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

by Fischer, Janine Kuroski

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