Aula 4 | GOM by IADE

27-01-2012

IADE

gestão operacional da marca

Sessão 4 – 26 Janeiro Pós Graduação em Branding e Gestão de Marcas | 3.ª edição Prof. João Lemos Diogo | joao.lemos.diogo@gmail.com Lisboa | edição 2011-12

brand positioning

p 1

27-01-2012

# falar de posicionamento O que é

O que a marca faz O que a torna distinta O que a torna relevante O posicionamento é uma das reflexões mais importantes na gestão de uma marca. O posicionamento deve ser único e distinto na mente do consumidor, para diferenciar a marca no mercado

# posicionamento da marca Necessidades



Desejos

Qualidade Produto



Promessa

Consumidor

Posicionamento

funcional

emocional

expressivo

+ Diferenciação

Preço Racional



Simbólico

27-01-2012

# falar de posicionamento

Auditoria da marca

Diferenciação

Segmentação

Posicionamento

#2 posicionamento diferenciação abordagem proposta de valor Aaker Dimensão funcional Atributos básicos marca

Dimensão Emocional Promessa simbólica Dimensão Expressiva Tradução da promessa

Sortido largo e profundo. Espaço confortável Tudo o que uma família necessita a preços acessíveis

“eu conto com o continente”

Sortido estreito e pouco profundo Marcas exclusivas Aqui a qualidade é barata

“comprar no Lidl compensa”

27-01-2012

#2 posicionamento diferenciação abordagem modelo customer value hierarchy Keller

benefícios nucleares

produto básico

produto produto produto esperado adicionado potencial

Atributos inovadores na categoria da marca Exemplo? Hotel 7 Estrelas no Dubai Mínimo de 50m2 Decorado a ouro …



Quadro estratégico inovador para lançamento de novos produtos (Godin 2003; Moore 1999)

Early Majority

Focus num grupo de consumidores de cada vez

Late Majority

Early adopters

Utilização de um grupo para chegar ao próximo

Em muitos mercados, o valor do grupo não está relacionado com a sua dimensão (quota), mas sim com a sua capacidade de influência

Laggards

innovators Curva influência tempo

Ponto crítico: visionários vs pragmáticos

Remarkable Products& Communication

Forte investimento

Word-of-mouth seguidismo

Fonte: Adaptado a partir das abordagens teóricas de Geoffrey A. Moore (1999), «Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers» e Seth Godin (2003), «Purple Cow: Transform Your Business by Being Remarkable»

27-01-2012

 caso de estudo

Os leitores de MP3 eram um produto mediano para a média das pessoas

Até que em Outubro de 2003 alguém criou um produto inovador para pessoas visionárias e criativas (early adopters)

27-01-2012

Os mp3 medianos tentaram evoluir. Até nas formas mais estranhas…

A Apple introduziu enormes mudanças em cada upgrade do iPod Sempre visionário. (innovators)

E quando se tem uma inovação, o próprio presidente da empresa gosta de apresentar os produtos

27-01-2012

Essência purple cow está na missão da própria marca

“

Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings

O que seria a Apple com uma gestão de marketing tradicional?

O que obtém a Apple com uma abordagem purple cow?

Mais eficiente no seu mercado original (share-of-market)

Mais eficiente junto dos consumidores (share-of-wallet)

Menos inovadora

Mais inovadora

27-01-2012

Não foi a Nokia, líder de mercado que definiu as tendências dos Smartphones …

Não foi a indústria da música que criou as novas tendências de compra …

27-01-2012

Não foi nenhuma marca tradicional de PC’s que criou a tendência dos Tablet PC …

1. Sell what people are buying 2. Focus on the early adopters 3. Make it remarkable enough for them to pay attention 4. Make it easy for them to spread 5. Let it work its own way to the mass market. in Seth Godin, Purple Cow

27-01-2012

#2 posicionamento diferenciação

# classroom test # capacidade de pensarmos “diferente”

# brand differentiation Se fossem brand managers da Burger King o que fariam para lançar uma nova linha de sorvetes?

27-01-2012

# ser diferente na forma Se fossem brand managers da Burger King o que fariam para lançar uma nova linha de sorvetes?

O Burguer King do Reino Unido inaugurou o primeiro restaurante do mundo feito de areia em Weston-Super-Mare para promover a sua linha de sorvetes BK Fusions. O responsável pela construção demorou três dias e usou 10 toneladas de areia para concluir a obra.

