MARCAS ORGANIZACIONAIS E A AGREGAÇÃO DE VALOR INSTITUCIONAL POR MEIO DO INVESTIMENTO EM AÇÕES SOCIAIS ALTERNATIVAS

• Autor(a) principal: DEL VECHIO, GUSTAVO HENRIQUE
• Data de Publicação: 2015
• 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/1510
• topic: Responsabilidade Social; Marcas; Patrocínio; Comunicação; Daltonismo; Social Responsibility; Brands; Sponsorship; Communication; Daltonism; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

In a market scenary with high competitivity and saturation, brands and their values can take a decisive role in buying's differentation and decision from the consumers. Brands should understand the need of the social responsibility and care about social and en- vironmental issues, otherwise they can be seen with negativity, that it, as corporations that want to get profit only. In order to understand the space of organizational brands in the contemporary society, this research introduces a rescue of historic evolutions, spe- cially in the last decades, to reveal the considerable progresses in the way of thinking regarding to the brand values, to the relationship with interested publics and to society in general. It's from these analyses that this study presents the importance of the inves- timents in social causes not as an obligation or self-promotion, but as an approach that must become a basic premise and part of the organization's culture. The cutting of this research turns into the study of the less widespread social causes or with less midiatic repercussion ones, in order to verify if the investiment into these causes can return in values to brands, as well as the support to more known causes is expected, as cancer, poverty and hunger. The study is complemented with in-depth interviews with Grupo Abril and Volkswagen do Brasil executives, whose purpose is to evaluate how these organizations consider the possibility to invest in less known causes, like daltonism