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Transcript of MONOGRAFIA - A Prática Do Branding, A Utilização Da Marca Co
7/21/2019 MONOGRAFIA - A Prática Do Branding, A Utilização Da Marca Co
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UNIVERSIDADE ESTÁCIO DE SÁCURSO DE ADMINISTRAÇÃO
A PRÁTICA DE GESTÃO DO BRANDING: A UTILIZAÇÃO DA MARCA COMODIFERENCIAL COMPETITIVO.
FELIPE BARREIROS CELESTINO
PETRÓPOLIS2005
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A PRÁTICA DE GESTÃO DO BRANDING: A UTILIZAÇÃO DA MARCA COMODIFERENCIAL COMPETITIVO.
FELIPE BARREIROS CELESTINO
Traa!"# a$r%&%'(a)# *U'+,%r&+)a)% E&(-+# )% S-#/# r%1+&+(# $ar+a! $ara#(%'3# )# 4ra1 )% Ba"ar%!%/ A)/+'+&(ra3#.
ORIENTADOR: UMBERTO MEDRADO GOMES FERREIRA
P%(r6$#!+&2005
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FELIPE BARREIROS CELESTINO
A PRÁTICA DE GESTÃO DO BRANDING: A UTILIZAÇÃO DA MARCA COMODIFERENCIAL COMPETITIVO.
Traa!"# a$r%&%'(a)# *U'+,%r&+)a)% E&(-+# )% S-#/# r%1+&+(# $ar+a! $ara
#(%'3# )# 4ra1 )% Ba"ar%!%/ A)/+'+&(ra3#
A$r#,a)# %/ 77777877777877777
Ba'a E9a/+'a)#ra:
7777777777777777777777777777777777777777777777777777 UMBERTO MEDRADO GOMES FERREIRA
Pr#%&&#r Or+%'(a)#r U'+,%r&+)a)% E&(-+# )% S-
7777777777777777777777777777777777777777777777777777 ;OS< LAZARINO FERRARI
Pr#%&&#rU'+,%r&+)a)% E&(-+# )% S-
7777777777777777777777777777777777777777777777777777 FABIANA BAFFI
Pr#%&&#raU'+,%r&+)a)% E&(-+# )% S-
P%(r6$#!+&2005
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.
A (#)#& 1% /% a19+!+ara/ )1ra'(%/%1 (raa!"#.
A (#)#& #& a/+4#& 1% #'"%+)1ra'(% %&(a (ra=%(6r+a.
A /%1& $a+&>T1)# %/ /+'"a ,+)a
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AGRADECIMENTOS
?# Pr#%&&#r 1/%r(# M%)ra)# G#/%& F%rr%+ra > $%!a #r+%'(a3# % $#r (%r /%#')1@+)# * r%!%93# 'a $r#1')+)a)% '%%&&-r+a * r%a!+@a3# )%&(% (raa!"#.
A#& Pr#%&&#r%& )a a)%+ra )% A)/+'+&(ra3#> )a U'+,%r&+)a)% E&(-+# )% S-
P%(r6$#!+&> $#r +'%'(+,ar%/ % ,a!#r+@ar%/ # $#(%'+a! r+a(+,# )% &%1& a!1'#&.
A (#)a %1+$% )# Pr#=%(# M%/6r+a )# 4r1$# P3# )% Aar> %/ %&$%+a! * A')ra
S+1%+ra R1&&+> $#r %)%r #/ /1+(a 4%'(+!%@a a& +'#r/a%& r%1%r+)a&.
? /+'"a 1%r+)a a/+4a Da'+%!% R#"a )a C#&(a> $%!a a=1)a 'a (ra)13# )% (%9(#&
%/ %&$a'"#!.
A#& /%1& $a+&> F%r'a')%& C%!%&(+'# % Mar+a C%!/a Sar/%'(# Barr%+r#& C%!%&(+'#>
$#r (#)# ar+'"# % $a+'+a %/ (#)#& #& /#/%'(#& )a /+'"a ,+)a.
A (#)#& #& a/+4#& 1% %'4ra')%%ra//% #/ &%1 #',,+#> )1ra'(% (#)# # 1r&#>
%/ %&$%+a! *: Car!#& A')r Mar"+#r+ A!%r'a@> R+(a )% C-&&+a L#$%& F%rr%+ra>
V%ra L1+a C. P. F%a"%r> R1%'& Ma"ar#(#> L%')r# Ara=#> A'a B%a(r+@ M%!!#>
A)r+a'a Mar+a D1ar(%> Car#!+'a L%a!> Far!+ Ga')ra> Fr%)%r+# M%!#> Da/+a'a C#rra
Car'%+r#> V+(#r S#ar%&> R#)r+4# S%''a % R#/1!# D+a&.
E a (#)#& a1%!%& 1%> )% /a'%+ra )+r%(a #1 +')+r%(a> #'(r+1ra/ $ara a r%a!+@a3#
)%&(% (raa!"#.
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C1+)a )# (%1 '#/%> $#r1% %!% (%a#/$a'"a> /a+& ,a!+#&# )# 1%
/+!"ar%& )% (%r#& $r%+#&#&H
L+,r# )# E!%&+-&(+#> J : 2
K... P%!# a(# )% 1% 'a)a $#r 'a(1r%@a 1/ '#/%> /a& &#/%'(%1a')# %!% &% (#r'a &/#!#> $#+& '%//%&/# 1a')# &#'& ar(+1!a)#& #/## )#& a'+/a+& &+4'++a/ a!41/a #+&a>1a!1%r 1/ )%!%& #'&(+(1+ 1/ '#/% .H
Aristóteles
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RESUMO
E/ 1/ /%ra)# #/$%(+(+,#> #')% %9+&(% 1/a ,a&(a #%r(a )% $r#)1(#& % &%r,+#&
&+/+!ar%&> a& %/$r%&a& '%%&&+(a/ (raa!"ar )% #r/a /a+& a(+,a 1/a %&(ra(4+a )%
)+%r%'+a3# )% &%1& $r#)1(#& %/ r%!a3# a#& )#& #'#rr%'(%&. D%'(r% a& #$%&
a# a!a'% )a& %/$r%&a&> 1/a )a& /a+& %%(+,a& r%%r%&% a# #'%+(# )% /ara. A
/ara %&(a%!%% 1/a &r+% )% ara(%r&(+a& a#& $r#)1(#& % &%r,+#& 1% $a&&a/
a %9%r%r 1/ 4ra')% $#)%r )% +'!1'+a 'a /%'(% )#& #'&1/+)#r%&. A /ara>
a$%&ar )% &1a +'(a'4++!+)a)%> a$a@ )% #'&(r1+r> a# !#'4# )a ,+)a )% 1/
$r#)1(#8&%r,+#> 1/ 4ra')% ,a!#r. A 4%&(3# )% 1/a /ara a19+!+a 'a )%(%r/+'a3#
)% %&(ra(4+a& )% a)/+'+&(ra3# )% /ar%(+'4> %/ #/# #%r%%/ &1&)+#& $ara a
&1a a,a!+a3# #/$%(+(+,a. O $r%&%'(% %&(1)# +r- a$r%&%'(ar % )%&r%,%r # #'%+(#
)% branding > %/ #/ +r- a$r%&%'(ar 1/ a&# &#r% a /ara S%')a&> r%,%!a')# a&
ara(%r&(+a& )#& &%1& #/$#'%'(%& )% /ara> % a'a!+&a')# a &1a #r/a )%
r%!a+#'a/%'(# #/ &%1& #'&1/+)#r%& T%')# %&(a a$r%&%'(a3# )% a&# #
#=%(+,# )% ra(++ar a +/$#r('+a )a $r-(+a )% branding . S%r- a$r%&%'(a)# (a//
# %'(%')+/%'(# (%6r+# )a /ara % )#& %!%/%'(#& )% 1% #/$#&(a.
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SUMÁRIO
LISTA DE ILUSTRAÇES.........................................................................................J0
1. INTRODUÇÃO.......................................................................................................11
J.J O PROBLEMA..................................................................................................J2
J.2 OB;ETIVOS......................................................................................................J2
J.2.J GERAL.........................................................................................................J2
J.2.2 ESPECQFICOS.............................................................................................J2
J. RELEVNCIA...................................................................................................J
J. DELIMITAÇÃO DE ESTUDO............................................................................J5
2. REFERENCIAL TEÓRICO....................................................................................17
2.J MARCA: O UE < A MARCA........................................................................J
2.2 ELEMENTOS DA COMPOSIÇÃO DA MARCA.................................................20
2. IMAGEM DE MARCA.......................................................................................2J
2. IDENTIDADE DE MARCA................................................................................25
2.5 POSICIONAMENTO DE MARCA.....................................................................2W
2.X VALOR DE MARCA..........................................................................................2
2.X.J VALOR DE MARCA BASEADO NO CONSUMIDOR..................................5
2.X.2 BRANDING EUITY....................................................................................
2. ESTRAT<GIAS DE MARCAS...........................................................................0
2..J MARCA GUARDACUVA..........................................................................0
2..2 MARCA INDIVIDUAL...................................................................................2
2.. ESTRAT<GIAS MISTAS..............................................................................
3. A UTILIZAÇÃO DA MARCA COMO DIFERENCIAL COMPETITIVO..................45
.J BRANDING: O UE < BRANDING................................................................X
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.2 A EVOLUÇÃO DA GESTÃO DA MARCA.........................................................
. A PRÁTICA DE GESTÃO DE BRANDING.......................................................5
. AS MARCAS E A SOCIEDADE DE CONSUMO...............................................X2
4. APRESENTAÇÃO DE CASO................................................................................65
4.1 A REDE SENDAS................................................................................................65
.2 MARCA SENDAS.............................................................................................XW
. IMAGEM DA MARCA SENDAS........................................................................X
. IDENTIDADE DA MARCA SENDAS.................................................................0
.5 VALORES DE MARCA NA SENDAS................................................................J
.X POSICIONAMENTO DA MARCA SENDAS......................................................2
.W RESULTADOS ALCANÇADOS........................................................................5
5. METODOLOGIA....................................................................................................79
5.J TIPO DE PESUISA........................................................................................
5.2 FONTES DE PESUISA..................................................................................WJ
5. COLETA> TRATAMENTO E ANÁLISE DE DADOS...........................................W2
5. DIFICULDADES E LIMITAÇES DA METODOLOGIA....................................W
CONCLUSÃO......................................................................................................5
REFER!NCIAS...................................................................................................
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LISTA DE ILUSTRAÇES.
1a)r# J Ma(r+@ )% %!%/%'(#& )a #/$#&+3# )% %&(ra(4+a )% /ara...............20
1a)r# 2 I'!1'+a& % (+$#& )% /a'+%&(a3# )% +'(%r%&&%..................................25
1a)r# C#/# ,a!#r )% /araH 4%ra ,a!#r.........................................................
Ta%!a J A& J0 /ara& /a+& ,a!+#&a& )# /1')#..................................................
Gr-+# J A )+&$1(a $%!a !+)%ra'a 'a /%'(%........................................................55
Gr-+# 2 C#/# +',%&(%/ a& 4ra')%& %/$r%&a& '# Bra&+! ..................................5
I!1&(ra3# J A '#,a !#4#/ara )a S%')a&...........................................................0
I!1&(ra3# 2 [ M1)a'a& !a\#1( )a& !#=a&...............................................................2
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1. INTRODUÇÃO.
O $r%&%'(% %&(1)# r%$r%&%'(a 1/a a'-!+&% &#r% a a(1a! +/$#r('+a )a /ara
$ara a #r4a'+@a3#. T%')# #/# a&% 1% a /ara # )+%r%'+a! )a& %/$r%&a& %
&%1& $r#)1(#&> % 1% #& $r#%)+/%'(#& % a& a%& &%r3# %&(+$1!a)a& )+a'(% )+&(#.
Para Aa%r K200J $.5
A #'&(+(1+3# )a /ara #/# #r4a'+@a3# #'%'(ra&% '#& a(r+1(#& )a#r4a'+@a3#> '3# )# $r#)1(# #1 &%r,+#. E&&% a(r+1(#& )a #r4a'+@a3#>#/# a +'#,a3#> a 1&a )a 1a!+)a)% % 1/a $r%#1$a3# #/ #
a/+%'(%> &3# r+a)#& $%!a& $%&&#a&> $%!a 1!(1ra> $%!#& ,a!#r%& % $%!#&$r#4ra/a& a)#(a)#&.
D%+9a')#&% %'(r%,%r 1% a /ara %&(- a+/a )#& $r#)1(#&8&%r,+#& 1% %!a
r%$r%&%'(a> $r%(%')%&% /#&(rar 1% %/ 1/ %'(%')+/%'(# /a+& a/$!#> %!a
#'&(+(1+&% '# /a+#r $a(r+/]'+# )% 1/a %/$r%&a.
S%41')# ^#(!%r KJ $.2J A& /ara& &3# # $r+'+$a! %/ )1r-,%! )% 1/a
%/$r%&a> #/ )1ra+!+)a)% /a+#r )% 1% &%1& $r#)1(#& % &1a& +'&(a!a%&> $#r1%
(#)a /ara r%$r%&%'(a 1/ 4r1$# )% #'&1/+)#r%& ++&.H
S%41')# S"1!(@> Bar'%& K200 $.5:
A /ara # a(+,# $r+'+$a! )a #r4a'+@a3# )% /ar%(+'4 )# &1!# __I.E/#ra $#&&a/#& #'(r#!ar a!41'& a&$%(#& )a /ara> # &%1 ,%r)a)%+r#&+4'++a)# % ,a!#r $r#,/ )# #'&1/+)#r. I/a4%/ )a /ara> +)%'(+)a)% )%/ara> a&&#+a%& % ,a!#r )% /ara &3# #'%+(#& "a,% $ara #)%&%',#!,+/%'(# )a '#&&a #/$r%%'&3# )a& /ara& % )a '#&&a
a$a+)a)% )% 4%r+!a& )% /a'%+ra %%(+,a. Ta'(# #& )a)#& #/$#r(a/%'(a+&1a'(# a#& r%%r%'(%& a a(+(1)%& &3# '%%&&-r+#& $ara a,a!+ar a /ara a$ar(+r )a $%r&$%(+,a )# !+%'(%.
C#/ +&&# a'a!+&a/#& a 1(+!+@a3# )a /ara )% #r/a a(1a'(% )% )+%r%'+a3#
'# /%ra)#> % #/# #r/a * %9$!#rar a& )+,%r&a& $#&&++!+)a)%& 1% (/ %/ &%
r%!a+#'ar #/ &%1& #'&1/+)#r%& %/ )+%r%'(%& )+/%'&%&> #/ #=%(+,# !(+/# )%
&% r+ar 1/ r%!a+#'a/%'(# &6!+)# #/ # #'&1/+)#r.
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1.1 O PRO"LEMA.
N# $r%&%'(% %&(1)# 1&% a#r)ar # (%/a branding 1> r%%r%'+a)# #/#
4%&(3# )% /ara> $#r %'(%')%r 1% /ara '3# a$%'a& /a+& 1/ '#/% %&(-(+#
'1/ a''+#> #1 '1/a %/a!a4%/> % 1% r+a a&&#+a%& )% $r#/%&&a&> &1%&&#
% &(a(1&. Para Aa%r % ;#a"+/&("a!%r K2000 # ,a!#r % +/$#r('+a )%$%')% )a
r%!a3# )+'/+a % /1!(+a%(a)a )% 1/a /ara #/ &%1& #'&1/+)#r%&> (ra(a&%>
$#r(a'(#> )% 1/a %9$%r+'+a a(+,a> +'(%4ra)a a# )+aa)+a )#& #'&1/+)#r%& % )#&
$r#)1(#r%&.
P#r 1% a(1a!/%'(% 4ra')%& %/$r%&a& %&(3# a)#(a')# # Branding #/#
$r+'+$a! #r/a )% 4%&(3# )% /ara
1.2 O"#ETIVOS.
1.2.1 GERAL.
D%/#&(rar a +/$#r('+a )a /ara $ara a& #r4a'+@a%& a(1a!/%'(%> % &1a
1(+!+@a3# #/# #r/a )% )+%r%'+a3# #/$%(+(+,a a(ra,& )a $r-(+a )% ra')+'4.
1.2.2 ESPEC$FICOS.
• I)%'(++ar # %'(%')+/%'(# (%6r+#> 1a'(# a# #'%+(#> +/a4%/> +)%'(+)a)%>
$#&++#'a/%'(# % # ,a!#r )a& /ara& $ara a& #r4a'+@a%&.
1 Mar(+'& K2000 $.JJ )%+'% randing #/# # #'=1'(# )% a%& !+4a)a& * a)/+'+&(ra3# )a& /ara&.S3# a%& 1%> (#/a)a& #/ #'"%+/%'(# % #/$%('+a> !%,a/ a& /ara& a!/ )a &1a 'a(1r%@a%#']/+a> $a&&a')# a a@%r $ar(% )a 1!(1ra> % +'!1%'+ar a ,+)a )a& $%&&#a&
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• O&%r,ar> a(ra,& )a $%&1+&a 1a!+(a(+,a> a$r%&%'(a3# )% a&#> &#r% a
S%')a&> a +/$#r('+a )a $r-(+a )% branding .
1.3 RELEV%NCIA.
D% a#r)# #/ ^!%+' K200 a )+1&3# )a& '#,+)a)%& (%'#!64+a&> a& $#!(+a&
)% r%)13# )% 1&(#&> 1a!+)a)% % a(%')+/%'(# % a& '#,a& (%#r+a& a)/+'+&(ra(+,a&
&3# )% 1&# #'('1# 'a /a+#r+a )a& %/$r%&a& (#r'a')# # $r#)1(# +'a!> /%&/#
1a')# a!a/#& )% &%r,+#> r%a!/%'(% %/ $ar%+)# %/ &1a %&&'+a. A 1&a $#r
#%r(ar 1a!+)a)% '#& &%r,+#& $r%&(a)#& % 4ara'(+r a &a(+&a3# )#& #'&1/+)#r%&
#r+%'(#1> $#r /1+(# (%/$#> %&(ra(4+a& )% %/$r%&a& '# +'(1+(# )% #'&#!+)ar &1a&
$#&+%& )+a'(% )#& #'#rr%'(%& #1 )% r%&%r &1a $ar(++$a3# '# /%ra)#.
A +)+a )#/+'a'(% &%41')# ^!%+' K200> $.2W:
K... Era 1% a&(a,a $ara a& %/$r%&a& #'&%41+r ',%+& a!(#& )% &a(+&a3#$ara 4ara'(+r 1% #& !+%'(%& #'(+'1ar+a/ )a')# $r%%r'+a a &%1&$r#)1(#& % &%r,+#& a# !#'4# )# (%/$#. A$%&ar )%&(a +)+a (%r $r%)#/+'a)#'a ,+&3# )% /1+(#& a)/+'+&(ra)#r%&> a# !#'4# )#& a'#& /#&(r#1&% #'(r-r+aa %&(a $r#$#&+3# .
O #'%+(# )% +)%!+)a)% (#r'#1&% /a+& r%!%,a'(% a+')a> a $ar(+r )# /#/%'(#
%/ 1% a& %/$r%&a& #/%ara/ a $%r%%r 1% a +)%!+)a)% )#& &%1& !+%'(%&
1% 4ara'(+r+a r%(#r'#& +'a'%+r#& 1(1r#&. D% a#r)# #/ Ta,ar%& K200a(1a!/%'(%> )%&(aa)a a #r(% (%')'+a )a& %/$r%&a& %/ /+4rar )% %&(ra(4+a&
a&%a)a& %/ &a(+&a3# $ara %&(ra(4+a& #r+%'(a)a& a %&(a%!%%r 1/ ,'1!#
%/#+#'a! #/ &%1& !+%'(%&> )% /a'%+ra a r+ar !a#& % 1/ r%!a+#'a/%'(# /a+&
&6!+)#. A+')a &%41')# # a1(#r> &3# %,+)%'(%& #& r%&1!(a)#& $#&+(+,#& 1a')# &% (%/
1/a a&% )% !+%'(%& ++&.
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S%41+')# #& #'%+(#& )% Aa%r % ;#a"+/&("a!%r K2000 #'&+)%ra&% 1% a
a$r#9+/a3# )#& #'&1/+)#r%& #/ a& %/$r%&a& ##rr% $#r +)%'(++a3#> % '3#
&#/%'(% %/ )%#rr'+a )% +',%&(+/%'(#& %/ +/a4%/> r%&% a +/$#r('+a )% &%
#r(a!%%r a /ara> a1/%'(a')# &%1 a!a'%> &%1 $#(%'+a! #/$%(+(+,# % &1a
a$a+)a)% )% a1/%'(ar a r%'(a+!+)a)% )a %/$r%&a.
D% a#r)# #/ P+'"# KJX> #&%r,a&% 1% # r%%'(% )%&%',#!,+/%'(# )a&
('+a& )% Mar%(+'4 (%/ a!(%ra)# a 'a(1r%@a )a& /ara&. A 1'3# )% +)%'(++ar
$r#)1(#& % &%r,+#& % )+%r%'+-!#& )a1%!%& $r#)1@+)#& $%!a #'#rr'+a a+')a
$%r/a'%%> /a& '#,a& 1'%& #ra/ &%')# +'#r$#ra)a&> % #'&%1%'(%/%'(%> a&
/ara& (/ &% #'&(+(1)# %/ %!%/%'(#& %&&%'+a+& '# #/$#&(# )% /ar%(+'4 )a&
%/$r%&a& #/%r+a+&> +')1&(r+a+& % )% $r%&(a3# )% &%r,+#&.
Para Barr%(# % Fa/- KJW> a /ara (%/ &+)# #=%(# )% %&(1)#>
$r+'+$a!/%'(%> )% $%&1+&a)#r%& )a -r%a )% /ar%(+'4> 1% $r#1ra/ a,a!+ar # &%1
$#)%r )% $%'%(ra3# '# /%ra)#> &%1 ,a!#r> % a r%!a3# %&(a%!%+)a %'(r%
#'&1/+)#r % %/$r%&a> % )+,%r&a& #1(ra& a$!+a%&.
S%41')# M%''a> KJ a $r%&%'a )a /ara '#& )+-!#4#& /a'(+)#& %'(r%
$r#)1(#r % #'&1/+)#r $%r/+(% #/$ar(+!"ar 1/ #'=1'(# )% ,a!#r%& % $r+'$+#& 1%
r+a/ 1/ a/$# )% #ra a$a@ )% a(ra+r $r#+&&+#'a+&> !+%'(%&> )+&(r+1+)#r%& %
#r'%%)#r%& 1% &% +)%'(++a/ #/ a 1!(1ra )a %/$r%&a % &1a /a'%+ra )%$r#)1@+r % a@%r '%46+#&.
A #ra )% 1/a /ara )%$%')%r- )%&&a a#r)a4%/ %/ (%/$# r%a!> )a a(%'3#
)+&$%'&a)a a#& !+%'(%& % )a #'%93# #/ #& +',%&(+/%'(#& #r+%'(a)#& $ara !+%'(%&
%/ (#)a& a& %&%ra& )% '%46+#&> )# $r#=%(# a# &%r,+# $6&,%')a.
A&&+/> # #'"%+/%'(# /a+& a/$!# &#r% #& #'(%)#& $r%&%'(%& %/ 1/
&+&(%/a )% 4%&(3# )% /ara #'(r+1+> '3# &#/%'(% $ara a +'(%4ra3# )% (#)a& a&
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a%& )a %/$r%&a> /a& (a// #/# $r#(%3# )a #r4a'+@a3# #'(ra a
#'#rr'+a> $r#$#r+#'a')# #r(% $#)%r )% ar4a'"a #/ #& &%1& a'a+& )%
)+&(r+1+3# % #/ #& &%1& #r'%%)#r%&.
