra&. Pa&%&> #/# a

I'4!a(%rra> =- $%r/+(%/ 1% a& %/$r%&a& a$+(a!+@%/ # ,a!#r )% &1a& /ara& %/



a!a'#&> #/$1(a')# +'a'%+ra/%'(% a +/a4%/> # r%#'"%+/%'(# % a r%$1(a3#

)a /ara #'1+&(a)#& a# !#'4# )# (%/$#.

O #=%(+,# %'(ra! )# brand equity a 1&a )# ,a!#r $ara a /ara> (#r'a')#a

# /a+#r a(+,# )a %/$r%&a> (3# ,a!+#&a 1% 1&(a /a+& )# 1% # $r6$r+# '%46+#.

A&&+/ &%')#> %/ 1/a $r+/%+ra a,a!+a3#> # ,a!#r $a(r+/#'+a! )a /ara $r%&%'(% '#

#'%+(# )% brand equity r%,%!a a )+%r%'a %'(r% # ,a!#r !1+)# )# $a(r+/]'+# )a

%/$r%&a % # ,a!#r $%!# 1a! %!a $#)%r- &%r ,%')+)a. Para P+'"# KJX> $.JX brand

equity # +'r%/%'(# $a(r+/#'+a! 1% ,a+ &% =1'(ar a# $a(r+/]'+# !1+)#> $%ra@%')#

# ,a!#r )% ,%')a )a %/$r%&a % )% &1a& /ara&H.

A G%'%ra! E!%(r+> 1/a )a& %/$r%&a& /a+& a'(+4a& )# /1')#> #/ %9(%'&a

!+'"a )% $r#)1(#& % &%r,+#&> #+ 1/a )a& $r+/%+ra& a #!#ar &1a& a%& 'a #!&a %

)#'a )% 1/a )a& /ara& /a+& ,a!+#&a& )# /1')# K+'!1&+,% a )a ar%,+a3# GE.

S%41')# )a)#& a$r%&%'(a)#& $#r Sa/$a+# KJ $.22J O ,a!#r )% &1a& a%& %/

J K a&%a)# '# $r%# 'a #!&a )% N%c Y#r (#(a!+@a,a 5W>W +!"%& )% )6!ar%&.

Ma& # ,a!#r )% &%1& a(+,#& %ra )% a$%'a& 20> +!"%&. I&&# 1%r )+@%r 1% a&

/ara& )a GE $#&&1a/ 'a1%!a )a(a> 1/ ,a!#r )% > +!"%& )% )6!ar%&.

Para Ta,ar%& K200 $.X:

O ,a!#r a4r%4a)# a 1/a /ara )%(%r/+'a # r%&+/%'(# )# ,a!#r $a(r+/#'+a! %&(% %9$a')%&&%> )%&)% 1% a1%!% &%=a $%r%+)#> )% #r/a

&+'41!ar> $%!# $!+#. U/a %/$r%&a % &%1 port!ólio )% $r#)1(#&> #/ 1/#r(% brand equity $r#$#r+#'a ,a!#r $ara # !+%'(%> /%!"#r )%&%/$%'"# )#'%46+# % a!(a r%'(a+!+)a)% 'a "#ra %/ 1% a@&% 1/a a,a!+a3# )a&/ara& $ara 1&%& % a1+&+%&> # brand equity /%)+)#.

A(1a!/%'(% '# ra'+'4 +'(%r'a+#'a! )a I'(%rra') K#'&1!(#r+a +'4!%&a

%&$%+a!+@a)a %/ /ara> a C#aC#!a #'(+'1a 'a !+)%ra'a %'(r% a& /ara&> &%1

,a!#r )% USf X>52 +!"%&. E&&% a!(# ,a!#r &% a@ $r%&%'(% $%!a a$a+)a)% )%

+'!1'+a )# '#/% C#a C#!aH> % $%!# &%1 #'"%+/%'(# %/ /+(# /1')+a!. Para

Sa/$a+# KJ $.JW N+'41/ )1,+)a 1% a /ara C#aC#!a $#&&1a /a+& ,a!#r



1% (#)a& &1a& -r+a&> $#+& 1% a )%(/ #'&%41% +/%)+a(a/%'(% 1a'(#& &6+#&

1+&%r $ara /#'(ar 1/a -r+a %/ 1a!1%r !14ar )# $!a'%(aH.

Ta%!a J A& J0 /ara& /a+& ,a!+#&a& )# /1')#.

R,- "/,-025 V,/ 0,/, US8

:;<=

> /,00 ,?@,

P,< 0/B

S@/ 0 ,@,

C#aC#!a X>525 Xg EUA R%r+4%ra'(%&

M+r#&#( 50>J 22g EUA C#/$1(a)#r%&8S#(car%&

IBM 5>X g EUAC#/$1(a)#r%&8

S%r,+#&

GE W>X J2g EUA D+,%r&#&

I'(%! 5>5WW 2Jg EUAC#/$1(a)#r%&8

ar)car%

N#+a 2X>52 g FINLANDIAE1+$a/%'(#&

T%!%]'+#&

D+&'%\ 2X>J Xg EUA E'(%r'a+'/%'(

M)#'a!)e& 2X>0JJ Jg EUA R%&(a1ra'(%&

T#\#(a 2>W Jg ;APÃO A1(#/#(+,#

Mar!#r# 2J>JW J5g EUA Taa#

F#'(%: B1&+'%&& h%% KT"% %&( G!#a! Bra')& 0J80W82005

2.7 ESTRAT)GIAS DE MARCAS.



Ca)a %/$r%&a $#&&1+ &%1 $r6$r+# %&(+!# )% 4%r+r &%1& '%46+#&. C#'#r/% &%1

&%(#r> &%1 $#r(%> &1a $#&+3# #/$%(+(+,a> a #r4a'+@a3# a)#(a 1/a %&(ra(4+a )%

/ara $ara #'1+&(ar # /%ra)#. N%&(a &%3#> a#r)ar&%3# a& ,-r+a& #r/a& )%

!a'ar $r#)1(#& '# /%ra)# &# a 6(+a )a& %&(ra(4+a& )% /ara&.

A& %/$r%&a& #$(a/ $#r a)#(ar %&(ra(4+a& )% /ara& #'#r/% a a!(%r'a(+,a

1% /%!"#r &% a)a$(% a# %'a/+'"a/%'(# (raa)# $%!a )+r%3# )a #r4a'+@a3#.

O=%(+,a/> a&&+/> a1/%'(ar &%1 )%&%/$%'"# '# /%ra)#> +'r%/%'(a')# &1a&

,%')a&.

O& $r+'+$a+& %&(+!#& )% %&(ra(4+a& )% /ara& 1(+!+@a)a& $%!a& %/$r%&a& &3#:

/ara 41ar)a"1,a> /ara +')+,+)1a! % %&(ra(4+a& /+&(a& % ra')+'4. T#)#& %&(%&

&%r3# %9$!+a)#& aa+9#> )%+9a')#&% a$%'a& a $r-(+a )% ra')+'4 $ara 1/a

%9$!+a3# /a+& )%(a!"a)a '# a$+(1!# a &%41+r.

2.7.1 MARCA GUARDACUVA.

D% a#r)# #/ Ba#+'a KJW %&(a $r-(+a a+')a $#1# 1(+!+@a)a '#

Bra&+!> $#r/ 'a E1r#$a> a& %/$r%&a& &% ,a!%/ /1+(# )a 1(+!+@a3# )a& /ara&

41ar)a"1,a> ,+&(# 1% $ara a)a /ara %9+&(%/ $%!# /%'#& 5 $r#)1(#& )+%r%'(%&.

S%41')# S%/%'+ % Ba/#&&\ KJ5> %&(% #'%+(# )% /ara 41ar)a"1,a

/%!"#r %/$r%4a)# 1a')# a %/$r%&a $#&&1+ $r#)1(#& )% 1a!+)a)% % $r%#

&+/+!ar%&. A!/ )+&&#> a #ra )a /ara a19+!+a '# !a'a/%'(# )% '#,#& $r#)1(#&.

U/a %/$r%&a 1% 1(+!+@a #'&(a'(%/%'(% )%&&a %&(ra(4+a a #')a> 1% #

1&a a &1a /ara $ara #r+r )+%r%'(%& $r#)1(#&> #/# &%1& a1(#/6,%+&>

/#(#+!%(a&> /-1+'a& )% r%/#3# )% '%,%> /#(#r%& /ar(+/#& % =%( &+& $ara'%,% K&'#c/#+!+%&. I&&# $%r/+(% 1% a #')a a'1'+% 1% $#)% #!#ar &%+&



#')a& %/ 1/a 4ara4%/ $ara )#+& arr#&H .X A&&+/> a 1(+!+@a3# )a /ara 41ar)a

"1,a #'%)% a 1/ '#,# $r#)1(# r%#'"%+/%'(# +/%)+a(# % a%+(a3# /a+& r-$+)#

$%!#& #'&1/+)#r%&.

O& a1(#r%& S#1@a % N%/%r KJ> P+'"# KJX % ^#(!%r K2000 #!#a/ #/#

,a'(a4%'&: # 1&(# )% )%&%',#!,+/%'(# /%'#r a# !a'ar 1/ $r#)1(#> 1/a ,%@ 1%

'3# $r%+&# a@%r $%&1+&a %/ r%!a3# a# '#/%> r%4+&(r# % '%/ 1/ %&#r#

a)++#'a! )% #/1'+a3# $ara $#&++#'ar a /ara> 1/ #1(r# a(#r +/$#r(a'(%

#'(ar #/ a $%r%$3# )# #'&1/+)#r %/ a&&#+ar # '#,# $r#)1(# #/ a&

!%/ra'a& $#&+(+,a& )a /ara> #(%')#> a&&+/> #a& ,%')a&. N# %'(a'(#> S#1@a %

N%/%r KJ % P+'"# KJX a$#'(a/ 1% %&&a #$3# )% /ara 41ar)a"1,a

$#)% (ra@%r a!41'& r+&#& (a// #/#: $r#!%/a& 1% ##rra/ #/ 1/

)%(%r/+'a)# $r#)1(# $#)%/ a/%aar (#)#& #& #1(r#& % a +'(r#)13# )% a(%4#r+a&

)% $r#)1(#& !ara/%'(% )+&(+'(a& % )% 1a!+)a)% +'%r+#r $#)%/ a%(ar # $r%&(4+# =-

%&(a%!%+)# $%!a /ara.

Para ^#(!%r K2002> $.W> a /ara $#)% $%r)%r &%1 $#&++#'a/%'(# 'a

a%a )#& #'&1/+)#r%&> 1a')# a& a&&#+a%& '3# &3# /a+& %+(a& )% 1/a

/ara $ara # &%1 $r#)1(# %&$%+#> ##rr%')# '%&(% a&# a )+!1+3# )a /araH.

A+')a &%41')# ^#(!%r K2002> $.W U/a /ara (a'(# /a+& #r(% 1a'(# /a+&

%&(r%+(# #r &%1 ##H. A!/ )+&&#> 1a')# "- a (ra'&%r'+a )# '#/% )a /ara41ar)a"1,a $ara 1/ $r#)1(#> %&(% '#/% )%,% %&(ar %/ #'&#''+a #/ #

$r#)1(#> a&# #'(r-r+#> "a,%r- a!"a&.

2.7.2 MARCA INDIVIDUAL.

6 Loler (2002, p.216)



A& %/$r%&a& 1% &% 1(+!+@a/ )%&(a %&(ra(4+a )% /ara& /!(+$!a& #1 '#/+'a+&

+')+,+)1a+& a!/%=a/ a@%r )% a)a $r#)1(# )a %/$r%&a 1/a /ara '+a )% 4ra')%

&1%&&# #/ a!(# $#)%r #/$%(+(+,#. A& %/$r%&a& 1% &% 1(+!+@a/ )%&(a& %&(ra(4+a&

$r%%r%/ '3# )ar /1+(a 'a&% a# '#/% )# ar+a'(%> a+')a 1% a!41/a& ,%@%& $#r

/#(+,#& %&$%+a+& # 1(+!+@a/. O (%r/# /ara& /!(+$!a& &%41+)# $#r S#1@a %

N%/%r KJ % ^#(!%r K2002> =- P+'"# KJX> Ta,ar%& KJW % C"1r+!! % P%(%r

K2000 a)#(a/ a %9$r%&&3# /ara& '#/+'a+& +')+,+)1a+&.

O& %'%+#& )# 1&# )a /ara +')+,+)1a! $#)%/ &%r #'&(a(a)#& $#r /%+# )a&

#!#a%& )#& a1(#r%& aa+9#.

S#1@a> N%/%r KJ> P+'"# KJX % Ta,ar%& M. KJW #!#a/ 1% '#/%&

+')+,+)1a+& $ara a)a $r#)1(# '3# a%(a/ a r%$1(a3# )% #1(r#& %'&> &%')#

$#&&,%! 1&ar 1/ /%!"#r '#/% $ara a)a $r#)1(#.

U/a %/$r%&a 1% 1(+!+@a&% )%&&a %&(ra(4+a % a Pr#(%r % Ga/!%> 1%

#/%r+a!+@a )+,%r&a& /ara& )+%r%'(%& %/ a)a a(%4#r+a )% $r#)1(#& 1% ar+a.

Para ^#(!%r KJ> $.2J # 1&# )a /ara +')+,+)1a! #%r%% 1/ /%+# )% %&(a%!%%r

)+%r%'(%& ara(%r&(+a&> a$%!ar a )+%r%'(%& /#(+,#& )% #/$ra> % $%r/+(% 1% a

%/$r%&a 4ara'(a /a+& %&$a#& 'a& $ra(%!%+ra& )#& r%,%')%)#r%&H

S#1@a % N%/%r KJ % Ta,ar%& KJW a$#'(a/ 1% 1/a %/$r%&a $#)%

!a'ar $r#)1(#& $ara $!+#& )+%r%'(%& )% #r/a r-$+)a % #/ !%9++!+)a)%> &%/a1&ar +/$a(# '%/ $r%=1@# * +)%'(+)a)% )a %/$r%&a. Ta// $#)%/ ##rr%r>

&%41')# C#ra KJ> #& /#,+/%'(#& )% trading"up #1 trading"do#n$ +&(# $

)%&!#a/%'(# )# #'&1/+)#r $ara /ara& /a+& ara&8&1$%r+#r%& #1 $ara /ara&

/a+& ara(a&8+'%r+#r%& %'(r% a& /ara& )a %/$r%&a> (#r'a')# /'+/a& a& $%r)a& )%

$ar(++$a3# )% /%ra)# )a !+'"a #1 )a %/$r%&a #/# 1/ (#)#.



