Comunicação integrada de marketing como estratégia de construção da personalidade de marca: a análise qualitativa de uma empresa têxtil

by Fischer, Janine Kuroski

Abstract (Summary)
This study aimed at evaluating how the Integrated Marketing Communications (IMC) strategy contributes to the construction a brand personality The case study of a textile company was developed through the analysis of the evolution and development of the concept; the characteristics and relevance of the IMC in the global scene and the practical application of the strategy, based on models by Kotler (2000) and Schultz (2002). In order to depict the case, an adaptation of the IMC auditing performance by Reid (2005) as used. Also, for the measuring of the brand personality, Aaker (1997) and Muniz amp; Marchetti (2005) served as references. The study revealed that the company employs the INIC strategy to enhance its brand personality intuitively, without any application of models neither processes
This document abstract is also available in Portuguese.
Bibliographical Information:

Advisor:Juarez Perfeito; Denise Del Prá Netto Machado; Mohamed Amal; Clóvis Reis

School:Universidade Regional de Blumenau

School Location:Brazil

Source Type:Master's Thesis

Keywords:marketing integrated communications brand personality


Date of Publication:11/29/2008

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