Mara& #r(%&> '%46+#& !1ra(+,#&. A /ara ,+r#1 1/ a(+,# ,a!+#&# % #=%(# )%
)%&%=#> $a& a &%r #'&+)%ra)a 1/ )+%r%'+a! 'a& #r4a'+@a%& %/ &1a&
(ra'&a%& (%')# a /%'(% )# #'&1/+)#r #/# #=%(+,# % # /%ra)# #/#
#'&%`'+a.
Para Ta,ar%& K200> $.252:
Da a'(+4`+)a)% a# &1!# __I> # #'%+(# )% /ara %,#!1+. N#,#& ,a!#r%&!"% #ra/ a4r%4a)#&. D% /ara r1)+/%'(ar K$r#)1(# a /ara r%4+&(ra)aK#/$#'%'(%& $&+#!64+#& % !+'4`+&(+#&> '# /%ra)# % 'a /%'(% )#$!+# #/ +'(1+(# )% &+/#!+@ar> +)%'(++ar % )+&(+'41+r> (%')# #/#$r+'+$a! #=%(+,# #'&(r1+r % +9ar a /ara a(ra,& )% 1/ ar-(%r )% &+4'# )%1'++)a)%> $#&++#'a/%'(#> % a$a@ )% $r#)1@+r 1/ %!%,a)# ,a!#r $a(r+/#'+a!.
1.4 DELIMITAÇÃO DE ESTUDO
O $r%&%'(% %&(1)# &% $r#$% a a'a!+&ar a /ara S%')a&. P#r(a'(#> '3# &3#
## )%&(a $%&1+&a a& /ara& )% %/$r%&a& #!+4a)a& % &1&+)+-r+a& )a S%')a&.
Para !%,a'(a/%'(# )a& a%& +/$!%/%'(a)a& $%!a S%')a& '# 4%r%'+a/%'(# )% &1a
/ara #r$#ra(+,a> #+ #'&+)%ra)# a$%'a& # $%r#)# a(1a!> )%,+)# a#
r%$#&++#'a/%'(# )a /ara '# /%ra)#> )%,+)# a 1&3# #/ # Gr1$# P3# )%
Aar %/ 200.
F#ra/ a'a!+&a)#& #& %!%/%'(#& )% )%&%',#!,+/%'(# % 4%&(3# )a /ara
S%')a&> #'&+)%ra')# # %'#1% 'a $r-(+a )% branding a)#(a)a $%!a %/$r%&a.
A $%&1+&a a &%r a$r%&%'(a)a> &%r- %&$%+a 1a'(# a +/$!a'(a3# )a 4%&(3#
)# ra')+'4 $#r %/$r%&a& )% 4ra')% $#r(%> #1 1% $#&&1a/ '#/% )% /ara #/
4ra')% r%#'"%+/%'(# =1'(# a# /%ra)#. O $r%&%'(% %&(1)# r%$r%&%'(ar- 1/a
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a'-!+&% &#r% a +/$!a'(a3# )a 4%&(3# )# branding > !%,a')# %/ #'&+)%ra3# a
+/$#r('+a )a /ara #r4a'+@a+#'a! =1'(# a# /%ra)# #'&1/+)#r. Para (a'(#> #
a&&1'(# +ar- r%&(r+(# *& r%!a%& 1% %',#!,%/ a& 4%&(%& )% /ara %> /a+&
%&$%++a)a/%'(% a 4%&(3# )% ra')+'4> '3# (%')# #/# #=%(+,#&> $%&1+&a&
r%!a+#'a)a& * 1&(#& )% +/$!a'(a3#> ,+a+!+)a)% +'a'%+ra % $r#(%3# !%4a!.
O (raa!"# )% $%&1+&a a&%#1&% %/ !+(%ra(1ra $r%)#/+'a'(%/%'(% '#r(%
a/%r+a'a. A ar'+a )% $%&1+&a&> ar(+4#& % $1!+a%& &#r% # a&&1'(# '# Bra&+!
/+'+/+@a # %'(%')+/%'(# )a& )++1!)a)%& %'r%'(a)a& 'a +/$!%/%'(a3# )#&
#'%+(#& $r#$#&(#& % # r%#'"%+/%'(# )#& a(#r%& )% r%&+&('+a * a)#3# )%
$r-(+a& )%&%',#!,+)a& %/ #1(r#& $a&%&. Ar%)+(a&%> %'(r%(a'(#> 1% a&
&+/+!ar+)a)%& &3# /a+#r%& )# 1% a& )+%r%'a&> #'&+)%ra')#&% 1% a& (%#r+a&
1(+!+@a)a& #ra/ )%&%',#!,+)a& %/ a/+%'(%& #r4a'+@a+#'a+& &+/+!ar%& a#&
a)#(a)#& '# Bra&+!. S%')# a&&+/> &%/%!"a'(% %/ &%1 #'(%9(# )% a$!+a3#.
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2. REFERENCIAL TE&RICO.
2.1 MARCA' O (UE ) A MARCA*
A& /ara& &3# #r/a& )% r%$r%&%'(a3# )a #%r(a #r4a'+@a+#'a!> &/#!#&
1% #& $!+#& a$r%')%/ a )%#)++ar> %/ 1'3# )a& /%'&a4%'& r%%+)a&> /a&
(a// )a &1a 1!(1ra #1 $a)r%& +'(%r'#& )% $%'&a/%'(#> 1% &% )%&%',#!,%ra/
%/ r%&1!(a)#& )% %9$%r+'+a& ,-r+a&. E&&%& &/#!#& #',%'+#'a+& a&&%'(a/ %/
,a!#r%& % %/#%&> %!%/%'(#& +'(a'4,%+&> /a& (a// %/ 1%&(%& )%
1'+#'a!+)a)%> !+4a)a& a# $r#)1(#> #1 &%r,+#.
Va@ KJ5 $.5 )%+'% /ara #/# :
Mara& &3# %'(+)a)%& 1% (/ 1/a %9+&('+a ,+r(1a!. E!a& #1$a/ %&$a#'a ,+)a )#& #'&1/+)#r%&> %!a& )3# &%'(+)# *& &1a& %&#!"a& % &3#(ra(a)a&> $%!# #'&1/+)#r> #/# &% #&&%/ #1(ra& $%&&#a& %/ &1a& ,+)a&.E!a& r+a/ +)%'(+)a)% $ara &%1& 1&1-r+#&. E/ %r(# &%'(+)#> a& /ara&$%r(%'%/H a#& &%1& #'&1/+)#r%&. P#r(a'(#> $ara %'(%')%r # ,a!#r 1% a&/ara& (/ $r%+&# $%'%(rar '# /1')# )% &%1& #'&1/+)#r%&. O ,a!#r (a'4,%! 1% a& /ara& aaa/ a)1+r+')# $ara a& %/$r%&a& )%#rr%>%&&%'+a!/%'(%> )a 'a(1r%@a % )a +'(%'&+)a)% )a #ra )a r%!a3# %'(r% %!a&% #& #'&1/+)#r%&.
S%41')# Ta,ar%& KJ> $.2J:
/ara 1/ &+4'# )% +)%'(++a3# % #'&(r13# &+/6!+a> %'(%')+)a#/# 1/ '#/%> (%r/#> &/#!#> )%&%'"#> #1 1/a #/+'a3# )%&&%&%!%/%'(#& 1% &%r,% $ara +'&r%,%r> r%$r%&%'(ar % )+%r%'+ar $r#)1(#& %&%r,+#& )% 1/a %/$r%&a )%'(r# )# /%ra)#.
Para Cra+'%r K2000> $.2J:
Mara 1/ )%&+'4 ,+&1a! #1 '#/% )a)# a# $r#)1(#8 &%r,+# $#r 1/a#r4a'+@a3#> a+/ )% )+%r%'+-!#& )#& #'#rr%'(%&> a&&%41ra')# a#&#'&1/+)#r%& 1% # $r#)1(# &%r- )% a!(a 1a!+)a)% % 1% %&(a &%r-/a'(+)a.
O #'%+(# )% /ara 1/ (%r/# 1(+!+@a)# $ara aarar 1/ %r(# '/%r# )%
%!%/%'(#& -&+#& )+%r%'+a)#&> 1% #!%(+,a/%'(% )%+'%/ a /ara. E!% &% )+,+)%
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%/ a(r+1(#& % %'%+#& )# $r#)1(#> #/$#'%'(%& !+'4`&(+#&> #/$#'%'(%&
$%r%$(1a+& % %'%+#& %/#+#'a+&. A!/ )+&&#> a /ara &+4'# #1 r%$r%&%'(a3#>
1% )%&+4'a % a@&% r%$r%&%'(ar> &%=a $#r &/#!#> $#r ')+% #1 $#r #'%> #1 $#r
(#)#& a# /%&/# (%/$#.
D%ar!#,% % Cra+'%r K2000> $.2 a+r/a/:
A& /ara& &3# 1/a /a'%+ra r-$+)a )% #/1'+ar )a)#& r(+#& a#/%ra)# % +'!1%'+ar )%+&%&. E/ /%+# a 1/a +'+'+)a)% )% +')&(r+a&#r+%'(a)a& a# #'&1/+)#r> a& /ara& &3# 1/ /%+# +/$#r(a'(% )% )+%r%'+ar % )% 4a'"ar ,a'(a4%/ #/$%(+(+,a> %/#ra &%=a/ /a+& +'!1%'(%& 1a')##& !+%'(%& '3# )+&$%/ )% )a)#& $ara a@%r 1/a %&#!"a +'#r/a)a )#
$r#)1(# %8#1 1a')# a )+%r%'+a3# %'(r% a& ,%r&%& 1% #& #'#rr%'(%&#%r%%/ )# /%&/# $r#)1(# $%1%'a #1 +'%9+&(%'(%.
D% a#r)# #/ D%%r K2000 $.0 a /ara $#&&1+ $%r&#'a!+)a)% % ar-(%r
)+&(+'(#& 1% %&(a%!%%/ 1/a #'%93# %/#+#'a! a&%a)a 'a #'+a'a )#
#'&1/+)#rH. A+')a &%41+')# # #'%+(# $r#$#&(# $#r D%%r> #& #'&1/+)#r%&
%&(a%!%%/ r%!a+#'a/%'(#& #/ /ara&> '3# #/ $r#)1(#& #1 #r$#ra%&. O
)%&%/$%'"# )# $r#)1(#> # 1% %!% a@> % #/# %!% a@ a +)%'(+)a)% %&&%'+a! )a
/ara.
Ra')a@@# KJX $.2 #'%+(1a /ara )a &%41+'(% #r/a:
A /ara /a+& )# 1% 1/ $r#)1(# a# /%&/# (%/$# 1/a %'(+)a)% &+a% $%r%$(1a!. O a&$%(# &+# )% 1/a /araK &%1 $r#)1(# % %/a!a4%/$#)% &%r %'#'(ra)# %&$%ra')# $#r '6& %/ 1a!1%r !14ar. 4%ra!/%'(%%&(-(+# % +'+(#. E'(r%(a'(#> # a&$%(# $%r%$(1a! )% 1/a /ara %9+&(% '#%&$a# $&+#!64+#> 'a /%'(% )# #'&1/+)#r. )+'/+# % /a!%-,%!.
A$%&ar )% (%r%/ /a+#r +'!1'+a &%/$r% 1% #& #'&1/+)#r%& '%%&&+(a/ )%
+'#r/a%& $ara %&#!"%r 1/ )%(%r/+'a)# $r#)1(# > #1 1a')#> a& )+%r%'a&> %/
r%!a3# a# /%&/# $r#)1(#> a$r%&%'(a)#& $%!#& #'#rr%'(%& &3# $%1%'a& #1
+'%9+&(%'(%&. A)++#'a!/%'(% a& /ara& a&&1/%/ /a+#r +/$#r('+a &%/$r% 1% #&
#'&1/+)#r%& )3# /a+#r 'a&% a# $r#%&&# )% )%+&3# %/ 1r&#.
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Para ^#(!%r KJ $.2J2 #& '#/%& )% /ara a=1)a/ #& #'&1/+)#r%& a
+)%'(++ar $r#)1(#& 1% $#&&a/ !"%& (ra@%r %'%+#&. A& /ara& (a// )+@%/ a#
#'&1/+)#r a!4# &#r% a 1a!+)a)% )# $r#)1(#H. A+')a )% a#r)# #/ ^#(!%r> #
%&(a%!%+/%'(# )a /ara (#r'a&% a a&% &#r% a 1a! $#)% &%r #'(a)a (#)a 1/a
"+&(6r+a r%!a+#'a)a *& 1a!+)a)%& %&$%+a+& )# $r#)1(#.
A /ara /a+& )# 1% # $r#)1(# #1 &%r,+# 1% %!a r%$r%&%'(a. A /ara #
%!# %/#+#'a! %'(r% # $r#)1(# 8 &%r,+# % # !+%'(%. A /ara a 1'+3# )% a(r+1(#&
(a'4,%+& % +'(a'4,%+& )% 1/a #r4a'+@a3#> &+/#!+@a)#& '1/ !#4#(+$#> 1%
4%r%'+a)#& )% #r/a a)%1a)a> r+a/ +'!1'+a % 4%ra/ ,a!#r.
D% a#r)# #/ Sa/$a+# KJ $.J )%+'%&% /ara #/# : a &'(%&% )a
%9$%r+'+a )% ,a!#r ,+,+)a $%!#& #'&1/+)#r%& %/ r%!a3# a a)a 1/ )#& +'/%r#&
$r#)1(#&> &%r,+#&> %/$r%&a&> +'&(+(1+%& #1> /%&/#> $%&&#a& #/ a& 1a+& %!%& &%
r%!a+#'a/H.
S%41')# V+%+ra K200J $.:
A $%r%$3# )a /ara $r#)1(# )% 1/a %9$r%&&3# 4r-+a K %!a (%/ 1/aara> )% 1/a %9$r%&&3# +!#&6+a K%!a (%/ a!4# a )+@%r % )% 1/a%9$%r+'+a K%!a (%/ a!41/a #+&a a (r#ar. Ca)a 1/ )%&&%& %!%/%'(#&r%/%(% a #r+4%/ )a /ara % * #'+a+!+)a)% )% &%1& $r#$6&+(#&.
D% a#r)# #/ Ta,ar%& M> KJ $.J:
A /ara )+%r%'(% )# $r#)1(#. E/#ra &%=a/ +'(+/a/%'(% r%!a+#'a)a&>)+%r%/ 'a& ara(%r&(+a&. A /ara %&(a%!%% 1/ r%!a+#'a/%'(# % 1/a(r#a )% +'(a'4,%+& %'(r% $%&&#a& % $r#)1(#&. O $r#)1(# # 1% a %/$r%&aar+a> # 1% # #'&1/+)#r #/$ra a /ara. O& $r#)1(#& '3# $#)%/a!ar $#r &+: a /ara 1% )a # &+4'++a)# % a!a $#r %!%&.
A $ar(+r )a& )%+'+%& %'#'(ra)a& 'a +!+#4ra+a $ara /ara&> &%41% #
ra+#'+# 1% /ara 1/a $a!a,ra 1% arr%4a #'&+4# (#)a 1/a +)%'(+)a)%> 1/a
#r/a )% %9$r%&&3# 1% a@ $ar(% )# #(+)+a'# )a& $%&&#a& $#r %!a& (%r%/ %/
/%'(% 1/ '#/% a# !%/rar )% 1/ $r#)1(# #1 &%r,+# % a# /%&/# (%/$#>
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r%$r%&%'(a # =%+(# )% &%r )a %/$r%&a % &%1& $r+'$+#&. A!/ )+&&#> a& %/$r%&a& &%
1(+!+@a/ )a& /ara& %/ &1a& a%& %&(ra(4+a& $ara /%!"#r $#&++#'ar # &%1
$r#)1(# #1 &%r,+# 'a (%'(a(+,a )% &% #(%r &1%&&# '# /%ra)#.
2.2 ELEMENTOS DA COMPOSIÇÃO DA MARCA.
D% a#r)# #/ Ta,ar%& K200>$.X2:
1a')# &% )+&1(% a /ara> a a'-!+&% $%r$a&&a ,-r+#& #'%+(#& % -r%a& )%r%!%93#. A &1a #/$#&+3# '3# &%r+a )+%r%'(%. C#'(1)# +/$#r(a'(% )%+'+r #& #/$#'%'(%& )a /ara $ara 1% &% %&(a%!%a a !+4a3# %'(r% a%&(ra(4+a % # /ar%(+'4 $ara 4%&(3# )a $r6$r+a /ara. A $r%#1$a3# %/)%+'+r 1/ %!%'# 1% #/$#'"a a &1a %&(r1(1ra &%r,% #/# $r#$6&+(# )%#r+%'(ar 1/a 1'+)a)% &%/'(+a )% $%'&a/%'(#.
A a'-!+&% #/%ar- $#r %'1a)rar a #/$#&+3# )% /ara %/ 1/a /a(r+@ )%
%&(ra(4+a )% /ara> 1=a %&&'+a a )+%r%'+a3# #/$%(+(+,aK ibid > $.X2.
1a)r# J Ma(r+@ )% %!%/%'(#& )a #/$#&+3# )% %&(ra(4+a )% /ara.
F#'(%: Ta,ar%& K200> $.X2.
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Para Ta,ar%& K200>$.X #& ,%(#r%& )# $r#)1(#> !+'4`+&(+#& % $&+#!64+#&
&3# #& /a+& +/$#r(a'(%& )a %&(ra(4+a )% /ara. A &1a #/$#&+3# $r%+&a %&(ar 'a
/%'(% )# /%ra)#> %&(r1(1ra)a a $ar(+r )a +)+a )a &+'41!ar+)a)%H. A $ar(+r )%&&%
#'%+(# a %&(ra(4+a )% /ara )%,% &%r #r+%'(a)a $ara 1/ $#&++#'a/%'(# '+# %
%9!1&+,#.
D%+'%&% a& ra@%& $ara a)a 1/:
• Pr#)1(#: #& a(r+1(#& % %'%+#& $#&&1%/ a 1'3# )% )+%r%'+a3#>
ra(++a')# a $r#/%&&a -&+a $ara &1a 1'3# (a'4,%!. A&&%41ra')# a
%+-+a )a /ara> % &+'r#'+@a')# # ,a!#r a4r%4a)# a# ,a!#r $%r%+)#.
K+bid 200>$.X5 );
• L+'4 +̀&(+#&: &+&(%/a& )% r%4ra& 1% )+&(+'41%/ % ##r)%'a/ a
+)%'(++a3# )a %/$r%&a Kibid >200>$.X5 )
• P&+#!64+#&: +/a4%/> a!/a> % %'%+#& %/#+#'a+& &3# #'&+)%ra)#& a
#ra /#(r+@ )a /ara. E!%& &+'(%(+@a/ # &+4'++a)# %/#+#'a! )a /ara.
Mar(+'&> KJ>$.JW5J5.
D% a#r)# #/ a )%&r+3# r%a!+@a)a> a %&(ra(4+a )% /ara #'&+)%ra a(#r%&
)% $r#)1(#> !+'4`+&(+#& % $&+#!64+#&> )% /a'%+ra 1'+#r/%. A $ar(+r )%&&% $#'(# a
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ra')+'4.
2.3 IMAGEM DE MARCA.
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% +')+,+)1a+&H. A&&+/> '3# %9+&(% 1/a #/$r%%'&3# '+a )a +/a4%/ )a /ara $ara
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&1a /%/6r+a.
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)%(%r/+'a)a /ara K)%&)% &1a a,a!+a3# #/# 1/ (#)# a( a a,a!+a3# )%
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PRODUTOR
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F#'(%: Va@ KJ5> $. 5.
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2.4 IDENTIDADE DE MARCA.
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Ta,ar%& M. KJ> $.5 )%+'%:
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CONSUMIDOR
INTERESSENECESSIDADE
&OMPORT'METO
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a,#r%% 1/a $r%&%'a /a+& /ara'(% 'a /%'(% )# #'&1/+)#r> % a=1)a a
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#/# +/a4%/> &+/#!+&/# #1 $r%&(4+#> 1% S/#("%r& a)/+(% %9+&(+r%/ &%/$r% '#
/ar%(+'4 )% 1a!1%r /ara> a+')a 1% %/ ',%+& )+%r%'(%&.
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#r4a'+@a+#'a!. E %/#ra r%#'"%a '# $r#)1(# 1/a #'(% )#& &%1& (ra#& 1!(1ra+&
#1 )% ar-(%r> #/$!%(a # &%'(+)# #/ a #%r(a &+/6!+a.
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P%&&#a& $#)%/ (ra'&#r/ar 1/a $&&+/a !#a!+@a3# '1/ !14ar )%
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)% 1/ $!a'%=a/%'(# ar(+++a!.
D% a#r)# #/ V+%+ra K2002> $.5
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U/a #a $+&(a $ara %'(%')%r %&&% #!"ar a(ra,& )# #'%+(# %&(ra(4+#. A
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+)%'(+)a)% )% &1a /ara &1a ar/a.
2.5 POSICIONAMENTO DE MARCA.
O $#&++#'a/%'(# )a& /ara& 'a ,%r)a)% 1/ #'%+(# /%ra)#!64+#> 1/
$a&&# 1')a/%'(a! '# )%&%',#!,+/%'(# % '# /ar%(+'4 )% 1/a /ara. E'(r%(a'(#>
1/a ,%@ 1% # $#&++#'a/%'(# )% 1/a /ara (a// )%&%/$%'"a 1/ r%!%,a'(%
$a$%! 'a /#!)a4%/ /ara> )%,% &%r #'&+)%ra)a #/# $ar(% )# #'%+(# 4!#a! )%
/ara. O $#&++#'a/%'(# )a /ara a #r/a #/# a /ara r%$r%&%'(a)a '#
/%ra)# % 'a /%'(% )# #'&1/+)#r.
Para Aa%r K200J $.W a $#&+3# )a /ara a $ar%!a )a +)%'(+)a)% % )a
$r#$#&(a )% ,a!#r )a /ara 1% )%,% &%r a(+,a/%'(% #/1'+a)a a# $!+# a!,# %
a$r%&%'(a #/# 1/a ,a'(a4%/ %/ r%!a3# *& /ara& #'#rr%'(%&H.
D% a#r)# #/ R+%& % Tr#1( KJ2 $.JW $#&++#'ar 1/a /ara #'%r+r 1/a
$%r&#'a!+)a)% )% (a! /#)# )+&(+'(a )a& #1(ra& 1% %!a +r- #1$ar 1/ !14ar $r6$r+# 'a
a%a % '# #ra3# )#& #'&1/+)#r%&H. ;- $ara S#1@a % N%/%r KJ $.5 #
$#&++#'a/%'(# r%!%(% a +/a4%/ )a /ara> a +'(%r$r%(a3# % a !a&&++a3# )a
/araH. S%41+')# a a+r/a3# )% S#1@a % N%/%r KJ> $.5> &% $#&++#'a/%'(#
% a $#&+3# )# $r#)1(# 'a /%'(% )# #'&1/+)#r> a /ara % a +/a4%/ )# $r#)1(#
'%&&a $#&+3#H.
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Mara& #/ # /%&/# $#&++#'a/%'(# %&(ra(4+# '3# $#)%/ #1$ar # /%&/#
%&$a# 'a /%'(% )# !+%'(% %/ $%r&$%(+,a. U/a )%!a& '3# ,a+ &#r%,+,%rH. < )++!
$ara 1/a &%41')a /ara '# /%ra)#> 1% (%'"a a)#(a)# # /%&/# ## )a $r+/%+ra
K1% =- %&(- $#&++#'a)a 'a /%'(% )# /%ra)# #1$ar 1/a $#&+3# )%&(aa)a 'a
!%/ra'a )# !+%'(% % a!a'ar a !+)%ra'a '# /%ra)#.
