(In)consistencies in Corporate Brand Identity
The Case of a Retail Store Group
(Sprache: Englisch)
In today's retail market, high competitiveness makes companies seek to differentiate themselves more and more, wishing to build consumer loyalty and have an always better sales performance in the environment in which they are inserted. One of the main tools...
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In today's retail market, high competitiveness makes companies seek to differentiate themselves more and more, wishing to build consumer loyalty and have an always better sales performance in the environment in which they are inserted. One of the main tools to achieve this differentiation is the construction of a strong brand identity. It is identity that gives direction, purpose and meaning to the brand. It guides business and financial actions, defines marketing and communication objectives and transmits, through its symbols, a sense and a concept. This dissertation aims to describe how the consistencies and inconsistencies in the identity of a corporate brand, more specifically the retail group Casas Girão, can influence the management and behavior of the company. It is intended to present the concept of brand and brand identity and the context of family management in which the company is inserted and to evaluate, through exploratory research, how management is being conductedbased on corporate identity.
Autoren-Porträt von Lia Dias Sousa Girão
Girão, Lia Dias SousaLia Girão has a degree in Social Communication with a qualification in Journalism from the University of Fortaleza (Unifor) and worked for 6 years at Sistema Verdes Mares de Comunicação, also in Fortaleza. In 2017 she entered the Master in Marketing and Strategy at the University of Minho, in Portugal, and in 2019 finished it with this work that you have hands.
Bibliographische Angaben
- Autor: Lia Dias Sousa Girão
- 2020, 128 Seiten, Maße: 22 cm, Kartoniert (TB), Englisch
- Verlag: Sciencia Scripts
- ISBN-10: 6200934991
- ISBN-13: 9786200934994
Sprache:
Englisch
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