AGREGANDO MARCAS E VALORES
Autor: Sidney Aguiar | Publicado: 2017-03-20T16:40:00-03:00


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Poucas
variáveis são tão importantes dentro da sustentabilidade corporativa como a de
agregar marcas e valores em torno de um produto ou serviço. Há quem defenda,
que é considerada a principal variável dentro do conceito mercadológico da
sustentabilidade. Agregar marcas e valores não é uma tarefa fácil dentro da
administração dos negócios, demanda além de políticas empresariais modernas,
sensibilidade dos administradores e possuir na essência dos negócios caráter
corporativo.

Para
entendermos melhor, nenhuma pessoa física ou jurídica gostaria de ver seu nome,
marca ou produto envolvidos em escândalos, sejam eles sociais, ambientais ou
qualquer outro tipo. O caso recente do escândalo da carne no Brasil, é um
exemplo negativo de como os escândalos empresariais influenciam na
rentabilidade. É quase certo que essas marcas envolvidas irão perder mercados e
amargar prejuízos, mas não são apenas isso que causam perdas e arranham marcas
empresariais, comportamentos corporativos retrógrados e mesquinhos também
influenciam negativamente e ao invés de agregar, subtrai valores das marcas e
produtos.

O setor
produtivo empresarial é parte integrante de um sistema sincronizado de valores,
que beneficiam todos as engrenagens dessa importante máquina de desenvolvimento
chamada sociedade. Não se pode pensar e desenvolvimento de forma individualista,
precisa-se ter uma visão holística da cadeia de valores. A visão das grandes
empresas têm mudado o foco do gerenciamento de suas marcas, elas têm observado
que precisam evitar escândalos corporativos e proteger suas identificações
empresariais de ruídos, que possam ser catastróficos, tanto para a
lucratividade, quanto para a imagem empresarial.

As atitudes corporativas de
acreditar em objetivos nobres também incidem na amplitude com que as empresas
são vistas pelos públicos externos, pois, vivemos em um tempo de comunicação
instantânea pelas redes sociais, públicos cada vez mais ligados nas ondas
virtuais da internet, sabem de quase tudo que acontecem nos bastidores das
notícias e das fofocas. 

Cada
vez mais, grandes empresas estão zelando por suas marcas, que são as verdadeiras
identidades de seus processos e produtos, para agregar valores. Os benefícios
de agregar marcas e valores vão desde a boa conceitualização, até a expansão de
mercado. É comprovado, que as empresas que associam suas marcas com objetivos públicos
relevantes são bem quistas, rentáveis e a sua amplitude de aceitação é alta.Finalizando
e retornando ao assunto do escândalo da carne, os erros cometidos por Roberto Carlos,
Tony Ramos e Fátima Bernardes, foram associar suas imagens com empresas, cujos
processos de produção, eles desconheciam. Jamais se pode falar de uma empresa
ou produto sem conhecer seu sistema de produção. Se ao menos soubessem que o
processo de produção fosse maculado, deveriam se abster de associar suas
imagens a um produto não conforme e evitariam grandes arranhões às suas
imagens.
<!--[if gte mso 9]>
 
  
  
 
<![endif]-->
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Poucas
variáveis são tão importantes dentro da sustentabilidade corporativa como a de
agregar marcas e valores em torno de um produto ou serviço. Há quem defenda,
que é considerada a principal variável dentro do conceito mercadológico da
sustentabilidade. Agregar marcas e valores não é uma tarefa fácil dentro da
administração dos negócios, demanda além de políticas empresariais modernas,
sensibilidade dos administradores e possuir na essência dos negócios caráter
corporativo.

Para
entendermos melhor, nenhuma pessoa física ou jurídica gostaria de ver seu nome,
marca ou produto envolvidos em escândalos, sejam eles sociais, ambientais ou
qualquer outro tipo. O caso recente do escândalo da carne no Brasil, é um
exemplo negativo de como os escândalos empresariais influenciam na
rentabilidade. É quase certo que essas marcas envolvidas irão perder mercados e
amargar prejuízos, mas não são apenas isso que causam perdas e arranham marcas
empresariais, comportamentos corporativos retrógrados e mesquinhos também
influenciam negativamente e ao invés de agregar, subtrai valores das marcas e
produtos.

O setor
produtivo empresarial é parte integrante de um sistema sincronizado de valores,
que beneficiam todos as engrenagens dessa importante máquina de desenvolvimento
chamada sociedade. Não se pode pensar e desenvolvimento de forma individualista,
precisa-se ter uma visão holística da cadeia de valores.&nbsp;

A visão das grandes
empresas têm mudado o foco do gerenciamento de suas marcas, elas têm observado
que precisam evitar escândalos corporativos e proteger suas identificações
empresariais de ruídos, que possam ser catastróficos, tanto para a
lucratividade, quanto para a imagem empresarial.As atitudes corporativas de
acreditar em objetivos nobres também incidem na amplitude com que as empresas
são vistas pelos públicos externos, pois, vivemos em um tempo de comunicação
instantânea pelas redes sociais, públicos cada vez mais ligados nas ondas
virtuais da internet, sabem de quase tudo que acontecem nos bastidores das
notícias e das fofocas. 

Cada
vez mais, grandes empresas estão zelando por suas marcas, que são as verdadeiras
identidades de seus processos e produtos, para agregar valores. Os benefícios
de agregar marcas e valores vão desde a boa conceitualização, até a expansão de
mercado. É comprovado, que as empresas que associam suas marcas com objetivos públicos
relevantes são bem quistas, rentáveis e a sua amplitude de aceitação é alta.Finalizando
e retornando ao assunto do escândalo da carne, os erros cometidos por Roberto Carlos,
Tony Ramos e Fátima Bernardes, foram associar suas imagens com empresas, cujos
processos de produção, eles desconheciam.&nbsp;

Jamais se pode falar de uma empresa
ou produto sem conhecer seu sistema de produção. Se ao menos soubessem que o
processo de produção estivesse maculado, poderiam se abster de associar suas
imagens a um produto não conforme e evitariam grandes arranhões às suas
imagens.