A!/ )+&&#> S#1@a % N%/%r KJ % ^#(!%r K2000 a$r%&%'(a/ 1% a& /ara&

+')+,+)1a+& $#)%/ (ra@%r a +/$r%&&3# )% '#,+)a)% a# #'&1/+)#r> $#)%')# #1$ar

1/ /a+#r %&$a# 'a& $ra(%!%+ra& )#& $#'(#&)%,%')a. Para Ta,ar%& KJW> "- 1/a

$r%%r'+a $#r $ar(% )#& ,ar%=+&(a& 'a 1(+!+@a3# )%&(a %&(ra(4+a> %/ #/# $ara a&

%/$r%&a +'#,a)#ra&> 1% $#)%/ &% a)+a'(ar %/ !a'ar '#,#& $r#)1(#&.

A 1(+!+@a3# )% '#/%& +')+,+)1a+& (a// $#)% (ra@%r )%&,a'(a4%'&. Para

S#1@a % N%/%r KJ> Ta,ar%& M.KJW % ^#(!%r K2000 #!#a/ 1% 1/

$#&++#'a/%'(# %rra)# $#)% !%,ar a a'+a!+@a3# )% $r#)1(#& )a /%&/a %/$r%&a

a a)a !a'a/%'(# &%/$r% 1/ '#,# r%#/%# $ara a /ara > $#+& '%%&&-r+#

&% )%)+ar * $%&1+&a )% '#/%& $ara #& '#,#& $r#)1(#& % (1)# +&(# %',#!,%

)%&$%&a& % 4a&(#& +'a'%+r#&.

P+'"# KJX % ^#(!%r K2000 #!#a/ 1% a /a+#r a/%aa )%&(a %&(ra(4+a

1% 1a')# a %/$r%&a $#&&1+ ,-r+#& $r#)1(#& )a /%&/a a(%4#r+a #/ %'#1%&

$ara )+%r%'(%& 4r1$#&> a %/$r%&a $#)% '3# a!a'ar 1/a $#r%'(a4%/

#'&+)%r-,%! )% mar%et s&are> '3# #(%')#> )% a(#> 1/a $ar(++$a3# r%'(-,%!.

S%')# a&&+/> S!\c#(@\ % ^a'+a K2002>$.X0 #!#a/ 1% )+&(r+1+r ,-r+#&

'#/%& a#& $r#)1(#& )% 1/a %/$r%&a %/ /a+& %+a@ )# 1% #'%'(rar %/

a$%'a& 1/a '+a /araH. S%41')# %&(%& a1(#r%&> #& a(#r%& 1% a,#r%%/ $ar(+r

)a #'%'(ra3# * $r#!+%ra3# )% /ara& &3#: &%(#r /a)1r#> "%(%r#4%'%+)a)%a)a ,%@ /a+#r )% !+%'(%& % !+%'(%& a)a ,%@ /a+& &#+&(+a)#&H.

2.7.3 ESTRAT)GIAS MISTAS.



E&&a %&(ra(4+a $#&&1+ ara(%r&(+a& )a& /ara& /!(+$!a& % )a /ara

41ar)a"1,a 1% #ra/ %9$!+a)a& %/ +(%'& a'(%r+#r%&. Para S#1@a> N%/%r

KJ:2> %&&a %&(ra(4+a #'&+&(% %/ $%r&#'a!+@ar #& $r#)1(#& &%/ aa')#'ar #

a,a! )a /ara 41ar)a"1,a> 1% $#)% #1 '3# &%r # '#/% )a %/$r%&aH. S%41')#

#& /%&/#& a1(#r%& +(a)#& a ,a'(a4%/ %,+)%'+a)a '%&&a %&#!"a $#)%r #'(ar

#/ a !%4+(+/a3# )a /ara 41ar)a"1,a %8#1 '#/% )a %/$r%&a> )+/+'1+')# #&

1&(#& )% !a'a/%'(#. P#r #1(r# !a)#> &%41+')# #& /%&/#& a1(#r%&> a&# # $r#)1(#

'3# (%'"a 1/a #a a%+(a3#> %&(% $#)%r- $r%=1)+ar a +/a4%/ )a #r4a'+@a3#.

U/a %/$r%&a 1% %/$r%4a #'&(a'(%/%'(% %&&a %&(ra(4+a a N%&(!> 1% a#

/%&/# (%/$# %/ 1% '#/%+a &%1& $r#)1(#& +')+,+)1a!/%'(% #/# # N%&a>

(a// r%#ra # $r#)1(# #/ # '#/% )a %/$r%&a ar+a'(% N%&(! '# r6(1!# )a

%/a!a4%/.

3. A UTILIZAÇÃO DA MARCA COMO DIFERENCIAL COMPETITIVO.



Na& !(+/a& )a)a&> a )+&$1(a %'(r% a& #r$#ra%& $a&&#1 )# $!a'# )a

/a'1a(1ra $ara # /%ra)#. N3# "- /a+& #/# /a'(%r )+%r%'+a+& #/$%(+(+,#&

('+#&> )% $r#)1(#> $#r /1+(# (%/$#. I&&# ,a!% $ara 1/ "+$> 1/ )%(%r4%'(%> 1/

&%r,+# a'-r+#. 1a')# #& $r#)1(#& )%+9a/ )% %9++r )+%r%'a& &+4'++a(+,a&

%'(r% &+> a %&&'+a )# '%46+# $a&&a a &%r # )%&%',#!,+/%'(#> a 4%&(3#> a

#'&(r13# % a a/$!+a3# )#& '%46+#& #/ a&% %/ /ara& #/$%(+(+,a& % #r(%&.

Sa/$a+# KJ $.2JX

O& r%1r&#& (%'#!64+#& % $r#)1(+,#& &3# a)a ,%@ /a+& $ar%+)#& %

$#&&++!+(a/ a& %/$r%&a& a(+'4+r $a)r%& )% 1a!+)a)% &%/%!"a'(%& a&,%ra& )% #/1'+a3# )% /ar%(+'4 &3# 1a&% +41a+& % aaa/$r#)1@+')# $r%&&%& +)'(+a& '#& #'&1/+)#r%&. A )+&(r+1+3#$ra(+a/%'(% '3# (%/ )+%r%'a& % a( #& $r%#& aaa/ +a')# /1+(#$r69+/#&.

C#/ 1/a '#,a 4%#$#!(+a &%')# +/$!a'(a)a '#& '%46+#&> #/ /1)a'a&

#'&(a'(%& )% (%'#!#4+a&> )# %'-r+# &#+a! % )a +'(%4ra3# )a& )+,%r&a& /)+a&>

,%/ #a&+#'a')# 1/a +/$r%,+&++!+)a)% +'a!1!a)a '# $%'&a/%'(# )% 4%&(3# )a&

#r4a'+@a%&.

S"1!(@ % Bar'%& K200 $.J a+r/a/:

E/ ra@3# )a (%'#!#4+a )% +'#r/a3#> a /a+#r+a )a& #r4a'+@a%&> a"a)++! #/$%(+r 'a )+%r%'+a3# #1 'a &1$%r+#r+)a)% )% &%1& $r#)1(#& #1&%r,+#&. A(1a!/%'(%> a (%'#!#4+a $%r/+(% 1% #& #'#rr%'(%& #$+%/ #1r%$r#)1@a/ 1a!1%r /%!"#r+a #1 a$%r%+#a/%'(# %+(# %/ 1/ $r#)1(# %/1%&(3# )% )+a&> &%/a'a& #1 '# /-9+/# %/ $#1#& /%&%&. E&&a&)+%r%'a& %/ 1/ $r#)1(# 1% '3# #r%/ $r#(%4+)a& $#r $a(%'(%&> (/ 1/+!# )% ,+)a /1+(# 1r(#.

Sa%&% %'(r%(a'(#> 1% $ara a)/+'+&(rar 1/a %/$r%&a % (%r #'& r%&1!(a)#&

'%%&&-r+# +r a!/ )# 1% # #'&1/+)#r %&$%ra> (ra'&#r/a')# # $r#)1(#8&%r,+#

'a %9a(a '%%&&+)a)% )# !+%'(%> #/# 1/a %&$+% )% &#'"#> )% %'a'(a/%'(#.

N%&(% $r#%&&# a)/+'+&(rar 1/a /ara (a// a)/+'+&(rar 1/a %/$r%&a.

S%41')# D%!%1@% % G1a(ar+ KJ2 $.2J:< +/$#r(a'(% r+&ar 1% # /%ra)# #'&1/+)#r #/# 1/ (#)#> )%&%',#!,%1&% &#r% 1/a #/$#r(a/%'(# #'&1/+&(a )% &%rH $ara (%rH #')%



%9$%r+/%'(ar '#,#& $r#)1(#& &% (#r'#1 1/a 1&a $%!a &a(+&a3#>)%+9a')# )% !a)# a +)%!+)a)% +'aa!-,%! $%!#& $r#)1(#& =- #'"%+)#&.

Para ^!%+' K200 $.JX U/ )#& /a+#r%& (r1'#& )# a/+%'(% %/$r%&ar+a!/#)%r'# %&(- '# )+%r%'+a!> %'(r% a1%!%& 1% )%+9ara/ )% $r#)1@+r #+&a& $ara

$r#)1@+r +/a4%'&H. L#4#(+$#& % /ara& &3# # 1% (%/#& )% /a+& $r69+/# )% 1/a

!+'41a4%/ +'(%r'a+#'a!: a /a+#r $ar(% )#& "a+(a'(%& )a T%rra $#)% +)%'(++ar #

&/#!# )# M)#'a!)e& #1 )a C#a #!a.

S%41')# Sa/$a+# KJ 1a')# a& /ara& &1r4+ra/ a $r#$a4a')a (ra(a,a

)% )+,1!4ar 1% a 1a!+)a)% %ra # &%1 $r+'+$a! )+%r%'+a!. N# 1'+,%r&# 4!#a!+@a)#>

# $r#%&&# )% r+ar> %&(a%!%%r % 4%r%'+ar +/a4%'& % $%r%$%& $#r /%+# )a&

1a+&> # #'&1/+)#r &% r%!a+#'a #/ 1/ $r#)1(# #1 1/a %/$r%&a a "a,% )#

&1%&&#. Para ^!%+' K200> $.2 A& /ara& '3# ,%')%/ /%ra)#r+a&> /a& 1/a

+)+a> 1/ %&(+!#> 1/ #'%+(#> 1/ &#'"#H.

3.1 "RANDING' O (UE ) "RANDING*

T#r%!!a K200> $. )%+'% branding #/# # #'%+(# 1% )%+'% a /ara #/#

1/ &%r ,+,# % #/# 1/a #r/a )% #'&(r1+r r%!a+#'a/%'(#& )% !#'4# $ra@# #/ #&

!+%'(%& $ara a ,+)a (#)aH.

D% a#r)# #/ ar,ar) B1&+'%&& R%,+%c K2000> $. 5

A 4%&(3# )% branding ,+&a # )%&%',#!,+/%'(#> r+a3#> !a'a/%'(#>#r(a!%+/%'(#> r%+!a4%/ % %9$a'&3# )% /ara& $ara 4ara'(+r 1% #$r#%&&# )% #/#)+(+@a3# )% $r#)1(#& % &%r,+#& '3# a(+'=a a #r4a'+@a3#a(ra,& )# a1/%'(# )a ar4a &+/6!+a $%r%+)a $%!# #'&1/+)#r.

Mar(+'& K2000 $.JJ )%+'%:



Branding # #'=1'(# )% a%& !+4a)a& * a)/+'+&(ra3# )a& /ara&. S3#a%& 1%> (#/a)a& #/ #'"%+/%'(# % #/$%('+a> !%,a/ a& /ara&a!/ )a &1a 'a(1r%@a %#']/+a> $a&&a')# a a@%r $ar(% )a 1!(1ra> %+'!1%'+ar a ,+)a )a& $%&&#a&.

O $#)%r )a /ara r%&+)% 'a a$a+)a)% )% +'!1%'+ar a %&#!"a& )#&

#'&1/+)#r%& '# /#/%'(# )% #/$ra. O branding a&%+a&% )% 1/ #'%+(# )%

&+'41!ar+)a)%> #/ a +'(%'3# )% $r#/#,%r 'a /%'(% )#& &%1& !+%'(%&> a $%r%$3#

)% 1% '3# "- #1(r# $r#)1(# %1+,a!%'(% a# &%1 %/ (#)# # /%ra)#.

D% a#r)# #/ Z\/a'K 2005> $.5:

Branding (ra(a&% )% %'(%')%r )% 1% #r/a a ,+)a )a& $%&&#a& %&(-/1)a')# % $#r 1> % r%a4+r a %&(a& /1)a'a&. Tra(a&% )% )%&%',#!,%r> %+/$!%/%'(ar 1/a %&(ra(4+a #/ a&% '1/a $r#1')a #/$r%%'&3# )%#'&1/+)#r%& % !+%'(%&> #'%(a')# #& #/ a %/$r%&a % a=1)a')# a,%')%r &%1& $r#)1(#& % &%r,+#& )% /#)# /a+& %++%'(%

P#)%/#& #'&+)%rar (a// 1% # branding # #'=1'(# )% (ar%a& )%

/ar%(+'4> +'!1+')# '+&(# a& %rra/%'(a& )% #/1'+a3# )%&(+'a)a& a #(+/+@ar a

4%&(3# )% /ara&. O branding (a// r%&$#'&-,%! $%!# )%&%',#!,+/%'(# )%

%&(ra(4+a& )% /ara> #1 &%=a> )%(%r/+'ar #/# a %/$r%&a #'&%41+r- #/ /a+#r

%++'+a a(+'4+r # #=%(+,# +(a)# '# $ar-4ra# a+/a. M1+(a& ,%@%&> a& %&(ra(4+a&

)% /ara aaa/ $#r 41+ar a %&(ra(4+a %/$r%&ar+a! )%,+)a a &1a r%&%'(%

,a!#r+@a3# )%'(r# )# $!a'%=a/%'(# %&(ra(4+# )a& %/$r%&a&.