# brand differentiation A DHL aposta fortemente em publicidade. Mesmo assim, existe alguma forma de ser diferente na comunicação?

27-01-2012

O Burguer King do Reino Unido inaugurou no dia 30.08.09 o primeiro restaurante do mundo feito de areia em Weston-Super-Mare para promover a sua linha de sorvetes BK Fusions. O A “entrega rápida” até responsável pela construção foi o escultor Mark Anderson, que demorou três dias e usou 10 na criatividade da imprensa toneladas de areia para concluir a obra.

# brand differentiation A Pacblue é uma “simples” empresa de impressão em grandes formatos. Como é que se deu a conhecer?

27-01-2012

A PacBlue Printing, uma empresa do Canadá especializada em impressões em grandes formatos, enviou para algumas agências cartões de visita “tamanho família” mostrando todo o potencial que a empresa possui.

# brand differentiation Jogo do Monopólio. Como diferenciar um jogo que nasceu em 1965, e já foi comprado por 500 milhões de consumidores?

27-01-2012

A Hasbro lançou em Set. 2009 uma versão online do jogo. Utilizando a tecnologia Google Maps, qualquer um pode comprar uma qualquer rua no Mundo. Numa semana, o jogo captou 1,7 M de jogadores.

# brand differentiation Marinha de Singapura. Existirá estilo e tom mais formal? Poderá ser diferente na captação de novos marinheiros?

27-01-2012

# brand differentiation O que fazer para combater a queda das vendas de despertadores?

27-01-2012

Em Out. 2009 a Philips lançou um despertador baseado na luz natural – Wake Up Light. Cerca de 30 minutos antes da hora marcada, a luz vai clareando o quarto imitando o nascer do Sol.

# brand differentiation E como lançar um conceito inovador de forma diferenciadora?

27-01-2012

A Philips decidiu desafiar o rei dos despertadores - um Galo. O objectivo foi definido: Colocar o novo produto dentro de um galinheiro. Se a lâmpada «Wake Up Light» conseguisse fazer o galo cantar antes do alvorecer, então seria um sucesso!

Ver video » http://youtu.be/x_7wzQ59a-g

# falar de posicionamento

Auditoria de Marca

Diferenciação

Segmentação

Posicionamento

27-01-2012

# falar de posicionamento

segmentação.

Porquê

# falar de posicionamento

segmentação. A nossa marca não pode chegar a todos os consumidores porque não somos competitivos em todos os mercados. Se quisermos chegar a todos não seremos relevantes para ninguém em particular.

27-01-2012

# falar de segmentação

MKT management

segmentação demográfica

Características da população

Brand management

segmentação psicográfica

Estilos de vida e de consumo

Segmentação psicográfica Identificar o que está na base do nosso comportamento e determina as nossas acções

27-01-2012

Modelo Censydiam: motivações de consumo Motivações subjacentes ao comportamento do consumidor motivações necessidades

desejos

físico

emoções marcas

Como nos sentimos em relação a nós próprios Dimensão pessoal Há alturas que queremos seguir os nossos impulsos e deixarmo-nos ir Outras alturas queremos controlar essas tensões e comportamentos motivações enjoyment

control

27-01-2012

Como nos sentimos em relação aos outros Dimensão social

Há momentos em que queremos ser melhores que os outros, ser superiores, ou liderar Outras vezes só queremos fazer parte do grupo, de nos sentirmos integrados e sermos como os outros motivações power

belonging

Dimensão pessoal Dimensão social

motivações recognition

conviviality

Há alturas em que queremos ser reconhecidos pelas nossas capacidades, pelo nosso mérito, pelas nossas competências Outras alturas, apenas queremos trocar experiências, ou relacionarmo-nos com os outros

