A COMUNICAÇÃO DE MERCADO, O LUXO E A CONSTRUÇÃO DA MARCA MERCEDES-BENZ: TEMPO VERSUS CONCEITOS

• Autor(a) principal: Mian, Renato Alonso
• Data de Publicação: 2008
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
• Texto Completo: http://tede.metodista.br/jspui/handle/tede/823
• topic: Comunicação; Marcas; Mercedes-Benz; DaimlerChrysler; Mercado de Luxo; Communication; Brands; Mercedes-Benz; DaimlerChrysler; the Luxury Market; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

The Mercedes-Benz brand is a brand legendary and is present in the imagination of the consumer when the subject is cars. A history major This Industry automobile exceeds 100 (1902- 2008) and A each day even more impressive with new models, synonym of Technology, Quality, Safety and luxury. This work visa analyse and understand the process of communication of the brand Mercedes-Benz, which emerged in 1902 (as Mercedes), Then as Mercedes-Benz (1926), DaimlerChyrsler (1998), currently as Daimler AG (matrix - Germany) and Mercedes-Benz do Brasil Ltda., And that Remains strengthened and prestigious in its segment, according to the figures and information submitted, ratified by professionals in the Industry Automotive experts in luxury. It is part of this study raise a form and meaning of the brand, represented by its imprint in Your but a Trajectory: initial sketch, design changes and current (Part graphics) as well as messages transmitted and communication with the market. A Methodology is to hold a bibliographic survey by: publications, journals, internal documents, dissertations and theses, which Contain information about a brand Mercedes-Benz since its initial time until the present, seeking to draw a comparison between periods, Especially in the national scenario. The work will treat the matter as a case study, that it is an organizational analysis and management, which They inserted contemporary phenomena in real life. The study is to reference a Communication Integrated Marketing, as a line of Search and A Specialized Communication as an area of concentration.(AU)