Estratégia de Branding: gestão da unificação de marcas - estudo de caso da Anhanguera Educacional

• Ano de defesa: 2009
• Autor(a) principal: Viegas, Antonio Higino
• Orientador(a): Serralvo, Francisco Antonio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Administração
• Departamento: Faculdade de Economia, Administração, Contábeis e Atuariais
• País: BR
• Palavras-chave em Português: Marketing; Marca; Anhanguera Educacional (Sao Paulo); Branding (Marca) > Estudo de caso; Marca registrada
• Palavras-chave em Inglês: Brand
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/1334

This job search and refer to a part of the administration of the universe of brands. Deciphering and discussing the theoretical bases of marketing and trademarks, as well as cases included those theories, this study presents the concepts of competitive positioning and brand positioning by focusing its analysis on the operation of repositioning a brand. This dissertation study get the importance and role of the repositioning of brands in the action of unification of multiple brands in single brand. The work also aims to understand when the repositioning should be taken and how the consumer responds to this action of the company. Through interviews the researcher investigates the perception and reaction of various publics that have representation in the middle of the target company's case study, the Anhanguera Education, as well as the actions and steps that constitute the process of unification of the brands of the company. It is known that in recent years the brand for the organization has grown so substantially, and this is for business one of its main assets. The competitive market has led competitors to devote a considerable time and resources for appropriate and effective positioning of its brands. Aiming to make a contribution so that practitioners can make better decisions about the subject, this thesis hopes to provide data to assist in these tasks