%')%r&#' % P#r(%rKJW $. &+'(%(+@a/: )1a& %&$+%& 1% #'&%41%/
&%1 &1&(%'(# )% /a'%+ra +)'(+a '3# $#)%/ #%9+&(+rH. A&&+/ #/$%(+)#r%& 1%
)+&$1(a/ # /%&/# '+"# )% /%ra)# )% /a'%+ra +)'(+a> '3# #'&%41%/ #%9+&(+r.
Ca)a /ara $r%+&a &%r )+%r%'(% # a&(a'(% $ara $#&&1+r 1/a ,a'(a4%/ '+a. E!a
)%,% &%r &+'41!ar 'a $%r%$3# )# $!+#.
Para ^%!!%r K2000 # $#&++#'a/%'(# )a /ara #rr%&$#')% * $ar(% )a
+)%'(+)a)% 1% )%,% &%r a(+,a/%'(% #/1'+a)a. Mara& %/ $#&++#'a)a& &3#
a1%!a& 1% #1$a/ '+"#& )% /%ra)# $ar(+1!ar%& 'a& /%'(%& )#& #'&1/+)#r%&>
$%!a r+a3# )% $#'(#& )% $ar+)a)% #/ a #'#rr'+a> %/ #/# $#'(#& )%
)+%r%'+a3#> 1% $%r/+(%/ a(+'4+r ,a'(a4%'& &#r% %&&a #'#rr'+a.
Para %')%r&#' % P#r(%r KJW $. a %9+&('+a +')%+'+)a )% 1/a
,ar+%)a)% )% #/$%(+)#r%& 1/a )%/#'&(ra3# %/ &+ /%&/a )% 1% a& ,a'(a4%'&
)% a)a 1/ &#r% #& )%/a+& &3# /1(1a/%'(% %9!1&+,a&H. S%41+')# # #'%+(#
$r#$#&(# a& /ara& $#)%/ a( $ar%%r> /a& '# 1')# &3# )% %&$+%& )+%r%'(%&. A %/$r%&a )%,% $#&++#'ar #& $r#)1(#&8&%r,+#& )% /#)# 1% #& !+%'(%&
+1%/ +%'(%& )#& %'%+#& +'%r%'(%& a %!%&. P#r %9%/$!#> a V#!,# $#&++#'#1&%
%/ r%!a3# a &%1& a1(#/6,%+& #/# arr# /a+& &%41r# )# /1')# % r%#ra %&&%
$#&++#'a/%'(# #/ # $r#=%(#> #& (%&(%&> a $r#$a4a')a % a&&+/ $#r )+a'(%. A&&+/ )%
a#r)# #/ ^#(!%r> Ma%&+'%> ;a+' K2002 $. $#&++#'a/%'(# # %&#r# )%
+/$!a'(ar #& %'%+#K& "a,% % a )+%r%'+a3# 'a /%'(% )#& !+%'(%&H..
+ Torella (200+, p.+)
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%')%r&#' % P#r(%r KJW $. &a!+%'(a/ 1% a #/$%(+3# (3# +'(%'&a
1% a r+,a!+)a)% a$r#9+/a (a'(# #& #'#rr%'(%&> 1% a$%'a& a $%r%$3# 1%
&%'(%/ )% 1/ $r#)1(# aaa &%')# ,a!+#&a. E #/%'(a: S%/ ),+)a a!41/a> a
$%r%$3# r%`%'(%/%'(% a '+a a&% )% #/$ara3# %'(r% a!(%r'a(+,a&
&%/%!"a'(%&. < $#r +&&# 1% a $r#$a4a')a $#)% &%r ,a!+#&aH.
E/ /%+# a 1/a +'+'+)a)% )% +')&(r+a& #r+%'(a)a& a# #'&1/+)#r> a& /ara&
&3# 1/ +'&(r1/%'(# +/$#r(a'(% )% )+%r%'+ar % )% 4a'"ar ,a'(a4%/ #/$%(+(+,a.
U/a /ara $ara #'1+&(ar a #'+a'a % (%r &1%&&# $r%+&a &%r +%! * &1a
%&(ra(4+a. N3# )- $ara /1)ar a /ara> $#r1% '3# &% $#)% /1)ar # &%1
$#&++#'a/%'(#. A '3# &%r 1% a %/$r%&a )%&+&(a )a /ara.
Para &% /a'(%r 1/a %&(ra(4+a r#1&(a> # a!,# )a a)%+a )% ,a!#r )%,% &%r
(raa!"a)# )% #r/a (3# )+&(+'(a> 1% $#)% &%r 1/a a&% )% ,a'(a4%'& #/$%(+(+,a&
)++! )% &%r #$+a)#> % a&&+/ &1&(%'(ar a %&(ra(4+a. S%1& #/$%(+)#r%& /a+&
$%r+4#&#& &3# #& 1% /a+& &% $ar%%/ #/ ,#. A& )+%r%'a& %'(r% ,# % &%1&
#/$%(+)#r%& &3# a a&% )a &1a ,a'(a4%/H
R+%& % Tr#1( KJ2 $.JW )%%')%/ 1% Para (%r &1%&&# 1/a %/$r%&a (%/
)% r+ar 1/a $#&+3# 'a /%'(% )% &%1 !+%'(% $#(%'+a!> $#&+3# 1% !%,% 'a
#'&+)%ra3# )%,+)a '3# a$%'a& #& $#'(#& #r(%& % ra#& )a %/$r%&a> /a&
(a// )#& #'#rr%'(%&H. A %&(ra(4+a )%,% %&(ar #r/1!a)a 'a )+%r%'+a3#> #'#r/% %9$1&%/#& a#
!#'4# )%&(% (raa!"#. U/a /ara )%,% &%r #'%+)a> #'&(r1)a % $#&++#'a)a>
#!"a')# +'++a!/%'(% # /%ra)# K% a& /%'(%& #/ a& 1a+& &% +r- (raa!"ar #/ #
#=%(+,# )% )%+'+r 1/ ## )+%r%'+a)# % %&(r%+(# $ara (%r "a'%& )% &%r $%r%+)#
#/ &+'41!ar+)a)%.
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Para Ta,ar%& K200 a C#a #!a> $+#'%+ra %/ &+']'+/# )% #!a> (#r'#1&% a(
1/a /ara 4%'r+a $#r &%r (3# #'"%+)a> %/$r%&(a')# &%1 '#/% * $r6$r+a
a(%4#r+a. Arr%a(#1 /%'(%&> 1&a')# #/ %/#3# # &%1 a$%!# )% /araH. D%&)% #
+'+#> $ara $%r&1a)+r KB%a C#aC#!aH> (ra'&#r/ar&% %/ a!4# +'+/+(-,%! %
"%4ar a &%r %(%r'a KS%/$r% C#aC#!aH.
Na /%'(%> '#& )%&%=#& % 'a& a'(a&+a& )% (#)# # /1')#. O &%1 &!#4a'> '#
Bra&+!> C1r(a C#aC#!a: G#&(#&# ,+,%rH> r%!%(% /1+(# %/ a &1a brand strategy
$#+& /a'(/&% #%r%'(% % #'&(a'(%. R%&1/% 1% $ara &%r/#& %(%r'#&> a& '#&&a&
,+)a& $r%+&a/ )# &%1 %&$r+(# )% =1,%'(1)%> 1% r%r%&a a& '#&&a& /%'(%&> %
&1!+/a a& )#r%&> a& $%r)a& %/ '#&&a& a!/a&. D- %&$%ra'a ... a %&&'+a )% ,+,%r.
P#r1% C#aC#!a '#& )- $ra@%r )% ,+,%r> "#=% % &%/$r%.
D%ar!#,% % Cra+'%r> K2000> $.2J
A "1/+!)a)% '1'a #+ 1/a $r%#1$a3# )a C#aC#!a. U/ )% &%1&#!"%(#& )+@+a: 1/ +!"3# )% a'#& a(r-&> a ,+)a "1/a'a a$ar%+a 'a T%rra.
U/ +!"3# )% /+'1(#& a(r-&> # r+&(+a'+&/# %/%r4+1. U/ +!"3# )% &%41')#&a(r-&> #& B%a(!%& &% a$r%&%'(ara/ '# E) S1!!+,a' S"#c. U/ +!"3# )% C#aC#!a& a(r-&> %ra #'(%/ )% /a'"3. N3# "a,+a '%'"1/a +r#'+a $6&/#)%r'a'+&&#.
F-r+a& /#)%r'a&> %9%/$!#& )% $r#)13#> !#4&(+a> a/+'"%&> $r#$a4a')a>
(1)# /-4+# )%'(r#H % #raH. A /ara (1)# +&&#. A C#aC#!a ar- (1)# $ara &%r
a $r+/%+ra 'a /%'(% )% (#)#&. E&&a a &1a %&(ra(4+a. P#&++#'a/%'(# %&(ra(4+#>
,a'(a4%'& #/$%(+(+,a& &1&(%'(-,%+&> %&#$# )a a)%+a )% ,a!#r> /ar%(+'4> /%'(% %
/ara &3# # #'=1'(# 1% a %/$r%&a )%,% a)/+'+&(rar.
S%41')# ^#(!%r KJ $. 2JX2J a /ara )%,% #r=ar a &1a %&#!"a
%&(ra(4+a #r+%'(a)a $%!a $#&+3# 1% &1a /ara )%,%r- a(+'4+r 'a /%'(% )#&
#'&1/+)#r%&H I&(# > (a'(# # &%1 $#&++#'a/%'(# %&(ra(4+# 1a'(# a& ,a'(a4%'&
#/$%(+(+,a& &1&(%'(-,%+&> )%,%/ &%r a)/+'+&(ra)a& &# %&&a a#r)a4%/.
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2.6 VALOR DE MARCA.
Para Aa%r K200 ,a!#r )% /ara (%/ &+)# 1/ )#& (6$+#& /a+& $r%&%'(%& 'a
4%&(3# )% /ara '#& !(+/#& a'#&. S%41')# ^!%+' K2000 $.0J:
O +'(%r%&&% $%!# (%/a ,%/ )a& +'/%ra& 1&%& % a1+&+%& 1%a#'(%%ra/ )1ra'(% a& )a)a& )% W0 % 0> $r+'+$a!/%'(% '#& E&(a)#&U'+)#&. P#)%/#& +(ar a #/$ra )a D1ra%!! $%!a G+!!%((% %/ JX % a#/$ra )a ^ra( I'. $%!a P"+!+$ M#rr+& C#/$a'+%& I'. E&(a& 1&%& %a1+&+%& %',#!,%ra/ 4ra')%& %/$r%&a& 1% %ra/ )#'a& )% /ara& /1+(#$#)%r#&a&. N%&(% /#/%'(# &1r4+1 a 1%&(3# )% #/# a,a!+ar # ,a!#r )a&/ara& &%')# (ra'&a+#'a)a&. E&&a $r%#1$a3# )%1 !14ar * a,a!+a3#+'a'%+ra )% /ara&> a&%a)a& '# ,a!#r )a a3# '# /%ra)# % %/%&(+/a(+,a& )% !19#& )% a+9a 1(1r#&.
A# /%&/# (%/$# &1r4+1 1/a #rr%'(% )% %&(1)#& 1% +')+a,a 1/ #1(r#
a/+'"# $ara # %&(1)# )# ,a!#r )% 1/a /ara. E&(% a/+'"# )% $%&1+&a &%41')#
^%!!%r KJ 1&a,a +)%'(++ar # $a$%! )# #'&1/+)#r % )a %/$r%&a '%&(a r%!a3#.
I)%'(++a')#> a&&+/> a +/$#r('+a )# #'&1/+)#r '# 1% &% r%%r% a Va!#r )%
Mara.
Para ^%!!%r KJ ,a!#r )% /ara %&(ar+a r%!a+#'a)# #/ a $#&&++!+)a)% )%
1/ /%!"#r 4%r%'+a/%'(#> $#r $ar(% )a %/$r%&a> )a 1'3# )% /ar%(+'4> #1 &%=a>
&%r+a 1/a #r/a )% a %/$r%&a 41+ar &1a& %&(ra(4+a& % /#'+(#rar a $%r#r/a'% )a&
a(+,+)a)%& )% /ar%(+'4. ;- $ara Aa%r K200J ,a!#r )% /ara %&(ar+a r%!a+#'a)#
#/ #& %'%+#& 1% %&(a $#)%r+a (ra@%r> '3# &6 $ara a %/$r%&a> /a& (a//
$ara # #'&1/+)#r.P#)%&% )+@%r 1% # #'%+(# )% ,a!#r )% /ara (%/ &+)# %&(1)a)# a(ra,& )%
)1a& )+%r%'(%& a#r)a4%'&: ,alor de marca baseado no consumidor : Para Aa%r
K200J a(ra,& )% #'%+(#& #/# %%(+,+)a)% )#& $r#4ra/a& )% /ar%(+'4> !%a!)a)%
* /ara> $r%#& Premium % a/+%'(% a,#r-,%! * %9(%'&3# )% /ara % Valor da
Marca no mercado KBrand Equity 5: Para ^%!!%r KJ # $%r%'(1a! )# ,a!#r )a a3#
- Para P/o (16, p.16) Brand Equity o /creme/o parmo/al 45e va se 5/ar ao parm7/o l459o, per:a;e/9o o valor 9e ve/9a 9a empresa e 9e s5as marcas<.
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'# /%ra)# 1% r%&1!(a)# a(ra,& )% !19#& )% a+9a )%&#'(a)#& # ,a!#r )a
/ara. O 1% %&(a& a#r)a4%'& (/ %/ #/1/ # a(# )% 1% (#)a& %&(3#
r%!a+#'a)a& #/ # #'&1/+)#r. A $r+/%+ra r%!%(% a #r/a #/# # #'&1/+)#r a,a!+a
a /ara. A &%41')a %&(- a&%a)a '# ,a!#r )a a3# '# /%ra)# 1% r%&1!(a'(% )%
%9$%(a(+,a& 1(1ra& )% !1r#&> #& 1a+& '3# $#)%/ &%r &%$ara)#& )# #'&1/+)#r.
A $ar(+r )#& /#)%!#& a$r%&%'(a)#& $%r%%/#& 1% a 1%&(3# )% ,a!#r )%
/ara $#)% &%r r%!a+#'a)a> $r+/%+ra/%'(%> #/ #& %&#r#& )% /ar%(+'4 )a
%/$r%&a. A %/$r%&a r%&$#'&-,%! $%!a 4%ra3# )% %&#r#& 1% #'&(r1a/ 'a
/%'(% )# #'&1/+)#r 1/a &r+% )% !+4a%& $#&+(+,a&. E&(a& !+4a%& ,3# &%r,+r $ara
1% # #'&1/+)#r &a+a a(%4#r+@ar # $r#)1(# )%'(r# )% )%(%r/+'a)a a(%4#r+a )%
$r#)1(#. D%&(a #r/a # #'&1/+)#r %&(ar- "a+!+(a)# $ara #/$arar )+%r%'(%&
/ara&.
D#+& #1(r#& a&$%(#& (a// &3# /1+(# +/$#r(a'(%& % %&(3# )% %r(a #r/a
r%!a+#'a)#&. S3# %!%& a 1a!+)a)% P%r%+)a &%41')# KAa%r> 200J % #&
B%'%+#& )a /ara &%41')# K^%!!%r> J> a/#& #& #'%+(#& &% r%%r%/ *
1a!+)a)% +'(a'4,%+& )a /ara> &3# a& ara(%r&(+a& )# $r#)1(# 1% '3# &3#
,+&,%+&. S3# %&(a& ara(%r&(+a& 1% ,3# )ar> a /ara )a %/$r%&a> 1/ !14ar #1 1/
$#&++#'a/%'(#> '+# 'a /%'(% )# #'&1/+)#r. O1(r# a&$%(# /1+(# +/$#r(a'(%
$ara a %/$r%&a> 1a')# )a +/$!%/%'(a3# )% %&(ra(4+a& )% r+a3# )% Va!#r )%Mara> a 1%&(3# )# /%ra)#. D% a#r)# #/ # /%ra)# % # (+$# )% $r#)1(# 1%
a %/$r%&a #%r%% &%r3# )+%r%'(%& a& a$a+)a)%& )% r+a3# )% Va!#r )% Mara.
Pr#)1(#& )% a+9# %',#!,+/%'(# '3# (/ a /%&/a $#&&++!+)a)% )% 4%ra3# )% ,a!#r
)% /ara #/# 1/ $r#)1(# )% a!(# %',#!,+/%'(# C#/# $#)%/#& '#(ar '# 1a)r#
aa+9#. K1a)r# . I&&# )%#rr% )# a(# )% 1% #& #'&1/+)#r%& '3# +r3# r+ar
#r(%& !+4a%& $#&+(+,a& a r%&$%+(# )% 1/ $r#)1(# )% a+9# %',#!,+/%'(#.
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1a)r# [ C#/# ,a!#r )% /araH 4%ra ,a!#r .
F#'(%& )% ,a!#r )% /araH Va!#r 4%ra)# $#r a(%4#r+a S'(%&% )#& ,a!#r%& 4%ra)#& Ka(%4#r+a
F#'(%: A)a$(a)# )%: Aa%r K200J
Para T#r%!!a K200> $.J2W: E&#!"%r 1/ $a$%! $ara # ,a!#r )a /ara $ar%%
)%$%')%r )a ra@3# $ara %&(1)ar #1 a$!+ar # #'%+(#. O& )#+& a(#r%& $r+'+$a+&
$ar%%/ &%r:
VALOR
DE
MARCA
FIDELIDADEÀ MARCA
CONHECIEMENTODA MARCA
QUALIDADEPERCEBIDA
ASSOCIAÇÕESCOM A MARCA
OUTROS ATIVOSDA EMPRESALIGADOS A
MARCA
'59a /a alava/ca=em comercal>Re95; os c5sos 9e mar?e/=>*ara/e maor empo para rea@Aoas amea@as 9a co/corrB/ca>'5me/a o /Cmero 9e cle/es>Doralece os v/c5los com oscle/es.
Perme crar a base 9e l=a@Ao
com o5ras assoca@es>Tor/a a marca :amlar esmpFca, pora/o, mpora/e erespeFvel>Eleva a marca ao paamar 9asmas pre:er9as.
O:erece :ore ra;Ao 9e compra>&ra 5m posco/ame/o9:ere/ca9o>Perme :Gar pre@os maseleva9os>
Perme ese/9er a marca>'ra o /eresse 9os ca/as 9e9srb5@Ao.
'59a a processar 5m co/5/o9e :aos e espec:ca@es>Proporco/a 5m po/o 9e9:ere/ca@Ao e/re as marcas>&ra a59es e se/me/os
posvos>Proporco/a a base para aeGe/sAo 9o por:Hlo 9e
pro95os.
*ara/e a empresa o valor s5pleme/ar =era9o pela marca.
Proporciona
a!or "#$pr#%aa&$#n'an(o)E:cB/ca ee:cFca 9os
pro=ramas 9emar?e/=>%eal9a9e Imarca>Pre@osJmar=em 9e l5cro>EGe/ses 9emarca>
'lava/ca=emcomercal>Ka/a=emcorporava.
Proporcionaa!or ao%c!i#n'#%a&$#n'an(o)!/erprea@AoJ
processame/o 9e/:orma@Ao>&o/:a/@a /a9ecsAo 9ecompra>Sas:a@Ao9os 5s5Fros.
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• M%!"#rar a $r#)1(+,+)a)% )# /ar%(+'4 $#r /%+# )% )+&1&&%& %&(ra(4+a&
% )% 4%&(3# /a+& a$r#1')a)a& &#r% /%ra)#&a!,#> $#&++#'a/%'(#>
r+a(+,+)a)% % #1(r#& (%/a&.Kibid $.J25
• E&(+/ar # ,a!#r )a /ara $ara +'& #'(-%+& $ara a,a!+a3# )a /ara '#
a!a'# )a& %/$r%&a& #1 $ara $r#$6&+(# )% 1&%&> a1+&+%& % ,%')a&.
Kibid $.J25
D+a'(% )a +/$#r('+a % )a +'&%$ara+!+)a)%> %/ r%!a3# a $r-(+a )% 4%&(3# )%
ra')+'4> &%r- a$r%&%'(a)a %/ &%41+r #& #'%+(#& )% a/#&.
2.6.1 VALOR DE MARCA "ASEADO NO CONSUMIDOR.
A /ara # /a+#r $a(r+/]'+# )% 1/a %/$r%&a> $#r1% !"% #'%r%
&+'41!ar+)a)% '# /%ra)# % #'(r+1+ $ara )+%r%'+-!a> #/$%(+(+,a/%'(%> )% #1(ra&
%/$r%&a&. E!a %&(- r%!a+#'a)a #/ $r#)1(#&> /a& #/ %!%& '3# &% #'1')% % (%/
a ,%r #/ #& ,a!#r%& 1% # #'&1/+)#r a %!a a4r%4a.
T#r%!!a K200 $. J2 )%+'%:
valor de marca # ,a!#r a4r%4a)# 1% 1/a /ara (ra@ a 1/ $r#)1(#>&%r,+# #1 !#=a % 1% '3# %9+&(+r+a &%/ %!a. E&&% ,a!#r a4r%4a)# r%&1!(a)#)# r%#'"%+/%'(# $%!#& #'&1/+)#r%& )% 1/a &r+% )% a&&#+a%&>&%'(+/%'(#& % r%'a& a r%&$%+(# )#& %'%+#& ra+#'a+& %/#+#'a+& 1% a/ara (ra@. E&&%& %'%+#& +'!1%'+a/ # #/$#r(a/%'(# )% a$#+# */ara %> %/ $ar(+1!ar> a $r#$%'&3# )# #'&1/+)#r %/ a)1+r+r 1/ $r#)1(#)%&&a /ara
D% a#r)# #/ Sa/$a+# KJ P. 2J A /ara /a+& )# 1% 1/ $r#)1(# #1
&%r,+# %/ &+. A /ara a)++#'a &%'(+/%'(#. Para # $r#)1(# %!a a)++#'a
$%r&#'a!+)a)%. Para # ,a!#r )# $r#)1(# %!a a)++#'a %9!1&+,+)a)%d. P#r +&&# %!a ,a!%
/a+& )# 1% # $r#)1(#.
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S%41')# ^#(!%r K200 a /a+#r+a )a& $%&&#a& '3# #'&%41+r+a> #/ #& #!"#&
,%')a)#&> )+&(+'41+r %'(r% a C#aC#!a % a Pr%&+)%'(e& C"#+& C#!aH K1/a /ara
$r6$r+a )% 1/ &1$%r/%ra)# )% T#r#'(# Ca'a)-. A+')a &%41')# ^#(!%r K200
%&&a& $%&&#a& $a4a/ &1&(a'+a!/%'(% /a+& $%!a C#aC#!a 1a')# ,%/ a
/ara %&(a/$a)a '# $r#)1(#. Para D%%r K2000>$.55 ,a!#r a1+!# 1% #
#'&1/+)#r )+@ 1% H.
Para Ta,ar%& K J $.J20:
O #'&1/+)#r $r%+&a (%r a #',+3# )% 1% # $r#)1(# $r#$#r+#'a 1/
,a!#r &1$%r+#r a# )#& #'#rr%'(%& a 1/ $r%# %1+,a!%'(% #1 a 1/ ,a!#r %1+,a!%'(% a 1/ $r%# +'%r+#r> a +/ )% #'1+&(ar 1/a $#&+3# '+a $araa /ara %/ &1a /%/6r+a. E&(a ,ar+-,%! +'!1%'+ar- )+r%(a/%'(% a )%+&3#)% #/$r% % a !%a!)a)% )% /ara.
