Endomarketing contribui para o brand equity case: the Walt Disney Company

• Autor(a) principal: Canola, Thais Graciadio
• Data de Publicação: 2017
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/27261
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO; Endomarketing; Comunicação Interna; Brand Equity; Cultura Organizacional e Disney); Endomarketing; Internal Communication; Brand Equity; Business Culture and Disney)

The following monograph project's main goal as endomaketing strategies influence any employee's profile and consequently the corporate climate. In this sense, the challenge is to develop ideas and innovations that are in line with the postmodern environment in which we live today. It is of utmost importance for the perception of change, the fog to the cliché and predictable marketing behavior, so that the environment is constantly changing and requires a different dynamic, as well as a performance of the human being and a propagation time information real. If management knows how to use all the tools of a corporate marketing, good internal communication and know how to deal with emotions and a good climate research, has achieved satisfactory results. As people are driven by emotion. If treated with affection, spread affection. For a company with a recognized brand and increasingly have value, it must win its first customer is the internal public, known as a collaborator. From there, from the inside out, the brand gains more visibility. When employees are well with a company, gain motivation to perform their duties and consequently no influence brand equity of the brand, generating more value and better results. The company I use as an example of success is the Disney Company