27-01-2012

Dimensão pessoal Dimensão social

Há momentos em que procuramos novas aventuras e experiências onde testar os nossos limites e descobrir coisas novas

motivações vitality

security

Noutros momentos apenas nos queremos afastar ou sentirmos que somos protegidos

8 segmentos de consumidores

Segmentos baseados nas motivações de consumo

enjoyment

power

dimensão

conviviality

social

pessoal

recognition

dimensão

vitality

belonging

security

control

27-01-2012

8 segmentos de consumidores

Segmentos baseados na libertação de tensões release enjoyment

vitality self

power

conviviality tension

recognition

belonging

other

security control control

# classroom . Caso-prático valores + missão =

Segmentar os utilizadores de diferentes métodos de pagamento

27-01-2012

Study on user identification methods in card payments, e-payment and mobile payments

Final study - Work Package 2 Presentation key findings Service contract: ETD/2006/IM/F2/92

Prepared by: Synovate Censydiam & The House of Marketing Date: December, 2007

Content Section 1: Background & Methodology Section 2: Cashless payment solutions in Europe Section 3: Authentication methods of card payments Section 4: Authentication methods of online payments Section 5: Mobile payments Section 6: Innovative authentication methods and e-environment solutions Section 7: Ideal payment solution

27-01-2012

Ideal payment solution

People can have different expectations towards their payment solutions. These different needs and expectations towards ideal payment solutions are presented in a motivational segmentation. Respondents were asked to describe their ideal payment solution in terms of: – Satisfaction statements – Personality statements – Product features Personality and satisfaction statements are based on the Censydiam model. Via clustering techniques, basic structures in the data are revealed. Based on this input, respondents were allocated to different motivational segments.

Building the motivational frame of reference for payment solutions Freedom Makes you have more fun in life Is for people who think that money is a means to an end Allows you to have a carefree attitude Gives you the freedom to do what you towards money want

The vertical axis represents the feeling on an individual level towards payment solutions: -this can be carefree and open -or with a more functional and practical view Carefree

Spontaneous Progressive

Makes you feel on top of the world Friendly Social

Makes you feel accepted by modern society

Unique

Accessible

Prestigious

Helps you to share good things in life with others Familiar

Makes you stand out from the crowd

Status

Enables you to deal with money in everyday life

Gives a sense of competence and status Shows that you have acquired a certain position in life

Professional Intelligent/smart

Shows that you are capable of dealing with money

The horizontal axis represents the social aspect of payment solutions: -it can either help integrate the individual within the environment, create a feeling of belonging, keeping pace with society -or empower the individual, create a stronger feeling of status and competence.

Integrate and belong

Makes you feel safe and secure at all times

Helps you to deal with money in a practical way

Traditional

Helps you avoid taking risks

Pragmatic Reliable Is for people who handle money with caution and seriousness

Trustworthy Straightforward

Control 50

27-01-2012

The motivational frame of reference for payment solutions Freedom Makes you have more fun in life Is for people who think that money is a means to an end Allows you to have a carefree attitude Gives you the freedom to do what you towards money want Carefree

Spontaneous Progressive

Makes you feel on top of the world Social Accessible

Prestigious

Status

Helps you to share good things in life with others Familiar

Makes you stand out from the crowd

Enables you to deal with money in everyday life

Gives a sense of competence and status Shows that you have acquired a certain position in life

