The challenge of brand building: proposal of a model

• Autor(a) principal: Oliveira, Elaine Ribeiro
• Data de Publicação: 2020
• Outros Autores: Abreu, Nelsio Rodrigues
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/17778
• topic: Marca; Construção de marca; Modelo de construção de marca; Brand; Brand building; Brand building model

Goal: This study aimed to propose a brand building model, analyze the brand building models of Aaker and Joachismthaler and Keller, and check the relevance of each pillar that makes up the new model, provided by the perceived gaps and their implications in previous ones.Method: The research was based on a methodological approach, of a qualitative study having as empirical verification strategy, the multiple case study, through the analysis of Arezzo and Schutz brands.Originality / Relevance: The relevance of the proposed model inspires new perspectives for the managerial and marketing fields, seeking to contribute to brand theory and management, in order to discuss the existing gaps in the models presented by the authors Aaker and Joamchimstaler (2007) and Keller (2013).Results: After testing the pillars that make up the proposed model, its importance was noticed due to the global context of the brands and the demands of the competitive market. Thus, it is possible to detect the interaction with the consumer in all the pillars.Theoretical/methodological contributions: This study contributes to the theory of marketing as a reference, introduction, or exploratory mechanism for possible future studies, considering the socioeconomic dimensions in the global academic and managerial world.