Marca: a percepção do consumidor

• Autor(a) principal: Almeida, Wanderson Lopes de
• Data de Publicação: 2019
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Ceará (UFC)
• Texto Completo: http://www.repositorio.ufc.br/handle/riufc/44989
• topic: Marketing; Marca; Identidade de marca; Imagem de marca

Facing an increasingly competitive market and the growing number of brands that provide the same product/service to the market, there is a need for differentiation to gain prominence in the consumer's mind. This highlight is built on the work of brand identity strategy, in which strategists look for ways to achieve feelings, positive consumer associations regarding the relationship with their brand. This research aims to identify if there is alignment of the identity with the image of the brand. Therefore, it is characterized as qualitative of descriptive character, made from a case study, through an interview with the company and questionnaire applied to the consumers. It was possible to identify that the brand has a desired identity and that for this it seeks to work strategies with the objective of achieving a positive image in the minds of its consumers and differentiating itself from its competitors. The store’s consumers have a positive image about the brand and aligned with what they want. But there are some points of improvement mentioned by consumers that need to be considered for better alignment. Although the company does not work with a specific customer profile, it can be perceived by its consumers as the first option for the consumption of the product. Therefore, despite the absence of an objective profile, the group of clients approached demonstrates convergence between the brand objective and the perception of the customers addressed.