Makes you feel safe and secure at all times

Professional Intelligent/smart

Shows that you are capable of dealing with money

Integrate and belong

Friendly Makes you feel accepted by modern society

Unique

Traditional

Helps you to deal with money in a practical way

Helps you avoid taking risks

Pragmatic Reliable Is for people who handle money with caution and seriousness

Trustworthy Straightforward

Control 51

Ideal satisfaction of payment solutions People are looking for a practical and safe way to handle their money in daily life. Can you indicate which feelings and emotions you IDEALLY look for in a payment method? You can mark a number from 1 to 7 where 1 means “Doesn’t fit at all” and 7 “fits perfectly”. (Top 6,7)

Top 5

Enables you to deal with money in everyday life

56%

Helps you to deal with money in a practical way

55%

Gives you the freedom to do what you want

44% 42%

Makes you feel safe and secure at all times 35%

Helps you avoid taking risks Is for people who handle money with caution and seriousness

32%

Shows that you are capable of dealing with money

29%

Allows you to have a carefree attitude towards money

24%

Makes you have more fun in life

19% 18%

Helps you to share good things in life with others

17%

Makes you feel accepted by modern society Is for people who think that money is a means to an end

Bottom 5

16%

Makes you feel on top of the world

16%

Gives a sense of competence and status

Important • Dealing with money in a practical way, in every day life • Gives you freedom • Gives you safety and security, with low risk

Less important • Money as a means to an end • Feeling on top of the world • Source of status and distinction

15% 12%

Shows that you have acquired a certain position in life Makes you stand out from the crowd

Total sample

27-01-2012

Ideal personality of payment solutions People need an uncomplicated and straightforward payment method that they can trust. Imagine that someone asks you to describe the character of the IDEAL payment solution. Which words would you use to describe it? You can mark a number from 1 to 7 where 1 means “Doesn’t fit at all” and 7 “fits perfectly”. (Top 6,7)

Reliable

Top 5

66%

Accessible

64%

Trustworthy

62% 58%

Professional

56%

Straightforward Intelligent/smart

Important • Reliable, trustworthy, straightforward • Accessible • Professional

50%

Progressive

44%

Carefree

43%

Familiar

41% 38%

Friendly

Less important • Spontaneous, social • Unique, prestigious • Traditional

32%

Pragmatic Spontaneous

Bottom 5

Total sample

30%

Unique

19%

Prestigious

18% 17%

Social 13%

Traditional

Ideal product features of payment solutions People want a comprehensible and dependable payment method which can be used every day. How would each of the following qualities describe your ideal payment solution? You can mark a number from 1 to 7 where 1 means “Doesn’t fit at all” and 7 “fits perfectly”. (Top 6,7)

75%

Convenient

Top 5

74%

User-friendly For everyday usage

72%

Dependable

71%

Free of charge

64%

For regular purchases

64%

With a PIN code

63%

Helps to monitor my finances/account

63%

Respects your privacy

61%

Inexpensive

61%

59%

Widely spread Using the newest technologies

52%

For larger amounts

43%

For small amounts

43%

Anonymous

41% 35%

With a signature Technical For specific applications

Important • Convenient, user-friendly • Dependable • For every day usage • Free of charge

60%

With a wide range of applications

Bottom 5

Total sample

Less important • For small amounts, specific applications • Anonymous • With a signature • Technical

34% 30%

27-01-2012

Fundamental meaning of payment solutions The ideal payment solution is able to generate a sense of trust and security in every day life. It is a reliable and straightforward application which is accessible for everyone. Freedom Makes you have more fun in life Is for people who think that money is a means to an end Allows you to have a carefree attitude Gives you the freedom to do what you towards money want Carefree

Spontaneous Progressive

Makes you feel on top of the world Social Accessible

Prestigious

Status

Helps you to share good things in life with others Familiar

Makes you stand out from the crowd

Enables you to deal with money in everyday life

Gives a sense of competence and status Shows that you have acquired a certain position in life

Makes you feel safe and secure at all times

Professional Shows that you are capable of dealing with money

Intelligent/smart

Integrate and belong

Friendly Makes you feel accepted by modern society

Unique

Traditional

Helps you to deal with money in a practical way

Helps you avoid taking risks

Pragmatic Reliable Is for people who handle money with caution and seriousness

Trustworthy Straightforward

Top 5 satisfactions and personalities

Control 55

Different motivations towards payment solutions Via clustering techniques, 4 motivational strategies towards payment solutions are discerned.