Para Ta,ar%& K200 $.J # branding (ra(a)# )a &%41+'(% #r/a:

Dar 1/a )+r%3# a 1/a /ara> +9-!a 'a /%'(% )# !+%'(% #/ 1/$#&++#'a/%'(# %&(ra(4+# r+a(+,# K % 1/a $r#$#&(a )% ,a!#r % &1&(%'(-!a)% #r/a #/$%(+(+,a> )% /a'%+ra 1% '%'"1/ #'#rr%'(% #'&+4a #$+ar&%r 1/a /ara $+#'%+ra> r+ar 1/a a(%4#r+a> % %'(rar 'a /%'(% 'a /%'(%#/# a '/%r# 1/ &3# 1%&(%& )%+'+(+,a& 'a ,+&3# )# ra')+'4. Paraa(+'4+r #& #=%(+,#&> $r%+&# a@%r 1/a %&#!"a> '3# /1)ar # r1/#>r+&(a!+@ar&% 'a /%'(% )# /%ra)#. F#a!+@ar [&% (#(a!/%'(% a#& !+%'(%&>1&ar )% %/#3# $ara 1% a /ara &%=a $%r%+)a )% #r/a )+%r%'+a)a> %/#'+(#rar a& /ara& #'#rr%'(%& % a #/$%(+3# &3# a!41'& )#& $#'(#&a#& 1a+& a& %/$r%&a& )%,%/ %&(ar a(%'(a&.



A& ('+a& )% Branding (a// &3# r%&$#'&-,%+& $%!a #'&(r13# )a

$%r&#'a!+)a)% )a /ara> #1 &%=a> )% &1a $%r%$3# $%!# #'&1/+)#r> a(# %&(%

"a,% $ara a %!a#ra3# )%&(% $r#=%(#> a!/ )a $r#/#3# )% &1a ,+&++!+)a)% '#

/%ra)#. Ma& 1a! # %%+(# )+r%(# $ara %/$r%&a )a& ('+a& )% branding

a&&#+a)a& a %/$r%&a #1 $r#)1(# Para Sa/$a+# KJ> $.2X # a1/%'(# )a ar4a

&+/6!+a ,a!#r+@a)a $%!# #'&1/+)#r> $#)% a4r%4ar /a+#r ,a!#r a# $r#)1(# #1

&%r,+#> $#+& # ,a!#r )%&(% )%(%r/+'a)# $%!# /%ra)# % &%41+)# $%!a %/$r%&a>

%&(a $#r &1a ,%@ '3# $#)% )%(%r/+'ar a# $r#)1(# # ,a!#r 1% 4#&(ar+a % &+/

(raa!"-!# $ara 1% %&(% a(+'=a # $a(a/ar )%&%=a)#

O $r#%&&# )% $r#)13# )% ,a!#r a(ra,& )a& %&(ra(4+a& )% Branding %9$!+a)#

)a &%41+'(% /a'%+ra $#r P%r%@ K2002 $.55:

O ,a!#r # 1% $%r/+(% a1/%'(ar a +/$#r('+a )% 1/a /ara $ara 1/$r#)1(#. 1a'(# /a+& # $r#)1(# $r#1ra)#> /a+& &%1 ,a!#r /1)a > %(a// &%1 $r%#> )% /a'%+ra r-$+)a> a1/%'(a. S% 1/a #/1'+a3# %/&1%)+)a #1 1/a #a +/a4%/ $%r/+(%/ a1/%'(ar a +/$#r('+a )% 1/$r#)1(#> %!a $%r/+(%/ a)1+r+r $ar(++$a3# )% /%ra)#> A %&&% %']/%'#"a/a/#& )% 4a'"# $#&&,%! )% /ara> /a& $ara 1% +&&# a#'(%a '%%&&-r+# %&(a%!%%r 1/ #r(% ,'1!# a%(1#&# #/ #& !+%'(%&.

A#/$a'"a')# # /%&/# ra+#'+#> a& %/$r%&a& $#&&1%/ "#=% %/ )+a 1/a

$r%#1$a3# a)a ,%@ /a+#r #/ a +/a4%/ )% &1a /ara $#r1% %&(a $a&&#1 a &%r

a 4ra')% )%(%r/+'a'(% )# &+&(%/a )% $r#)13# )% ,a!#r> #1 &%=a> )# ,a!#r )# $r#)1(#

#1 &%r,+# $%r%+)# $%!# !+%'(%. Ca&# a %/$r%&a '3# #'&+4a %&(a )+%r%'+a3#>

##rr%r- # 1% $#)%&% "a/ar )% $r#%&&# )% #/#)+(+@a3#> #1 a (ra'&#r/a3#

)% &%1 $r#)1(# #1 &%r,+# %/ comodities> 1% 'a)a /a+& 1% +'#r$#ra3# )a&

ara(%r&(+a& )# $r#)1(# #1 &%r,+# $%!# /%ra)#> $r#,#a')# a &+/+!ar+)a)% %

r%&1!(a')# %/ #'&(a'(%& r%)1%& '#& $r%#& )%,+)# a $r%&&3# )a #'#rr'+a.

S%41')# Ta,ar%& K200 $.W:



O $#)%r )a /ara r%&+)% %/ &1a a$a+)a)% )% +'!1%'+ar ##/$#r(a/%'(# )% #/$ra )# #'&1/+)#r. U/ $r#4ra/a %/ &1%)+)# )%ra')+'4 &% a&%+a '# #'%+(# )% &+'41!ar+)a)%. E!% r+a 'a /%'(% )#!+%'(% %/ $#(%'+a! a $%r%$3# )% 1% '3# "- #1(r# $r#)1(# '# /%ra)#

#/# # &%1. Para (a'(#> a %&#!"a )a %&(ra(4+a )% /ara r%$r%&%'(a 1/$#&++#'a/%'(# $ara a&&%41rar 1% a $#&+3# &%=a %9!1&+,a % )%,% %&(ar a$#+a)a 'a )+%r%'+a3#

3.2 A EVOLUÇÃO DA GESTÃO DA MARCA.

Para Ta,ar%& M> KJ> $. A& /ara& %9+&(%/ "- &1!#&. ;- '# a'(+4# E4+(#>

#& ar+a'(%& )% (+=#!#& #!#a,a/ &/#!#& %/ &%1 $r#)1(# $ara +)%'(++-!#H. D%

a#r)# #/ Ba&&a( KJ $ara #& r#/a'#&> # 1&# )% $+'(1ra& r%,%!#1&% /1+(#

%+a@ 'a +)%'(++a3# )% #/%r+a'(%& % /%ra)#r+a&> $#r %9%/$!# a +41ra )% 1/a

,aa +')+a,a a %9+&('+a )% 1/ ,%')%)#r )% !a(+'+#& S%41')# P+'"# KJX 'a

E1r#$a M%)+%,a!> a& a&&#+a%& )% #/r+# 1&a,a/'a $ara a&&%41rar a#

#'&1/+)#r 1/a 1a!+)a)% #'&+&(%'(% %/ r%!a3# a# #/$ra)#r.

S%41')# Sa/$a+# KJ $.2JW. O #'%+(# )% /ara )% #/r+# %,#!1+1

)1ra'(% a R%,#!13# I')1&(r+a!> $ara /ara )% +')1&(r+a % #/r+#. 1a')# #

%'(r# )# $#)%r $a&&#1 $ara a +')&(r+aH > #& '#/%& % &/#!#& %ra/ 1(+!+@a)#&

#/# #r/a )% )+%r%'+a3# )% $r#)1(#&> /a& (a// #/# ,a!#r+@a3# )#&

$r#)1(#& =1'(# a# #/r+#.

E/ JW5> 'a E&6+a> 1/a /ara )% 1&1% "a/a)a O!) S/144!%rH #+

r+a)a #/ a +'(%'3# )% a$+(a!+@ar a r%$1(a3# )% 1a!+)a)% #'&%41+)# #/ 1/

$r#%&&# %&$%+a! )% )%&(+!a3#. D% a#r)# #/ P+'"# KJX % Ta,ar%& KJ $..

E&(a /ara #'&+)%ra)a a $+#'%+ra 'a %9$!#ra3# )# 1&# )% a&&#+a%& * /ara

#/ a +'(%'3# )% a1/%'(ar # ,a!#r $%r%+)# &#r% # $r#)1(#.H



S%41')# S"1!(@ % Bar'%& K200 $.X O (%r/# brand ou brandr > 1% %/

$#r(141& 1%r )+@%r /ara> ,%/ )a a'(+4a $a!a,ra '#r1%41%&a to burn$ 1%

&+4'++a,a 1%+/arH. A+')a &%41')# S"1!(@ % Bar'%& # (%r/# #r+4+'a! #+

)%&%',#!,+)# $ara &+4'++ar #'(%> ar+a'(% #1 $r#$r+%(-r+# )% 1/ $r#)1(# #1 +(%/.

Da )%r+,#1&% # 1&# /a+& #/1/> /ararH 4a)#> a,a!#& % #1(r#& %'&> 1% +#1

#'"%+)# )1ra'(% a& 4ra')%& (ra,%&&+a& )% 4a)#& '#& E&(a)#& U'+)#& '# &1!#

_I_> %/ 1% #& $r#$r+%(-r+#& $r%+&a,a/ )+%r%'+ar # &%1 4a)# )a& r%&%&

$%r(%'%'(%& a #1(r#& $r#$r+%(-r+#& .

Para ^!%+'K2000 a /%)+)a 1% # #/r+# &% )%&%',#!,%1> a /ara $a&&#1 a

)+%r%'+ar a& #'(%& )% $r#)1(#&> %/ r%!a3# a $r#)1(#r%& )% ar(+4#& &%/%!"a'(%&.

Da a'(+4`+)a)% $ara a $#a a(1a!> a& /ara& a,a'ara/ &+4'++a(+,a/%'(%. A

%,#!13# #+ 4%'%r#&a> (r#19% #'&+4# %'%+#& % ,a'(a4%'& $ara # /%ra)#>

a%r(1ra )% '#,a& #$#r(1'+)a)%&> % &a1)-,%! #/$%(+3# %'(r% a& %/$r%&a> $%!a

!+)%ra'a 'a /%'(% )# #'&1/+)#r.

D% a#r)# #/ Aa%r KJJ a$1) S"1!(@> Bar'%& 200> $.X - #'&%'&#

)% /1+(#& )#& #'%+(#& /#)%r'#& )a& /ara& % )a r+a3# )% /ara #ra/

#r/a!+@a)#& '#& E&(a)#& U'+)#&> 'a Pr#(%r % Ga/!% C#/$a'\> a $ar(+r )% J00H.

S%41')# U$&"ac KJ5 $.J. F#+ a PiG 1% )%&%',#!,%1 # #'%+(# a4#ra

$#$1!ar )% 4%&(3# )% /ara 'a )a)a )% 0> &%')# a /%&/a a#r)a4%/ 1(+!+@a)a"#=%> $#r (#)#& #& (+$#& )% #r4a'+@a3# $%!# /1')# +'(%+r#.H

^!%+' K2000$.2 )+@ 1% '# +'a! )#& a'#& 0> "a,+a 1/a r%&%'(%

#'&+'+a )% 1% 1/a /ara '3# %ra a$%'a& 1/a /a&#(%> 1/ !%/a #1 1/a

+/a4%/ +/$r%&&a 'a %(+1%(a )# $r#)1(# )% 1/a #/$a'"+aH. A #/$a'"+a> '# &%1

(#)#> $#)+a (%r 1/a +)%'(+)a)% )% /ara #1 1/a #'&+'+a %/$r%&ar+a!> #/#

'a1%!a a!(1ra &% )%&+4'a,a %&&a 1a!+)a)%. O ,%r)a)%+r# &+4'++a)# )a& /ara&



%&(a,a> a&&+/> a aa&(ar&% $r#4r%&&+,a/%'(% )#& $r#)1(#& $ara &% a$r#9+/ar )%

&%1 $a$%! $&+#!64+# 'a ,+)a )#& #'&1/+)#r%&. O #'%+(# )% /ara #/#

+/a4%/ #+&% 4ra)1a!/%'(% +'&(a!a')# '# /1')# )a $r#)13#.

N#& a'#& W0> #+ a ,%@ )#& %/$r%&-r+#& % a!(#& %9%1(+,#& r%#'"%%r%/ a

#ra )a& /ara&. C#/ a %r% )a& 1&%& % a1+&+%&> +#1 %,+)%'(% 1% a&

/ara& ,a!+a/ )+'"%+r#> %> 1% &%')# #'&+)%ra)a& #/# ,a!+#&#& a(+,#& +'(a'4,%+&>

'%%&&+(a,a/ &%r 1+)a)#&a/%'(% #'(r#!a)a&.

Para O4+!,\ KJW $.X5

S#/%'(% a $ar(+r )#& a'#& W0 1% # (%/a ra')+'4 #/%#1 a &%r #'&+)%ra)# % +'(%r$r%(a)# % a'a!+&a)# $#r $r#+&&+#'a+&. T1)# +&&# &% )%,%a# 4ra')% '/%r#& )% 1&%& % a1+&+%& )% %/$r%&a& a $ar(+r )%&&a )a(a>"a=a ,+&(#> 1% $r#$++ara/ 1/a %,+)'+a +rr%1(-,%! )a &1&('+a!+)a)%)a& /ara& 1a'(# a# %"a/%'(# )# ,a!#r )#& #'(ra(#& +&(# > a& /ara&%ra/ a %9$!+a3# )%+'+(+,a 1% =1&(++a,a/ a )+%r%'a )# ,a!#r )%!ara)#%/ 1/ a!a'# % #& ,a!#r%& %/ /a+#r%& $a4# $%!#& #/$ra)#r%&.

^!%+' K2000 $.0J E/ JWW > 1a')# a P"+!+$ M#rr+& #/$r#1 a ^ra( $#r USfJ2>X +!"%&> &%+& ,%@%& /a+& 1% a %/$r%&a ,a!+a '# $a$%!> # /%ra)# ,#!(#1

&% $ara +/$#r('+a )a /ara #r4a'+@a+#'a!. A )+%r%'a )% $r%# %&(a,a

&+/$!%&/%'(% a(r+1)a a $a!a,ra ^ra(H. O +',%&(+/%'(# %/ )a)a& )% /ar%(+'4 %

a,#r%+/%'(# )% /ara a4r%4a,a /1+(# /a+& ,a!#r a 1/a %/$r%&a )# 1% &%1&

a(+,#& % ,%')a& a'1a+&. Ma& #/ a #/$ra )a ^ra( 1/ +/%'&# ,a!#r %/ )+'"%+r#

#ra a(r+1)# a a!4# 1% a'(%& (+'"a &+)# a&(ra(#.

