Perception of Factors Erosion in Samsung’s Brand Building Process in Brazil
Due to hypercompetitiveness the market, the concern and the need to properly plan the marketing strategies are essential (Too, Harvey Too, 2010). This area marks are used by companies as a strategy to create value and differentiation so that they can distance themselves from this competition. Strong...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2016 |
| País: | Brasil |
| Institución: | Universidade Nove de Julho (UNINOVE) |
| Repositorio: | REMark - Revista Brasileira de Marketing |
| Idioma: | portugués |
| OAI Identifier: | oai:https://periodicos.uninove.br:article/12154 |
| Acceso en línea: | https://periodicos.uninove.br/remark/article/view/12154 |
| Access Level: | acceso abierto |
| Palabra clave: | Strong Brands; Building Brands; Erosion Factors of Brands; Marketing Strategies; Samsung. Marcas Sólidas; Construção de Marcas; Fatores de Erosão das Marcas; Estratégias de Marketing; Samsung. |
| Sumario: | Due to hypercompetitiveness the market, the concern and the need to properly plan the marketing strategies are essential (Too, Harvey Too, 2010). This area marks are used by companies as a strategy to create value and differentiation so that they can distance themselves from this competition. Strong brands tend to create a lasting competitive advantage (Tavares, 1998; Bedbury, 2002; Keller Machado, 2006; Aaker, 2007; Scharf, 2007). But even consolidated in the market, strong brands were vulnerable to the factors that cause erosion. In this context, this paper aims to establish the perception of erosion factors in building strong brands process, analyzing the corporate strategic actions and worked for Samsung brand in Brazil. To answer the questions sported primary data filed in interviews with executives of the brand strategists were used, and information arising also from secondary data with documentary analysis of published articles on the brand investigated. As set to erosion factors, some were entirely as perceived by the executive erosion, as is the case with the proliferation of competing and pressure for short-term results. By analyzing the information it encompassed the establishment of other factors that erode the brand perspective in the Brazilian context. |
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