Brand Value - Proposed Model Danrise

Detalhes bibliográficos
Autor(a) principal: Pereira da Silva, Daniel Nascimento
Data de Publicação: 2011
Outros Autores: Nunes, Pedro, Basto, Mário
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12547
Resumo: Brands have taken dominance in the strategies of enterprises once they are able to generate feelings, sensations and emotions in their clients. These values, value for the enterprises and for the brands themselves, are not measurable. A strong brand configures itself as the highest representative of an enterprise and the brand is regarded as an asset of the enterprise. The evolution of a brand, as an intangible and strategic asset, becomes more vitally important for the enterprises, as a way of maximizing the results. This need, whether of the market or the enterprises, justifies the direction of the research for this vector the value of the brand. A main objective of the research is to present a new model of brand evaluation. This model is supported by a tangible and intangible aspects and the intangible aspect, evaluates the knowledge and capacity of their managers and workers to build a brand with value through the correct ordering of the priorities of the dimensions of the proposed model. The model was tested on the brand ‗Blue Rise.
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spelling Brand Value - Proposed Model DanriseO Valor da Marca - Proposta de Modelo DanriseBrand; value; emotions; consumer.marca, valor, emoções, consumidorBrands have taken dominance in the strategies of enterprises once they are able to generate feelings, sensations and emotions in their clients. These values, value for the enterprises and for the brands themselves, are not measurable. A strong brand configures itself as the highest representative of an enterprise and the brand is regarded as an asset of the enterprise. The evolution of a brand, as an intangible and strategic asset, becomes more vitally important for the enterprises, as a way of maximizing the results. This need, whether of the market or the enterprises, justifies the direction of the research for this vector the value of the brand. A main objective of the research is to present a new model of brand evaluation. This model is supported by a tangible and intangible aspects and the intangible aspect, evaluates the knowledge and capacity of their managers and workers to build a brand with value through the correct ordering of the priorities of the dimensions of the proposed model. The model was tested on the brand ‗Blue Rise.As marcas adquiriram particular preponderncia nas estratgias das empresas, visto serem capazes de gerar sentimentos, sensaes e emoes nos clientes. Os valores, no mensurveis, resultaro, obviamente, em valor para as empresas e para as prprias marcas. Uma marca forte configurar-se- como o maior patrimnio de uma empresa. E hoje vista como um dos activos mais importantes. A evoluo de uma marca, como activo intangvel e estratgico de uma empresa, assume-se cada vez mais de vital importncia, no seio destas, como forma de maximizar os seus resultados. Esta necessidade, quer do mercado quer das empresas, justifica o direccionamento da pesquisa para o sector o valor da marca. O trabalho tem como objectivo principal apresentar um novo modelo de avaliao de marcas. Este modelo sustenta-se numa vertente tangvel e numa intangvel, esta ltima avalia os conhecimentos e a capacidade dos seus responsveis e funcionrios para a construo de uma marca de valor, atravs da correcta ordenao das prioridades das dimenses do modelo proposto. O modelo foi testado na marca Blue Rise. DOI: 10.5585/remark.v10i2.2258Universidade Nove de Julho - Uninove2011-12-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1254710.5585/remark.v10i2.2258ReMark - Revista Brasileira de Marketing; v. 10, n. 2 (2011): maio - agosto; 106-1252177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12547/6101Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessPereira da Silva, Daniel NascimentoNunes, PedroBasto, Mário2019-06-21T14:44:04Zoai:https://periodicos.uninove.br:article/12547Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T14:44:04REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Brand Value - Proposed Model Danrise
O Valor da Marca - Proposta de Modelo Danrise
title Brand Value - Proposed Model Danrise
spellingShingle Brand Value - Proposed Model Danrise
Pereira da Silva, Daniel Nascimento
Brand; value; emotions; consumer.
marca, valor, emoções, consumidor
title_short Brand Value - Proposed Model Danrise
title_full Brand Value - Proposed Model Danrise
title_fullStr Brand Value - Proposed Model Danrise
title_full_unstemmed Brand Value - Proposed Model Danrise
title_sort Brand Value - Proposed Model Danrise
author Pereira da Silva, Daniel Nascimento
author_facet Pereira da Silva, Daniel Nascimento
Nunes, Pedro
Basto, Mário
author_role author
author2 Nunes, Pedro
Basto, Mário
author2_role author
author
dc.contributor.author.fl_str_mv Pereira da Silva, Daniel Nascimento
Nunes, Pedro
Basto, Mário
dc.subject.por.fl_str_mv Brand; value; emotions; consumer.
marca, valor, emoções, consumidor
topic Brand; value; emotions; consumer.
marca, valor, emoções, consumidor
description Brands have taken dominance in the strategies of enterprises once they are able to generate feelings, sensations and emotions in their clients. These values, value for the enterprises and for the brands themselves, are not measurable. A strong brand configures itself as the highest representative of an enterprise and the brand is regarded as an asset of the enterprise. The evolution of a brand, as an intangible and strategic asset, becomes more vitally important for the enterprises, as a way of maximizing the results. This need, whether of the market or the enterprises, justifies the direction of the research for this vector the value of the brand. A main objective of the research is to present a new model of brand evaluation. This model is supported by a tangible and intangible aspects and the intangible aspect, evaluates the knowledge and capacity of their managers and workers to build a brand with value through the correct ordering of the priorities of the dimensions of the proposed model. The model was tested on the brand ‗Blue Rise.
publishDate 2011
dc.date.none.fl_str_mv 2011-12-06
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/12547
10.5585/remark.v10i2.2258
url https://periodicos.uninove.br/remark/article/view/12547
identifier_str_mv 10.5585/remark.v10i2.2258
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12547/6101
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. 10, n. 2 (2011): maio - agosto; 106-125
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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