The brand management of “Port Wine”: relevance of country equity and of productive clusters
Autor(a) principal: | |
---|---|
Data de Publicação: | 2008 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista de Ciências da Administração |
Texto Completo: | https://periodicos.ufsc.br/index.php/adm/article/view/2175-8069.2008v10n20p182 |
Resumo: | Brand management in today’s business world is extremely related to the organizations purpose and improvement of their strategies. The goal of this study is to analyze the characteristics of brand management “Port Wine”, who caries a strongly distinctive name, outstanding the “country equity” and its importance in order to achieve competitive advantage, to the product and for the country in a general way. It’s a study based on information obtained from institutes related to the Port Wine, commercial companies, and studies already publicized about the wine, being analyzed and developed with the aid of works about brand management, publicity, positioning and clusters. The structure is based on the efforts made by the company’s, institutes and Portugal’s government to publicize the brand upon the global market, being the product not only the creator of innumerous direct and indirect employments, but also a Portuguese ambassador to the world. |
id |
UFSC-15_92bdc4ef03a1f8e98b32ffda0aa41720 |
---|---|
oai_identifier_str |
oai:periodicos.ufsc.br:article/4825 |
network_acronym_str |
UFSC-15 |
network_name_str |
Revista de Ciências da Administração |
repository_id_str |
|
spelling |
The brand management of “Port Wine”: relevance of country equity and of productive clustersO processo de gestão da marca “Vinho do Porto”: relevância da marca-país e dos aglomerados produtivosBrand management in today’s business world is extremely related to the organizations purpose and improvement of their strategies. The goal of this study is to analyze the characteristics of brand management “Port Wine”, who caries a strongly distinctive name, outstanding the “country equity” and its importance in order to achieve competitive advantage, to the product and for the country in a general way. It’s a study based on information obtained from institutes related to the Port Wine, commercial companies, and studies already publicized about the wine, being analyzed and developed with the aid of works about brand management, publicity, positioning and clusters. The structure is based on the efforts made by the company’s, institutes and Portugal’s government to publicize the brand upon the global market, being the product not only the creator of innumerous direct and indirect employments, but also a Portuguese ambassador to the world.No mundo dos negócios é incontestável o valor das marcas, relacionando-se muito estreitamente com os objetivos organizacionais e implementação de estratégias de negócio. Este artigo tem como objetivo analisar características inerentes à gestão da marca “Vinho do Porto”, destacando a perspectiva da “marca-país” e relevância da gestão desta como vantagem competitiva, para o produto e país de modo geral. A coleta de dados baseou-se na observação - durante período de vivência em Portugal por um dos autores -, informações levantadas em institutos relacionados ao Vinho do Porto, empresas comerciantes, e obras publicadas sobre o Vinho. A análise baseou-se em referencial relacionado à gestão de marcas, publicidade, posicionamento e clusters. Destacam-se os esforços das empresas na divulgação da marca no mercado global, institutos envolvidos e até mesmo do governo, por se tratar de um produto não só gerador de muitos empregos diretos e indiretos, mas um embaixador português mundialmente.Universidade Federal de Santa Catarina2008-01-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufsc.br/index.php/adm/article/view/2175-8069.2008v10n20p18210.5007/2175-8069.2008v10n20p182Revista de Ciências da Administração; V. 10, n. 20, jan./abr. de 2008; 182-1932175-80771516-3865reponame:Revista de Ciências da Administraçãoinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/adm/article/view/2175-8069.2008v10n20p182/12680Araújo, Caio Miralles deMoretto Netto, LuisSchmitt, Valentina Gomes Haenselinfo:eu-repo/semantics/openAccess2022-11-21T14:12:26Zoai:periodicos.ufsc.br:article/4825Revistahttp://www.periodicos.ufsc.br/index.php/admPUBhttps://periodicos.ufsc.br/index.php/adm/oairevista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br2175-80771516-3865opendoar:2022-11-21T14:12:26Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)false |
dc.title.none.fl_str_mv |
The brand management of “Port Wine”: relevance of country equity and of productive clusters O processo de gestão da marca “Vinho do Porto”: relevância da marca-país e dos aglomerados produtivos |
title |
The brand management of “Port Wine”: relevance of country equity and of productive clusters |
spellingShingle |
The brand management of “Port Wine”: relevance of country equity and of productive clusters Araújo, Caio Miralles de |
title_short |
The brand management of “Port Wine”: relevance of country equity and of productive clusters |
title_full |
The brand management of “Port Wine”: relevance of country equity and of productive clusters |
title_fullStr |
The brand management of “Port Wine”: relevance of country equity and of productive clusters |
title_full_unstemmed |
The brand management of “Port Wine”: relevance of country equity and of productive clusters |
title_sort |
The brand management of “Port Wine”: relevance of country equity and of productive clusters |
author |
Araújo, Caio Miralles de |
author_facet |
Araújo, Caio Miralles de Moretto Netto, Luis Schmitt, Valentina Gomes Haensel |
author_role |
author |
author2 |
Moretto Netto, Luis Schmitt, Valentina Gomes Haensel |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Araújo, Caio Miralles de Moretto Netto, Luis Schmitt, Valentina Gomes Haensel |
description |
Brand management in today’s business world is extremely related to the organizations purpose and improvement of their strategies. The goal of this study is to analyze the characteristics of brand management “Port Wine”, who caries a strongly distinctive name, outstanding the “country equity” and its importance in order to achieve competitive advantage, to the product and for the country in a general way. It’s a study based on information obtained from institutes related to the Port Wine, commercial companies, and studies already publicized about the wine, being analyzed and developed with the aid of works about brand management, publicity, positioning and clusters. The structure is based on the efforts made by the company’s, institutes and Portugal’s government to publicize the brand upon the global market, being the product not only the creator of innumerous direct and indirect employments, but also a Portuguese ambassador to the world. |
publishDate |
2008 |
dc.date.none.fl_str_mv |
2008-01-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.ufsc.br/index.php/adm/article/view/2175-8069.2008v10n20p182 10.5007/2175-8069.2008v10n20p182 |
url |
https://periodicos.ufsc.br/index.php/adm/article/view/2175-8069.2008v10n20p182 |
identifier_str_mv |
10.5007/2175-8069.2008v10n20p182 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.ufsc.br/index.php/adm/article/view/2175-8069.2008v10n20p182/12680 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Catarina |
publisher.none.fl_str_mv |
Universidade Federal de Santa Catarina |
dc.source.none.fl_str_mv |
Revista de Ciências da Administração; V. 10, n. 20, jan./abr. de 2008; 182-193 2175-8077 1516-3865 reponame:Revista de Ciências da Administração instname:Universidade Federal de Santa Catarina (UFSC) instacron:UFSC |
instname_str |
Universidade Federal de Santa Catarina (UFSC) |
instacron_str |
UFSC |
institution |
UFSC |
reponame_str |
Revista de Ciências da Administração |
collection |
Revista de Ciências da Administração |
repository.name.fl_str_mv |
Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC) |
repository.mail.fl_str_mv |
revista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br |
_version_ |
1789435140849532928 |