Unique

Makes you feel accepted by modern society

Prestigious

Makes you stand out from the crowd

Gives a sense of competence and status

Carefree Shows that you have acquired a certain position in life

Spontaneous

Status Seekers

Allows you to have a carefree attitude towards money

Pragmatic

Traditional

Is for people who think that money is a means to an end

Social

Makes you have more fun in life

Friendly

Helps you to share good things in life with others

Familiar

Optimists

Makes you feel on top of the world

Intelligent/smart

Progressive

Professional

Is for people who handle money with caution and seriousness

Reliable

Trustworthy

Helps you avoid taking risks

Straightforward

Makes you feel safe and secure at all times

Accessible

Enables you to deal with money in everyday life

Gives you the freedom to do what you want

Helps you to deal with money in a practical way

Shows that you are capable of dealing with money

Competence Seekers

Traditionalists

27-01-2012

4 motivational groups toward payment solutions are discerned Four different motivations towards payment solutions are discerned, namely: – – – –

Status Seekers Competence Seekers Traditionalists Optimists

The 4 motivational strategies represent each about 25% of the population Freedom Makes you have more fun in life Is for people who think that money is a means to an end Allows you to have a carefree attitude Gives you the freedom to do what you towards money want Spontaneous Progressive

Optimists 23,7%

Carefree

Makes you feel on top of the world

Social Accessible

Prestigious

Status

Helps you to share good things in life with others Familiar

Makes you stand out from the crowd Status Seekers 24,6% Gives a sense of competence and status Shows that you have acquired a certain position in life

Enables you to deal with money in everyday life

Competence Seekers 23,6%

Makes you feel safe and secure at all times

Professional Intelligent/smart

Shows that you are capable of dealing with money

Traditionalists 28%

Helps you to deal with money in a practical way

Integrate and belong

Friendly Makes you feel accepted by modern society

Unique

Traditional

Helps you avoid taking risks

Pragmatic Reliable Is for people who handle money with caution and seriousness

Trustworthy Straightforward

Control 58

27-01-2012

24,6% of the respondents

Status Seekers Summary* •They want payment solutions that make them stand out from the crowd and make them unique. It is also about showing success in life. In that respect payment solutions can be seen as a status symbol. •They are looking for financial freedom to be able to do what they want and as a way to be on top of the modern world. •They see themselves as professional and successful, willing to openly embrace new technology and to be an active participant in the modern world. •They talk about their own behavior as if having an almost ‘innate’ aptitude to relate to new payments methods, fully embracing and accepting new technologies in a natural way. •They expect a hassle free, practical and user-friendly financial experience. Next to that, they are not afraid of a technical solution that uses the newest technologies.

*Integration of qualitative and quantitative results

23,6% of the respondents

Competence Seekers Summary*

•They want payment solutions for people who handle money with caution and seriousness, to show that they are capable and competent of dealing with money. They expect payment solutions to be intelligent, smart and progressive. • Their ideal payment solution can be technical and for specific applications only. •The competence seekers are proud, intelligent and ambitious individuals, fulfilled in life. They have a cosmopolitan lifestyle, and a superior attitude. They see themselves as leaders. They want to feel competent and recognized for who they are. •They value reliability, special attention and commitment. They need to feel looked after (related to privilege). •This group is more likely to be older

*Integration of qualitative and quantitative results 62

27-01-2012

28% of the respondents

Traditionalists Summary*

• The traditionalists need payment solutions that are reliable and trustworthy and that help them deal with money in a practical way and in everyday life. • Next to that, there is a strong need for control over their finances. • They are very security minded and so look for payment solutions that reduce this risk and make them feel safe at all times. • They see themselves as normal people who don’t wish to make a show of themselves. • The traditionalists are looking for payment solutions that respect their privacy. • The traditionalists are more likely younger people with a higher education.