B1&ar a !+)%ra'a $%!a /ara $a&&#1 a &%r a $r+#r+)a)% 'a !1(a $#r 1/a

$#&+3# '# /%ra)#. A1+!# 1% $ar%+a /a+& 1/ /#)+&/# 4%r%'+a! 1% &6 )1rar+a

a!41'& a'#&> &% r%,%!#1 #/# 1/a 4ra')% %&(ra(4+a $ara a& #r4a'+@a%&. U/

&%(#r a$6& # #1(r# $a&&#1 a )%&#r+r 1% a #'&+'+a )% /ara> a 1a!+)a)%

$%r%+)a> a +)%!+)a)% )# !+%'(%> a& #r(%& a&&#+a%& &3# '%%&&-r+a& $ara

#/$%(+r '# /%ra)#.



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12 Revsa E'ME (2003 p.+)



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13 "(($:8ccc.#r(1'%.#/8#r(1'%8ar(+!%&80>J5JJ>W>00."(/!



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3.4 AS MARCAS E A SOCIEDADE DE CONSUMO.



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4. APRESENTAÇÃO DE CASO.

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4.1 A REDE SENDAS

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+'a141ra # B#' Mar" Gra')% R+#> '# S"#$$+'4 Gra')% R+#> %/ S3# ;#3# )%

M%r+(+> %/ JX # B#' Mar" Barra )a T+=1a.

S%')a& (a// (%,% &%1 (raa!"# r%#'"%+)#> %/ ,+r(1)% )% &%1 #/

a(%')+/%'(#> %++'+a % $r#+&&+#'a!+&/#> r%%% $#r )#+& a'#& #'&%1(+,#& JX

% J # Pr/+# D%&(a1% Pr##'H.

Para!%!a/%'(%> a# $r#4ra/a )% $r#)1(#& #/ /ara $r6$r+a S%')a& #+

a/$!+a)# % a(1a!/%'(% #'(a #/ /a+& )% J.000 +(%'&. A 1a!+)a)% )%&&a !+'"a

$%r/+(% #/$%(+r %/ +41a!)a)% )% #')+%& #/ a& /ara& !)%r%& #/ $r%#&#/$%(+(+,#& .

O &%(#r &1$%r/%ra)+&(a &#r% (ra'&#r/a%& % a1+&+%& )% $%1%'a&

a)%+a& )% !#=a& $#r 4ra')%& r%)%& )% &1$%r/%ra)#& (#r'a&% 1')a/%'(a!.

S%41+')# &1a ,#a3# )% r%&+/%'(#> a S%')a& a)1+r% a& J !#=a& )a r%)% Tr&

P#)%r%&> $a&&a')# a #'(ar #/ J !#=a& )a a')%+ra S%')a& [ K+$%r> S1$%r %

S1$%r%9> Ma+& %/ C#'(a.



N# a'# )% J a/$!+a')# # ra+# )% a(1a3# $ara # +'(%r+#r )# E&(a)# )# R+#

)% ;a'%+r#> #+ +'a141ra)# +$%rS%')a& P%(r6$#!+&> # +$%r S%')a& V#!(a R%)#')a

% +$%r S%')a& P+ra(+'+'4a.

O +'+# )# '#,# &1!# ,%+# a#/$a'"a)# )% 4ra')%& (ra'&#r/a%& #

Gr1$# S%')a& /#&(ra &1a a$a+)a)% )% a)a$(a3#> % %/ 2J )% )%@%/r# )%

200J> a&&+'a 'a &%)% )# BNDES> # a#r)# )% a%r(1ra )% a$+(a! % a'1'+a #

!a'a/%'(# )% J20 /+!"%& %/ )%'(1r%& #',%r&,%+& %/ a%&. E&&a a%r(1ra

)% a$+(a! /ar#1 # $#'(# )% /1)a'a 'a "+&(6r+a )a& S%')a&. A )%+&3# )%

a%r(1ra )% a$+(a! #+ !ara/%'(% 1/a %&(ra(4+a )% r%&+/%'(# $ara #'(+'1ar

#/# a /a+#r % /%!"#r r%)% )% &1$%r/%ra)#& )# E&(a)# )# R+# )% ;a'%+r#.

O a'# )% 2002 &% ara(%r+@a $%!a #'(+'1+)a)% )# $r#%&&# )% %9$a'&3# %

&#r%(1)# r%#r/1!a3# )# Gr1$#> +'++a)# %/ +'a+& )% 200J. E/ =1'"# )% 2002 #

4r1$# +'a141r#1 1/a '#,a C%'(ra! )% D+&(r+1+3# )# Ca&a S"#c. E9$a')+1 &%1

ra+# )% a(1a3# "%4a')# a# '#r(% !1/+'%'&%> %/ Ca/$#& )#& G#\(aa@%&. Na&

+)a)%& )% Maa % Ca# Fr+# S%')a& (a// &% %@ $r%&%'(%> #/ a& &1a& )1a&

'#,a& +!+a+& S%')a& Maa % S%')a& Ca# Fr+#.

E/ )%@%/r# )% 200> a&&+'a 1/a ar(a )% +'(%'3# $ara 1/a a&&#+a3#

#/ Gr1$# P3# )% aar S.A. A a&&#+a3# )%'#/+'a)a S%')a& D+&(r+1+)#ra S.A>

+'++#1 &1a& #$%ra%& %/ %,%r%+r# )% 200. A a&&#+a3# #/ # P3# )% aar #+1/a %&(ra(4+a +/$#r(a'(% $ara # r%&+/%'(# % $ara 1/a #'&#!+)a3# )a !+)%ra'a

'# /%ra)# ra&+!%+r#.

4.2 MARCA SENDAS.



A S%')a& (%/ #'&+'+a )% 1% a /ara 1/ )#& /a+#r%& $a(r+/]'+#& 1%

$#&&1+. Para a!a'ar 1/ )% &%1& $r+'+$a+& #=%(+,#&: &%r a /ara /a+& a)/+ra)a

$%!# #'&1/+)#r> +'++#1 1/ /+'1'+#&# $r#%&&# )% #'&(r13# )% r%!a+#'a/%'(#

#/ #& !+%'(%&> a(ra,& )a /ara. A)#(#1 a $r-(+a )% ra')+'4> a( %'(3# r%&(r+(#

a# &%(#r +')1&(r+a! '# Bra&+!> (#r'a')#&% 1/a +'++a(+,a '# &%(#r )% ,ar%=#. A

%&(ra(4+a %&(a &%')# 1(+!+@a)a $ara )%+'+r # $#&++#'a/%'(# !ar# 'a /%'(% )#

#'&1/+)#r> a@%')# #/ 1% a& &1a& )+%r%'a& &%=a/ #/$!%/%'(ar%& %

$%r/+(a/ * %/$r%&a )+%r%'+ar&% )a #'#rr'+a> a$%r%+#a')# )%&&a #r/a> a

$%r%$3# )# #'&1/+)#r. A %&(ra(4+a a)#(a)a (a// $#&&++!+(ar- a S%')a&

%'(%')%r /%!"#r # /%ra)#> *& (%')'+a& )% #'&1/# % # #/$#r(a/%'(# )#&

!+%'(%&.

E/ 200 #/ a +'#r$#ra3# )a r%)% S%')a& a# 4r1$# P3# )% Aar> +'++#1

&% 1/ (raa!"# )% r%,+&3# #'%+(1a! % r%$#&++#'a/%'(# )a /ara> 1/a ,%@ 1% a&

)1a& a')%+ra& $#&&1%/ %&(ra(4+a #/1'&. T#)a %&&a $r%#1$a3# #/

)+%r%'+a3# %&(ra(4+a )%,%&% a )%+&3# )# KCADE> 1% )%(%r/+'#1 a

$r%&%r,a3# )a r%,%r&++!+)a)% )a /ara S%')a&> (%')# #/# #=%(+,# $r+'+$a! a

&1a /a'1(%'3# % &1a )%&ara(%r+@a3# =1'(# a# &%1 4r1$# )% #'&1/+)#r%&.

P%!# a#r)#> S%')a& % P3# )% Aar '3# $#)%r3# %"ar '%'"1/a )a& J0X

!#=a& '# E&(a)# '%/ )%&a(+,-!a& $ar+a!/%'(% #1 ,%')%r #1 (ra'&%r+r a(+,#&r%!a+#'a)#& * #$%ra3# )a& !#=a& K#/# 4]')#!a&> r%%@%r%& % a+9a& r%4+&(ra)#ra&>

%'(r% #1(r#& &%/ a r%$#&+3# $#r a(+,#& )% 1a!+)a)% a# /%'#& %1+,a!%'(%. T%r3#

a+')a 1% /a'(%r a a')%+ra S%')a& %/ (#)#& &1$%r/%ra)#& )a /ara> %9%(# %/

)#+& )% S3# G#'a!# KR; 1% (/ ara(%r&(+a& )% "+$%r/%ra)# % (%r3# a&

a')%+ra& &1&(+(1)a& $%!a )# E9(ra> )a CBD.



A& %/$r%&a& $#)%r3# $r#/#,%r )%/+&&%& )% %/$r%4a)#&> )%&)% 1%

/a'(%'"a/ 1/ $a(a/ar /'+/# )% a(1ra/%'(# $#r 1'+#'-r+# %/ (#)a& a& J0X

!#=a& )# R+# )% ;a'%+r#. O $ar/%(r# &%r- a /)+a /a'(+)a $%!a& +'# ,ar%=+&(a&

!)%r%& )# ra'+'4 )a A&&#+a3# Bra&+!%+ra )% S1$%r/%ra)#& KAra&.

A #$%ra3# #'=1'(a )a& %/$r%&a& (a// '3# $#)%r- )+/+'1+r a #%r(a )#&

$r#)1(#& 1% !%,a/ a /ara S%')a&. E (%r-> $#r +/> )% /a'(%r #& $ra@#& )#& a(1a+&

#'(ra(#& )% !#a3# #1 '3# +'!1+r '%!%& !-1&1!a& 1% $#&&a/ #/$r#/%(%r a

r%,%r&++!+)a)% )a #$%ra3#

4.3 IMAGEM DA MARCA SENDAS

Cr+a(+,+)a)% % #'"%+/%'(# )# /%ra)# % )# &%1 !+%'(%> $r%#1$a3# #/ #

a(%')+/%'(# % a $ar(% &#+a! &3# a& $r+'+$a+& a%& a)#(a)a& $ara #

)%&%',#!,+/%'(# )a +/a4%/ )a /ara S%')a&. Para a S%')a& # 4ra')% '%46+# a

r+a(+,+)a)%> !#=a& %&$a#&a&> 1/ mi. % $r#)1(#& )% 1a!+)a)% &3# # $r+'+$a! %!#

%'(r% a +/a4%/ )a /ara % # r%%r%'+a! a &%r #'1+&(a)# =1'(# a &%1& !+%'(%&.

U/a )a& $r+'+$a+& a%& a)#(a)a& a %ra )a '#,a +/a4%/ )a /ara> 1% %&(-

&%')# +/$!a'(a)a a a+!+)a)% )% r)+(# #%r%+)a a#& !+%'(%&. A S%')a& (%/

#/# #=%(+,# (#r'ar &1a /ara r%%r'+a %/ a+!+(a3# )a& #/$ra& $%!#& !+%'(%&>

%&(a%!%%')# 1/ /%!"#r r%!a+#'a/%'(#> % a#/$a'"a')# #& "-+(#& )% #/$ra&>

$ara /#'+(#rar #'&(a'(%/%'(% a &1a #$%ra3# $ara %&(a%!%%r 1/ $%r+! )% /ara

)% a#r)# #/ a1+!# 1% # #'&1/+)#r $r#1ra.

Para r%#rar &1a +/a4%/> +)%!+@ar # #'&1/+)#r % +'r%/%'(ar a r%'(a+!+)a)%

)a& ,%')a&> a S%')a& a$#&(a '# #'%+(# )% /ara& $r6$r+a& #/# 1/ +/$#r(a'(%

)+%r%'+a! #/$%(+(+,#. Para %'r%'(ar a #'#rr'+a )a& /ara& )a +')1&(r+a =-

#'&#!+)a)a& '# /%ra)#> a S%')a& )%&%',#!,% 1/ (raa!"# &+/+!ar a#& )a&



/ara& /a+& a/#&a&> #/ #r(%& +',%&(+/%'(#& %/ /ar%(+'4 % #/1'+a3# %

)%&%',#!,+/%'(# )% $r#)1(#& % %/a!a4%'&. U/a )a& r%'(%& )% (raa!"# %',#!,%1

a 1&a $#r /a+#r ,a!#r a4r%4a)# % $%!a )+%r%'+a3# )# $r#)1(#> $ara a)++#'ar

%'%+#& a)++#'a+& a#& #'&1/+)#r%&> ,+&a')# !+4ar #& #'%+(#& )% $ra(++)a)%>

+'#,a3#> a+!+)a)% * /ara S%')a&.

O &%(#r )% /ara $r6$r+a #rr%&$#')% a g )# a(1ra/%'(# )a r%)% S%')a&>

2g a /a+& )# 1% a /)+a )% /%ra)#. A $ar(+r )# !a'a/%'(# )% /a+& J00 +(%'&

#/ /ara $r6$r+a )%,% "%4ar a J0g )% $ar(++$a3# 'a r%%+(a )# 4r1$#.

