The Mark of Importance in Industry Portuguese Moulds
Autor(a) principal: | |
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Data de Publicação: | 2014 |
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Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12065 |
Resumo: | 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. |
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The Mark of Importance in Industry Portuguese MouldsA Importância da Marca na Indústria Portuguesa de MoldesCollective Brand; Brand Value; recognition; Tooling; Cluster.Marcas; Marketing IndustrialThe 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. A recente criao de uma marca coletiva para promover o cluster de tooling portugus nos mercados internacionais, como meio de apropriao de valor evidencia, a necessidade de compreender qual a importncia da marca para as empresas portuguesas. Isto implica aferir qual o posicionamento que a marca est a assumir na mente dos clientes, assim como o seu grau de notoriedade e reconhecimento.O presente estudo pretende analisar a importncia da marca segundo os vrios stakeholders do cluster, nomeadamente empresas, instituies de ensino e investigao e desenvolvimento, fornecedores, associaes e clientes.Sendo este estudo realizado numa fase precoce da implementao da marca Engineering Tooling from Portugal verifica-se que esta vista como um fator importante para a competitividade das empresas portuguesas, pese embora o nvel de reconhecimento da marca seja ainda redutor.Este trabalho procura tambm sugerir orientaes que permitam ao cluster maximizar o valor da marca, sendo proposto um reforo do plano de promoo e a focalizao dos atributos-chave da marca. Universidade Nove de Julho - Uninove2014-12-22info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1206510.5585/remark.v13i6.2801ReMark - Revista Brasileira de Marketing; v. 13, n. 6 (2014): Outubro - Dezembro; 47-632177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12065/5708Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessEstrela, RuiMedina, Catarina2019-02-19T17:42:37Zoai:https://periodicos.uninove.br:article/12065Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:42:37REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
The Mark of Importance in Industry Portuguese Moulds A Importância da Marca na Indústria Portuguesa de Moldes |
title |
The Mark of Importance in Industry Portuguese Moulds |
spellingShingle |
The Mark of Importance in Industry Portuguese Moulds Estrela, Rui Collective Brand; Brand Value; recognition; Tooling; Cluster. Marcas; Marketing Industrial |
title_short |
The Mark of Importance in Industry Portuguese Moulds |
title_full |
The Mark of Importance in Industry Portuguese Moulds |
title_fullStr |
The Mark of Importance in Industry Portuguese Moulds |
title_full_unstemmed |
The Mark of Importance in Industry Portuguese Moulds |
title_sort |
The Mark of Importance in Industry Portuguese Moulds |
author |
Estrela, Rui |
author_facet |
Estrela, Rui Medina, Catarina |
author_role |
author |
author2 |
Medina, Catarina |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Estrela, Rui Medina, Catarina |
dc.subject.por.fl_str_mv |
Collective Brand; Brand Value; recognition; Tooling; Cluster. Marcas; Marketing Industrial |
topic |
Collective Brand; Brand Value; recognition; Tooling; Cluster. Marcas; Marketing Industrial |
description |
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. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014-12-22 |
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/12065 10.5585/remark.v13i6.2801 |
url |
https://periodicos.uninove.br/remark/article/view/12065 |
identifier_str_mv |
10.5585/remark.v13i6.2801 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12065/5708 |
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. 13, n. 6 (2014): Outubro - Dezembro; 47-63 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 |
_version_ |
1799138641467932672 |