Expressividades da marca global: um estudo de caso na Procter &Gamble

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

This research, which has the brand as central theme, aims to analyse how multinacional consumer-goods companies deal with the challenge of building global brands, by finding a balance between which brand elements (name, logo and package) can be global and which must be local. This objective is relevant once brands globalization is a growing fenomenon, and understanding to what extent marketing plans can be global, and to what extent they must be adapted locally, is the fundamental concern when managing global brands. The research methodology consists of a theoretical review about brands, both in the managerial and semiotic perspectives, and a case study of a Procter &Gamble global brand, Tide. The case study analyses Tide in four countries, that live a similar economic development stage, but which are culturally very different. As main conclusion, strong consistency in usage of brand logo, name and colors was verified between mentioned countries. Consumer habits and social/cultural differences appeared to have small influence in the level of brands globalization, whereas legal and competitive related differences presented bigger influence

ASSUNTO(S)

brand elements semiótica cross cultural marketing marketing marca de produtos administracao de empresas nomes comerciais marca global marketing semiotics cross cultural marketing brand expressividades da marca marketing marca logotipo global brand

ACESSO AO ARTIGO

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