E'(%')%&%> 1% # &1%&&# )% 1/a /ara '3# )%$%')% &#/%'(% )# #'%+(#
)% r+a3# )% +/a4%/> /a&> $r+'+$a!/%'(%> )# )% r+a3# )% valor de marca> 1%
)%,% &%r %!a#ra)a )+ar+a/%'(%> #'&+)%ra')# (#)a& a& $#&&++!+)a)%& )% #'(a(#
#/ a /ara 1% # !+%'(% $#&&a (%r. ^#(!%r KJ. Para a(@ % ^a"' KJW a
a$a+)a)% )% a)a$(ar&% *& /1)a'a& a/+%'(a+& % a# #/$#r(a/%'(# )#&
#'&1/+)#r%&> 1% $%r/+(% * /ara r%#/$#r&% % a(1a!+@ar&%.
Ta,ar%& K200> $.X a+r/a 1% '3# a)+a'(a a$%'a& a4r%4ar ,a!#r a 1/
$r#)1(#> 1')a/%'(a! 1% # ,a!#r &%=a $%r%+)# $%!# !+%'(% #/# (a!> &%')#
a&&+/ # '41!# /%'(a! #/$%(+(+,# # )+%r%'+a! ,+&(# &# a $%r%$3# )# /%ra)#H.
A&&+/> # ,a!#r a4r%4a)# +41a!> #1 )%,% &%r> a# ,a!#r $%r%+)#.
2.6.2 "RANDING E(UIT+.
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O (%r/# brand equity > #/# #'%+(# )%&%',#!,+)# $#r +'a'+&(a&> )%+'+)#
$#r G1+!!a1/%> KJ> $.JJ #/#: # ,a!#r a)++#'a! )% !19# )% a+9a 1% r%&1!(a
)a #/%r+a!+@a3# )% 1/ %/ #1 )% 1/ &%r,+# &# 1/a /ara> #/$ara)# #/ #
1% &%r+a 4%ra)# $%!# /%&/# $r#)1(# &%/ /araH.
Para Aa%r KJJ>J5 apud Ta,ar%& M> J $.J
O branding equity '3# (%/ 1/ &%'(+)# '+#. < 1/ #'=1'(# )% a(+,#& %#'+a+!+)a)%& !+4a)#& a 1/a /ara> '#/%> &/#!#> 1% &% a)++#'a a #1&% &1(ra+ )% 1/ $r#)1(# #1 &%r,+# $ara 1/a %/$r%&a. S%1 ,a!#r $#&+(+,##1 '%4a(+,# )%#rr% )% #/# # #'&1/+)#r r%a4% /a+& #1 /%'#&a,#ra,%!/%'(% a# $r#)1(#> a# $r%#> * $r%#> a $r#/#3# #1 a )+&(r+1+3##rr%&$#')%'(% a /ara.
S%41')# P+'"# KJX a $r+/%+ra a,a!+a3# )% /ara& #/ +'a!+)a)% +'a'%+ra
1% &% (%/ r%4+&(r#> ##rr%1 %/ JW> 1a')# # %/$r%&-r+# a1&(ra!+a'# R1$%r(
M1r)#" /a')#1 %&(+/ar # ,a!#r )a& /ara& )% &1a #/$a'"+a K((1!#& )% =#r'a+& %
r%,+&(a& $ara +'!1+r '#& a!a'#& #'(-%+&. D%&&a #r/a> %&(a& $1)%ra/ &%r
#%r%+)a& #/# 4ara'(+a )% %/$r&(+/#& % a19+!+ar 'a #'&(r13# )% &%1 +/$r+#
/1')+a! )% #/1'+a3#
Para S"1!(@ % Bar'%& K200 $.2:
A /%ra ,a!#r+@a3# +'a'%+ra )a /ara> %'(r%(a'(#> '3# &1++%'(%> &%#'&+)%ra)a a ,+&3# )% 1% a 4%ra3# )%&&% ,a!#r )%$%')% )a /#(+,a3# %)# #/$#r(a/%'(# )# #'&1/+)#r %/ r%!a3# * /ara $ara 1% ##rra #r%#'"%+/%'(# )a /ara #/# 1/ a(+,# )a %/$r%&a.
S%41')# Mar(+'@ % B!%&&%r KJ a(1a!/%'(% 1/a %/$r%&a '3# a,a!+a)a
&#/%'(% %/ (%r/#& )% &%1 $a(r+/]'+# (a'4,%!> #/# +/6,%+&> +'&(a!a%& %
%1+$a/%'(#&> #1 $#r &%1 a(1ra/%'(# a'1a!> /a& (a// $%!#& &%1& a(+,#&
+'(a'4,%+&. C#'#r/% $1!+a)# '# ;#r'a! Financial imes KT#/+'&> 22 =1' .J>
a!41/a& %/$r%&a& 4!#a+& =- (+,%ra/ /%'&1ra)#& #& ,a!#r%& +'a'%+r#& )% &1a&
/ara&> (a+& #/# C#aC#!a> IBM> F#r)> M+r#&#(> %'(r% #1(ra&. Pa&%&> #/# a
I'4!a(%rra> =- $%r/+(%/ 1% a& %/$r%&a& a$+(a!+@%/ # ,a!#r )% &1a& /ara& %/
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a!a'#&> #/$1(a')# +'a'%+ra/%'(% a +/a4%/> # r%#'"%+/%'(# % a r%$1(a3#
)a /ara #'1+&(a)#& a# !#'4# )# (%/$#.
O #=%(+,# %'(ra! )# brand equity a 1&a )# ,a!#r $ara a /ara> (#r'a')#a
# /a+#r a(+,# )a %/$r%&a> (3# ,a!+#&a 1% 1&(a /a+& )# 1% # $r6$r+# '%46+#.
A&&+/ &%')#> %/ 1/a $r+/%+ra a,a!+a3#> # ,a!#r $a(r+/#'+a! )a /ara $r%&%'(% '#
#'%+(# )% brand equity r%,%!a a )+%r%'a %'(r% # ,a!#r !1+)# )# $a(r+/]'+# )a
%/$r%&a % # ,a!#r $%!# 1a! %!a $#)%r- &%r ,%')+)a. Para P+'"# KJX> $.JX brand
equity # +'r%/%'(# $a(r+/#'+a! 1% ,a+ &% =1'(ar a# $a(r+/]'+# !1+)#> $%ra@%')#
# ,a!#r )% ,%')a )a %/$r%&a % )% &1a& /ara&H.
A G%'%ra! E!%(r+> 1/a )a& %/$r%&a& /a+& a'(+4a& )# /1')#> #/ %9(%'&a
!+'"a )% $r#)1(#& % &%r,+#&> #+ 1/a )a& $r+/%+ra& a #!#ar &1a& a%& 'a #!&a %
)#'a )% 1/a )a& /ara& /a+& ,a!+#&a& )# /1')# K+'!1&+,% a )a ar%,+a3# GE.
S%41')# )a)#& a$r%&%'(a)#& $#r Sa/$a+# KJ $.22J O ,a!#r )% &1a& a%& %/
J K a&%a)# '# $r%# 'a #!&a )% N%c Y#r (#(a!+@a,a 5W>W +!"%& )% )6!ar%&.
Ma& # ,a!#r )% &%1& a(+,#& %ra )% a$%'a& 20> +!"%&. I&&# 1%r )+@%r 1% a&
/ara& )a GE $#&&1a/ 'a1%!a )a(a> 1/ ,a!#r )% > +!"%& )% )6!ar%&.
Para Ta,ar%& K200 $.X:
O ,a!#r a4r%4a)# a 1/a /ara )%(%r/+'a # r%&+/%'(# )# ,a!#r $a(r+/#'+a! %&(% %9$a')%&&%> )%&)% 1% a1%!% &%=a $%r%+)#> )% #r/a
&+'41!ar> $%!# $!+#. U/a %/$r%&a % &%1 port!ólio )% $r#)1(#&> #/ 1/#r(% brand equity $r#$#r+#'a ,a!#r $ara # !+%'(%> /%!"#r )%&%/$%'"# )#'%46+# % a!(a r%'(a+!+)a)% 'a "#ra %/ 1% a@&% 1/a a,a!+a3# )a&/ara& $ara 1&%& % a1+&+%&> # brand equity /%)+)#.
A(1a!/%'(% '# ra'+'4 +'(%r'a+#'a! )a I'(%rra') K#'&1!(#r+a +'4!%&a
%&$%+a!+@a)a %/ /ara> a C#aC#!a #'(+'1a 'a !+)%ra'a %'(r% a& /ara&> &%1
,a!#r )% USf X>52 +!"%&. E&&% a!(# ,a!#r &% a@ $r%&%'(% $%!a a$a+)a)% )%
+'!1'+a )# '#/% C#a C#!aH> % $%!# &%1 #'"%+/%'(# %/ /+(# /1')+a!. Para
Sa/$a+# KJ $.JW N+'41/ )1,+)a 1% a /ara C#aC#!a $#&&1a /a+& ,a!#r
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1% (#)a& &1a& -r+a&> $#+& 1% a )%(/ #'&%41% +/%)+a(a/%'(% 1a'(#& &6+#&
1+&%r $ara /#'(ar 1/a -r+a %/ 1a!1%r !14ar )# $!a'%(aH.
Ta%!a J A& J0 /ara& /a+& ,a!+#&a& )# /1')#.
R,- "/,-025 V,/ 0,/, US8
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ar)car%
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D+&'%\ 2X>J Xg EUA E'(%r'a+'/%'(
M)#'a!)e& 2X>0JJ Jg EUA R%&(a1ra'(%&
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Mar!#r# 2J>JW J5g EUA Taa#
F#'(%: B1&+'%&& h%% KT"% %&( G!#a! Bra')& 0J80W82005
2.7 ESTRAT)GIAS DE MARCAS.
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Ca)a %/$r%&a $#&&1+ &%1 $r6$r+# %&(+!# )% 4%r+r &%1& '%46+#&. C#'#r/% &%1
&%(#r> &%1 $#r(%> &1a $#&+3# #/$%(+(+,a> a #r4a'+@a3# a)#(a 1/a %&(ra(4+a )%
/ara $ara #'1+&(ar # /%ra)#. N%&(a &%3#> a#r)ar&%3# a& ,-r+a& #r/a& )%
!a'ar $r#)1(#& '# /%ra)# &# a 6(+a )a& %&(ra(4+a& )% /ara&.
A& %/$r%&a& #$(a/ $#r a)#(ar %&(ra(4+a& )% /ara& #'#r/% a a!(%r'a(+,a
1% /%!"#r &% a)a$(% a# %'a/+'"a/%'(# (raa)# $%!a )+r%3# )a #r4a'+@a3#.
O=%(+,a/> a&&+/> a1/%'(ar &%1 )%&%/$%'"# '# /%ra)#> +'r%/%'(a')# &1a&
,%')a&.
O& $r+'+$a+& %&(+!#& )% %&(ra(4+a& )% /ara& 1(+!+@a)a& $%!a& %/$r%&a& &3#:
/ara 41ar)a"1,a> /ara +')+,+)1a! % %&(ra(4+a& /+&(a& % ra')+'4. T#)#& %&(%&
&%r3# %9$!+a)#& aa+9#> )%+9a')#&% a$%'a& a $r-(+a )% ra')+'4 $ara 1/a
%9$!+a3# /a+& )%(a!"a)a '# a$+(1!# a &%41+r.
2.7.1 MARCA GUARDACUVA.
D% a#r)# #/ Ba#+'a KJW %&(a $r-(+a a+')a $#1# 1(+!+@a)a '#
Bra&+!> $#r/ 'a E1r#$a> a& %/$r%&a& &% ,a!%/ /1+(# )a 1(+!+@a3# )a& /ara&
41ar)a"1,a> ,+&(# 1% $ara a)a /ara %9+&(%/ $%!# /%'#& 5 $r#)1(#& )+%r%'(%&.
S%41')# S%/%'+ % Ba/#&&\ KJ5> %&(% #'%+(# )% /ara 41ar)a"1,a
/%!"#r %/$r%4a)# 1a')# a %/$r%&a $#&&1+ $r#)1(#& )% 1a!+)a)% % $r%#
&+/+!ar%&. A!/ )+&&#> a #ra )a /ara a19+!+a '# !a'a/%'(# )% '#,#& $r#)1(#&.
U/a %/$r%&a 1% 1(+!+@a #'&(a'(%/%'(% )%&&a %&(ra(4+a a #')a> 1% #
1&a a &1a /ara $ara #r+r )+%r%'(%& $r#)1(#&> #/# &%1& a1(#/6,%+&>
/#(#+!%(a&> /-1+'a& )% r%/#3# )% '%,%> /#(#r%& /ar(+/#& % =%( &+& $ara'%,% K&'#c/#+!+%&. I&&# $%r/+(% 1% a #')a a'1'+% 1% $#)% #!#ar &%+&
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#')a& %/ 1/a 4ara4%/ $ara )#+& arr#&H .X A&&+/> a 1(+!+@a3# )a /ara 41ar)a
"1,a #'%)% a 1/ '#,# $r#)1(# r%#'"%+/%'(# +/%)+a(# % a%+(a3# /a+& r-$+)#
$%!#& #'&1/+)#r%&.
O& a1(#r%& S#1@a % N%/%r KJ> P+'"# KJX % ^#(!%r K2000 #!#a/ #/#
,a'(a4%'&: # 1&(# )% )%&%',#!,+/%'(# /%'#r a# !a'ar 1/ $r#)1(#> 1/a ,%@ 1%
'3# $r%+&# a@%r $%&1+&a %/ r%!a3# a# '#/%> r%4+&(r# % '%/ 1/ %&#r#
a)++#'a! )% #/1'+a3# $ara $#&++#'ar a /ara> 1/ #1(r# a(#r +/$#r(a'(%
#'(ar #/ a $%r%$3# )# #'&1/+)#r %/ a&&#+ar # '#,# $r#)1(# #/ a&
!%/ra'a& $#&+(+,a& )a /ara> #(%')#> a&&+/> #a& ,%')a&. N# %'(a'(#> S#1@a %
N%/%r KJ % P+'"# KJX a$#'(a/ 1% %&&a #$3# )% /ara 41ar)a"1,a
$#)% (ra@%r a!41'& r+&#& (a// #/#: $r#!%/a& 1% ##rra/ #/ 1/
)%(%r/+'a)# $r#)1(# $#)%/ a/%aar (#)#& #& #1(r#& % a +'(r#)13# )% a(%4#r+a&
)% $r#)1(#& !ara/%'(% )+&(+'(a& % )% 1a!+)a)% +'%r+#r $#)%/ a%(ar # $r%&(4+# =-
%&(a%!%+)# $%!a /ara.
Para ^#(!%r K2002> $.W> a /ara $#)% $%r)%r &%1 $#&++#'a/%'(# 'a
a%a )#& #'&1/+)#r%&> 1a')# a& a&&#+a%& '3# &3# /a+& %+(a& )% 1/a
/ara $ara # &%1 $r#)1(# %&$%+#> ##rr%')# '%&(% a&# a )+!1+3# )a /araH.
A+')a &%41')# ^#(!%r K2002> $.W U/a /ara (a'(# /a+& #r(% 1a'(# /a+&
%&(r%+(# #r &%1 ##H. A!/ )+&&#> 1a')# "- a (ra'&%r'+a )# '#/% )a /ara41ar)a"1,a $ara 1/ $r#)1(#> %&(% '#/% )%,% %&(ar %/ #'&#''+a #/ #
$r#)1(#> a&# #'(r-r+#> "a,%r- a!"a&.
2.7.2 MARCA INDIVIDUAL.
6 Loler (2002, p.216)
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A& %/$r%&a& 1% &% 1(+!+@a/ )%&(a %&(ra(4+a )% /ara& /!(+$!a& #1 '#/+'a+&
+')+,+)1a+& a!/%=a/ a@%r )% a)a $r#)1(# )a %/$r%&a 1/a /ara '+a )% 4ra')%
&1%&&# #/ a!(# $#)%r #/$%(+(+,#. A& %/$r%&a& 1% &% 1(+!+@a/ )%&(a& %&(ra(4+a&
$r%%r%/ '3# )ar /1+(a 'a&% a# '#/% )# ar+a'(%> a+')a 1% a!41/a& ,%@%& $#r
/#(+,#& %&$%+a+& # 1(+!+@a/. O (%r/# /ara& /!(+$!a& &%41+)# $#r S#1@a %
N%/%r KJ % ^#(!%r K2002> =- P+'"# KJX> Ta,ar%& KJW % C"1r+!! % P%(%r
K2000 a)#(a/ a %9$r%&&3# /ara& '#/+'a+& +')+,+)1a+&.
O& %'%+#& )# 1&# )a /ara +')+,+)1a! $#)%/ &%r #'&(a(a)#& $#r /%+# )a&
#!#a%& )#& a1(#r%& aa+9#.
S#1@a> N%/%r KJ> P+'"# KJX % Ta,ar%& M. KJW #!#a/ 1% '#/%&
+')+,+)1a+& $ara a)a $r#)1(# '3# a%(a/ a r%$1(a3# )% #1(r#& %'&> &%')#
$#&&,%! 1&ar 1/ /%!"#r '#/% $ara a)a $r#)1(#.
U/a %/$r%&a 1% 1(+!+@a&% )%&&a %&(ra(4+a % a Pr#(%r % Ga/!%> 1%
#/%r+a!+@a )+,%r&a& /ara& )+%r%'(%& %/ a)a a(%4#r+a )% $r#)1(#& 1% ar+a.
Para ^#(!%r KJ> $.2J # 1&# )a /ara +')+,+)1a! #%r%% 1/ /%+# )% %&(a%!%%r
)+%r%'(%& ara(%r&(+a&> a$%!ar a )+%r%'(%& /#(+,#& )% #/$ra> % $%r/+(% 1% a
%/$r%&a 4ara'(a /a+& %&$a#& 'a& $ra(%!%+ra& )#& r%,%')%)#r%&H
S#1@a % N%/%r KJ % Ta,ar%& KJW a$#'(a/ 1% 1/a %/$r%&a $#)%
!a'ar $r#)1(#& $ara $!+#& )+%r%'(%& )% #r/a r-$+)a % #/ !%9++!+)a)%> &%/a1&ar +/$a(# '%/ $r%=1@# * +)%'(+)a)% )a %/$r%&a. Ta// $#)%/ ##rr%r>
&%41')# C#ra KJ> #& /#,+/%'(#& )% trading"up #1 trading"do#n$ +&(# $
)%&!#a/%'(# )# #'&1/+)#r $ara /ara& /a+& ara&8&1$%r+#r%& #1 $ara /ara&
/a+& ara(a&8+'%r+#r%& %'(r% a& /ara& )a %/$r%&a> (#r'a')# /'+/a& a& $%r)a& )%
$ar(++$a3# )% /%ra)# )a !+'"a #1 )a %/$r%&a #/# 1/ (#)#.
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A!/ )+&&#> S#1@a % N%/%r KJ % ^#(!%r K2000 a$r%&%'(a/ 1% a& /ara&
+')+,+)1a+& $#)%/ (ra@%r a +/$r%&&3# )% '#,+)a)% a# #'&1/+)#r> $#)%')# #1$ar
1/ /a+#r %&$a# 'a& $ra(%!%+ra& )#& $#'(#&)%,%')a. Para Ta,ar%& KJW> "- 1/a
$r%%r'+a $#r $ar(% )#& ,ar%=+&(a& 'a 1(+!+@a3# )%&(a %&(ra(4+a> %/ #/# $ara a&
%/$r%&a +'#,a)#ra&> 1% $#)%/ &% a)+a'(ar %/ !a'ar '#,#& $r#)1(#&.
A 1(+!+@a3# )% '#/%& +')+,+)1a+& (a// $#)% (ra@%r )%&,a'(a4%'&. Para
S#1@a % N%/%r KJ> Ta,ar%& M.KJW % ^#(!%r K2000 #!#a/ 1% 1/
$#&++#'a/%'(# %rra)# $#)% !%,ar a a'+a!+@a3# )% $r#)1(#& )a /%&/a %/$r%&a
a a)a !a'a/%'(# &%/$r% 1/ '#,# r%#/%# $ara a /ara > $#+& '%%&&-r+#
&% )%)+ar * $%&1+&a )% '#/%& $ara #& '#,#& $r#)1(#& % (1)# +&(# %',#!,%
)%&$%&a& % 4a&(#& +'a'%+r#&.
P+'"# KJX % ^#(!%r K2000 #!#a/ 1% a /a+#r a/%aa )%&(a %&(ra(4+a
1% 1a')# a %/$r%&a $#&&1+ ,-r+#& $r#)1(#& )a /%&/a a(%4#r+a #/ %'#1%&
$ara )+%r%'(%& 4r1$#&> a %/$r%&a $#)% '3# a!a'ar 1/a $#r%'(a4%/
#'&+)%r-,%! )% mar%et s&are> '3# #(%')#> )% a(#> 1/a $ar(++$a3# r%'(-,%!.
S%')# a&&+/> S!\c#(@\ % ^a'+a K2002>$.X0 #!#a/ 1% )+&(r+1+r ,-r+#&
'#/%& a#& $r#)1(#& )% 1/a %/$r%&a %/ /a+& %+a@ )# 1% #'%'(rar %/
a$%'a& 1/a '+a /araH. S%41')# %&(%& a1(#r%&> #& a(#r%& 1% a,#r%%/ $ar(+r
)a #'%'(ra3# * $r#!+%ra3# )% /ara& &3#: &%(#r /a)1r#> "%(%r#4%'%+)a)%a)a ,%@ /a+#r )% !+%'(%& % !+%'(%& a)a ,%@ /a+& &#+&(+a)#&H.
2.7.3 ESTRAT)GIAS MISTAS.
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E&&a %&(ra(4+a $#&&1+ ara(%r&(+a& )a& /ara& /!(+$!a& % )a /ara
41ar)a"1,a 1% #ra/ %9$!+a)a& %/ +(%'& a'(%r+#r%&. Para S#1@a> N%/%r
KJ:2> %&&a %&(ra(4+a #'&+&(% %/ $%r&#'a!+@ar #& $r#)1(#& &%/ aa')#'ar #
a,a! )a /ara 41ar)a"1,a> 1% $#)% #1 '3# &%r # '#/% )a %/$r%&aH. S%41')#
#& /%&/#& a1(#r%& +(a)#& a ,a'(a4%/ %,+)%'+a)a '%&&a %&#!"a $#)%r #'(ar
#/ a !%4+(+/a3# )a /ara 41ar)a"1,a %8#1 '#/% )a %/$r%&a> )+/+'1+')# #&
1&(#& )% !a'a/%'(#. P#r #1(r# !a)#> &%41+')# #& /%&/#& a1(#r%&> a&# # $r#)1(#
'3# (%'"a 1/a #a a%+(a3#> %&(% $#)%r- $r%=1)+ar a +/a4%/ )a #r4a'+@a3#.
U/a %/$r%&a 1% %/$r%4a #'&(a'(%/%'(% %&&a %&(ra(4+a a N%&(!> 1% a#
/%&/# (%/$# %/ 1% '#/%+a &%1& $r#)1(#& +')+,+)1a!/%'(% #/# # N%&a>
(a// r%#ra # $r#)1(# #/ # '#/% )a %/$r%&a ar+a'(% N%&(! '# r6(1!# )a
%/a!a4%/.
