O que é Marca?
Autor: Kate Gralato | Publicado: 2012-10-15T13:00:00-07:00


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Antigamente, Marca era apenas um nome, mas a tempos deixou de
ser algo nominal e passou a representar um universo muito mais complexo, como
afirma Lindstrom (2007, p. 18), “a Marca passou a ser mais forte do que as
dimensões físicas do produto”.





Assim, uma marca pode ser uma
palavra, uma figura, uma forma, destinada a individualizar e diferenciar bens
físicos (produtos, empresas, pessoas, por exemplo) e abstratos (serviços, lugares,
ideias, por exemplo). Muito
mais que isso, ela representa uma série de informações, percepções e
expectativas dos consumidores, despertando sentimentos, evocando lembranças e
sensações, e podendo até mesmo influenciar o comportamento do consumidor, bem
como suas decisões de consumo. 

 Kotler e Keller (2006, p.
269) definem marca como “um nome, termo,
sinal, símbolo ou design, ou uma combinação de tudo isso, destinado a
identificar os produtos ou serviços de um fornecedor ou grupo de fornecedores
para diferenciá-los dos de outros concorrentes”.

&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Além
de identificar a origem de determinado produto, quando bem trabalhada, a Marca
significa qualidade, originalidade e a fidelidade do consumidor. Tudo isso
proporciona maior segurança e previsibilidade de demanda, tornando-se
obstáculo a entrada de novos concorrentes no mercado. 

Assim sendo, a Marca deve agregar
valores e diferenciar produtos ou serviços, buscando autenticidade e constante
inovação, cumprindo sempre o que promete, já que os clientes a conhecem por meio de
experiências anteriores ou através de opiniões de outros consumidores que
tenham estado em contato com ela. Eles sabem quais atendem e satisfazem ou não suas
necessidades. Logo, a Marca reflete um certo nível de confiança, conhecimento
e reputação no mercado. 

De acordo com Keller e
Machado (2006), mais que registrar a Marca na memória do consumidor, é imprimir
um sentimento que a mesma desperta em cada um. Sentimentos como ternura,
diversão, entusiasmo, segurança, aprovação social e autoestima, podem afetar
favoravelmente o comportamento do consumidor quando trabalhados positivamente.

Pelo fato de o ser humano ser movido por emoções, a Marca deve
sempre buscar transmitir alegria,
satisfação, preocupação no atendimento e superação das expectativas do cliente,
para sair na frente na corrida pela liderança no mercado.

&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Portanto,
empresas competitivas que buscam constantemente um diferencial, sabem que criar
uma Marca é muito mais do que simplesmente dar nomes a produtos e serviços, mas
sim dotá-los de identidade, buscando aprimorar a força da marca,
revitalizando-a ao longo do tempo. 





Existem fatores que
diferenciam de algum modo uma marca de outras. Essas diferenças podem ser
racionais ou tangíveis, por estarem relacionadas com o desempenho do bem de uma
determinada marca, ou mesmo emocionais e intangíveis, que estão relacionados
com aquilo que a marca representa e simboliza na dimensão mais profunda do
consumidor, como os sentimentos, por exemplo.



Marca é a combinação
ideal entre atributos tangíveis e intangíveis, funcionais e hedonistas,
visíveis e invisíveis, em condições economicamente viáveis para ela. Algumas
pessoas tendem a entender a marca apenas com atributos emocionais, mas a percepção
é construída com o todo. (Kapferer, 2008, apud
Tomiya, 2010, p. 52)



&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Marcas
competitivas permitem vários tipos de associações, e é preciso procurar
contribuir para a compreensão da Marca pelo consumidor e para a maneira como
ele a avalia. Muitas vezes, as associações de imagens intangíveis podem ser o
único modo de distinguir marcas em meio a tantos produtos de características
similares. &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;

&nbsp;Aaker (2007) afirma que a
chave para o sucesso de uma Marca é que os clientes a reconheçam e tenham uma
lembrança espontânea e positiva da mesma.

&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; E é por isso que Marcas líderes são aquelas
que estão em contínua inovação e deixam claros os seus atributos e vantagens
diferenciais. São aquelas que cativam e despertam o interesse e a imaginação do
consumidor, através da compreensão das motivações e desejos dos mesmos, criando
imagens e fortes associações do produto e/ou serviço à Marca.

&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;



















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 /* Style Definitions */
 table.MsoNormalTable
 {mso-style-name:"Tabela normal";
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 mso-pagination:widow-orphan;
 font-size:10.0pt;
 font-family:"Times New Roman","serif";}

<![endif]-->



AAKER, David A. Construindo marcas fortes. Tradução Maria Lúcia Badejo. Porto
Alegre: Bookman, 2007. 344 p. il.

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KOTLER,
Philip; KELLER, Kevin Lane. Administração
de marketing: a
bíblia do marketing. Tradução Mônica Rosenberg. São Paulo: Pearson, 2006. 750
p.<!--[if gte mso 9]>
 
  800x600
 
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<![endif]--><!--[if gte mso 10]>

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 font-family:"Times New Roman","serif";}

<![endif]-->



LINDSTROM, Martin. Brand sense: a
marca multissensorial. Tradução Beatriz Affonso Neves. Porto Alegre: Bookman,
2007.

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TOMIYA, Eduardo. Gestão do valor da marca: como criar e gerenciar marcas valiosas.
2. ed. Rio de Janeiro: Ed. Senac Rio, 2010. 144 p. il.