Strong brands : how brand strategy and brand communication contribute to build brand equity : the case of navigator

Detalhes bibliográficos
Autor(a) principal: Baeva, Daniela Yasenova
Data de Publicação: 2011
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10316/15384
Resumo: Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Matos Coelho.
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spelling Strong brands : how brand strategy and brand communication contribute to build brand equity : the case of navigatorBrandingStrong brandsBrand strategyBrand communicationBrand equityNavigatorDissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Matos Coelho.In a world of global competition that we are living nowadays, brands are each time more used by companies as a strategy to create value and differentiation and this way to be one step ahead of their rivals. A "brand" is the result of the recognition and the personal attachment that forms in the hearts and minds of the customers through their accumulated experience with that “brand”. These experiences contribute to increased consumer trust and loyalty and allow building strong relationships with the “brand”. By this way, “brands” promote the increase of shareholder value and establish a long-term advantage in the marketplace for organisations. Companies recognise that strong brands are and have been historically associated with accelerated revenue growth and improved returns to shareholders. That is why, each time more organisations focus their strategies on building powerful brands as they represent competitive advantage and they are a key success factor in creating value to the customer and at the same time value to the company. In this regard, this study intends to show how effective brand strategy and brand communication contribute to build brand equity and consequently create a strong brand. For this purpose, the case study of Navigator was chosen, being a good example to show how the brand has been managed to become a powerful brand in the premium office paper segment. Key words: Branding, Strong Brands, Brand Strategy, Brand Communication, Brand Equity, Navigator2011-07-13info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesishttp://hdl.handle.net/10316/15384http://hdl.handle.net/10316/15384porBaeva, Daniela Yasenova - Strong brands : how brand strategy and brand communication contribute to build brand equity : the case of navigator. Coimbra, 2011Baeva, Daniela Yasenovainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2022-01-20T17:48:40Zoai:estudogeral.uc.pt:10316/15384Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:46:24.503976Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Strong brands : how brand strategy and brand communication contribute to build brand equity : the case of navigator
title Strong brands : how brand strategy and brand communication contribute to build brand equity : the case of navigator
spellingShingle Strong brands : how brand strategy and brand communication contribute to build brand equity : the case of navigator
Baeva, Daniela Yasenova
Branding
Strong brands
Brand strategy
Brand communication
Brand equity
Navigator
title_short Strong brands : how brand strategy and brand communication contribute to build brand equity : the case of navigator
title_full Strong brands : how brand strategy and brand communication contribute to build brand equity : the case of navigator
title_fullStr Strong brands : how brand strategy and brand communication contribute to build brand equity : the case of navigator
title_full_unstemmed Strong brands : how brand strategy and brand communication contribute to build brand equity : the case of navigator
title_sort Strong brands : how brand strategy and brand communication contribute to build brand equity : the case of navigator
author Baeva, Daniela Yasenova
author_facet Baeva, Daniela Yasenova
author_role author
dc.contributor.author.fl_str_mv Baeva, Daniela Yasenova
dc.subject.por.fl_str_mv Branding
Strong brands
Brand strategy
Brand communication
Brand equity
Navigator
topic Branding
Strong brands
Brand strategy
Brand communication
Brand equity
Navigator
description Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Matos Coelho.
publishDate 2011
dc.date.none.fl_str_mv 2011-07-13
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10316/15384
http://hdl.handle.net/10316/15384
url http://hdl.handle.net/10316/15384
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv Baeva, Daniela Yasenova - Strong brands : how brand strategy and brand communication contribute to build brand equity : the case of navigator. Coimbra, 2011
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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instacron:RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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repository.mail.fl_str_mv
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