Competitive intelligence applied to the communication and to the brand architeture of an organization

• Autor(a) principal: Miquelino, Fernando L. C.
• Data de Publicação: 2004
• Outros Autores: Santos, Raimundo N. M., Padovani, Reginaldo C.
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Encontros Bibli
• Texto Completo: https://periodicos.ufsc.br/index.php/eb/article/view/1518-2924.2004v9nesp1p47
• topic: Marca; Branding; Vantagem competitiva; Inteligência competitiva; Comunicação; Brand; Branding; Competitive advantage; Competitive intelligence; Communication

This paper intends to present that the simple choice of an exclusive positioning does not establish guarantee of creation of a real sustainable competitive advantage. First because if it will not be shared by the organization, it can not be feasible, second due to threat of the imitation of the competitors, for the obviously or low entrance barrier. The organization have to define a positioning associated with the distinct form that its operates the chain value, considering the skill of being and making that it creates systems, procedures, services, rites, etc., that are characteristic and only, as if derived from the same genetic identity, of difficult imitation for others that dont have the organization essence. This essence must be reflected in the organization brand and its products, which finds in the communication constructed on the competitive intelligence basis its more important tool.