Havaianas – por que todo mundo usa? A influência do reposicionamento na alteração do patrimônio de marca
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Data
2008
Autores
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Editor
Universidade federal de Goiás
Resumo
Meaning different things to the company and the costumer, the brand equity can represent even market value and competitive skills as the extra price the costumer agrees to pay for the identification with a brand .In the creation of this equity, there is one element witch importance is unquestionable: the brand positioning, represented by the major benefit a brand communicates to their costumers, trying to get a shinning place on their mind. With such this importance, the positioning guides all the decisions of the market plan, which has to agree with the image the company wants to have. Therefore, an alteration in the brand positioning (repositioning) demands substantial changes in the 4P´s of marketing – product, price, place and promotion – and puts the brand in another place even in the costumer mind as in this brand’s market, allowing major gains in it’s brand equity. And so, the company has to pay attention to the imbalances in it's positioning and to the new opportunities that may request a repositioning and provides gains in it’s brand equity.
Descrição
Palavras-chave
Marca, Posicionamento, Reposicionamento, Patrimônio de marca, 4ps, Havaianas, Plano de marketing, Mix de Marketing, Brand, Positioning, Repositioning, Brand equity, Marketing plan, Marketing mix
Citação
TELLES, Talita Rodrigues. Havaianas – por que todo mundo usa? A influência do reposicionamento na alteração do patrimônio de marca. 2008. 105 f. Trabalho de Conclusão de Curso (Graduação)–Faculdade de Informação e Comunicação, Universidade Federal de Goiás, Goiânia, 2008.