I!1&(ra3# J [ A '#,a !#4#/ara )a S%')a&

F#'(%: S%')a& R%!a(6r+# A'1a! K200> $.2

4.4 IDENTIDADE DA MARCA SENDAS

D%$#+& )% 1'+r&% a# CBD8Gr1$# P3# )% Aar % r%a!+@ar 1/ +',%&(+/%'(# )%

Rf J00 /+!"%& 'a /#)%r'+@a3# )% &1a& !#=a&> a r%)% ar+#a )% &1$%r/%ra)#&

S%')a& #'(ra(#1 a D1)a Pr#$a4a')a $ara a$r%&%'(ar &1a '#,a +)%'(+)a)% a#

$!+# #'&1/+)#r. A a4'+a )%&%',#!,%1 1/a a3# 1% $r%(%')% a4+r #/ a a1(#

%&(+/a )# #'&1/+)#r !#a! % a$#'(ar a %/$r%&a #/# /#(+,# )% #r41!"# $ara a

+)a)%> a!/ )% )%&(a-!a #/# a /a+& (ra)++#'a! )# /%ra)# !1/+'%'&%. 1%/

$r#(a4#'+@#1 # +!/% )a a/$a'"a> #+ a a(r+@ F%r'a')a T#rr%&. C#/ &%1 #r(%

&#(a1% ar+#a> %!a #',+)a # #'&1/+)#r $ara #'"%%r a N#,a S%')a&H>



)+1')+')# # &!#4a' V%'"a +'a141rar 1/a '#,a S%')a& %/ &1a ,+)aH. A!/ )+&&#>

%/ 1/ )#& $r+'+$a+& (r%"#&> a a(r+@ a+r/a: T#)# /1')# 1% 'a&%1> r%&%1 %

,+,%1 a1+ '# R+# )% ;a'%+r# (%/> )% 1/ =%+(# #1 )% #1(r# 1/a "+&(6r+a )% ,+)a #/

a S%')a&H.

A a/$a'"a /%9% #/ a a1(#%&(+/a )# ar+#a> /#&(ra 1% a& S%')a& (/ a

ara )a +)a)% % 1% ,#!(#1 $ara r%#'1+&(ar # #'&1/+)#r % &%r /#(+,# )%

#r41!"#H> )+@ R+ar)# Bra4a> &6+# % )+r%(#r )% r+a3# )a D1)a Pr#$a4a')a. E/ 1/

#1(r# +!/% )%&%',#!,+)# $%!a a4'+a> a$ar%%/ ,-r+a& %'a& )% $%&&#a& a'(a')#

# =+'4!% )a r%)% % %!%,a')# a /ara S%')a& %/ $#'(#& (1r&(+#& )# R+# )% ;a'%+r#>

#/# C#r#,a)#> C#$aaa'a> Maraa'3> %'(r% #1(r#&. O %&#r# #'(ar- #/ JW

+!/%&> +'!1+')# #%r(a& % a%& &a@#'a+& 1% &%r3# %9++)a& 'a TV a%r(a !#a!.

Ta// &%r3# 1(+!+@a)#& 'a )+,1!4a3# a''+#& %/ /)+a +/$r%&&a> #'!+'%> &$#(&

)% r-)+# % )+,%r&#& r%1r&#& )% /)+a %9(%r+#r> a!/ )% #1()##r % 1&)##r> a S%')a&

+r- %9$#r ar(a@%& %/ (r%'&> (-9+&> /%(r]& % ara&.

4.5 VALORES DE MARCA NA SENDAS

Para /a'(%r #& !+%'(% +%! * %/$r%&a> a'(%& )% (1)#> '%%&&-r+# 1% a

%/$r%&a (%'"a %r(#& ,a!#r%& a &%r%/ #%r%+)#& * &1a !+%'(%!a. A S%')a&> '%&(%

&%'(+)#> a$#'(a # $r%# % a 1a!+)a)% )#& &%1& $r#)1(#& % &%r,+#& $r%&(a)#& % a

#r/a #/ a 1a! &% r%!a+#'a #/ &%1 #'&1/+)#r> #/# a(#r%& +/$#r(a'(%& $ara

4%rar +)%!+)a)%. T%')# #/# #=%(+,# &%/$r% a &a(+&a3# )#& !+%'(%& #/# ,a!#r a

&%r a4r%4a)# a &1a /ara.



4.6 POSICIONAMENTO DA MARCA SENDAS

A S%')a& %&(- &% r%$#&++#'a')# '# /%ra)# !1/+'%'&%. A /a+#r % /a+&

(ra)++#'a! r%)% )% &1$%r/%ra)#& )# R+# )% ;a'%+r#> #/ 5 a'#&> %&(- +',%&(+')#

Rf J00 /+!"%& %/ 1/ 4ra')% $!a'# )% r%'#,a3# )% &1a /ara % )% &1a& !#=a&>

$ara &% (#r'ar a r%%r'+a '/%r# J )a )#'a )% a&a )% !a&&% /)+a.

O '#,# $#&++#'a/%'(# +'!1+ /1)a'a& 'a #/1'+a3# ,+&1a!> '# !a\#1(

KI!1&(ra3# 2 % 'a !#4#/ara> 1% $a&&a a &%r /a+& arr#=a)a. A& !#=a& &3# %/

/#'(a)a&> (/ 4ra')% ,ar+%)a)% % a$a+)a)% $ara aa&(%%r a a&a #/ #& +(%'&

/a+& $r#1ra)#& % '%%&&-r+#&.

I!1&(ra3# 2 [ M1)a'a& '# La\#1( )a& !#=a&.

F#'(%: S%')a& R%!a(6r+# A'1a! K200> $.2W

A& !#=a& #ra/ /#'(a)a $ara a& #/$ra& )# /& % )# )+aa)+a> #/ # /+9

#/$!%(# 1% a(%')% a )%/a')a )a !a&&% /)+a ra&+!%+ra. T%r- (a// ar(+4#&

)+%r%'+a)#& #/# ,+'"#& % $%r1r/ar+a> /a& '3# &% (ra(a )% 1/a !#=a #/ ar(+4#&

)% !19#. B1&a/#& #%r%%r a #/$ra #a % ara(a> #/ %9%!%'(%& $r%#& % #%r(a&#a)a& 'a !a&&% C /a& &%/ +'++r # #'&1/+)#r )% !a&&% B.



D% a#r)# #/ $%&1+&a& %)+)a& $%!# $r6$r+# 4r1$#> a '#,a S%')a& a(%')%

a /1!"%r K%ra )% W5g> a+/a )% 25 a'#&> $%r(%'%'(% a !a&&% C K$r+'+$a!/%'(%

% a !a&&% B. < a )#'a )% a&a> /3% % %&$#&a> 1% #!#a a &1a a/!+a %/ $r+/%+r#

!14ar. E!a $#)% (raa!"ar #1 '3# %> /%&/# 1% '3# 4%r% a r%')a %!a 1%/

a)/+'+&(ra #& r%1r&#& )a a/!+a. E&&a !+%'(% $r%@a 1/ %1+!r+# %'(r% $r%# %

1a!+)a)%: 1%r # /%!"#r $ara a a/!+a> /a& '3# a%+(a $a4ar /1+(#. E !ar#> %!a

(a// a@ #/$ra& $ara &+ % &% $%r/+(% $%1%'#& !19#&> $r+'+$a!/%'(% ar(+4#& )%

$%r1/ar+a % %!%@a. P#r +&&# a &%3# )% $%r1/ar+a &% /1)a $ara a r%'(% )a !#=a %

#%r%% ar(+4#& !+4a)#& a $ra@%r % %!%@a> $#r/> &%/ 4ra')%& !19#&. U/ #/

%9%/$!# &3# #& r%/%&> ,%')+)#& %/ 4ra')%& $#(%&> #/ 4ra')% )1ra+!+)a)% %

$r%#& /a+& %/ #'(a. Na $%&1+&a #/ /+! !+%'(%&> 2g a$r#,ara/ a /1)a'a.

D%&)% a 1&3# #/ # 4r1$# P3# )% Aar> a S%')a& ,%/ +',%&(+')# $ara

a1/%'(ar a &1a $r#)1(+,+)a)%. O& r%&1!(a)#& =- #/%a/ a a$ar%%r. A ,%')a $#r

"#ra (raa!"a)a r%&%1 52g )% %,%r%+r# a( "#=%. Ma& a /1)a'a $r+'+$a! )%

+/a4%/> +)%'(+)a)% % $#&++#'a/%'(#: a S%')a& 1%r &%r # &1$%r/%ra)# '/%r# J

)a !a&&% /)+a. A&&+/> #& $r%#& %&(3# a)a )+a /a+& #/$%(+(+,#&> a& a/$a'"a&

/a+& a4r%&&+,a& % a& #r/a& )% $a4a/%'(#> )+%r%'+a)a&> $ar%!a/%'(# )%

#/$ra& %/ (#)#& #& ar(%& )% r)+(# % "%1%& $r)a(a)#&.

4.7 PRHTICA DE "RANDING E A SENDAS.



S%41')# Ar("1r S%')a& Ma+& 1% 1/a #r+4a3#> a(%')%r> a(+,ar % %'a'(ar

#& /+!"ar%& )% ra&+!%+r#& 1% )+ar+a/%'(% r%`%'(a/ '#&&a& !#=a& 1/ $ra@%r.H

D%&)% &1a 1')a3#> $%!# #/%')a)#r Ma'#%! A'(]'+# S%')a& % Mar+a S#ar%&

S%')a&> # Gr1$# S%')a& ,a!#r+@a # a(%')+/%'(# % &a(+&a3# )#& !+%'(%&.

A(%'+#&a> Mar+a S#ar%&> a'(+4a 1'+#'-r+a )# S%')a&> a'#(a,a &14%&(%&> 1%+9a&

% )a)#& $%&&#a+& )a r%41%&+a % %',+a,a 1/a a+9a )% /ar/%!a)a a (#)a& a&

!+%'(%& 1% )a,a/ * !1@. A&&+/> #+ +'&(+(1)# )% #r/a ar(%&a'a! # &%r,+# )%

a(%')+/%'(# a# !+%'(%. Para Ar("1r A'(]'+# S%')a&> a(1a! $r%&+)%'(% )# 4r1$#>

$#1# /1)#1 '# #/$#r(a/%'(# )# #'&1/+)#r. O r%41& a'(+4# % # /#)%r'# &3#

+)'(+#&> a/#& a(+,a)#& $#r a!4# /1+(# &+/$!%&: a #r/a #/# &3# a(%')+)#& 'a

"#ra )a #/$raH . E/ &1a #$+'+3#> (ra(ar %/ 1%/ #/$ra > $ara 1%/ ,%')%>

r%4ra 1'+,%r&a! % +'1%&(+#'-,%!> 1% '%/ # /a+& a,a'a)# &+&(%/a )% %#//%r%

$#)%r- +4'#rar. 1a'(# /a+& &% &#+&(+a> /a+& a r%!a3# %/$r%&a[!+%'(% ,#!(a a#

$a&&a)#> r%&4a(a')# a %&&'+a )a a(+,+)a)% #/%r+a!H> a,a!+a. E&(a/#&> '%&(%&

(%/$#& )% I'(%r'%( )%!+,%r\> a&&+&(+')# a# r%'a&+/%'(# )# r%41& )% a)%r'%(a.H

O Gr1$# S%')a& #+ a $r+/%+ra r%)% ,ar%=+&(a '# R+# )% ;a'%+r# a r+ar 1/a

%'(ra! )% a(%')+/%'(# a# !+%'(% % '+a a 4a'"ar $#r )#+& a'#& #'&%1(+,#& #

$r/+# D%&(a1% Pr##'. Para &1a )+r%(#ra )% /ar%(+'4> Pa(r+a ^1#((a '3#

a&(a a$%'a& #%r%%r # /%!"#r $r%#> $r%+&# &a%r # 1% # '#&&# !+%'(% $%)%>1%r % $r%+&a. < # 1% a@ a )+%r%'aH. O 4r1$# $#&&1+ ,-r+#& a'a+& $ara #1,+r #

!+%'(%: %'(ra! 0W00> %/a+!> a+9a )% &14%&(%&> a+9a $#&(a! % a9. U/a %1+$% )%

1'+#'-r+#& (r%+'a)#& '# a(%')+/%'(# a(1a #/# $#r(a,#@ )# !+%'(% 'a %/$r%&a.

A S%')a& !a'ar- (a// 1/a '#,a %rra/%'(a )% #/1'+a3# #/ a &1a

#'&1/+)#ra: a& !#=a& )+&(r+1+r3# $ara a !+%'(% 1/a r%,+&(a /%'&a! #/ )+a& )%

!a@%r> r%%+(a&> r%&1/#& )% '#,%!a& % /a(r+a& )% #/$#r(a/%'(# % )% )%#ra3#. A



r%,+&(a +'&$+ra)a %/ $1!+a3# &+/+!ar )+&(r+1)a 'a r%)% C#/$r% B%/ K)# Gr1$#

P3# )% Aar %/ S3# Pa1!#.

4. RESULTADOS ALCANÇADOS.

N# a'# %/ 1% #/%/#ra 5 a'#&> a r%)% S%')a&> !)%r )% /%ra)# '# R+#

)% ;a'%+r#> )%/#'&(ra &%r 1/a %/$r%&a /#)%r'a % $r#'(a $ara %'r%'(ar #

a41%rr+)# /%ra)# ar+#a. P%!a $r+/%+ra ,%@ 'a "+&(6r+a )a %/$r%&a (#)a& a& !#=a&#ra/ r%#r/a)a& $ra(+a/%'(% a# /%&/# (%/$#. O $r#4ra/a )% #ra& #/%#1

%/ '#,%/r# )# a'# $a&&a)#.

O r%$#&++#'a/%'(# )a /ara> a& r%#r/a& % r%+'a141ra%& #ra/ $a1(a)a&

$#r $%&1+&a& )% /%ra)#. D% a#r)# #/ # %&(1)#> a& +!+a+& a(%')%/ * /1!"%r

K%ra )% W5g a+/a )% 25 a'#&. S%41')# a $%&1+&a a )#'a )% a&a> /3% %

%&$#&a> 1% #!#a a &1a a/!+a %/ $r+/%+r# !14ar. E!a $#)% (raa!"ar #1 '3# %>

/%&/# 1% '3# 4%r% a r%')a> %!a 1%/ a)/+'+&(ra #& r%1r&#& )a a/!+a. E&&a

!+%'(% $r%@a 1/ %1+!r+# %'(r% $r%# % 1a!+)a)%: 1%r # /%!"#r $ara a a/!+a %

&a% %9+4+r #'& $r%#&. E !ar#> %!a (a// a@ #/$ra& $ara &+ % &% $%r/+(%

$%1%'#& !19#&> $r+'+$a!/%'(% ar(+4#& )% $%r1/ar+a % )% %!%@a. Na $%&1+&a #/

/+! !+%'(%&> 2g a$r#,ara/ a /1)a'a )a &%3# $ara r%'(% )a& !#=a&.