3. A UTILIZAÇÃO DA MARCA COMO DIFERENCIAL COMPETITIVO.
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Na& !(+/a& )a)a&> a )+&$1(a %'(r% a& #r$#ra%& $a& )# $!a'# )a
/a'1a(1ra $ara # /%ra)#. N3# "- /a+& #/# /a'(%r )+%r%'+a+& #/$%(+(+,#&
('+#&> )% $r#)1(#> $#r /1+(# (%/$#. I&&# ,a!% $ara 1/ "+$> 1/ )%(%r4%'(%> 1/
&%r,+# a'-r+#. 1a')# #& $r#)1(#& )%+9a/ )% %9++r )+%r%'a& &+4'++a(+,a&
%'(r% &+> a %&&'+a )# '%46+# $a&&a a &%r # )%&%',#!,+/%'(#> a 4%&(3#> a
#'&(r13# % a a/$!+a3# )#& '%46+#& #/ a&% %/ /ara& #/$%(+(+,a& % #r(%&.
Sa/$a+# KJ $.2JX
O& r%1r&#& (%'#!64+#& % $r#)1(+,#& &3# a)a ,%@ /a+& $ar%+)#& %
$#&&++!+(a/ a& %/$r%&a& a(+'4+r $a)r%& )% 1a!+)a)% &%/%!"a'(%& a&,%ra& )% #/1'+a3# )% /ar%(+'4 &3# 1a&% +41a+& % aaa/$r#)1@+')# $r%&&%& +)'(+a& '#& #'&1/+)#r%&. A )+&(r+1+3#$ra(+a/%'(% '3# (%/ )+%r%'a& % a( #& $r%#& aaa/ +a')# /1+(#$r69+/#&.
C#/ 1/a '#,a 4%#$#!(+a &%')# +/$!a'(a)a '#& '%46+#&> #/ /1)a'a&
#'&(a'(%& )% (%'#!#4+a&> )# %'-r+# &#+a! % )a +'(%4ra3# )a& )+,%r&a& /)+a&>
,%/ #a&+#'a')# 1/a +/$r%,+&++!+)a)% +'a!1!a)a '# $%'&a/%'(# )% 4%&(3# )a&
#r4a'+@a%&.
S"1!(@ % Bar'%& K200 $.J a+r/a/:
E/ ra@3# )a (%'#!#4+a )% +'#r/a3#> a /a+#r+a )a& #r4a'+@a%&> a"a)++! #/$%(+r 'a )+%r%'+a3# #1 'a &1$%r+#r+)a)% )% &%1& $r#)1(#& #1&%r,+#&. A(1a!/%'(%> a (%'#!#4+a $%r/+(% 1% #& #'#rr%'(%& #$+%/ #1r%$r#)1@a/ 1a!1%r /%!"#r+a #1 a$%r%+#a/%'(# %+(# %/ 1/ $r#)1(# %/1%&(3# )% )+a&> &%/a'a& #1 '# /-9+/# %/ $#1#& /%&%&. E&&a&)+%r%'a& %/ 1/ $r#)1(# 1% '3# #r%/ $r#(%4+)a& $#r $a(%'(%&> (/ 1/+!# )% ,+)a /1+(# 1r(#.
Sa%&% %'(r%(a'(#> 1% $ara a)/+'+&(rar 1/a %/$r%&a % (%r #'& r%&1!(a)#&
'%%&&-r+# +r a!/ )# 1% # #'&1/+)#r %&$%ra> (ra'&#r/a')# # $r#)1(#8&%r,+#
'a %9a(a '%%&&+)a)% )# !+%'(%> #/# 1/a %&$+% )% &#'"#> )% %'a'(a/%'(#.
N%&(% $r#%&&# a)/+'+&(rar 1/a /ara (a// a)/+'+&(rar 1/a %/$r%&a.
S%41')# D%!%1@% % G1a(ar+ KJ2 $.2J:< +/$#r(a'(% r+&ar 1% # /%ra)# #'&1/+)#r #/# 1/ (#)#> )%&%',#!,%1&% &#r% 1/a #/$#r(a/%'(# #'&1/+&(a )% &%rH $ara (%rH #')%
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%9$%r+/%'(ar '#,#& $r#)1(#& &% (#r'#1 1/a 1&a $%!a &a(+&a3#>)%+9a')# )% !a)# a +)%!+)a)% +'aa!-,%! $%!#& $r#)1(#& =- #'"%+)#&.
Para ^!%+' K200 $.JX U/ )#& /a+#r%& (r1'#& )# a/+%'(% %/$r%&ar+a!/#)%r'# %&(- '# )+%r%'+a!> %'(r% a1%!%& 1% )%+9ara/ )% $r#)1@+r #+&a& $ara
$r#)1@+r +/a4%'&H. L#4#(+$#& % /ara& &3# # 1% (%/#& )% /a+& $r69+/# )% 1/a
!+'41a4%/ +'(%r'a+#'a!: a /a+#r $ar(% )#& "a+(a'(%& )a T%rra $#)% +)%'(++ar #
&/#!# )# M)#'a!)e& #1 )a C#a #!a.
S%41')# Sa/$a+# KJ 1a')# a& /ara& &1r4+ra/ a $r#$a4a')a (ra(a,a
)% )+,1!4ar 1% a 1a!+)a)% %ra # &%1 $r+'+$a! )+%r%'+a!. N# 1'+,%r&# 4!#a!+@a)#>
# $r#%&&# )% r+ar> %&(a%!%%r % 4%r%'+ar +/a4%'& % $%r%$%& $#r /%+# )a&
1a+&> # #'&1/+)#r &% r%!a+#'a #/ 1/ $r#)1(# #1 1/a %/$r%&a a "a,% )#
&1%&&#. Para ^!%+' K200> $.2 A& /ara& '3# ,%')%/ /%ra)#r+a&> /a& 1/a
+)+a> 1/ %&(+!#> 1/ #'%+(#> 1/ &#'"#H.
3.1 "RANDING' O (UE ) "RANDING*
T#r%!!a K200> $. )%+'% branding #/# # #'%+(# 1% )%+'% a /ara #/#
1/ &%r ,+,# % #/# 1/a #r/a )% #'&(r1+r r%!a+#'a/%'(#& )% !#'4# $ra@# #/ #&
!+%'(%& $ara a ,+)a (#)aH.
D% a#r)# #/ ar,ar) B1&+'%&& R%,+%c K2000> $. 5
A 4%&(3# )% branding ,+&a # )%&%',#!,+/%'(#> r+a3#> !a'a/%'(#>#r(a!%+/%'(#> r%+!a4%/ % %9$a'&3# )% /ara& $ara 4ara'(+r 1% #$r#%&&# )% #/#)+(+@a3# )% $r#)1(#& % &%r,+#& '3# a(+'=a a #r4a'+@a3#a(ra,& )# a1/%'(# )a ar4a &+/6!+a $%r%+)a $%!# #'&1/+)#r.
Mar(+'& K2000 $.JJ )%+'%:
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Branding # #'=1'(# )% a%& !+4a)a& * a)/+'+&(ra3# )a& /ara&. S3#a%& 1%> (#/a)a& #/ #'"%+/%'(# % #/$%('+a> !%,a/ a& /ara&a!/ )a &1a 'a(1r%@a %#']/+a> $a&&a')# a a@%r $ar(% )a 1!(1ra> %+'!1%'+ar a ,+)a )a& $%&&#a&.
O $#)%r )a /ara r%&+)% 'a a$a+)a)% )% +'!1%'+ar a %&#!"a& )#&
#'&1/+)#r%& '# /#/%'(# )% #/$ra. O branding a&%+a&% )% 1/ #'%+(# )%
&+'41!ar+)a)%> #/ a +'(%'3# )% $r#/#,%r 'a /%'(% )#& &%1& !+%'(%&> a $%r%$3#
)% 1% '3# "- #1(r# $r#)1(# %1+,a!%'(% a# &%1 %/ (#)# # /%ra)#.
D% a#r)# #/ Z\/a'K 2005> $.5:
Branding (ra(a&% )% %'(%')%r )% 1% #r/a a ,+)a )a& $%&&#a& %&(-/1)a')# % $#r 1> % r%a4+r a %&(a& /1)a'a&. Tra(a&% )% )%&%',#!,%r> %+/$!%/%'(ar 1/a %&(ra(4+a #/ a&% '1/a $r#1')a #/$r%%'&3# )%#'&1/+)#r%& % !+%'(%&> #'%(a')# #& #/ a %/$r%&a % a=1)a')# a,%')%r &%1& $r#)1(#& % &%r,+#& )% /#)# /a+& %++%'(%
P#)%/#& #'&+)%rar (a// 1% # branding # #'=1'(# )% (ar%a& )%
/ar%(+'4> +'!1+')# '+&(# a& %rra/%'(a& )% #/1'+a3# )%&(+'a)a& a #(+/+@ar a
4%&(3# )% /ara&. O branding (a// r%&$#'&-,%! $%!# )%&%',#!,+/%'(# )%
%&(ra(4+a& )% /ara> #1 &%=a> )%(%r/+'ar #/# a %/$r%&a #'&%41+r- #/ /a+#r
%++'+a a(+'4+r # #=%(+,# +(a)# '# $ar-4ra# a+/a. M1+(a& ,%@%&> a& %&(ra(4+a&
)% /ara aaa/ $#r 41+ar a %&(ra(4+a %/$r%&ar+a! )%,+)a a &1a r%&%'(%
,a!#r+@a3# )%'(r# )# $!a'%=a/%'(# %&(ra(4+# )a& %/$r%&a&.
Para Ta,ar%& K200 $.J # branding (ra(a)# )a &%41+'(% #r/a:
Dar 1/a )+r%3# a 1/a /ara> +9-!a 'a /%'(% )# !+%'(% #/ 1/$#&++#'a/%'(# %&(ra(4+# r+a(+,# K % 1/a $r#$#&(a )% ,a!#r % &1&(%'(-!a)% #r/a #/$%(+(+,a> )% /a'%+ra 1% '%'"1/ #'#rr%'(% #'&+4a #$+ar&%r 1/a /ara $+#'%+ra> r+ar 1/a a(%4#r+a> % %'(rar 'a /%'(% 'a /%'(%#/# a '/%r# 1/ &3# 1%&(%& )%+'+(+,a& 'a ,+&3# )# ra')+'4. Paraa(+'4+r #& #=%(+,#&> $r%+&# a@%r 1/a %&#!"a> '3# /1)ar # r1/#>r+&(a!+@ar&% 'a /%'(% )# /%ra)#. F#a!+@ar [&% (#(a!/%'(% a#& !+%'(%&>1&ar )% %/#3# $ara 1% a /ara &%=a $%r%+)a )% #r/a )+%r%'+a)a> %/#'+(#rar a& /ara& #'#rr%'(%& % a #/$%(+3# &3# a!41'& )#& $#'(#&a#& 1a+& a& %/$r%&a& )%,%/ %&(ar a(%'(a&.
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A& ('+a& )% Branding (a// &3# r%&$#'&-,%+& $%!a #'&(r13# )a
$%r&#'a!+)a)% )a /ara> #1 &%=a> )% &1a $%r%$3# $%!# #'&1/+)#r> a(# %&(%
"a,% $ara a %!a#ra3# )%&(% $r#=%(#> a!/ )a $r#/#3# )% &1a ,+&++!+)a)% '#
/%ra)#. Ma& 1a! # %%+(# )+r%(# $ara %/$r%&a )a& ('+a& )% branding
a&&#+a)a& a %/$r%&a #1 $r#)1(# Para Sa/$a+# KJ> $.2X # a1/%'(# )a ar4a
&+/6!+a ,a!#r+@a)a $%!# #'&1/+)#r> $#)% a4r%4ar /a+#r ,a!#r a# $r#)1(# #1
&%r,+#> $#+& # ,a!#r )%&(% )%(%r/+'a)# $%!# /%ra)# % &%41+)# $%!a %/$r%&a>
%&(a $#r &1a ,%@ '3# $#)% )%(%r/+'ar a# $r#)1(# # ,a!#r 1% 4#&(ar+a % &+/
(raa!"-!# $ara 1% %&(% a(+'=a # $a(a/ar )%&%=a)#
O $r#%&&# )% $r#)13# )% ,a!#r a(ra,& )a& %&(ra(4+a& )% Branding %9$!+a)#
)a &%41+'(% /a'%+ra $#r P%r%@ K2002 $.55:
O ,a!#r # 1% $%r/+(% a1/%'(ar a +/$#r('+a )% 1/a /ara $ara 1/$r#)1(#. 1a'(# /a+& # $r#)1(# $r#1ra)#> /a+& &%1 ,a!#r /1)a > %(a// &%1 $r%#> )% /a'%+ra r-$+)a> a1/%'(a. S% 1/a #/1'+a3# %/&1%)+)a #1 1/a #a +/a4%/ $%r/+(%/ a1/%'(ar a +/$#r('+a )% 1/$r#)1(#> %!a $%r/+(%/ a)1+r+r $ar(++$a3# )% /%ra)#> A %&&% %']/%'#"a/a/#& )% 4a'"# $#&&,%! )% /ara> /a& $ara 1% +&&# a#'(%a '%%&&-r+# %&(a%!%%r 1/ #r(% ,'1!# a%(1#&# #/ #& !+%'(%&.
A#/$a'"a')# # /%&/# ra+#'+#> a& %/$r%&a& $#&&1%/ "#=% %/ )+a 1/a
$r%#1$a3# a)a ,%@ /a+#r #/ a +/a4%/ )% &1a /ara $#r1% %&(a $a& a &%r
a 4ra')% )%(%r/+'a'(% )# &+&(%/a )% $r#)13# )% ,a!#r> #1 &%=a> )# ,a!#r )# $r#)1(#
#1 &%r,+# $%r%+)# $%!# !+%'(%. Ca&# a %/$r%&a '3# #'&+4a %&(a )+%r%'+a3#>
##rr%r- # 1% $#)%&% "a/ar )% $r#%&&# )% #/#)+(+@a3#> #1 a (ra'&#r/a3#
)% &%1 $r#)1(# #1 &%r,+# %/ comodities> 1% 'a)a /a+& 1% +'#r$#ra3# )a&
ara(%r&(+a& )# $r#)1(# #1 &%r,+# $%!# /%ra)#> $r#,#a')# a &+/+!ar+)a)% %
r%&1!(a')# %/ #'&(a'(%& r%)1%& '#& $r%#& )%,+)# a $r%&&3# )a #'#rr'+a.
S%41')# Ta,ar%& K200 $.W:
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O $#)%r )a /ara r%&+)% %/ &1a a$a+)a)% )% +'!1%'+ar ##/$#r(a/%'(# )% #/$ra )# #'&1/+)#r. U/ $r#4ra/a %/ &1%)+)# )%ra')+'4 &% a&%+a '# #'%+(# )% &+'41!ar+)a)%. E!% r+a 'a /%'(% )#!+%'(% %/ $#(%'+a! a $%r%$3# )% 1% '3# "- #1(r# $r#)1(# '# /%ra)#
#/# # &%1. Para (a'(#> a %&#!"a )a %&(ra(4+a )% /ara r%$r%&%'(a 1/$#&++#'a/%'(# $ara a&&%41rar 1% a $#&+3# &%=a %9!1&+,a % )%,% %&(ar a$#+a)a 'a )+%r%'+a3#
3.2 A EVOLUÇÃO DA GESTÃO DA MARCA.
Para Ta,ar%& M> KJ> $. A& /ara& %9+&(%/ "- &1!#&. ;- '# a'(+4# E4+(#>
#& ar+a'(%& )% (+=#!#& #!#a,a/ &/#!#& %/ &%1 $r#)1(# $ara +)%'(++-!#H. D%
a#r)# #/ Ba&&a( KJ $ara #& r#/a'#&> # 1&# )% $+'(1ra& r%,%!#1&% /1+(#
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a &1=%(+,+)a)% )# #'&1/+)#r % /#)%!a')# &%1& )%&%=#& )% #r/a a#& +'(%r%&&%&
)a& #r4a'+@a%&> ra(++a')# a #'%$3# )% 1/a ,+&3# 1!(1ra/%ra)#r+aH.
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!"% '%4a)# # %&(a(1(# )a &+'41!ar+)a)%. Para D%!%1@% % G1a(ar+ KJ2>$.5 a
+)%'(+)a)% (ra'&#r/a)a $%!# +)%a! )% #'&1/#. O 1% !"% r%&(a $#r(ar 1/a
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&%')# 4ra,a)a 'a &1a /%'(% a +)+a )% 1% $ara &%r $r%+&# (%rH.
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=1!4a)a& $%!# 1% $#&&1%/ % '3# $%!# 1% &3#.
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$%!# 1% (%'+a/%'(% r%$r%&%'(a/. S%41')# V+%'( K2005 $.JJ A 1!(1ra )# '#,#
#'&1/+)#r r+a 1/a 4ra')% )%/a')a $#r %'& % &%r,+#& 1% &%r,%/ $ara '#&
)+%r%'+arH. C#'r#'(a)a& #/ (#)a& a& %&#!"a&> &#/%'(% a!41/a& /ara&
%9%$+#'a+& $#)%/ r%a!+@ar (a! 1'3#.
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/ara&. D%+)%/ &#r% a1%!a& 1% (/ ,a!#r%& #/ #& 1a+& &% +)%'(++a/ %/
(%r/#& )% #'%+(# )% $r#)1(#> ara(%r&(+a& !+'4`&(+a& % $&+#!64+a&. A+')a )%
a#r)# #/ Fr#//> # #'&1/+)#r (%/ &1a +)%'(+)a)% +'aaa)a> $#+& # )%&%=#
+'#'&(a'(% )% #'&1/# (#r'a# %/ &1a +/a4%/ ,a!#r+@a)# a$%'a& $#r a1+!# 1%
#'&#/% #1 1% $#&&1+.
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1&a )% %/#%& % '3# )% #//#)+(+%& /a+& ara(a& % /a+& $r-(+a&H. E&(%
#/$#r(a/%'(# #&%r,a)# &%/$r% 1% r%!a+#'a)#& #/ +(%'& )%&%=a)#& $%!#&
#'&1/+)#r%& % $#r %&(%& ,a!#r+@a)#&. A& %/#%& %&(3# a1+ &%')# (ra(a)a& $#+&>
a /ara> % #'&%1%'(%/%'(% a +/a4%/ )a /ara $r#)1@+)a> '%%&&+(a/ %&(ar
%/a&a)a& %/ #r(%& %&&'+a& %/#+#'a+& ,a!#r+@a)a& $%!# /%ra)# $ara a!a'ar
# &1%&&# '# a/$# )# branding . Para &%r ,a!#r+@a)a& $%!# /%ra)#> %&(a&
%/#%& )%,%/ %&(ar $r%&%'(%& '# +/a4+'-r+# #!%(+,#> !+4a)#& a 1/ %&$r+(#
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+'#'&+%'(% #!%(+,# )a &#+%)a)%. C#/ +&&#> )%(%r/+'a)a /ara $#)%r- )%&$%r(ar
a $r%%r'+a )% #/$ra $#r $ar(% )#& #'&1/+)#r%& P#r(a'(# $#)%&% a+r/ar 1%
a& /#(+,a%& )% #/$ra #r+4+'a/&% )a& '%%&&+)a)%& #=%(+,a& % $&+#!#4+a& )#
#'&1/+)#r $#r/ a $r%%r'+a )% #/$ra %&(- a&&#+a)a a +/a4%/ )a /ara.
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$#r #')1@+r%/ a# ,+& )a %/#3#. A /ara a '%%&&+)a)% 1% a!(a,a * ,+)a )#
&%r "1/a'#> a /ara $r#$r+a/%'(% a %/#3# 1% %!a $r#$#r+#'aH. Para R+%&
KJ2> $. E!a r+a 'a /%'(% )# !+%'(% %/ $#(%'+a! a $%r%$3# )% 1% '3# "-
#1(r# $r#)1(# '# /%ra)# #/# # &%1H.
4. APRESENTAÇÃO DE CASO.
A a$r%&%'(a3# )% a&# a# 1a! &% a@ a!1&3# '%&(% (raa!"# #'&(+(1+ %/
#!%(a )% +'#r/a%& %+(a =1'(# a r%)% S%')a& )% &1$%r/%ra)#&. I'++a!/%'(% #%&(1)# ,+&a,a a$%'a& a'a!+&ar a 4%&(3# )a /ara $%!a !#=a S%')a& [ P%(r6$#!+&> /a&
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a# +'++ar a& $%&1+&a& )% #!%(a )% )a)#& % +'#r/a%&> )%&#r+1&% 1% a 4%&(3#
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$ara #1(ra.
4.1 A REDE SENDAS
A S%')a& (%/ #$%ra)# '# /%ra)# ,ar%=+&(a ra&+!%+r# $#r 5 a'#&> '#
/#/%'(# %9!1&+,a/%'(% '# E&(a)# )# R+# )% ;a'%+r#> #/ 1/a r%)% )% XW !#=a&
/1!(+#r/a(#> &%')# !)%r a(1a!/%'(% '# /%ra)# !1/+'%'&%.
A "+&(6r+a )a& Ca&a& S%')a& #/%#1 '1/ /#)%&(# %&(a%!%+/%'(#: #
Ar/a@/ Tra'&/#'(a'#> +'a141ra)# %/ J2> %/ S3# Ma(%1&> '# /1'+$+# )%
S3# ;#3# )% M%r+(+> '# R+# )% ;a'%+r#.
O #/%')a)#r Ma'#%! A'(]'+# S%')a& /a'(%,%&% * r%'(% )% &1a& !#=a&
a( J5J> a&&1/+')# a a)/+'+&(ra3# )a& !#=a& &%1 +!"#> Ar("1r S%')a&. E/ JX0
&# a a)/+'+&(ra3# )# =#,%/ Ar("1r S%')a&> %/ S3# ;#3# )% M%r+(+> +'a141ra)a
a $r+/%+ra !#=a a r%%%r # '#/% Ca&a& S%')a&.
D%&)% a )a)a )% X0> a S%')a& +r/a&% #/# %/$r%&a $+#'%+ra %/
#%r%%r a# !+%'(% &%r,+#& #/# a%@+'"#> -41a 4%!a)a % %&(a+#'a/%'(#.
S%41+')# %&&a +!#&#+a> %/ JX> # 4r1$# +'a141ra> %/ ;aar%$a41-> &1a $r+/%+ra
!#=a #/ #'%+(# )% a1(#&%r,+#.
O )%&%',#!,+/%'(# )a %/$r%&a a%!%r#1&% '# +'+# )a )a)a )% 0. A
a)a a'# %ra/ a%r(a& 1/a #1 )1a& !#=a&> (#)a& /%)+')# %'(r% /+! % X /+! /%(r#&
1a)ra)#&. E/ JW # Gr1$# S%')a& (a// a)1+r+1 a& 1a(r# !#=a& )#
S1$%r/%ra)# I)%a! % a& 2 !#=a& )a r%)% )% &1$%r/%ra)# Mar % T%rra> $a&&a')#
a (%r X !#=a&.
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E/ J +'a141ra)a a C%'(ra! )% Aa&(%+/%'(# % a S%')#!')+a> 1/
!1% %&$#r(+,# #'&(r1)# $ara # !a@%r )#& 1'+#'-r+#& % )% &1a& a/!+a&> #/
/+! /%(r#& 1a)ra)#&> (r& $+&+'a&> a/$# )% 1(%#!> )#+& a/$#& &#+%(\> )1a&
1a)ra& $#!+,a!%'(%&> #+(# "1rra&1%+ra&> -r%a ar#r+@a)a> )1a& !a'"#'%(%& %
$!a\4r#1').
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S%')a& Tra)+'4 K%/$r%&a )% %'%++a/%'(# % %9$#r(a3# )% a> +'a141ra)# #
$r+/%+r# Ca&a S"#c K!#=a )% /a(%r+a+& )% #'&(r13# % aaa/%'(#.
