Artigo de Periódico
Um estudo sobre a gestão de marca da empresa New Holland Construction
Fecha
2017Registro en:
10.5892/ruvrd.v15i1.4201
15170276
Autor
Thuane Christine Coelhomagalhães
Marcelo Aureliano Monteiro de Andrade
Marlusa de Sevilha Gosling
Iury Teixeira de Sevilha Gosling
Institución
Resumen
In recent decades, it has seen great proliferation of strong brands. In this context, it is important to evaluate and analyze
issues about brands and what have been made to manage this intangible item. This paper presents a study on the
management of a brand in the market Business to Business (B2B), from a real situation. The subject proves important,
since in an extremely competitive market like in B2B, offer a quality product or service is not enough to gain
prominence. In addition, the literature’s brand is still very focused on Business to Consumer context. This study aimed
to analyze the strategies used by the company New Holland Construction to manage it’s brand in Brazil in recent years.
The research is exploratory in nature and happened through interviews with managers responsible for brand
management, in order to analyze the strategies for positioning and brand image in the market. It was noticed that there
is an extensive work brand management in the company and that the actions, in all aspects of the Marketing Mix, are
coherent with the literature for the B2B context.