Na& 1'+)a)%& =- r%#r/a)a&> #+ r%4+&(ra)# r%&+/%'(# )% J02g 'a& ,%')a&

'%&(% &%(#r> r%&+/%'(# '# !19# )% !+%'(%& )% a$r#9+/a)a/%'(% 0g % '# (+%(

/)+#> )% 5g R%)13# /)+a )% J0 $#'(#& $%r%'(1a+& '#& $r%#&> )%,+)# a# a!(#

$#)%r )% '%4#+a3# )a C#/$a'"+a Bra&+!%+ra )% D+&(r+1+3#> r%,+(a!+@a3# %

/#)%r'+@a3# )% (#)a& a& !#=a&> +'#,a%& %/ )+,%r&#& &%r,+#&> '#,a )+&$#&+3#

)% /%ra)#r+a&> #/ /a+#r %1+!r+# '# /+9 )% $r#)1(#&. A!/ )+&&#> $ara #%r%%r



a+')a /a+& ,a'(a4%'& %/ $r%#& a r%)% $r#/#,%1 /%!"#r a)%1a3# )% &%1& +(%'&

)% /ara $r6$r+a> %',#!,%')# /a+& )% J000 $r#)1(#& % a +'!1&3# )% J.050

/%ra)#r+a&.

A+')a #/ a&% 'a& $%&1+&a&> $%)+)# )% !+%'(% 1/a #r)%/ 'a S%')a&.

D%$#+& )a a&&#+a3#> a S%')a& a/$!+#1 a %1+$% % a)#(#1 #& &+&(%/a& )%

a(%')+/%'(# a# !+%'(%&> Ca&a )# C!+%'(%> =- 1(+!+@a)#& $%!a C+a Bra&+!%+ra )%

D+&(r+1+3#. Tra(a&% )% %'"/ar %/ a(%')+/%'(# a# #'&1/+)#r '# ,ar%=#

ra&+!%+r#> % $a&&a a #%r%%r a#& #'&1/+)#r%& ar+#a&> '3# /a+& 1/a $%&&#a>

/a& 1/a a&a #')% (#)# #'&1/+)#r (%/ #ra % ,#@. A Ca&a )# C!+%'(%> 1/ a'a!

)% #/1'+a3# )+r%(# #/ a )+r%(#r+a )a N#,a S%')a&.

A Ca&a )# C!+%'(% r%$r%&%'(a # S+&(%/a )% O/1)&/a' %/$r%4a)# 'a

%/$r%&a. < 1/ a'a! +'(%ra(+,# )% r%!a+#'a/%'(# )#& !+%'(%& #/ a %/$r%&a> 1%

%&(a%!%% # #/$r#/+&&# )% r%&$%+(# #/ #& #'&1/+)#r%& % )% a=1&(%& %/ '#&&a

#$%ra3#. A Ca&a )# C!+%'(% r%%% /%'&a!/%'(% %ra )% J2 /+! $%)+)#& %

&14%&(%& )% !+%'(%& '# R+# )% ;a'%+r#. O $r+'+$a! 4a'"# #+ (%r #'&%41+)#

%&(a%!%%r 1/a #r(% !+4a3# #/ # !+%'(%.

A '#'a %&(r1(1ra3# ,+&#1 1/a !+4a3# #/ 1a!+)a)% % /ara> )% /a'%+ra a

$r#/#,%r a)a ,%@ /a+& #'#r(# $ara # !+%'(%. U/ )#& $r+'+$a+& )+%r%'+a+& )a&

!#=a& r%+'a141ra)a& # a(%')+/%'(# '# a#141%> #')% # a(%')%'(% r%a!+@a #& #r(%&'a "#ra> 'a r%'(% )# !+%'(%> 4%ra')# /a+#r #'+a'a '#& 1+)a)#& % 1a!+)a)% )a

/%ra)#r+a. A %9$%(a(+,a )% 1% %&(a /%)+)a $%r/+(a 1/ r%&+/%'(# )% 20g a

5g )% ,%')a& )% ar'%&. - 1/a #%r(a /a+#r )% #r(%& (a'(# )% ar'% #,+'a

1a'(# )% a,%&> '1/ (#(a! )% /a+& )% 25 (+$#& )+%r%'(%&. A $%+9ar+a (a// %&(-

#/ /a+& ,ar+%)a)% % '#,a %9$#&+3# )% $r#)1(#& % #'(a a4#ra #/ $r#)1(#& $r

$r%$ara)#& $ara #'&1/# $ara a+!+(ar a+')a /a+& # )+aa)+a )#& !+%'(%&. T1)#



+&&# $ara a!+ar a)a ,%@ /a+& 1/ /+9 )% &%r,+#& % $r#)1(#& )% 1a!+)a)%& % 1/a

/a+#r #/#)+)a)% a /ara &%')a&.

O1(ra '#,+)a)% 1% #/$r#,a # +',%&(+/%'(# )a S%')a& %/ &%r,+#& # &%(#r

)% )r#4ar+a& 1% $a&&ar- )% 2W $ara W 1'+)a)%&> a( =1'"#> 1a')# (#)a& a& !#=a&

%&(ar3# r%+'a141ra)a&. A+')a a!a')# %/ +'#,a3#> a $%r1/ar+a 1/a )a& #a&

&1r$r%&a& '%&&% '#,# !a\#1( )%+'+)# $ara a r%)%. A &%3# $a&&a a #1$ar 1/a -r%a

'#r%> !#a!+@a)a 'a r%'(% )a !#=a % #%r%% /a+#r ,ar+%)a)% )% ar(+4#& !+4a)#& a

&a)% % %!%@a.

O& #r'%%)#r%& r%4+#'a+& (a// r%%%/ a(%'3# 'a S%')a&. C#/# $ar(%

)# $r#=%(# Cara& )# Bra&+!> $r#4ra/a )% a)a&(ra/%'(# )% $%1%'#& % /)+#&

$r#)1(#r%&> a S%')a& +'%'(+,a a $r#)13# !#a! % #'&%41% #%r%%r a#& !+%'(%&

$r#)1(#& #/ $r%#& #/$a(,%+& )%,+)# a 6(+/a& #')+%& )% '%4#+a3# % r%(%.

Ar(%&a'a(# %/ 4%ra!> $a'#& )% $ra(#> a')%=a&> )+,%r&#& (+$#& )% /%! % 4%!%+a& &3#

a!41'& %9%/$!#& )% +(%'& r%4+#'a+& 1% a@%/ $ar(% )# /+9 )a& !#=a& S%')a&>

%9$#&(#& %/ J2 !#=a&.

Para #& 1'+#'-r+#&> #ra/ )%)+a)a& 0.000 "#ra& %/ (r%+'a/%'(# $ara #&

1'+#'-r+#& )a r%)% S%')a&. Sa)%> %)1a3# % 1a!+)a)% )% ,+)a &3# a& $r+'+$a+&

$r%#1$a%& )a S%')a& #/ #& &%1& #!a#ra)#r%&. Para +&&#> %!%& $a&&ara/ a

#'(ar #/ $!a'# #)#'(#!64+#> +'%'(+,# % #!&a $ara 1r&#& 1'+,%r&+(-r+#&> a!/ )#Pr#4ra/a L14ar O')% V# M#ra> 1% $r#1ra a!#ar # 1'+#'-r+# '1/a !#=a

$r69+/a a &1a r%&+)'+a. D% a#r)# #/ # $r6$r+# S%')a& $ara 1% a /1)a'a

r%a!/%'(% $1)%&&% a#'(%%r %ra '%%&&-r+#> #/%ar $%!#& $r6$r+#&

#!a#ra)#r%& A4r%4a')# %'%+#&> a)%1a')# # $%r+! )% ar4#& % &a!-r+#&> %

#%r%%')# #$#r(1'+)a)% )% (raa!"# * $#$1!a3# )# R+# )% ;a'%+r#. A$6& #&

(r%+'a/%'(#& #%r%+)#&> '#(a&% 1% a 1!(1ra )# r%&1!(a)# %&(- a)a ,%@ /a+&



#'&#!+)a)a 'a %/$r%&a> (a'(# 1%> )%(%(#1&% 1/ r%&+/%'(# )% 52g 'a ,%')a

$#r "#ra (raa!"a)a.

A 1'+3# )a S%')a& #/ a CBD r%&1!(#1 %/ /#)%r'+)a)% % #r(% )% 1&(#&

4%ra+&> 1% a( =1'"# a!a'#1 a /ara )#& Rf 2 /+!"%&. A!41/a& /%)+)a& $ara

"%4ar a %&(a /%(a =- %&(3# &%')# a)#(a)a&. O 1&# ra+#'a! )% &%r,+#& )% -41a %

%'%r4+a $%r/+(+1 %#'#/+a )% %ra )% J5g> $#r %9%/$!#.

A a$a+)a)% )% ar/a@%'a/%'(# '#& C%'(r#& )% D+&(r+1+3# )#r#1. S% a'(%&

%ra/ aa&(%+)a& XW !#=a& S%')a& KX0 S%')a& % W B#' Mar"%> "#=% #& C%'(r#& D%

D+&(r+1+%& aa&(%%/ (#)a& a& J0W !#=a& )a& a')%+ra& )a S%')a& D+&(r+1+)#ra.

C#'4%!a)#& % r%&r+a)#& 4a'"ara/ 1/ '#,# %&$a# !#4&(+# $ara aa&(%+/%'(# )a

r%)%> 1% r%&1!(#1 '# r%&+/%'(# )# '/%r# )% a(%')+/%'(#& *& !#=a& % 'a

a$a+)a)% )% %'(r%4a.

5. METODOLOGIA.



B1&#1&% )%!+'%ar 1/ 1a)r# #'%+(1a! 1% $%r/+(+&&% #$%ra+#'a!+@ar a

$%&1+&a a(ra,& )a #a!+@a3# )a& ,ar+-,%+& )% +'(%r%&&%> #/ a&% %/

+',%&(+4a3# %9$!#ra(6r+a> $ara 1% #&&% $#&&,%! r%&$#')%r * 1%&(3#:

P#r 1% a(1a!/%'(% 4ra')%& %/$r%&a& %&(3# a)#(a')# # Branding #/# $r+'+$a!

#r/a )% 4%&(3# )% /ara

5.1 TIPO DE PESQUISA

Para !a&&++ar a $r%&%'(% $%&1+&a (#/#1&% #/# a&% a (a9+#'#/+a

a$r%&%'(a)a $#r V%r4ara KJW> 1% 1a!++a 1/a $%&1+&a %/ r%!a3# a )#+&

a&$%(#&: 1a'(# a#& +'& % 1a'(# a#& /%+#&.

C#/ r%!a3# a#& +'&> #+ r%a!+@a)a 1/a $%&1+&a %9$!#ra(6r+a % )%&r+(+,a> %

#/ r%!a3# a#& /%+#& )% +',%&(+4a3#> $#)%&% a+r/ar 1% #+ r%a!+@a)a 1/ %&(1)#

)% a&#> +!+#4r-+a % )#1/%'(a!.

S%41')# V%r4ara> KJW> $.5. A +',%&(+4a3# %9$!#ra(6r+a r%a!+@a)a %/

-r%a 'a 1a! "- $#1# #'"%+/%'(# a1/1!a)# % &+&(%/a(+@a)#. P#r &1a 'a(1r%@a

)% &#')a4%/> '3# #/$#r(a "+$6(%&%& 1%> (#)a,+a> $#)%r3# &1r4+r )1ra'(% #1 a#

+'a! )a $%&1+&aH

S%41')# G+! KJX> $. 5:

A %&#!"a )% 1/a $%&1+&a %9$!#ra(6r+a #=%(+,a $r#$#r+#'ar /a+#r a/+!+ar+)a)% #/ # $r#!%/a> #/ ,+&(a& a (#r'-!# /a+& %9$!+(# #1 a#'&(r1+r "+$6(%&%&. P#)%&% )+@%r 1% %&(a& $%&1+&a& (/ #/# #=%(+,#$r+'+$a! # a$r+/#ra/%'(# )% +)+a& #1 a )%&#%r(a )% +'(1+%&.

D%&r+(+,a> $#r1% %9$% a& ara(%r&(+a& )#& $r+'+$a+& /#)%!#& )% 4%&(3#

)% /ara % %&(a%!%% #rr%!a%& %'(r% %&(%& % # $r#%&&# )% 4%&(3# )% ra')+'4.



Para V%r4ara> KJW> $.5 A $%&1+&a )%&r+(+,a %9$% ara(%r&(+a& )%

)%(%r/+'a)a $#$1!a3# #1 )% )%(%r/+'a)# %']/%'#. N3# (%/ #/$r#/+&&# )%

%9$!+ar #& %']/%'#& 1% )%&r%,%> %/#ra &+r,a )% a&% $ara (a! %9$!+a3#H

S%41')# G+! KJ> $.X> a& $%&1+&a& )%&r+(+,a& %/ #'=1'(# #/ a&

%9$!#ra(6r+a& &3# a& /a+& 1(+!+@a)a& $%!#& $%&1+&a)#r%& &#+a+& $r%#1$a)#& #/ a

a(1a3# $r-(+a.

E&(a $%&1+&a &%r- (a// !a&&++a)a #/# 1/ %&(1)# )% a&#> )%,+)# *

'%%&&+)a)% )% &% r%&$#')%r #/# % $#r 1 %r(#& %']/%'#& ##rr%/> 1a')#

"- $#1a $#&&++!+)a)% )% #'(r#!% &#r% #& %,%'(#& %&(1)a)#& % 1a')# # ## )%

+'(%r%&&% ##rr% #/ %']/%'#& a(1a+&> 1% $#)%r3# &%r a'a!+&a)#& )%'(r# )%

a!41/ #'(%9(# )# )+aa)+a.

YIN KJW> $. 2 a+r/a 1%:

b# %&(1)# )% a&# 1/a +'1+r+3# %/$r+a 1% +',%&(+4a 1/%']/%'# #'(%/$#r'%# )%'(r# )% 1/ #'(%9(# )a ,+)a r%a!>1a')# a r#'(%+ra %'(r% # %']/%'# % # #'(%9(# '3# !ara/%'(% %,+)%'(% % #')% /!(+$!a& #'(%& )% %,+)'+a &3#1(+!+@a)a&b.

