Gestão da marca ao longo da cadeia de valor: um estudo de caso no mercado de varejo de material de construção / Brand management throughout the value chain: a case study in the retail building industry.

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

The study presents a conceptual and empiric vision examining the product brand management throughout the value chain, from the manufacturer to the end consumer, with the intermediation of the retail channel. The theory that supported the study was based on manufacturer and retailer marketing strategy concepts, leading to a better understanding of aspects that may interfere on brand management. An exploratory research was made, as a case study on Votomassa from Votorantim Cimentos, using twenty seven personal interviews with manufacturersexecutives, retailers and their employees, consumers and point of sale observations. This research resulted in the identification of some aspects studied on the literature review, mainly referring to relationship development, marketing channels management, and selling to final consumers, all with possible effects on brand management. It pointed out particularly the implications that perceptions from players on different links of the chain can generate. The main contribution of the present study is the improvement of the concepts and processes related to the theme, focusing on the chain manufacturer ? intermediate ? buyer in the building industry, from a consolidated and holistic perspective, highlighting the marketing tools that can make the strategic brand management process more efficient for the manufacturer.

ASSUNTO(S)

retail case study estudo de caso building industry materiais de construção value (management) brands valor (administração) varejo marcas

ACESSO AO ARTIGO

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