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...

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Autores: Schmitt, Camila da Silva, Scharf, Edson Roberto
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.
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spelling Perception of Factors Erosion in Samsung’s Brand Building Process in BrazilA Percepção dos Fatores de Erosão no Processo de Construção da Marca Samsung no BrasilStrong Brands; Building Brands; Erosion Factors of Brands; Marketing Strategies; Samsung.Marcas Sólidas; Construção de Marcas; Fatores de Erosão das Marcas; Estratégias de Marketing; Samsung.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.Devido a hipercompetitividade no mercado, a preocupao e necessidade de se planejar adequadamente as estratgias mercadolgicas so essenciais (Too, Harvey Too, 2010). Nesse domnio as marcas so utilizadas pelas empresas como estratgia para criar valor e diferenciao, para que possam se distanciar dessa concorrncia. Marcas fortes tendem a criar uma vantagem competitiva duradoura (Tavares, 1998; Bedbury, 2002; Keller Machado, 2006; Aaker, 2007; Scharf, 2007). Porm, mesmo consolidadas no mercado, marcas slidas esto vulnerveis aos fatores que causam sua eroso. Nesse contexto, este artigo pretendeu estabelecer a percepo dos fatores de eroso no processo de construo de marcas slidas, analisando as aes estratgicas incorporadas e trabalhadas pela marca Samsung no Brasil. Para responder as indagaes ostentadas, foram utilizados dados primrios instaurados nas entrevistas realizadas com executivos estrategistas da marca, e informaes advindas tambm de dados secundrios com anlise documental de artigos publicados sobre a marca investigada. Quanto aos fatores de eroso estabelecidos, alguns foram percebidos integralmente como erosivo pelos executivos, como o caso da Proliferao de concorrentes e Presso por resultados a curto prazo. Com a anlise das informaes se abarcou o estabelecimento de outros fatores que causam eroso na perspectiva de marca no contexto brasileiro.Universidade Nove de Julho - Uninove2016-12-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1215410.5585/remark.v15i5.3047ReMark - Revista Brasileira de Marketing; v. 15, n. 5 (2016): Outubro - Dezembro; 593-6082177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12154/5799Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessSchmitt, Camila da SilvaScharf, Edson Roberto2019-02-19T17:39:45Zoai:https://periodicos.uninove.br:article/12154Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:39:45REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Perception of Factors Erosion in Samsung’s Brand Building Process in Brazil
A Percepção dos Fatores de Erosão no Processo de Construção da Marca Samsung no Brasil
title Perception of Factors Erosion in Samsung’s Brand Building Process in Brazil
spellingShingle Perception of Factors Erosion in Samsung’s Brand Building Process in Brazil
Schmitt, Camila da Silva
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.
title_short Perception of Factors Erosion in Samsung’s Brand Building Process in Brazil
title_full Perception of Factors Erosion in Samsung’s Brand Building Process in Brazil
title_fullStr Perception of Factors Erosion in Samsung’s Brand Building Process in Brazil
title_full_unstemmed Perception of Factors Erosion in Samsung’s Brand Building Process in Brazil
title_sort Perception of Factors Erosion in Samsung’s Brand Building Process in Brazil
dc.creator.none.fl_str_mv Schmitt, Camila da Silva
Scharf, Edson Roberto
author Schmitt, Camila da Silva
author_facet Schmitt, Camila da Silva
Scharf, Edson Roberto
author_role author
author2 Scharf, Edson Roberto
author2_role author
dc.subject.por.fl_str_mv 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.
topic 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.
description 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.
publishDate 2016
dc.date.none.fl_str_mv 2016-12-05
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12154
10.5585/remark.v15i5.3047
url https://periodicos.uninove.br/remark/article/view/12154
identifier_str_mv 10.5585/remark.v15i5.3047
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12154/5799
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 15, n. 5 (2016): Outubro - Dezembro; 593-608
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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