A+')a )% a#r)# #/ YIN KJW> a $r%%r'+a $%!# 1&# )# E&(1)# )% Ca&#

)%,% &%r )a)a 1a')# )# %&(1)# )% %,%'(#& #'(%/$#r'%#&> %/ &+(1a%& #')%

#& #/$#r(a/%'(#& r%!%,a'(%& '3# $#)%/ &%r /a'+$1!a)#&> /a& #')% $#&&,%! &%

a@%r #&%r,a%& )+r%(a& % %'(r%,+&(a& &+&(%/-(+a&. A$%&ar )% (%r $#'(#& %/

#/1/ #/ # /(#)# "+&(6r+#> # E&(1)# )% Ca&# &% ara(%r+@a $%!a b...

a$a+)a)% )% !+)ar #/ 1/a #/$!%(a ,ar+%)a)% )% %,+)'+a& )#1/%'(#&>

ar(%a(#&> %'(r%,+&(a& % #&%r,a%&.b KYIN> JW> $. J

5.2 FONTES DE PESQUISA.



O& /%+#& 1(+!+@a)#& $ara a r%a!+@a3# )%&&a +',%&(+4a3# #ra/: B+!+#4r-+a>

$#r1% $ara a 1')a/%'(a3# (%6r+#/%(#)#!64+a )a $%&1+&a r%a!+@#1&%

+',%&(+4a3# &#r% #& &%41+'(%& #'%+(#&: /ara> +)%'(+)a)% )% /ara>

$#&++#'a/%'(#> ,a!#r )% /ara % ra') %1+(\> /ar%(+'4 )% r%!a+#'a/%'(#& %

/#)%!#& )% 4%&(3# )% /ara.

D% a#r)# #/ V%r4ara KJW> $.X. A $%&1+&a +!+#4r-+a # %&(1)#

&+&(%/a(+@a)# )%&%',#!,+)# #/ a&% %/ /a(%r+a! $1!+a)# %/ !+,r#&> r%,+&(a&>

=#r'a+&> r%)%& %!%(r]'+a&> +&(# > /a(%r+a! a%&&,%! a# $!+# %/ 4%ra!H

D#1/%'(a!> $#r1% 1(+!+@#1 +'#r/a%& %)+)a& $%!# S%')a&> #/#

)#1/%'(#& )% (raa!"#> $%&1+&a& % r%!a(6r+#& )% #'&1!(#r+a& $r+,a)a&> '3#

)+&$#',%+& $ara #'&1!(a& $!+a&. R%a!+@#1&%> (a// a #&%r,a3# )+r%(a

+'(%'&+,a> /a+& %&$%++a/%'(% a ('+a )% %'(r%,+&(a> a 1a!> $r#$#r+#'a a#

%'(r%,+&(a)#r> ,%ra!/%'(%> a +'#r/a3# '%%&&-r+aH.

Para V%r4ara KJW> $.X

A +',%&(+4a3# )#1/%'(a! r%a!+@a)a %/ )#1/%'(#& #'&%r,a)#& '#+'(%r+#r )% 6r43#& $!+#& % $r+,a)#& )% 1a!1%r 'a(1r%@a> #1 #/$%&&#a&: r%4+&(r#&> a'a+&> r%41!a/%'(#&> +r1!ar%&> #+#&> /%/#ra')#&>a!a'%(%&> #/1'+a%& +'#r/a+&> +!/%&> /+r#+!/%&> #(#4ra+a&> video"tape> +'#r/a%& %/ )+&1%(%> )+-r+#&> ar(a& $%&&#a+& % #1(r#&.

G+! KJ> $.JJ #'&+)%ra a %'(r%,+&(a 1/a #r/a )% +'(%ra3# &#+a!> 1/a

#r/a )% )+-!#4# a&&+/(r+#> %/ 1% 1/a )a& $ar(%& 1&a #!%(ar )a)#& % a #1(ra

&% a$r%&%'(a #/# #'(% )% +'#r/a3#H. E&&%& )#1/%'(#&> %&r+(#& #1 '3#>

#'&(+(1%/ # 1% &% )%'#/+'a )% #'(%& $r+/-r+a&> )+&(+'41+')#&% )a& #'(%&

&%1')-r+a&> r%$r%&%'(a)a& $%!a $%&1+&a +!+#4r-+a.

5.3 COLETA, TRATAMENTO E ANÁLISE DE DADOS



O& )a)#& #ra/ #!%(a)#& +'++a!/%'(% $#r /%+# )% $%&1+&a +!+#4r-+a %/

!+,r#&> ar(+4#&> (%&%&> )+&&%r(a%&> r%,+&(a& %&$%+a!+@a)a&> =#r'a+& % I'(%r'%( E

a(ra,& )% %&(1)# )% a&# %%(1a)a '# &1$%r/%ra)# S%')a&.

E/ &%41+)a #ra/ #r4a'+@a)#& #& )a)#& 1% &%r,+ra/ )% a&% $ara a

%!a#ra3# )# %&(1)# )% a&# &#r% a %/$r%&a S%')a& % &#r% a& %rra/%'(a& $#r

%!%& 1(+!+@a)a& #/# #r/a )% 4%&(3# )% /ara. Pr+/%+ra/%'(%> #+ r%a!+@a)# 1/

!%,a'(a/%'(# &#r% (#)# # "+&(6r+# )a %/$r%&a> &1a& a%& 1a'(#& a#&

#/$#'%'(%& )% /ara % %/ &%41+)a #ra/ !%,a'(a)#& (#)#& #& )a)#& )+&$#',%+&>

1% ,+a+!+@ara/ # %&(1)# )a +/$!a'(a3# )% ra')+'4 $%!# S%')a&.

P#r !(+/#> #ra/ !%,a'(a)#& a!41'& )a)#& % r%&1!(a)#& )% $%&1+&a&

r%a!+@a)a& $%!a %/$r%&a S%')a& #/ &%1& !+%'(%&.

O& )a)#& #ra/ (ra(a)#& )% #r/a 1a!+(a(+,a> $#+& a +'(%r$r%(a3# )a&

+'#r/a%& % #$+'+%& !%,a'(a)a& '3# r%1%r%r%/ # 1&# )% /(#)#& % ('+a&

%&(a(&(+a&.

A r%,+&3# )a !+(%ra(1ra #'%'(r#1&% '# %'(%')+/%'(# )# a(1a! #'(%9(# )#&

#'%+(#& )% /ar%(+'4 % /ara> %/ #/# )a& 1%&(%& 1% #/$%/ # $r#%&&#

)% 4%&(3# )# ra')+'4> $%r/+(+')# a &%!%3# % %&(1)# )% /#)%!#& )% 4%&(3# )%

/ara #'%+)#& $#r a1(#r%& #'&a4ra)#& '# a&&1'(#.

A a'-!+&% % #/$ara3# )%&&%& /#)%!#&> $#r &1a ,%@> $#&&++!+(#1 a &%!%3#)#& #/$#'%'(%& %&&%'+a+& 'a 4%&(3# ra')+'4 % # )%&%',#!,+/%'(# )% 1%&(%& a

&%r%/ +',%&(+4a)a& %/ r%!a3# a# #=%(+,# $r#$#&(#.

5.4 DIFICULDADES E LIMITAÇÕES DA METODOLOGIA



A /%(#)#!#4+a %&#!"+)a a$r%&%'(#1 a!41/a& )++1!)a)%& % !+/+(a%& 1a'(#

* #!%(a % a# (ra(a/%'(# )#& )a)#&.

C#/ r%!a3# * #!%(a )% )a)#& # a(#r !+/+(a'(% )+@ r%&$%+(# * $%&1+&a

)#1/%'(a!> 1/a ,%@ 1% a!41/a& +'#r/a%& '%%&&-r+a& $ara a $%&1+&a (/

ar-(%r )% #'+)%'+a!+)a)% %> $#r(a'(#> #ra/ &1=%+(a& a $r,+a a1(#r+@a3# )a

%/$r%&a $ara )+,1!4a3# % #1(ra& '3# #'%)+)a&.

A /a+#r )++1!)a)% #+ a ar'+a )% $%&1+&a&> ar(+4#& % $1!+a%& &#r% #

a&&1'(# '# Bra&+!> )%,+)# a $#1a )+1&3# )# (%/a '# a/$# aa)/+# % +%'(++#

'a+#'a! . A&&+/ 4ra')% $ar(% )a +!+#4ra+a 1(+!+@a)a )% #r+4%/ %&(ra'4%+ra.

S#r% # (ra(a/%'(# )#& )a)#&> a& !+/+(a%& % )++1!)a)%& )%,%1&% *

a$a+)a)% )% a&(ra3# r%'(% a# #=%(# a &%r a'a!+&a)#> 1% r%1%r )#

$%&1+&a)#r 4ra')% r+4#r aa)/+#.

O /(#)# %&#!"+)# $ara # %&(1)# a$r%&%'(a %r(a& !+/+(a%&. E!a& &3#

a$r%&%'(a)a& a &%41+r:

A$%&ar )% &%r 1/a #r/a )+&(+'(a $ara a +'1+r+3# %/$r+a> # %&(1)# )% a&#

,+&(# #/# a #r/a /%'#& )%&%=-,%! )# 1% a %9$%r+/%'(a3# #1 $%&1+&a&.

S%41')# YIN KJW> +&(# ##rr% $#r ra@%& #/# a 4ra')% $r%#1$a3# &#r% a

a!(a )% r+4#r )a& $%&1+&a& )% %&(1)# )% a&#> 1/a ,%@ 1%> b... /1+(a& ,%@%&> #

+',%&(+4a)#r )% %&(1)# )% a&# (%/ &+)# )%&1+)a)# % (%/ a)/+(+)# %,+)'+a&%1+,#a)a& #1 %',+%&a)a& $ara +'!1%'+ar a )+r%3# )a& )%&#%r(a& % )a&

#'!1&%&b.KYIN> JW> $. 2J

A&&+/ &%')#> a ara'4'+a )a $%&1+&a +a !+/+(a)a a a$%'a& 1/a

%/$r%&a 1% #ra &%!%+#'a)a $ara # %&(1)# )% a&# )% a#r)# #/ # r+(r+# )%

a%&&++!+)a)%> )%+9a')# a $ar(% #1(ra& %/$r%&a& )# /%&/# &%4/%'(# % )%+9a')# a

$ar(% ara(%r&(+a& a%ra )#& #'&1/+)#r%&> %/ 1'3# )# (%/$# )+&$#',%! % )a



!+/+(a3# )% r%1r&#& $ara a $%&1+&a. S%')# a&&+/ $#&&,%! 1% #& )a)#&

%'#'(ra)#& '3# &%=a/ #& /a+& r%$r%&%'(a(+,#& )%&(% &%4/%'(# )% '%46+#.

P#r %&(% $r+&/a> $#)%&% )%&(aar 1/a #1(ra $r%#1$a3# %/ r%!a3# a %&(%

/(#)# KYIN> JW 1% # a(# )# %&(1)# )% a&# #r'%%r $%1%'a a&% $ara

4%'%ra!+@a%& +%'(+a& 1/a ,%@ 1% > $#r %&(1)ar 1/ #1 a!41'& a&#& '3# &%

#'&(+(1+ %/ a/#&(ra )a $#$1!a3# %> $#r +&(#> (#r'a&% &%/ &+4'++a)# 1a!1%r

(%'(a(+,a )% 4%'%ra!+@a3# $ara $#$1!a%&.

T#)a,+a> /%&/# )+a'(% )a& !+/+(a%& r%%r%'+a)a&> ar%)+(a&% 1% a

/%(#)#!#4+a $r#$#&(a $%r/+(+1 a!a'ar # #=%(+,# +'a! )a $%&1+&a.

CONCLUSÃO.



CONSIDERAÇES FINAIS.

E&(% %&(1)# $r#$]& )%/#&(rar a +/$#r('+a )a /ara $ara a& #r4a'+@a%&

a(1a!/%'(%> % a,%r+41ar &1a 1(+!+@a3# #/# #r/a )% )+%r%'+a3# #/$%(+(+,a

a(ra,& )a $r-(+a )% branding+

P#)%&% a+r/ar 1% a /ara 4a'"a a)a ,%@ /a+& +/$#r('+a $ara a&

#r4a'+@a%&> )%,+)# '3# &#/%'(% a &1a 1'3# )% )+%r%'+a3#> /a& #/# #r/a

)% %&(a%!%%r 1/ r%!a+#'a/%'(# &6!+)# % +'(%ra(+,# #/ #& !+%'(%&> 4ara'(+')#

a&&+/ 1/a +/$#r(a'(% $#&+3# 'a /%'(% )# !+%'(%> #'#r/% #& %9%/$!#& +(a)#&

'a $%&1+&a (##/+') )a #!"a online / $.555X.

Para (a! a+r/a3# # %&(1)# &%41+1 a& #r+%'(a%& )% Fr%) Ta,ar%& K200>

$.252> 'a 1a! ra(++a> 1% $ara #'&%41+r 1/ )+%r%'+a! #/$%(+(+,# =1'(# a#

/%ra)#> a +/$#r('+a )a 4%&(3# )% /ara> a(ra,& )% branding > a)a ,%@ /a+&

+/$#r(a'(%.

A 4%&(3# )% Bra')+'4 a )+r%3# 1% &% )- a 1/a /ara 'a 1&a )% 1/a$#&+3# '+a % ,a!+#&a 'a /%'(% % '# /%ra)#> #'#/+(a'(%/%'(%> 1% &%(#r'% (3# '%%&&-r+a> %9!1&+,a % )+%r%'+a)a> a@%')# 1% a &1a +)%'(+)a)%% +/a4%/ &%=a/ r+&(a!+@a)#& % $%r%+)#& $%!# $!+# #/1/ #'%+(# )%,a!#r '+#> #(+)# a(ra,& )% 1/a #a!+@a3# )a /ara> % )a& a%&%&#!"+)a& r%%r%'(%& a#& &%1& #/$#'%'(%&.

