The Mark of Importance in Industry Portuguese Moulds

• Autor(a) principal: Estrela, Rui
• Data de Publicação: 2014
• Outros Autores: Medina, Catarina
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12065
• topic: Collective Brand; Brand Value; recognition; Tooling; Cluster.; Marcas; Marketing Industrial

The recent creation of a collective brand to promote the Portuguese tooling cluster in international markets such as value appropriation half highlights the need to understand how important brand for Portuguese companies. This implies ascertain what the position that the brand is taking in customers' minds as well as their degree of notoriety and recognition. This study aims to analyze the importance of brand for the various cluster stakeholders, including businesses, educational institutions and research and development, suppliers, associations and customers. As this study at an early stage of implementation of the mark 'Engineering Tooling from Portugal "it appears that this is seen as an important factor in the competitiveness of Portuguese companies, despite the brand recognition level is still reducing. This work also seeks to provide guidance to enable the cluster to maximize brand value, we propose the strengthening of the promotion plan and the targeting of key brand attributes. Corporate Social; Image tag.