A /#)%r'+@a3# a /%(a 'a )a)a )% 0. E/ JJ> %/ $ar%r+a #/ a
C#'&(r1(#ra E+&a> # Gr1$# S%')a& #'&(r6+ # S"#$$+'4 D%! R%\> #')%
+'a141ra)a a $r+/%+ra !#=a %/ B%!# #r+@#'(% )# B#' Mar" L#4# a$6& %/ J5
+'a141ra # B#' Mar" Gra')% R+#> '# S"#$$+'4 Gra')% R+#> %/ S3# ;#3# )%
M%r+(+> %/ JX # B#' Mar" Barra )a T+=1a.
S%')a& (a// (%,% &%1 (raa!"# r%#'"%+)#> %/ ,+r(1)% )% &%1 #/
a(%')+/%'(#> %++'+a % $r#+&&+#'a!+&/#> r%%% $#r )#+& a'#& #'&%1(+,#& JX
% J # Pr/+# D%&(a1% Pr##'H.
Para!%!a/%'(%> a# $r#4ra/a )% $r#)1(#& #/ /ara $r6$r+a S%')a& #+
a/$!+a)# % a(1a!/%'(% #'(a #/ /a+& )% J.000 +(%'&. A 1a!+)a)% )%&&a !+'"a
$%r/+(% #/$%(+r %/ +41a!)a)% )% #')+%& #/ a& /ara& !)%r%& #/ $r%#&#/$%(+(+,#& .
O &%(#r &1$%r/%ra)+&(a &#r% (ra'&#r/a%& % a1+&+%& )% $%1%'a&
a)%+a& )% !#=a& $#r 4ra')%& r%)%& )% &1$%r/%ra)#& (#r'a&% 1')a/%'(a!.
S%41+')# &1a ,#a3# )% r%&+/%'(#> a S%')a& a)1+r% a& J !#=a& )a r%)% Tr&
P#)%r%&> $a&&a')# a #'(ar #/ J !#=a& )a a')%+ra S%')a& [ K+$%r> S1$%r %
S1$%r%9> Ma+& %/ C#'(a.
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N# a'# )% J a/$!+a')# # ra+# )% a(1a3# $ara # +'(%r+#r )# E&(a)# )# R+#
)% ;a'%+r#> #+ +'a141ra)# +$%rS%')a& P%(r6$#!+&> # +$%r S%')a& V#!(a R%)#')a
% +$%r S%')a& P+ra(+'+'4a.
O +'+# )# '#,# &1!# ,%+# a#/$a'"a)# )% 4ra')%& (ra'&#r/a%& #
Gr1$# S%')a& /#&(ra &1a a$a+)a)% )% a)a$(a3#> % %/ 2J )% )%@%/r# )%
200J> a&&+'a 'a &%)% )# BNDES> # a#r)# )% a%r(1ra )% a$+(a! % a'1'+a #
!a'a/%'(# )% J20 /+!"%& %/ )%'(1r%& #',%r&,%+& %/ a%&. E&&a a%r(1ra
)% a$+(a! /ar#1 # $#'(# )% /1)a'a 'a "+&(6r+a )a& S%')a&. A )%+&3# )%
a%r(1ra )% a$+(a! #+ !ara/%'(% 1/a %&(ra(4+a )% r%&+/%'(# $ara #'(+'1ar
#/# a /a+#r % /%!"#r r%)% )% &1$%r/%ra)#& )# E&(a)# )# R+# )% ;a'%+r#.
O a'# )% 2002 &% ara(%r+@a $%!a #'(+'1+)a)% )# $r#%&&# )% %9$a'&3# %
&#r%(1)# r%#r/1!a3# )# Gr1$#> +'++a)# %/ +'a+& )% 200J. E/ =1'"# )% 2002 #
4r1$# +'a141r#1 1/a '#,a C%'(ra! )% D+&(r+1+3# )# Ca&a S"#c. E9$a')+1 &%1
ra+# )% a(1a3# "%4a')# a# '#r(% !1/+'%'&%> %/ Ca/$#& )#& G#\(aa@%&. Na&
+)a)%& )% Maa % Ca# Fr+# S%')a& (a// &% %@ $r%&%'(%> #/ a& &1a& )1a&
'#,a& +!+a+& S%')a& Maa % S%')a& Ca# Fr+#.
E/ )%@%/r# )% 200> a&&+'a 1/a ar(a )% +'(%'3# $ara 1/a a&&#+a3#
#/ Gr1$# P3# )% aar S.A. A a&&#+a3# )%'#/+'a)a S%')a& D+&(r+1+)#ra S.A>
+'++#1 &1a& #$%ra%& %/ %,%r%+r# )% 200. A a&&#+a3# #/ # P3# )% aar #+1/a %&(ra(4+a +/$#r(a'(% $ara # r%&+/%'(# % $ara 1/a #'&#!+)a3# )a !+)%ra'a
'# /%ra)# ra&+!%+r#.
4.2 MARCA SENDAS.
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A S%')a& (%/ #'&+'+a )% 1% a /ara 1/ )#& /a+#r%& $a(r+/]'+#& 1%
$#&&1+. Para a!a'ar 1/ )% &%1& $r+'+$a+& #=%(+,#&: &%r a /ara /a+& a)/+ra)a
$%!# #'&1/+)#r> +'++#1 1/ /+'1'+#&# $r#%&&# )% #'&(r13# )% r%!a+#'a/%'(#
#/ #& !+%'(%&> a(ra,& )a /ara. A)#(#1 a $r-(+a )% ra')+'4> a( %'(3# r%&(r+(#
a# &%(#r +')1&(r+a! '# Bra&+!> (#r'a')#&% 1/a +'++a(+,a '# &%(#r )% ,ar%=#. A
%&(ra(4+a %&(a &%')# 1(+!+@a)a $ara )%+'+r # $#&++#'a/%'(# !ar# 'a /%'(% )#
#'&1/+)#r> a@%')# #/ 1% a& &1a& )+%r%'a& &%=a/ #/$!%/%'(ar%& %
$%r/+(a/ * %/$r%&a )+%r%'+ar&% )a #'#rr'+a> a$%r%+#a')# )%&&a #r/a> a
$%r%$3# )# #'&1/+)#r. A %&(ra(4+a a)#(a)a (a// $#&&++!+(ar- a S%')a&
%'(%')%r /%!"#r # /%ra)#> *& (%')'+a& )% #'&1/# % # #/$#r(a/%'(# )#&
!+%'(%&.
E/ 200 #/ a +'#r$#ra3# )a r%)% S%')a& a# 4r1$# P3# )% Aar> +'++#1
&% 1/ (raa!"# )% r%,+&3# #'%+(1a! % r%$#&++#'a/%'(# )a /ara> 1/a ,%@ 1% a&
)1a& a')%+ra& $#&&1%/ %&(ra(4+a #/1'&. T#)a %&&a $r%#1$a3# #/
)+%r%'+a3# %&(ra(4+a )%,%&% a )%+&3# )# KCADE> 1% )%(%r/+'#1 a
$r%&%r,a3# )a r%,%r&++!+)a)% )a /ara S%')a&> (%')# #/# #=%(+,# $r+'+$a! a
&1a /a'1(%'3# % &1a )%&ara(%r+@a3# =1'(# a# &%1 4r1$# )% #'&1/+)#r%&.
P%!# a#r)#> S%')a& % P3# )% Aar '3# $#)%r3# %"ar '%'"1/a )a& J0X
!#=a& '# E&(a)# '%/ )%&a(+,-!a& $ar+a!/%'(% #1 ,%')%r #1 (ra'&%r+r a(+,#&r%!a+#'a)#& * #$%ra3# )a& !#=a& K#/# 4]')#!a&> r%%@%r%& % a+9a& r%4+&(ra)#ra&>
%'(r% #1(r#& &%/ a r%$#&+3# $#r a(+,#& )% 1a!+)a)% a# /%'#& %1+,a!%'(%. T%r3#
a+')a 1% /a'(%r a a')%+ra S%')a& %/ (#)#& &1$%r/%ra)#& )a /ara> %9%(# %/
)#+& )% S3# G#'a!# KR; 1% (/ ara(%r&(+a& )% "+$%r/%ra)# % (%r3# a&
a')%+ra& &1&(+(1)a& $%!a )# E9(ra> )a CBD.
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A& %/$r%&a& $#)%r3# $r#/#,%r )%/+&&%& )% %/$r%4a)#&> )%&)% 1%
/a'(%'"a/ 1/ $a(a/ar /'+/# )% a(1ra/%'(# $#r 1'+#'-r+# %/ (#)a& a& J0X
!#=a& )# R+# )% ;a'%+r#. O $ar/%(r# &%r- a /)+a /a'(+)a $%!a& +'# ,ar%=+&(a&
!)%r%& )# ra'+'4 )a A&&#+a3# Bra&+!%+ra )% S1$%r/%ra)#& KAra&.
A #$%ra3# #'=1'(a )a& %/$r%&a& (a// '3# $#)%r- )+/+'1+r a #%r(a )#&
$r#)1(#& 1% !%,a/ a /ara S%')a&. E (%r-> $#r +/> )% /a'(%r #& $ra@#& )#& a(1a+&
#'(ra(#& )% !#a3# #1 '3# +'!1+r '%!%& !-1&1!a& 1% $#&&a/ #/$r#/%(%r a
r%,%r&++!+)a)% )a #$%ra3#
4.3 IMAGEM DA MARCA SENDAS
Cr+a(+,+)a)% % #'"%+/%'(# )# /%ra)# % )# &%1 !+%'(%> $r%#1$a3# #/ #
a(%')+/%'(# % a $ar(% &#+a! &3# a& $r+'+$a+& a%& a)#(a)a& $ara #
)%&%',#!,+/%'(# )a +/a4%/ )a /ara S%')a&. Para a S%')a& # 4ra')% '%46+# a
r+a(+,+)a)%> !#=a& %&$a#&a&> 1/ mi. % $r#)1(#& )% 1a!+)a)% &3# # $r+'+$a! %!#
%'(r% a +/a4%/ )a /ara % # r%%r%'+a! a &%r #'1+&(a)# =1'(# a &%1& !+%'(%&.
U/a )a& $r+'+$a+& a%& a)#(a)a& a %ra )a '#,a +/a4%/ )a /ara> 1% %&(-
&%')# +/$!a'(a)a a a+!+)a)% )% r)+(# #%r%+)a a#& !+%'(%&. A S%')a& (%/
#/# #=%(+,# (#r'ar &1a /ara r%%r'+a %/ a+!+(a3# )a& #/$ra& $%!#& !+%'(%&>
%&(a%!%%')# 1/ /%!"#r r%!a+#'a/%'(#> % a#/$a'"a')# #& "-+(#& )% #/$ra&>
$ara /#'+(#rar #'&(a'(%/%'(% a &1a #$%ra3# $ara %&(a%!%%r 1/ $%r+! )% /ara
)% a#r)# #/ a1+!# 1% # #'&1/+)#r $r#1ra.
Para r%#rar &1a +/a4%/> +)%!+@ar # #'&1/+)#r % +'r%/%'(ar a r%'(a+!+)a)%
)a& ,%')a&> a S%')a& a$#&(a '# #'%+(# )% /ara& $r6$r+a& #/# 1/ +/$#r(a'(%
)+%r%'+a! #/$%(+(+,#. Para %'r%'(ar a #'#rr'+a )a& /ara& )a +')1&(r+a =-
#'&#!+)a)a& '# /%ra)#> a S%')a& )%&%',#!,% 1/ (raa!"# &+/+!ar a#& )a&
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/ara& /a+& a/#&a&> #/ #r(%& +',%&(+/%'(#& %/ /ar%(+'4 % #/1'+a3# %
)%&%',#!,+/%'(# )% $r#)1(#& % %/a!a4%'&. U/a )a& r%'(%& )% (raa!"# %',#!,%1
a 1&a $#r /a+#r ,a!#r a4r%4a)# % $%!a )+%r%'+a3# )# $r#)1(#> $ara a)++#'ar
%'%+#& a)++#'a+& a#& #'&1/+)#r%&> ,+&a')# !+4ar #& #'%+(#& )% $ra(++)a)%>
+'#,a3#> a+!+)a)% * /ara S%')a&.
O &%(#r )% /ara $r6$r+a #rr%&$#')% a g )# a(1ra/%'(# )a r%)% S%')a&>
2g a /a+& )# 1% a /)+a )% /%ra)#. A $ar(+r )# !a'a/%'(# )% /a+& J00 +(%'&
#/ /ara $r6$r+a )%,% "%4ar a J0g )% $ar(++$a3# 'a r%%+(a )# 4r1$#.
I!1&(ra3# J [ A '#,a !#4#/ara )a S%')a&
F#'(%: S%')a& R%!a(6r+# A'1a! K200> $.2
4.4 IDENTIDADE DA MARCA SENDAS
D%$#+& )% 1'+r&% a# CBD8Gr1$# P3# )% Aar % r%a!+@ar 1/ +',%&(+/%'(# )%
Rf J00 /+!"%& 'a /#)%r'+@a3# )% &1a& !#=a&> a r%)% ar+#a )% &1$%r/%ra)#&
S%')a& #'(ra(#1 a D1)a Pr#$a4a')a $ara a$r%&%'(ar &1a '#,a +)%'(+)a)% a#
$!+# #'&1/+)#r. A a4'+a )%&%',#!,%1 1/a a3# 1% $r%(%')% a4+r #/ a a1(#
%&(+/a )# #'&1/+)#r !#a! % a$#'(ar a %/$r%&a #/# /#(+,# )% #r41!"# $ara a
+)a)%> a!/ )% )%&(a-!a #/# a /a+& (ra)++#'a! )# /%ra)# !1/+'%'&%. 1%/
$r#(a4#'+@#1 # +!/% )a a/$a'"a> #+ a a(r+@ F%r'a')a T#rr%&. C#/ &%1 #r(%
&#(a1% ar+#a> %!a #',+)a # #'&1/+)#r $ara #'"%%r a N#,a S%')a&H>
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)+1')+')# # &!#4a' V%'"a +'a141rar 1/a '#,a S%')a& %/ &1a ,+)aH. A!/ )+&&#>
%/ 1/ )#& $r+'+$a+& (r%"#&> a a(r+@ a+r/a: T#)# /1')# 1% 'a&%1> r%&%1 %
,+,%1 a1+ '# R+# )% ;a'%+r# (%/> )% 1/ =%+(# #1 )% #1(r# 1/a "+&(6r+a )% ,+)a #/
a S%')a&H.
A a/$a'"a /%9% #/ a a1(#%&(+/a )# ar+#a> /#&(ra 1% a& S%')a& (/ a
ara )a +)a)% % 1% ,#!(#1 $ara r%#'1+&(ar # #'&1/+)#r % &%r /#(+,# )%
#r41!"#H> )+@ R+ar)# Bra4a> &6+# % )+r%(#r )% r+a3# )a D1)a Pr#$a4a')a. E/ 1/
#1(r# +!/% )%&%',#!,+)# $%!a a4'+a> a$ar%%/ ,-r+a& %'a& )% $%&&#a& a'(a')#
# =+'4!% )a r%)% % %!%,a')# a /ara S%')a& %/ $#'(#& (1r&(+#& )# R+# )% ;a'%+r#>
#/# C#r#,a)#> C#$aaa'a> Maraa'3> %'(r% #1(r#&. O %&#r# #'(ar- #/ JW
+!/%&> +'!1+')# #%r(a& % a%& &a@#'a+& 1% &%r3# %9++)a& 'a TV a%r(a !#a!.
Ta// &%r3# 1(+!+@a)#& 'a )+,1!4a3# a''+#& %/ /)+a +/$r%&&a> #'!+'%> &$#(&
)% r-)+# % )+,%r&#& r%1r&#& )% /)+a %9(%r+#r> a!/ )% #1()##r % 1&)##r> a S%')a&
+r- %9$#r ar(a@%& %/ (r%'&> (-9+&> /%(r]& % ara&.
4.5 VALORES DE MARCA NA SENDAS
Para /a'(%r #& !+%'(% +%! * %/$r%&a> a'(%& )% (1)#> '%%&&-r+# 1% a
%/$r%&a (%'"a %r(#& ,a!#r%& a &%r%/ #%r%+)#& * &1a !+%'(%!a. A S%')a&> '%&(%
&%'(+)#> a$#'(a # $r%# % a 1a!+)a)% )#& &%1& $r#)1(#& % &%r,+#& $r%&(a)#& % a
#r/a #/ a 1a! &% r%!a+#'a #/ &%1 #'&1/+)#r> #/# a(#r%& +/$#r(a'(%& $ara
4%rar +)%!+)a)%. T%')# #/# #=%(+,# &%/$r% a &a(+&a3# )#& !+%'(%& #/# ,a!#r a
&%r a4r%4a)# a &1a /ara.
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4.6 POSICIONAMENTO DA MARCA SENDAS
A S%')a& %&(- &% r%$#&++#'a')# '# /%ra)# !1/+'%'&%. A /a+#r % /a+&
(ra)++#'a! r%)% )% &1$%r/%ra)#& )# R+# )% ;a'%+r#> #/ 5 a'#&> %&(- +',%&(+')#
Rf J00 /+!"%& %/ 1/ 4ra')% $!a'# )% r%'#,a3# )% &1a /ara % )% &1a& !#=a&>
$ara &% (#r'ar a r%%r'+a '/%r# J )a )#'a )% a&a )% !a&&% /)+a.
O '#,# $#&++#'a/%'(# +'!1+ /1)a'a& 'a #/1'+a3# ,+&1a!> '# !a\#1(
KI!1&(ra3# 2 % 'a !#4#/ara> 1% $a&&a a &%r /a+& arr#=a)a. A& !#=a& &3# %/
/#'(a)a&> (/ 4ra')% ,ar+%)a)% % a$a+)a)% $ara aa&(%%r a a&a #/ #& +(%'&
/a+& $r#1ra)#& % '%%&&-r+#&.
I!1&(ra3# 2 [ M1)a'a& '# La\#1( )a& !#=a&.
F#'(%: S%')a& R%!a(6r+# A'1a! K200> $.2W
A& !#=a& #ra/ /#'(a)a $ara a& #/$ra& )# /& % )# )+aa)+a> #/ # /+9
#/$!%(# 1% a(%')% a )%/a')a )a !a&&% /)+a ra&+!%+ra. T%r- (a// ar(+4#&
)+%r%'+a)#& #/# ,+'"#& % $%r1r/ar+a> /a& '3# &% (ra(a )% 1/a !#=a #/ ar(+4#&
)% !19#. B1&a/#& #%r%%r a #/$ra #a % ara(a> #/ %9%!%'(%& $r%#& % #%r(a&#a)a& 'a !a&&% C /a& &%/ +'++r # #'&1/+)#r )% !a&&% B.
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D% a#r)# #/ $%&1+&a& %)+)a& $%!# $r6$r+# 4r1$#> a '#,a S%')a& a(%')%
a /1!"%r K%ra )% W5g> a+/a )% 25 a'#&> $%r(%'%'(% a !a&&% C K$r+'+$a!/%'(%
% a !a&&% B. < a )#'a )% a&a> /3% % %&$#&a> 1% #!#a a &1a a/!+a %/ $r+/%+r#
!14ar. E!a $#)% (raa!"ar #1 '3# %> /%&/# 1% '3# 4%r% a r%')a %!a 1%/
a)/+'+&(ra #& r%1r&#& )a a/!+a. E&&a !+%'(% $r%@a 1/ %1+!r+# %'(r% $r%# %
1a!+)a)%: 1%r # /%!"#r $ara a a/!+a> /a& '3# a%+(a $a4ar /1+(#. E !ar#> %!a
(a// a@ #/$ra& $ara &+ % &% $%r/+(% $%1%'#& !19#&> $r+'+$a!/%'(% ar(+4#& )%
$%r1/ar+a % %!%@a. P#r +&&# a &%3# )% $%r1/ar+a &% /1)a $ara a r%'(% )a !#=a %
#%r%% ar(+4#& !+4a)#& a $ra@%r % %!%@a> $#r/> &%/ 4ra')%& !19#&. U/ #/
%9%/$!# &3# #& r%/%&> ,%')+)#& %/ 4ra')%& $#(%&> #/ 4ra')% )1ra+!+)a)% %
$r%#& /a+& %/ #'(a. Na $%&1+&a #/ /+! !+%'(%&> 2g a$r#,ara/ a /1)a'a.
D%&)% a 1&3# #/ # 4r1$# P3# )% Aar> a S%')a& ,%/ +',%&(+')# $ara
a1/%'(ar a &1a $r#)1(+,+)a)%. O& r%&1!(a)#& =- #/%a/ a a$ar%%r. A ,%')a $#r
"#ra (raa!"a)a r%&%1 52g )% %,%r%+r# a( "#=%. Ma& a /1)a'a $r+'+$a! )%
+/a4%/> +)%'(+)a)% % $#&++#'a/%'(#: a S%')a& 1%r &%r # &1$%r/%ra)# '/%r# J
)a !a&&% /)+a. A&&+/> #& $r%#& %&(3# a)a )+a /a+& #/$%(+(+,#&> a& a/$a'"a&
/a+& a4r%&&+,a& % a& #r/a& )% $a4a/%'(#> )+%r%'+a)a&> $ar%!a/%'(# )%
#/$ra& %/ (#)#& #& ar(%& )% r)+(# % "%1%& $r)a(a)#&.
4.7 PRHTICA DE "RANDING E A SENDAS.
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S%41')# Ar("1r S%')a& Ma+& 1% 1/a #r+4a3#> a(%')%r> a(+,ar % %'a'(ar
#& /+!"ar%& )% ra&+!%+r#& 1% )+ar+a/%'(% r%`%'(a/ '#&&a& !#=a& 1/ $ra@%r.H
D%&)% &1a 1')a3#> $%!# #/%')a)#r Ma'#%! A'(]'+# S%')a& % Mar+a S#ar%&
S%')a&> # Gr1$# S%')a& ,a!#r+@a # a(%')+/%'(# % &a(+&a3# )#& !+%'(%&.
A(%'+#&a> Mar+a S#ar%&> a'(+4a 1'+#'-r+a )# S%')a&> a'#(a,a &14%&(%&> 1%+9a&
% )a)#& $%&&#a+& )a r%41%&+a % %',+a,a 1/a a+9a )% /ar/%!a)a a (#)a& a&
!+%'(%& 1% )a,a/ * !1@. A&&+/> #+ +'&(+(1)# )% #r/a ar(%&a'a! # &%r,+# )%
a(%')+/%'(# a# !+%'(%. Para Ar("1r A'(]'+# S%')a&> a(1a! $r%&+)%'(% )# 4r1$#>
$#1# /1)#1 '# #/$#r(a/%'(# )# #'&1/+)#r. O r%41& a'(+4# % # /#)%r'# &3#
+)'(+#&> a/#& a(+,a)#& $#r a!4# /1+(# &+/$!%&: a #r/a #/# &3# a(%')+)#& 'a
"#ra )a #/$raH . E/ &1a #$+'+3#> (ra(ar %/ 1%/ #/$ra > $ara 1%/ ,%')%>
r%4ra 1'+,%r&a! % +'1%&(+#'-,%!> 1% '%/ # /a+& a,a'a)# &+&(%/a )% %#//%r%
$#)%r- +4'#rar. 1a'(# /a+& &% &#+&(+a> /a+& a r%!a3# %/$r%&a[!+%'(% ,#!(a a#
$a&&a)#> r%&4a(a')# a %&&'+a )a a(+,+)a)% #/%r+a!H> a,a!+a. E&(a/#&> '%&(%&
(%/$#& )% I'(%r'%( )%!+,%r\> a&&+&(+')# a# r%'a&+/%'(# )# r%41& )% a)%r'%(a.H
O Gr1$# S%')a& #+ a $r+/%+ra r%)% ,ar%=+&(a '# R+# )% ;a'%+r# a r+ar 1/a
%'(ra! )% a(%')+/%'(# a# !+%'(% % '+a a 4a'"ar $#r )#+& a'#& #'&%1(+,#& #
$r/+# D%&(a1% Pr##'. Para &1a )+r%(#ra )% /ar%(+'4> Pa(r+a ^1#((a '3#
a&(a a$%'a& #%r%%r # /%!"#r $r%#> $r%+&# &a%r # 1% # '#&&# !+%'(% $%)%>1%r % $r%+&a. < # 1% a@ a )+%r%'aH. O 4r1$# $#&&1+ ,-r+#& a'a+& $ara #1,+r #
!+%'(%: %'(ra! 0W00> %/a+!> a+9a )% &14%&(%&> a+9a $#&(a! % a9. U/a %1+$% )%
1'+#'-r+#& (r%+'a)#& '# a(%')+/%'(# a(1a #/# $#r(a,#@ )# !+%'(% 'a %/$r%&a.