D%&(a /a'%+ra> a #'1+&(a $%!a $#&+3# '+a 'a /%'(% )# /%ra)#> '3# &%

a@ a$%'a& a(ra,& )a $r-(+a )% branding > /a& (a// $%!a& a%& a)#(a)a& a#&#/$#'%'(%& )% /ara. C#/# $#)%/#& ,%r a(ra,& )a& a%& %%(1a)a& $%!a r%)%

S%')a& %/ r%!a3# a#& #/$#'%'(%& )% &1a /ara> #'#r/% +(a)#& 'a& a'-!+&%&

)# %&(1)# )% a&# K$. XW

P#r/ a(# )%/#&(ra)# a(ra,& )# %&(1)# )% a&#> 1% * $r-(+a )% branding

a)#(a)a $%!a r%)% S%')a& a$!+a)a )% /a'%+ra !+/+(a)a> $#r %&(ar %/ a&% +'++a!

)% +/$!a'(a3#> +/$#&&++!+(a 1/a a'-!+&% #'&+&(%'(% )% &%1& r%&1!(a)#&.



P#r/ a(ra,& )a& $%&1+&a& r%a!+@a)a& '# %&(1)# )% a&# $#&&,%!

$%r%%r 1/a $%r&$%(+,a a'+/a)#ra $ara r%a!+@a3# )%&(a $r-(+a> 1% ,+&a #

)%&%',#!,+/%'(# )# r%!a+#'a/%'(# /ara [ !+%'(%. V%/#& 1%> a$%&ar )% $#1#

)+1')+)a '# Bra&+!> a $r-(+a )% branding a)#(a)a $%!a r%)% S%')a& #/%a a 4%rar

r%&1!(a)#& +/$#r(a'(%& % %&(a%!%%r ,'1!#& )+%r%'+a(+,#& 'a /%'(% )#& &%1&

!+%'(%& C#'#r/% $#)%/#& '#(ar a(ra,& )#& r%&1!(a)#& a$r%&%'(a)#& a$6& a

+/$!a'(a3# )a '#,a 4%&(3# )% /ara. K $.5W

C#/ %&(a r%a!+)a)%> $#)%&% )%&(aar ,+a& )% +'(%r$r%(a3# $ara #'r%(+@ar a

"+$6(%&% !%,a'(a)a '%&(% %&(1)#. Va/#& a %!a&:

A $r-(+a )% 4%&(3# )% branding > )%/#&(ra &%r 1/ +/$#r(a'(% /%+# )% 4%&(3#

)a /ara % )+%r%'+a3# #/$%(+(+,a> )a)a a +/$#r('+a )a /ara a(1a!/%'(%>

a$%&ar )a a$!+a3# )% branding a+')a &%r $#1# a)#(a)a $%!a& %/$r%&a& % %&(ar

%/ a&% )% a/a)1r%+/%'(#.

S%41')# ;#"' T#r%!!a K200> $.J0 # 1(1r# )a& %/$r%&a& %&(ar3# !+4a)#&

)+r%(a/%'(% #/ a 4%&(3# )a /ara % #/ #& &#'"#& % %/#%& 1% %!a (ra'&/+(%.

N# 1(1r#> a& /ara& %&(ar3# !+4a)a& a#& &#'"#& % /#(+,a%& )#& !+%'(%&%/ r%!a3# a 1/a ,+)a /%!"#r. U/ r%!%9# )% 1% # !+%'(% > % 1%r &%rC#/# %!% )%&%=a 1% ,# &% %9$r%&&%> &%=a ,+&(# % %'(%')a#. A& /ara&

$r%+&a/ &% #'%(ar %/#+#'a!/%'(% % $r%+&a/ %'(%')%r 1% # &1%&&#$a&&a)#> #1 $r%&%'(% '3# 4ara'(% &1%&&# '# 1(1r# .

P#r(a'(# %&(% %&(1)#> $])% %&!ar%%r 1% a /ara &%r- a)a ,%@ /a+&

+/$#r(a'(% =1'(# a# /%ra)#> % 1% # &1%&&# )a& %/$r%&a& )%$%')% )+r%(a/%'(%

)a $#&+3# %/ 1% a /ara %&#!"% a(1ar )+a'(% )% &%1& !+%'(%&.

Para ;#"' T#r%!!a K200> $.JJ:

O &1%&&# )%$%')% )% a!+/%'(ar % #'(+'1a/%'(% r%+'(%r$r%(ar 1/a+)%'(+)a)% $ara $#a 1/ #'=1'(# )% &+4'++a)#&> a&&#+a%& %%'%+#& 1% &%=a )%&%=a)# % +/$#r(a'(% $ara # #'&1/+)#r. A 4%&(3# )%



/ara: a& $%r%$%& )#& #'&1/+)#r%& &#r% &1a /ara &3# % (#r'ar3#1/ )% &%1& a(+,#& /a+& $r%+#&#&. N3# &% (ra(a )% %/$r%&(ar &+4'++a)#&#'&+&(%'(%& % )1ra)#1r#& 'a ,+)a #(+)+a'a> /a& (raa!"ar )1r# $ara$r%&%r,ar % $r#(%4%r 1/ #'=1'(# )% &/#!#& ar1%($+#& 1% )+%r%'+a/a &1a /ara 'a /%'(% )# #'&1/+)#r.

C#'!1+&% !ara/%'(% $%!# %&#$# )%&&% %&(1)#> 1% $ara a& %/$r%&a&

/a'(%r%/&% #/$%(+(+,a& '3# a&(a &#/%'(% +',%&(+r % a$!+ar&% a 1a!+)a)% )%

&%1& $r#)1(#& % 1&a )% $r%#& /a+& a+9#&> a)a ,%@ /a+& '%%&&-r+# r+ar

1/a /a+#r +'(%ra3# )% &1a /ara #/ &%1& !+%'(%&> ,+&a')# a!/ )a &1a 'a(1r%@a

)+%r%'+a(+,a> /a& $a&&a')# a a@%r $ar(%> % +'!1%'+a')# a ,+)a )a& $%&&#a&.

SUGESTES PARA ESTUDOS FUTUROSN

A& &%41+'(%& &14%&(%& &3# +')+a)a& $ara %&(1)#& 1(1r#&:

• R%$%(+3# )# %&(1)# '1/ $%r#)#> %/ 1% a $r-(+a )% branding =- %&(%=a

/a+& a/a)1r%+)a '# /%ra)#> ,+&a')# 1/a a'-!+&% /a+& #/$!%(a )%'(r# )%

(#)a& a& $%r&$%(+,a& +/$!+(a& )a 4%&(3#

• R%a!+@a3# )% 1/ %&(1)# 1% +)%'(++1% 1%&(%& 1a'(# * 1&(#& )%

+/$!a'(a3#> $r#(%3# !%4a!> % ,+a+!+)a)% +'a'%+ra a $r-(+a )% branding+

• R%a!+@a3# )% 1/ %&(1)#> 1% #rr%!a+#'% #& #'%+(#& $r+'+$a+& )%

/ar%(+'4> %&(ra(4+a % /ara> )%&(aa')# #/# a /ara )%,% &%r

#$%ra+#'a!+@a)a )% #r/a %&(ra(4+a % (a(+a/%'(%.



REFER!NCIAS.

AAÊR> Da,+) A. C/,-0 ,0-<@/,-0 ,/,< 0 <<<. S3# Pa1!#:

F1(1ra> 200J.

AAÊR> Da,+) A. M,-,B-B "/,-0 E@. I': SCULTZ> D#' E> BARNES> B%(" E.C,?,-:,< E<@/,@B,< 0 C-, 0 ,/,. R+# )% ;a'%+r#:1a!+(\/ar> 200.

AAÊR> Da,+) A. ;OACIMSTALER> Er+". C#'&(r1+')# /ara& &%/ a /)+a )%/a&&a. I': A0-<@/, 0 ,/,<' - /,-0 ,-,B-@ ,/,/0 "<-<<RQ. Tra). A#'&# C%!&# )a C. S%rra. R+# )% ;a'%+r#' Ca/$1&> 2000. $.2W.

BACOCCINA> D%'+@%. E?/<,< ,?, ,,< 0 ?/0@<.0 Estado de 2oPaulo. S3# Pa1!#> 0.'#,. JW.a). %#'#/+a.$. B.5.

BARRETO> A'(#'+# C P. )% /a(#& FAMÁ> R1%'&. V,/ 0 ,/,' U/a r%!%93#&#r% #'%+(#&. R%,+&(a )% A)/+'+&(ra3#> S3# Pa1!#> ,.> '.m > $. 5XX> #1(8)%@JW.

BASSAT> L.. E / / 0 ,< ,/,<: C#/# #'&(r1+r /ara& )% 9+(#. Ma)r+)>E&$a&a> J.

BAUDRILLARD> ; O ?/@,-@ 0 -<0/ I': GIGLIO> Er'%&(# M. A<0,0 0 -<... S3# Pa1!#> L%ar'+'4> 200.

BIEL> A!%9a')%r L. C , ,B 0 ,/, 0/-, /,-0 @.M%ra)# G!#a!. S3# Pa1!#> J.

BOECAT. #/-, 0 "/,<' N#,# ,+&1a!. R+# )% ;a'%+r#> $.X 228%, 2002.

CAVES> N#r%r(#. L, ,B- /?/,@,: (%#ra \ /%(#)#!#4a )% !a+)%'(++a+6' +'&(+(1+#'a!. Bar%!#'a: E)+(#r+a! G1&(a,# G+!+> J.

CURCILL> G+!%r(# A. PETER> ;. Pa1!. M,/@-B' /,-0 ,/ ?,/, [email protected]# Pa1!#: Sara+,a> 2000.

COBRA> Mar#& %'r+1% N#41%+ra. M,/@-B "<3 uma perspectiva brasileira.S3# Pa1!#: A(!a&> J.



COMPANIA BRASILEIRA DE DISTRIBUIÇÃO. D-<@/,;< F-,-/,<: R+#)% ;a'%+r#>2005. R%&1!(a)#& a$r%&%'(a)#&. D&$#',%! %/

nccc.).#/.ror%!a%&+',%&(+)#r%&o)2005o"(/!.p

COMPANIA BRASILEIRA DE DISTRIBUIÇÃO. R,@/ A-,' R+# )%;a'%+r#>200. R%&1!(a)#& a$r%&%'(a)#&. D&$#',%! %/nccc.).#/.ror%!a%&+',%&(+)#r%&ora200o"(/!.p

DEC^ER> C"ar!%& L. 99 P/@,< P/-?< 0 S<< 0, P/@/ G,.S3# Pa1!#>Mar#' B##&>2000

DELEUZE> G1+!!+& GUATARI> FELI_. O , <,* R+# )% ;a'%+r#: E) >J2.

DEARLOVE> D%& CRAINER> S(1ar(. O / 0-@ 0,< M,/,<' +&(6r+a& %r%,%!a%& )a& 50 /a+#r%& /ara& )# /1')#. S3# Pa1!#: Mar#' B##&> 2000.

FROMM> E. O 0 W /0,0. Tra): O(-,+# A!,%& ,%!"#> R+# )% ;a'%+r#> ;#r4%Za"ar> JW0.

GIL> A'(#'+# Car!#&. M@0< @-,< 0 ?<<, <,. S3# Pa1!#: A(!a&>J.

GIL> A'(#'+# Car!#&. C ,/,/ ?/@< 0 ?<<,. S3# Pa1!#: A(!a&> JX.

GORDON> Ia'. M,/@-B 0 /,-,-@' E&(ra(4+a&> ('+a& % (%'#!#4+a&

$ara #'1+&(ar !+%'(%& % /a'(!#& $ara &%/$r%. S3# Pa1!#> F1(1ra> J.

GUATARI> F%!+9. R ,/' $1!&a%& $#!(+a& )# )%&%=#. S3# Pa1!#:Bra&+!+%'&%>JWJ.

GUILLAUME> L. O ,?@, 0 ,/,' R%,+&(a Fra'%&a )% Mar%(+'4. P%r&$%(+,a&% %!%/%'(#& )% a$!+a3# )% )#/'+#& % %&(1)#& )% /ar%(+'4. Par+&> $.J22>a'#>'.m J2>J.

ARVARD BUSINESS REVIEh A0-<@/, 0 ,/,<. R+# )% ;a'%+r#:Ca/$1&> 2000.



ATZ> Da'+%! ÂN> R#%r(. P<B, <, 0,< /B,-J,;<. S3# Pa1!#: A(!a&> JW.

ÊLLER> ^.L.> XT: /,-0 /?/@ ,/0Y ar,ar) B1&+'%&& R%,+%c> $.J5.;a'.8F%.> ,#!. W> '# J> 2000.

ÊLLER> ^%,+' La'%. S@/,@B /,-0 ,-,B-@: 1+!)+'4> /%a&1r+'4 a')/a'a4+'4 ra') %1+(\. N%c ;%r&%\: Pr%'(+% a!!> J

^LEIN> Na#/+. S B. A (+ra'+a )a& /ara& %/ 1/ $!a'%(a ,%')+)#. R+# )%;a'%+r#: E). R%#r)> 2000.

ÔTLER> P"+!+$> ARMSTRONG> Gar\. P/-?< 0 ,/@-B. R+# )% =a'%+r#:Pr%'(+%"a!!>J.

ÔTLER> P"+!+$. M,/@-B ?,/, < [[I' C#/ r+ar> #'1+&(ar % )#/+'ar /%ra)#&. S3# Pa1!#>F1(1ra>200

ÔTLER> P"+!+$> ;AIN> D+$a C> MAESINCEE> S1,+(. O ,/@-B - -@/ 0?,' U/a '#,a a#r)a4%/ $ara !1rar> r%&%r % r%'#,ar. R+# )% =a'%+r#>Ca/$1&>2002.

ÔTLER> P"+!+$. A0-<@/, 0 ,/@-B. S3# Pa1!#: P%ar&#' Bra&+!> 2002

MARTINS, José Roberto.Branding: um manual para você criar, avaliar e gerenciar

marcas. São Paulo: Negócio, 2000.

MARTINS> ;#& R#%r(#. A -,@/J, -, 0, ,/,' #/# %'#'(rar a+/a4%/ 1% #r(a!%% a &1a /ara. . S3# Pa1!#: N%46+# E)+(#ra> J.

MARTINS> ;#& R. BLESSER> N%!&#'. O ?/ 0,< ,/,<: #/# a!a,a'ar #/a+#r $a(r+/]'+# )a %#'#/+a 4!#a!. S3# Pa1!#: F1(1ra> J.

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