*Integration of qualitative and quantitative results 64

23,7% of the respondents

Optimists Summary*

• The optimists need payment solutions that enable them to have a carefree attitude towards money. Money is seen as a means to an end: it enables one to share good things in life with others and make life more pleasurable. • They have no ambition to experiment or to be seen as innovators. They are not really interested in new payment applications and technologies. They also find these new applications difficult. • The optimists are social, warm and open-minded people with a positive attitude towards the future. • They need payment solutions that can make them deal with money in everyday life and in a practical, user-friendly. It should also give them the freedom to do what they want. It should also respect their privacy. • This group is relatively more part-time working and relatively more single and young.

*Integration of qualitative and quantitative results 66

27-01-2012

Optimists 23,7%

Spontaneous Progressive

Makes you feel on top of the world

Social Accessible

Prestigious

Status

Helps you to share good things in life with others Familiar

Makes you stand out from the crowd Status Seekers 24,6% Gives a sense of competence and status Shows that you have acquired a certain position in life

Enables you to deal with money in everyday life

Competence Seekers 23,6%

Makes you feel safe and secure at all times

Professional Shows that you are capable of dealing with money

Intelligent/smart

Traditionalists 28%

Helps you to deal with money in a practical way

Integrate and belong

Friendly Makes you feel accepted by modern society

Unique

Traditional

Helps you avoid taking risks

Pragmatic Reliable Is for people who handle money with caution and seriousness

Trustworthy Straightforward

Control 67

Motivational groups in the different European countries In % (the number of observations per country represent the number of allocated respondents per country)

Spain (N=161)

Hungary (N=183) UK (N=150) Austria (N=193)

Netherlands (N=165) Belgium (N=196) Sweden (N=178) Denmark (N=177)

34 25

14 10

28 42

18 22

29 13

51 41

Competence Seekers

24 42

Status Seekers

10 17

26 33

21 19 17 15 15

17 31 19

France (N=171)

22 28

28 28

Portugal (N=185)

34 25 28

29 28

Finland (N=185)

Germany (N=172)

31 30 30

Italy (N=167) Poland (N=172)

25 29

Traditionalists

Optimists

Countries with a high number of status seekers are Spain, Italy, Poland and Hungary. Countries with the highest number of competence seekers are Austria, Germany and Hungary. The highest number of traditionalists are in Sweden, Denmark and Portugal. Optimists can mainly be found in the Netherlands.

27-01-2012

# classroom . Caso-prático valores + missão =

Gestão de marca centrada na gestão de clusters

# caso prático a marca

Inaugurou 49 centros comerciais nos últimos 17 anos. E pretende inaugurar mais 17 nos próximos 4 anos Europa: Portugal, Espanha, Itália, Alemanha, Grécia e Roménia; América do Sul: Colômbia e Brasil Africa: Marrocos

27-01-2012

# caso prático O desafio

Um crescimento tão rápido gerou alguns desafios ao nível da gestão da marca

# caso prático O desafio

Como gerir um portfolio com tantas marcas? Como alinhar as marcas numa dinâmica de internacionalização? Como competir com uma concorrência cada vez mais forte? Sem perder economias de escala e reforçando a diferenciação das marcas

27-01-2012

# caso prático A solução

Localização

Gestão de marca

definição e gestão de clusters

Dimensão

Motivação visita

# caso prático A solução

Variedade

Estilo

Entretenim.

