Source: http://www.spell.org.br/documentos/ver/47336/por-que-marcas-corporativas--a-percepcao-de-executivos-brasileiros-sobre-os-motivos-para-adotar-corporate-branding
Timestamp: 2019-04-20 19:00:19+00:00

Document:
The concept of Corporate Brand presents wide application and management scope, generating several reasons that lead to this strategic option. The purpose of the study is to understand the reasons perceived as being relevant for adopting the corporate brand, as well as the most prominent approaches among Brazilian executives. This descriptive and quantitative study included the mapping of the main reasons discussed in the literature and a survey with 275 company managers from different segments, all operating in Brazil. In this study the definition of “main reasons” is related to the motives perceived as relevant to adopt the corporate branding strategy, including references to expected results, perceived benefits and perspectives of market practice. The findings indicate the predominance of the corporate brand view as a means for communicating the values, followed by the choice related to the positive image building. Among the most relevant reasons, the strengthening of products trademarks and the focus on consumers draw more attention, followed by the identity strengthening in multinational companies. The study contributes to the comprehensive mapping of the reasons for this strategy and to the vision about what are the prevalent perspectives in the Brazilian market.
El concepto de Marca Corporativa tiene amplia aplicación y alcance en la gestión, generando diversos motivos que llevan a optar por esta estrategia. El objetivo en este estudio es entender cuáles son los motivos considerados relevantes para adoptar la marca corporativa, así como qué enfoques son preponderantes entre directivos brasileños. Se lleva a cabo un estudio, descriptivo y cuantitativo, en que se determinan y analizan los principales motivos que figuran en la literatura, y se aplica una encuesta a 275 gerentes de empresas de segmentos variados, resaltando que todas estas empresas actúan en Brasil. En este estudio la definición de “principales motivos” hace referencia a las razones percibidas como relevantes para la elección de una marca corporativa, incluyendo los resultados estimados esperados, los beneficios percibidos y las premisas de actuación en el mercado. Los resultados indican el predominio de la visión de la marca corporativa como medio para comunicar los valores, seguida de la escuela dirigida a la construcción de la imagen positiva. Entre los motivos más relevantes, resaltan el fortalecimiento de las marcas de los productos y el foco en los consumidores, seguidos del fortalecimiento de identidad en multinacionales. El estudio contribuye con un amplio análisis de los motivos que llevan a la adopción de esta estrategia y la visión sobre las perspectivas predominantes en el mercado brasileño.
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