A S%')a& !a'ar- (a// 1/a '#,a %rra/%'(a )% #/1'+a3# #/ a &1a
#'&1/+)#ra: a& !#=a& )+&(r+1+r3# $ara a !+%'(% 1/a r%,+&(a /%'&a! #/ )+a& )%
!a@%r> r%%+(a&> r%&1/#& )% '#,%!a& % /a(r+a& )% #/$#r(a/%'(# % )% )%#ra3#. A
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r%,+&(a +'&$+ra)a %/ $1!+a3# &+/+!ar )+&(r+1)a 'a r%)% C#/$r% B%/ K)# Gr1$#
P3# )% Aar %/ S3# Pa1!#.
4. RESULTADOS ALCANÇADOS.
N# a'# %/ 1% #/%/#ra 5 a'#&> a r%)% S%')a&> !)%r )% /%ra)# '# R+#
)% ;a'%+r#> )%/#'&(ra &%r 1/a %/$r%&a /#)%r'a % $r#'(a $ara %'r%'(ar #
a41%rr+)# /%ra)# ar+#a. P%!a $r+/%+ra ,%@ 'a "+&(6r+a )a %/$r%&a (#)a& a& !#=a&#ra/ r%#r/a)a& $ra(+a/%'(% a# /%&/# (%/$#. O $r#4ra/a )% #ra& #/%#1
%/ '#,%/r# )# a'# $a&&a)#.
O r%$#&++#'a/%'(# )a /ara> a& r%#r/a& % r%+'a141ra%& #ra/ $a1(a)a&
$#r $%&1+&a& )% /%ra)#. D% a#r)# #/ # %&(1)#> a& +!+a+& a(%')%/ * /1!"%r
K%ra )% W5g a+/a )% 25 a'#&. S%41')# a $%&1+&a a )#'a )% a&a> /3% %
%&$#&a> 1% #!#a a &1a a/!+a %/ $r+/%+r# !14ar. E!a $#)% (raa!"ar #1 '3# %>
/%&/# 1% '3# 4%r% a r%')a> %!a 1%/ a)/+'+&(ra #& r%1r&#& )a a/!+a. E&&a
!+%'(% $r%@a 1/ %1+!r+# %'(r% $r%# % 1a!+)a)%: 1%r # /%!"#r $ara a a/!+a %
&a% %9+4+r #'& $r%#&. E !ar#> %!a (a// a@ #/$ra& $ara &+ % &% $%r/+(%
$%1%'#& !19#&> $r+'+$a!/%'(% ar(+4#& )% $%r1/ar+a % )% %!%@a. Na $%&1+&a #/
/+! !+%'(%&> 2g a$r#,ara/ a /1)a'a )a &%3# $ara r%'(% )a& !#=a&.
Na& 1'+)a)%& =- r%#r/a)a&> #+ r%4+&(ra)# r%&+/%'(# )% J02g 'a& ,%')a&
'%&(% &%(#r> r%&+/%'(# '# !19# )% !+%'(%& )% a$r#9+/a)a/%'(% 0g % '# (+%(
/)+#> )% 5g R%)13# /)+a )% J0 $#'(#& $%r%'(1a+& '#& $r%#&> )%,+)# a# a!(#
$#)%r )% '%4#+a3# )a C#/$a'"+a Bra&+!%+ra )% D+&(r+1+3#> r%,+(a!+@a3# %
/#)%r'+@a3# )% (#)a& a& !#=a&> +'#,a%& %/ )+,%r&#& &%r,+#&> '#,a )+&$#&+3#
)% /%ra)#r+a&> #/ /a+#r %1+!r+# '# /+9 )% $r#)1(#&. A!/ )+&&#> $ara #%r%%r
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a+')a /a+& ,a'(a4%'& %/ $r%#& a r%)% $r#/#,%1 /%!"#r a)%1a3# )% &%1& +(%'&
)% /ara $r6$r+a> %',#!,%')# /a+& )% J000 $r#)1(#& % a +'!1&3# )% J.050
/%ra)#r+a&.
A+')a #/ a&% 'a& $%&1+&a&> $%)+)# )% !+%'(% 1/a #r)%/ 'a S%')a&.
D%$#+& )a a&&#+a3#> a S%')a& a/$!+#1 a %1+$% % a)#(#1 #& &+&(%/a& )%
a(%')+/%'(# a# !+%'(%&> Ca&a )# C!+%'(%> =- 1(+!+@a)#& $%!a C+a Bra&+!%+ra )%
D+&(r+1+3#. Tra(a&% )% %'"/ar %/ a(%')+/%'(# a# #'&1/+)#r '# ,ar%=#
ra&+!%+r#> % $a&&a a #%r%%r a#& #'&1/+)#r%& ar+#a&> '3# /a+& 1/a $%&&#a>
/a& 1/a a&a #')% (#)# #'&1/+)#r (%/ #ra % ,#@. A Ca&a )# C!+%'(%> 1/ a'a!
)% #/1'+a3# )+r%(# #/ a )+r%(#r+a )a N#,a S%')a&.
A Ca&a )# C!+%'(% r%$r%&%'(a # S+&(%/a )% O/1)&/a' %/$r%4a)# 'a
%/$r%&a. < 1/ a'a! +'(%ra(+,# )% r%!a+#'a/%'(# )#& !+%'(%& #/ a %/$r%&a> 1%
%&(a%!%% # #/$r#/+&&# )% r%&$%+(# #/ #& #'&1/+)#r%& % )% a=1&(%& %/ '#&&a
#$%ra3#. A Ca&a )# C!+%'(% r%%% /%'&a!/%'(% %ra )% J2 /+! $%)+)#& %
&14%&(%& )% !+%'(%& '# R+# )% ;a'%+r#. O $r+'+$a! 4a'"# #+ (%r #'&%41+)#
%&(a%!%%r 1/a #r(% !+4a3# #/ # !+%'(%.
A '#'a %&(r1(1ra3# ,+ 1/a !+4a3# #/ 1a!+)a)% % /ara> )% /a'%+ra a
$r#/#,%r a)a ,%@ /a+& #'#r(# $ara # !+%'(%. U/ )#& $r+'+$a+& )+%r%'+a+& )a&
!#=a& r%+'a141ra)a& # a(%')+/%'(# '# a#141%> #')% # a(%')%'(% r%a!+@a #& #r(%&'a "#ra> 'a r%'(% )# !+%'(%> 4%ra')# /a+#r #'+a'a '#& 1+)a)#& % 1a!+)a)% )a
/%ra)#r+a. A %9$%(a(+,a )% 1% %&(a /%)+)a $%r/+(a 1/ r%&+/%'(# )% 20g a
5g )% ,%')a& )% ar'%&. - 1/a #%r(a /a+#r )% #r(%& (a'(# )% ar'% #,+'a
1a'(# )% a,%&> '1/ (#(a! )% /a+& )% 25 (+$#& )+%r%'(%&. A $%+9ar+a (a// %&(-
#/ /a+& ,ar+%)a)% % '#,a %9$#&+3# )% $r#)1(#& % #'(a a4#ra #/ $r#)1(#& $r
$r%$ara)#& $ara #'&1/# $ara a+!+(ar a+')a /a+& # )+aa)+a )#& !+%'(%&. T1)#
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+&&# $ara a!+ar a)a ,%@ /a+& 1/ /+9 )% &%r,+#& % $r#)1(#& )% 1a!+)a)%& % 1/a
/a+#r #/#)+)a)% a /ara &%')a&.
O1(ra '#,+)a)% 1% #/$r#,a # +',%&(+/%'(# )a S%')a& %/ &%r,+#& # &%(#r
)% )r#4ar+a& 1% $a&&ar- )% 2W $ara W 1'+)a)%&> a( =1'"#> 1a')# (#)a& a& !#=a&
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&1r$r%&a& '%&&% '#,# !a\#1( )%+'+)# $ara a r%)%. A &%3# $a&&a a #1$ar 1/a -r%a
'#r%> !#a!+@a)a 'a r%'(% )a !#=a % #%r%% /a+#r ,ar+%)a)% )% ar(+4#& !+4a)#& a
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1'+#'-r+#& )a r%)% S%')a&. Sa)%> %)1a3# % 1a!+)a)% )% ,+)a &3# a& $r+'+$a+&
$r%#1$a%& )a S%')a& #/ #& &%1& #!a#ra)#r%&. Para +&&#> %!%& $a&&ara/ a
#'(ar #/ $!a'# #)#'(#!64+#> +'%'(+,# % #!&a $ara 1r&#& 1'+,%r&+(-r+#&> a!/ )#Pr#4ra/a L14ar O')% V# M#ra> 1% $r#1ra a!#ar # 1'+#'-r+# '1/a !#=a
$r69+/a a &1a r%&+)'+a. D% a#r)# #/ # $r6$r+# S%')a& $ara 1% a /1)a'a
r%a!/%'(% $1)%&&% a#'(%%r %ra '%%&&-r+#> #/%ar $%!#& $r6$r+#&
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#'&#!+)a)a 'a %/$r%&a> (a'(# 1%> )%(%(#1&% 1/ r%&+/%'(# )% 52g 'a ,%')a
$#r "#ra (raa!"a)a.
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4%ra+&> 1% a( =1'"# a!a'#1 a /ara )#& Rf 2 /+!"%&. A!41/a& /%)+)a& $ara
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%'%r4+a $%r/+(+1 %#'#/+a )% %ra )% J5g> $#r %9%/$!#.
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D+&(r+1+%& aa&(%%/ (#)a& a& J0W !#=a& )a& a')%+ra& )a S%')a& D+&(r+1+)#ra.
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a$a+)a)% )% %'(r%4a.
5. METODOLOGIA.
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B1&% )%!+'%ar 1/ 1a)r# #'%+(1a! 1% $%r/+(+&&% #$%ra+#'a!+@ar a
$%&1+&a a(ra,& )a #a!+@a3# )a& ,ar+-,%+& )% +'(%r%&&%> #/ a&% %/
+',%&(+4a3# %9$!#ra(6r+a> $ara 1% #&&% $#&&,%! r%&$#')%r * 1%&(3#:
P#r 1% a(1a!/%'(% 4ra')%& %/$r%&a& %&(3# a)#(a')# # Branding #/# $r+'+$a!
#r/a )% 4%&(3# )% /ara
5.1 TIPO DE PESQUISA
Para !a&&++ar a $r%&%'(% $%&1+&a (#/#1&% #/# a&% a (a9+#'#/+a
a$r%&%'(a)a $#r V%r4ara KJW> 1% 1a!++a 1/a $%&1+&a %/ r%!a3# a )#+&
a&$%(#&: 1a'(# a#& +'& % 1a'(# a#& /%+#&.
C#/ r%!a3# a#& +'&> #+ r%a!+@a)a 1/a $%&1+&a %9$!#ra(6r+a % )%&r+(+,a> %
#/ r%!a3# a#& /%+#& )% +',%&(+4a3#> $#)%&% a+r/ar 1% #+ r%a!+@a)a 1/ %&(1)#
)% a&#> +!+#4r-+a % )#1/%'(a!.
S%41')# V%r4ara> KJW> $.5. A +',%&(+4a3# %9$!#ra(6r+a r%a!+@a)a %/
-r%a 'a 1a! "- $#1# #'"%+/%'(# a1/1!a)# % &+&(%/a(+@a)#. P#r &1a 'a(1r%@a
)% &#')a4%/> '3# #/$#r(a "+$6(%&%& 1%> (#)a,+a> $#)%r3# &1r4+r )1ra'(% #1 a#
+'a! )a $%&1+&aH
S%41')# G+! KJX> $. 5:
A %&#!"a )% 1/a $%&1+&a %9$!#ra(6r+a #=%(+,a $r#$#r+#'ar /a+#r a/+!+ar+)a)% #/ # $r#!%/a> #/ ,+&(a& a (#r'-!# /a+& %9$!+(# #1 a#'&(r1+r "+$6(%&%&. P#)%&% )+@%r 1% %&(a& $%&1+&a& (/ #/# #=%(+,#$r+'+$a! # a$r+/#ra/%'(# )% +)+a& #1 a )%&#%r(a )% +'(1+%&.
D%&r+(+,a> $#r1% %9$% a& ara(%r&(+a& )#& $r+'+$a+& /#)%!#& )% 4%&(3#
)% /ara % %&(a%!%% #rr%!a%& %'(r% %&(%& % # $r#%&&# )% 4%&(3# )% ra')+'4.
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Para V%r4ara> KJW> $.5 A $%&1+&a )%&r+(+,a %9$% ara(%r&(+a& )%
)%(%r/+'a)a $#$1!a3# #1 )% )%(%r/+'a)# %']/%'#. N3# (%/ #/$r#/+&&# )%
%9$!+ar #& %']/%'#& 1% )%&r%,%> %/#ra &+r,a )% a&% $ara (a! %9$!+a3#H
S%41')# G+! KJ> $.X> a& $%&1+&a& )%&r+(+,a& %/ #'=1'(# #/ a&
%9$!#ra(6r+a& &3# a& /a+& 1(+!+@a)a& $%!#& $%&1+&a)#r%& &#+a+& $r%#1$a)#& #/ a
a(1a3# $r-(+a.
E&(a $%&1+&a &%r- (a// !a&&++a)a #/# 1/ %&(1)# )% a&#> )%,+)# *
'%%&&+)a)% )% &% r%&$#')%r #/# % $#r 1 %r(#& %']/%'#& ##rr%/> 1a')#
"- $#1a $#&&++!+)a)% )% #'(r#!% &#r% #& %,%'(#& %&(1)a)#& % 1a')# # ## )%
+'(%r%&&% ##rr% #/ %']/%'#& a(1a+&> 1% $#)%r3# &%r a'a!+&a)#& )%'(r# )%
a!41/ #'(%9(# )# )+aa)+a.
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A+')a )% a#r)# #/ YIN KJW> a $r%%r'+a $%!# 1&# )# E&(1)# )% Ca&#
)%,% &%r )a)a 1a')# )# %&(1)# )% %,%'(#& #'(%/$#r'%#&> %/ &+(1a%& #')%
#& #/$#r(a/%'(#& r%!%,a'(%& '3# $#)%/ &%r /a'+$1!a)#&> /a& #')% $#&&,%! &%
a@%r #&%r,a%& )+r%(a& % %'(r%,+&(a& &+&(%/-(+a&. A$%&ar )% (%r $#'(#& %/
#/1/ #/ # /(#)# "+&(6r+#> # E&(1)# )% Ca&# &% ara(%r+@a $%!a b...
a$a+)a)% )% !+)ar #/ 1/a #/$!%(a ,ar+%)a)% )% %,+)'+a& )#1/%'(#&>
ar(%a(#&> %'(r%,+&(a& % #&%r,a%&.b KYIN> JW> $. J
5.2 FONTES DE PESQUISA.
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O& /%+#& 1(+!+@a)#& $ara a r%a!+@a3# )%&&a +',%&(+4a3# #ra/: B+!+#4r-+a>
$#r1% $ara a 1')a/%'(a3# (%6r+#/%(#)#!64+a )a $%&1+&a r%a!+@#1&%
+',%&(+4a3# &#r% #& &%41+'(%& #'%+(#&: /ara> +)%'(+)a)% )% /ara>
$#&++#'a/%'(#> ,a!#r )% /ara % ra') %1+(\> /ar%(+'4 )% r%!a+#'a/%'(#& %
/#)%!#& )% 4%&(3# )% /ara.
D% a#r)# #/ V%r4ara KJW> $.X. A $%&1+&a +!+#4r-+a # %&(1)#
&+&(%/a(+@a)# )%&%',#!,+)# #/ a&% %/ /a(%r+a! $1!+a)# %/ !+,r#&> r%,+&(a&>
=#r'a+&> r%)%& %!%(r]'+a&> +&(# > /a(%r+a! a%&&,%! a# $!+# %/ 4%ra!H
D#1/%'(a!> $#r1% 1(+!+@#1 +'#r/a%& %)+)a& $%!# S%')a&> #/#
)#1/%'(#& )% (raa!"#> $%&1+&a& % r%!a(6r+#& )% #'&1!(#r+a& $r+,a)a&> '3#
)+&$#',%+& $ara #'&1!(a& $!+a&. R%a!+@#1&%> (a// a #&%r,a3# )+r%(a
+'(%'&+,a> /a+& %&$%++a/%'(% a ('+a )% %'(r%,+&(a> a 1a!> $r#$#r+#'a a#
%'(r%,+&(a)#r> ,%ra!/%'(%> a +'#r/a3# '%%&&-r+aH.
Para V%r4ara KJW> $.X
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G+! KJ> $.JJ #'&+)%ra a %'(r%,+&(a 1/a #r/a )% +'(%ra3# &#+a!> 1/a
#r/a )% )+-!#4# a&&+/(r+#> %/ 1% 1/a )a& $ar(%& 1&a #!%(ar )a)#& % a #1(ra
&% a$r%&%'(a #/# #'(% )% +'#r/a3#H. E&&%& )#1/%'(#&> %&r+(#& #1 '3#>
#'&(+(1%/ # 1% &% )%'#/+'a )% #'(%& $r+/-r+a&> )+&(+'41+')#&% )a& #'(%&
&%1')-r+a&> r%$r%&%'(a)a& $%!a $%&1+&a +!+#4r-+a.
5.3 COLETA, TRATAMENTO E ANÁLISE DE DADOS
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O& )a)#& #ra/ #!%(a)#& +'++a!/%'(% $#r /%+# )% $%&1+&a +!+#4r-+a %/
!+,r#&> ar(+4#&> (%&%&> )+&&%r(a%&> r%,+&(a& %&$%+a!+@a)a&> =#r'a+& % I'(%r'%( E
a(ra,& )% %&(1)# )% a&# %%(1a)a '# &1$%r/%ra)# S%')a&.
E/ &%41+)a #ra/ #r4a'+@a)#& #& )a)#& 1% &%r,+ra/ )% a&% $ara a
%!a#ra3# )# %&(1)# )% a&# &#r% a %/$r%&a S%')a& % &#r% a& %rra/%'(a& $#r
%!%& 1(+!+@a)a& #/# #r/a )% 4%&(3# )% /ara. Pr+/%+ra/%'(%> #+ r%a!+@a)# 1/
!%,a'(a/%'(# &#r% (#)# # "+&(6r+# )a %/$r%&a> &1a& a%& 1a'(#& a#&
#/$#'%'(%& )% /ara % %/ &%41+)a #ra/ !%,a'(a)#& (#)#& #& )a)#& )+&$#',%+&>
1% ,+a+!+@ara/ # %&(1)# )a +/$!a'(a3# )% ra')+'4 $%!# S%')a&.
P#r !(+/#> #ra/ !%,a'(a)#& a!41'& )a)#& % r%&1!(a)#& )% $%&1+&a&
r%a!+@a)a& $%!a %/$r%&a S%')a& #/ &%1& !+%'(%&.
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+'#r/a%& % #$+'+%& !%,a'(a)a& '3# r%1%r%r%/ # 1&# )% /(#)#& % ('+a&
%&(a(&(+a&.
A r%,+&3# )a !+(%ra(1ra #'%'(r#1&% '# %'(%')+/%'(# )# a(1a! #'(%9(# )#&
#'%+(#& )% /ar%(+'4 % /ara> %/ #/# )a& 1%&(%& 1% #/$%/ # $r#%&&#
)% 4%&(3# )# ra')+'4> $%r/+(+')# a &%!%3# % %&(1)# )% /#)%!#& )% 4%&(3# )%
/ara #'%+)#& $#r a1(#r%& #'&a4ra)#& '# a&&1'(#.
A a'-!+&% % #/$ara3# )%&&%& /#)%!#&> $#r &1a ,%@> $#&&++!+(#1 a &%!%3#)#& #/$#'%'(%& %&&%'+a+& 'a 4%&(3# ra')+'4 % # )%&%',#!,+/%'(# )% 1%&(%& a
&%r%/ +',%&(+4a)a& %/ r%!a3# a# #=%(+,# $r#$#&(#.
5.4 DIFICULDADES E LIMITAÇÕES DA METODOLOGIA
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A /%(#)#!#4+a %&#!"+)a a$r%&%'(#1 a!41/a& )++1!)a)%& % !+/+(a%& 1a'(#
* #!%(a % a# (ra(a/%'(# )#& )a)#&.
C#/ r%!a3# * #!%(a )% )a)#& # a(#r !+/+(a'(% )+@ r%&$%+(# * $%&1+&a
)#1/%'(a!> 1/a ,%@ 1% a!41/a& +'#r/a%& '%%&&-r+a& $ara a $%&1+&a (/
ar-(%r )% #'+)%'+a!+)a)% %> $#r(a'(#> #ra/ &1=%+(a& a $r,+a a1(#r+@a3# )a
%/$r%&a $ara )+,1!4a3# % #1(ra& '3# #'%)+)a&.
A /a+#r )++1!)a)% #+ a ar'+a )% $%&1+&a&> ar(+4#& % $1!+a%& &#r% #
a&&1'(# '# Bra&+!> )%,+)# a $#1a )+1&3# )# (%/a '# a/$# aa)/+# % +%'(++#
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S#r% # (ra(a/%'(# )#& )a)#&> a& !+/+(a%& % )++1!)a)%& )%,%1&% *
a$a+)a)% )% a&(ra3# r%'(% a# #=%(# a &%r a'a!+&a)#> 1% r%1%r )#
$%&1+&a)#r 4ra')% r+4#r aa)/+#.
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a$r%&%'(a)a& a &%41+r:
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,+&(# #/# a #r/a /%'#& )%&%=-,%! )# 1% a %9$%r+/%'(a3# #1 $%&1+&a&.
S%41')# YIN KJW> +&(# ##rr% $#r ra@%& #/# a 4ra')% $r%#1$a3# &#r% a
a!(a )% r+4#r )a& $%&1+&a& )% %&(1)# )% a&#> 1/a ,%@ 1%> b... /1+(a& ,%@%&> #
+',%&(+4a)#r )% %&(1)# )% a&# (%/ &+)# )%&1+)a)# % (%/ a)/+(+)# %,+)'+a&%1+,#a)a& #1 %',+%&a)a& $ara +'!1%'+ar a )+r%3# )a& )%&#%r(a& % )a&
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$ar(% ara(%r&(+a& a%ra )#& #'&1/+)#r%&> %/ 1'3# )# (%/$# )+&$#',%! % )a
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!+/+(a3# )% r%1r&#& $ara a $%&1+&a. S%')# a&&+/ $#&&,%! 1% #& )a)#&
%'#'(ra)#& '3# &%=a/ #& /a+& r%$r%&%'(a(+,#& )%&(% &%4/%'(# )% '%46+#.