Serviço

clusters 6 atributos

Conforto

Lojas

27-01-2012

# caso prático A solução

cluster Variedade

Champions League cluster

Estilo

casual

Regional area masters

cluster

Work&Fun

Colombo NorteShopping

CascaisShopping AlgarveShopping MadeiraShopping ArrábidaShopping

Via Catarina Vasco da Gama

GaiaShopping MaiaShopping LoureShopping RiosulShopping

cluster

GuimarãeShopping Estação Viana Parque Atlântico SerraShopping

cluster

CC Mod. Portimão CoimbraShopping

Family driven

Single choice

familiar

Conveniencia

cluster

Hyper levered

Hiper.

# caso prático Exemplos de posicionamento Cluster regional masters - ESTILO

27-01-2012

# caso prático Exemplos de posicionamento Cluster champion - VARIEDADE

# caso prático Exemplos de posicionamento Cluster Family Driven - SERVIÇO

27-01-2012

# caso prático Gestão dos clusters Abandono do modelo tradicional

Gestor de Produto Brand Manager

Gestão dos centros a nível europeu

Cluster manager

# caso prático

vantagens

Atributos bem definidos = melhor diferenciação Capitalizar sinergias de escala e de aprendizagem Vantagem de custos e experimentação. Portugal = Europa Expansão mais rápida pelo processo de clonagem Maior eficiência. Projectos com menos defeitos. Know How mantém-se e melhora-se

27-01-2012

# caso prático

desvantagens Concorrência adapta-se e copia Clientes aborrecem-se pela homogeneidade do cluster Produto não evolui e fica obsoleto Diferenças locais não são reflectidas no cluster

# falar de posicionamento

posicionamento.

Exemplos !

27-01-2012

# falar de posicionamento racional

posicionamento A marca actua num plano puramente racional. O focus é essencialmente nos atributos do produto. O marketing mix é gerido em torno do ciclo de vida do produto.

# falar de posicionamento emocional

posicionamento A marca actua num plano mais emocional e de apelo aos sentidos. O Focus não está nos atributos do produto, mas na promessa desses atributos. O marketing mix aposta no design e na criatividade.

27-01-2012

# falar de posicionamento auto-expressão

posicionamento O brand building da marca é transferido para as mãos dos próprios consumidores. A marca define conceitos aspiracionais elevados e motiva os consumidores a atingi-los através da utilização ou consumo dos seus produtos.

posicionamento da marca Necessidades



Desejos

Qualidade Produto



Promessa

Consumidor

Posicionamento

funcional

emocional

expressivo

+ Diferenciação

Preço Racional



Simbólico

27-01-2012

posicionamento da marca Necessidades



Desejos

Qualidade Produto



Promessa

Consumidor

Posicionamento

funcional

emocional

expressivo

+ Diferenciação

Preço



Racional

Simbólico

posicionamento da marca Necessidades



Desejos

Qualidade Produto



Promessa

Consumidor

Posicionamento

funcional

emocional

expressivo

+ Diferenciação

Preço Racional



Simbólico

27-01-2012

# Modelo de gestão operacional da marca

Identidade da marca

Arquitectura da marca

Extensões de marca

Marketing-mix da marca

# gestão da marca

O que devemos saber responder sobre a nossa marca?

27-01-2012

#1 Quais são os segmentos de consumidores mais rentáveis, que a nossa marca precisa de satisfazer ?

#2 Qual é a proposta única de valor que vai captar, reter e fidelizar os consumidores em torno da marca ?

27-01-2012

#3 Quais são os argumentos, as provas e os factos que podem sustentar a nossa proposta de valor ?

#4 Porque é que os consumidores devem acreditar na promessa da marca ?

27-01-2012

#5 Como podemos implementar um plano de gestão da marca que também seja adoptado pelos empregados e canais de distribuição ?

# Modelo de gestão operacional da marca

# tem todas as respostas? então está pronto para definir e gerir as dimensões operacionais da marca

Identidade da marca

Arquitectura da marca

Extensões de marca

Marketing-mix da marca

27-01-2012

Jo達o Lemos Diogo | (+351) 91 614 4290 http://www.linkedin.com/in/joaodiogo joao.lemos.diogo@gmail.com