P#r %&(% $r+&/a> $#)%&% )%&(aar 1/a #1(ra $r%#1$a3# %/ r%!a3# a %&(%
/(#)# KYIN> JW 1% # a(# )# %&(1)# )% a&# #r'%%r $%1%'a a&% $ara
4%'%ra!+@a%& +%'(+a& 1/a ,%@ 1% > $#r %&(1)ar 1/ #1 a!41'& a&#& '3# &%
#'&(+(1+ %/ a/#&(ra )a $#$1!a3# %> $#r +&(#> (#r'a&% &%/ &+4'++a)# 1a!1%r
(%'(a(+,a )% 4%'%ra!+@a3# $ara $#$1!a%&.
T#)a,+a> /%&/# )+a'(% )a& !+/+(a%& r%%r%'+a)a&> ar%)+(a&% 1% a
/%(#)#!#4+a $r#$#&(a $%r/+(+1 a!a'ar # #=%(+,# +'a! )a $%&1+&a.
CONCLUSÃO.
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CONSIDERAÇES FINAIS.
E&(% %&(1)# $r#$]& )%/#&(rar a +/$#r('+a )a /ara $ara a& #r4a'+@a%&
a(1a!/%'(%> % a,%r+41ar &1a 1(+!+@a3# #/# #r/a )% )+%r%'+a3# #/$%(+(+,a
a(ra,& )a $r-(+a )% branding+
P#)%&% a+r/ar 1% a /ara 4a'"a a)a ,%@ /a+& +/$#r('+a $ara a&
#r4a'+@a%&> )%,+)# '3# &#/%'(% a &1a 1'3# )% )+%r%'+a3#> /a& #/# #r/a
)% %&(a%!%%r 1/ r%!a+#'a/%'(# &6!+)# % +'(%ra(+,# #/ #& !+%'(%&> 4ara'(+')#
a&&+/ 1/a +/$#r(a'(% $#&+3# 'a /%'(% )# !+%'(%> #'#r/% #& %9%/$!#& +(a)#&
'a $%&1+&a (##/+') )a #!"a online / $.555X.
Para (a! a+r/a3# # %&(1)# &%41+1 a& #r+%'(a%& )% Fr%) Ta,ar%& K200>
$.252> 'a 1a! ra(++a> 1% $ara #'&%41+r 1/ )+%r%'+a! #/$%(+(+,# =1'(# a#
/%ra)#> a +/$#r('+a )a 4%&(3# )% /ara> a(ra,& )% branding > a)a ,%@ /a+&
+/$#r(a'(%.
A 4%&(3# )% Bra')+'4 a )+r%3# 1% &% )- a 1/a /ara 'a 1&a )% 1/a$#&+3# '+a % ,a!+#&a 'a /%'(% % '# /%ra)#> #'#/+(a'(%/%'(%> 1% &%(#r'% (3# '%%&&-r+a> %9!1&+,a % )+%r%'+a)a> a@%')# 1% a &1a +)%'(+)a)%% +/a4%/ &%=a/ r+&(a!+@a)#& % $%r%+)#& $%!# $!+# #/1/ #'%+(# )%,a!#r '+#> #(+)# a(ra,& )% 1/a #a!+@a3# )a /ara> % )a& a%&%&#!"+)a& r%%r%'(%& a#& &%1& #/$#'%'(%&.
D%&(a /a'%+ra> a #'1+&(a $%!a $#&+3# '+a 'a /%'(% )# /%ra)#> '3# &%
a@ a$%'a& a(ra,& )a $r-(+a )% branding > /a& (a// $%!a& a%& a)#(a)a& a#&#/$#'%'(%& )% /ara. C#/# $#)%/#& ,%r a(ra,& )a& a%& %%(1a)a& $%!a r%)%
S%')a& %/ r%!a3# a#& #/$#'%'(%& )% &1a /ara> #'#r/% +(a)#& 'a& a'-!+&%&
)# %&(1)# )% a&# K$. XW
P#r/ a(# )%/#&(ra)# a(ra,& )# %&(1)# )% a&#> 1% * $r-(+a )% branding
a)#(a)a $%!a r%)% S%')a& a$!+a)a )% /a'%+ra !+/+(a)a> $#r %&(ar %/ a&% +'++a!
)% +/$!a'(a3#> +/$#&&++!+(a 1/a a'-!+&% #'&+&(%'(% )% &%1& r%&1!(a)#&.
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P#r/ a(ra,& )a& $%&1+&a& r%a!+@a)a& '# %&(1)# )% a&# $#&&,%!
$%r%%r 1/a $%r&$%(+,a a'+/a)#ra $ara r%a!+@a3# )%&(a $r-(+a> 1% ,+&a #
)%&%',#!,+/%'(# )# r%!a+#'a/%'(# /ara [ !+%'(%. V%/#& 1%> a$%&ar )% $#1#
)+1')+)a '# Bra&+!> a $r-(+a )% branding a)#(a)a $%!a r%)% S%')a& #/%a a 4%rar
r%&1!(a)#& +/$#r(a'(%& % %&(a%!%%r ,'1!#& )+%r%'+a(+,#& 'a /%'(% )#& &%1&
!+%'(%& C#'#r/% $#)%/#& '#(ar a(ra,& )#& r%&1!(a)#& a$r%&%'(a)#& a$6& a
+/$!a'(a3# )a '#,a 4%&(3# )% /ara. K $.5W
C#/ %&(a r%a!+)a)%> $#)%&% )%&(aar ,+a& )% +'(%r$r%(a3# $ara #'r%(+@ar a
"+$6(%&% !%,a'(a)a '%&(% %&(1)#. Va/#& a %!a&:
A $r-(+a )% 4%&(3# )% branding > )%/#&(ra &%r 1/ +/$#r(a'(% /%+# )% 4%&(3#
)a /ara % )+%r%'+a3# #/$%(+(+,a> )a)a a +/$#r('+a )a /ara a(1a!/%'(%>
a$%&ar )a a$!+a3# )% branding a+')a &%r $#1# a)#(a)a $%!a& %/$r%&a& % %&(ar
%/ a&% )% a/a)1r%+/%'(#.
S%41')# ;#"' T#r%!!a K200> $.J0 # 1(1r# )a& %/$r%&a& %&(ar3# !+4a)#&
)+r%(a/%'(% #/ a 4%&(3# )a /ara % #/ #& &#'"#& % %/#%& 1% %!a (ra'&/+(%.
N# 1(1r#> a& /ara& %&(ar3# !+4a)a& a#& &#'"#& % /#(+,a%& )#& !+%'(%&%/ r%!a3# a 1/a ,+)a /%!"#r. U/ r%!%9# )% 1% # !+%'(% > % 1%r &%rC#/# %!% )%&%=a 1% ,# &% %9$r%&&%> &%=a ,+&(# % %'(%')a#. A& /ara&
$r%+&a/ &% #'%(ar %/#+#'a!/%'(% % $r%+&a/ %'(%')%r 1% # &1%&&#$a&&a)#> #1 $r%&%'(% '3# 4ara'(% &1%&&# '# 1(1r# .
P#r(a'(# %&(% %&(1)#> $])% %&!ar%%r 1% a /ara &%r- a)a ,%@ /a+&
+/$#r(a'(% =1'(# a# /%ra)#> % 1% # &1%&&# )a& %/$r%&a& )%$%')% )+r%(a/%'(%
)a $#&+3# %/ 1% a /ara %&#!"% a(1ar )+a'(% )% &%1& !+%'(%&.
Para ;#"' T#r%!!a K200> $.JJ:
O &1%&&# )%$%')% )% a!+/%'(ar % #'(+'1a/%'(% r%+'(%r$r%(ar 1/a+)%'(+)a)% $ara $#a 1/ #'=1'(# )% &+4'++a)#&> a&&#+a%& %%'%+#& 1% &%=a )%&%=a)# % +/$#r(a'(% $ara # #'&1/+)#r. A 4%&(3# )%
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/ara: a& $%r%$%& )#& #'&1/+)#r%& &#r% &1a /ara &3# % (#r'ar3#1/ )% &%1& a(+,#& /a+& $r%+#&#&. N3# &% (ra(a )% %/$r%&(ar &+4'++a)#&#'&+&(%'(%& % )1ra)#1r#& 'a ,+)a #(+)+a'a> /a& (raa!"ar )1r# $ara$r%&%r,ar % $r#(%4%r 1/ #'=1'(# )% &/#!#& ar1%($+#& 1% )+%r%'+a/a &1a /ara 'a /%'(% )# #'&1/+)#r.
C#'!1+&% !ara/%'(% $%!# %&#$# )%&&% %&(1)#> 1% $ara a& %/$r%&a&
/a'(%r%/&% #/$%(+(+,a& '3# a&(a &#/%'(% +',%&(+r % a$!+ar&% a 1a!+)a)% )%
&%1& $r#)1(#& % 1&a )% $r%#& /a+& a+9#&> a)a ,%@ /a+& '%%&&-r+# r+ar
1/a /a+#r +'(%ra3# )% &1a /ara #/ &%1& !+%'(%&> ,+&a')# a!/ )a &1a 'a(1r%@a
)+%r%'+a(+,a> /a& $a&&a')# a a@%r $ar(%> % +'!1%'+a')# a ,+)a )a& $%&&#a&.
SUGESTES PARA ESTUDOS FUTUROSN
A& &%41+'(%& &14%&(%& &3# +')+a)a& $ara %&(1)#& 1(1r#&:
• R%$%(+3# )# %&(1)# '1/ $%r#)#> %/ 1% a $r-(+a )% branding =- %&(%=a
/a+& a/a)1r%+)a '# /%ra)#> ,+&a')# 1/a a'-!+&% /a+& #/$!%(a )%'(r# )%
(#)a& a& $%r&$%(+,a& +/$!+(a& )a 4%&(3#
• R%a!+@a3# )% 1/ %&(1)# 1% +)%'(++1% 1%&(%& 1a'(# * 1&(#& )%
+/$!a'(a3#> $r#(%3# !%4a!> % ,+a+!+)a)% +'a'%+ra a $r-(+a )% branding+
• R%a!+@a3# )% 1/ %&(1)#> 1% #rr%!a+#'% #& #'%+(#& $r+'+$a+& )%
/ar%(+'4> %&(ra(4+a % /ara> )%&(aa')# #/# a /ara )%,% &%r
#$%ra+#'a!+@a)a )% #r/a %&(ra(4+a % (a(+a/%'(%.
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REFER!NCIAS.
AA^ER> Da,+) A. C/,-0 ,0-<@/,-0 ,/,< 0 <<<. S3# Pa1!#:
F1(1ra> 200J.
AA^ER> Da,+) A. M,-,B-B "/,-0 E@. I': SCULTZ> D#' E> BARNES> B%(" E.C,?,-:,< E<@/,@B,< 0 C-, 0 ,/,. R+# )% ;a'%+r#:1a!+(\/ar> 200.
AA^ER> Da,+) A. ;OACIMSTALER> Er+". C#'&(r1+')# /ara& &%/ a /)+a )%/a&&a. I': A0-<@/, 0 ,/,<' - /,-0 ,-,B-@ ,/,/0 "<-<<RQ. Tra). A#'&# C%!&# )a C. S%rra. R+# )% ;a'%+r#' Ca/$1&> 2000. $.2W.
BACOCCINA> D%'+@%. E?/<,< ,?, ,,< 0 ?/0@<.0 Estado de 2oPaulo. S3# Pa1!#> 0.'#,. JW.a). %#'#/+a.$. B.5.
BARRETO> A'(#'+# C P. )% /a(#& FAMÁ> R1%'&. V,/ 0 ,/,' U/a r%!%93#&#r% #'%+(#&. R%,+&(a )% A)/+'+&(ra3#> S3# Pa1!#> ,.> '.m > $. 5XX> #1(8)%@JW.
BASSAT> L.. E / / 0 ,< ,/,<: C#/# #'&(r1+r /ara& )% 9+(#. Ma)r+)>E&$a&a> J.
BAUDRILLARD> ; O ?/@,-@ 0 -<0/ I': GIGLIO> Er'%&(# M. A<0,0 0 -<... S3# Pa1!#> L%ar'+'4> 200.
BIEL> A!%9a')%r L. C , ,B 0 ,/, 0/-, /,-0 @.M%ra)# G!#a!. S3# Pa1!#> J.
BOECAT. #/-, 0 "/,<' N#,# ,+&1a!. R+# )% ;a'%+r#> $.X 228%, 2002.
CAVES> N#r%r(#. L, ,B- /?/,@,: (%#ra \ /%(#)#!#4a )% !a+)%'(++a+6' +'&(+(1+#'a!. Bar%!#'a: E)+(#r+a! G1&(a,# G+!+> J.
CURCILL> G+!%r(# A. PETER> ;. Pa1!. M,/@-B' /,-0 ,/ ?,/, [email protected]# Pa1!#: Sara+,a> 2000.
COBRA> Mar#& %'r+1% N#41%+ra. M,/@-B "<3 uma perspectiva brasileira.S3# Pa1!#: A(!a&> J.
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COMPANIA BRASILEIRA DE DISTRIBUIÇÃO. D-<@/,;< F-,-/,<: R+#)% ;a'%+r#>2005. R%&1!(a)#& a$r%&%'(a)#&. D&$#',%! %/
nccc.).#/.ror%!a%&+',%&(+)#r%&o)2005o"(/!.p
COMPANIA BRASILEIRA DE DISTRIBUIÇÃO. R,@/ A-,' R+# )%;a'%+r#>200. R%&1!(a)#& a$r%&%'(a)#&. D&$#',%! %/nccc.).#/.ror%!a%&+',%&(+)#r%&ora200o"(/!.p
DEC^ER> C"ar!%& L. 99 P/@,< P/-?< 0 S<< 0, P/@/ G,.S3# Pa1!#>Mar#' B##&>2000
DELEUZE> G1+!!+& GUATARI> FELI_. O , <,* R+# )% ;a'%+r#: E) >J2.
DEARLOVE> D%& CRAINER> S(1ar(. O / 0-@ 0,< M,/,<' +&(6r+a& %r%,%!a%& )a& 50 /a+#r%& /ara& )# /1')#. S3# Pa1!#: Mar#' B##&> 2000.
FROMM> E. O 0 W /0,0. Tra): O(-,+# A!,%& ,%!"#> R+# )% ;a'%+r#> ;#r4%Za"ar> JW0.
GIL> A'(#'+# Car!#&. M@0< @-,< 0 ?<<, <,. S3# Pa1!#: A(!a&>J.
GIL> A'(#'+# Car!#&. C ,/,/ ?/@< 0 ?<<,. S3# Pa1!#: A(!a&> JX.
GORDON> Ia'. M,/@-B 0 /,-,-@' E&(ra(4+a&> ('+a& % (%'#!#4+a&
$ara #'1+&(ar !+%'(%& % /a'(!#& $ara &%/$r%. S3# Pa1!#> F1(1ra> J.
GUATARI> F%!+9. R ,/' $1!&a%& $#!(+a& )# )%&%=#. S3# Pa1!#:Bra&+!+%'&%>JWJ.
GUILLAUME> L. O ,?@, 0 ,/,' R%,+&(a Fra'%&a )% Mar%(+'4. P%r&$%(+,a&% %!%/%'(#& )% a$!+a3# )% )#/'+#& % %&(1)#& )% /ar%(+'4. Par+&> $.J22>a'#>'.m J2>J.
ARVARD BUSINESS REVIEh A0-<@/, 0 ,/,<. R+# )% ;a'%+r#:Ca/$1&> 2000.
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ATZ> Da'+%! ^AN> R#%r(. P<B, <, 0,< /B,-J,;<. S3# Pa1!#: A(!a&> JW.
^ELLER> ^.L.> XT: /,-0 /?/@ ,/0Y ar,ar) B1&+'%&& R%,+%c> $.J5.;a'.8F%.> ,#!. W> '# J> 2000.
^ELLER> ^%,+' La'%. S@/,@B /,-0 ,-,B-@: 1+!)+'4> /%a&1r+'4 a')/a'a4+'4 ra') %1+(\. N%c ;%r&%\: Pr%'(+% a!!> J
^LEIN> Na#/+. S B. A (+ra'+a )a& /ara& %/ 1/ $!a'%(a ,%')+)#. R+# )%;a'%+r#: E). R%#r)> 2000.
^OTLER> P"+!+$> ARMSTRONG> Gar\. P/-?< 0 ,/@-B. R+# )% =a'%+r#:Pr%'(+%"a!!>J.
^OTLER> P"+!+$. M,/@-B ?,/, < [[I' C#/ r+ar> #'1+&(ar % )#/+'ar /%ra)#&. S3# Pa1!#>F1(1ra>200
^OTLER> P"+!+$> ;AIN> D+$a C> MAESINCEE> S1,+(. O ,/@-B - -@/ 0?,' U/a '#,a a#r)a4%/ $ara !1rar> r%&%r % r%'#,ar. R+# )% =a'%+r#>Ca/$1&>2002.
^OTLER> P"+!+$. A0-<@/, 0 ,/@-B. S3# Pa1!#: P%ar&#' Bra&+!> 2002
MARTINS, José Roberto.Branding: um manual para você criar, avaliar e gerenciar
marcas. São Paulo: Negócio, 2000.
MARTINS> ;#& R#%r(#. A -,@/J, -, 0, ,/,' #/# %'#'(rar a+/a4%/ 1% #r(a!%% a &1a /ara. . S3# Pa1!#: N%46+# E)+(#ra> J.
MARTINS> ;#& R. BLESSER> N%!&#'. O ?/ 0,< ,/,<: #/# a!a,a'ar #/a+#r $a(r+/]'+# )a %#'#/+a 4!#a!. S3# Pa1!#: F1(1ra> J.
M^ENNA> R%4+&. O - ,/@-B. SM Ma'a4%/%'(> S3# Pa1!#> $.J2J2>/ar.8ar> a'# J> '.mJ> J.
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OGILVY> Da,+). O ?0/ 0,< ,/,<. R%,+&(a SM Ma'a4%/%'( > S3# Pa1!#> $.X5> /ar ar> a'# 2> '.m > JW
PATACO> V%ra VENTURA> Ma4)a RESENDE> <r+a. M@0B, ?,/, @/,,:<,,0\< -/,< 0 ,?/<-@, B/,. R+# )% ;a'%+r#: E).R+#>200
PINO> ;.B. O ?0/ 0,< ,/,<. S3# Pa1!#: S1//1&> JX.
PORTER> M.> ENDERSON> B. A< /B-< 0, <@/,@B,. E&(ra(4+a: a 1&a )a,a'(a4%/ #/$%(+(+,a. R+# )% =a'%+r#: Ca/$1&>JW.
RANDAZZO> Sa!. A /, 0 @< -, ?0,0. S3# Pa1!#: R##> J.
RAPP> S(a' COLLINS> T#/. A B/,-0 /,0, 0 ,/@-B. S3# Pa1!#: F1(1ra>J.
RIES> A! TROUT> ;a. P<-,-@. A Ba(a!"a $%!a &1a /%'(%. S3#
Pa1!#>J2 %). T"#/&#' 8P+#'%+ra
SAMPAIO> Raa%!. P/?,B,-0, 0 A , Z. C#/# 1&ar a $r#$a4a')a $ara #'&(r1+r /ara& % E/$r%&a& )% &1%&&#.. R+# )% =a'%+r#> Ca/$1&>J.
SCULTZ> D#' E> BARNES> B%(" E. C,?,-:,< E<@/,@B,< 0 C-,0 ,/,. R+# )% ;a'%+r#: 1a!+(\/ar> 200.
SELMENI >̂ R. P/-?< 0 ,/@-B: U/a $%r&$%(+,a 4!#a!. Tra): L%'%P%r%&> S3# Pa1!#> Mar#' B##&> J
RUSSI> Fa+a'a S+1%+ra. +&(6r+a )# &%')a&. q/%'&a4%/ $%&&#a!. M%'&a4%/r%%+)a $#r %!%&(+'#s\a"##.#/.r %/ 20 )% '#,.2005.
RUSSI> Fa+a'a S+1%+ra. A N, S-0,<' # r%$#&++#'a/%'(# '# /%ra)#.q/%'&a4%/ $%&&#a!. M%'&a4%/ r%%+)a $#r %!%&(+'#s\a"##.#/.r %/ 20 )%'#,.2005.
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RUSSI> Fa+a'a S+1%+ra. A /,0, 0, S-0,<' O& r%&1!(a)#& a$6& #r%$#&++#'a/%'(# '# /%ra)# % a$6& a 1&3# #/ CDB. q/%'&a4%/ $%&&#a!.M%'&a4%/ r%%+)a $#r %!%&(+'#s\a"##.#/.r %/ 20 )% '#,.2005.
SELLY Bra'". FORTUNE MAGAZINE. T: /,-0 0/<. P%r+6)+#&%!%(r]'+#&.N%cY#r.J.D+&$#',%!%/n"(($:8ccc.#r(1'%.#/8#r(1'%8ar(+!%&80>J5JJ>W>00."(/!p a%&&# %/ 2 )% #1(1r# )% 2005.
SLYhOTZ^Y> A)r+a' ; i ^ANIA> ;#"'. O <B/0 0,< ,/,<. 4M Management >/ar#ar+! )% 2002. $.X.
SMOTERS> N. KJ=. XC,- ?/0@< ,-0 /,-0< :, :,/<,H> +' Bra')
E1+(\ a') A),%r(+&+'4> a),%r(+&+'4d& r#!% ,n: 1+!)+'4 &(r#'4 ra')&> Da,+) A. Aa%r % A!%9a')%r B+%! > +!!&)a!%> N%c ;%r&%\: Lacr%'% Er!a1/ A&&#+a(%&> 200> $$. JJJ.
SOUZA> Mar#& G#1,a )% NEMER> Ar(1r. M,/, 0<@/. S3# Pa1!#:Mar#' B##&> J.
TAVARES> Mar# Ca!+9(a. A /, 0, ,/,. S3# Pa1!#: E). arra> 200J.
TAVARES> Fr%). G<@ 0, M,/,. E&(ra(4+a % Mar%(+'4> R+# )% ;a'%+r#: E$a$%r&> 200.
TAVARES> Fr%). A <0,0 -<0, ?,< ,/,<. P%r+6)+#& %!%(r]'+#&>R+# )% ;a'%+r#> '#,%/r# )% 200 )+&$#',%! %/ n"(($:88ccc./ar%(+'4.#/.r8r%)7(a,ar%&p. A%&&# %/ 22 )% /ar# )% 2005.
TOM^INS> R+"ar). ]:,@ , B0 -, ,00< ? @. F+'a'+a! T+/%&> Mar%(+'4Bra')& 22 =1'. J..
TORELLA> ;#"'. "/,-0-B 0 ,/. E&(ra(4+a % 4%&(3#. S3# Pa1!#: E)+%&I'(%!+4%'(%&. 200.
TZU> S1'> Tra): CLAVEL> ;a/%&. O -:-@ 0, ,/@ 0, B//,. S3# Pa1!#:G%'(%> 200J.
UPSAh> L\'' B. "0-B "/,-0 I0-@. N#,a Y#r> h+!%\> J5.
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VAVRA> T%rr\ G. M,/@-B 0 /,-,-@: a(%r/ar%(+'4. S3# Pa1!#: A(!a&>
J.
VAZ> G+! N. M,/@-B I-<@@-,' # /%ra)# )% +)+a& % +/a4%'&. S3# Pa1!#:P+#'%+ra> J5.
VERGARA> S\!,+a C#'&(a'(. P/@< /,@/< 0 ?<<, ,0-<@/,.S3# Pa1!#: A(!a&> JW.
VICENT> La1r%'%. M,/,< LB-0/,<. O $#)%r %(%r'# )a& "+&(6r+a& )% /ara&,%'%)#ra&. S3# Pa1!#. M. B##&>2005.
VIEIRA> S(a!+/+r. O /, <-@ < :< - \. R+# )% ;a'%+r#>PUC R;> 200J.
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