Lia Dias Sousa Girão

(In)consistencies in Corporate Brand Identity

The Case of a Retail Store Group

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Sciencia Scripts
• Seitenzahl: 128
• Erscheinungstermin: 4. Juni 2020
• Englisch
• Abmessung: 220mm x 150mm x 8mm
• Gewicht: 209g
• ISBN-13: 9786200934994
• ISBN-10: 6200934991
• Artikelnr.: 59570174

Autorenporträt

Lia Girão é graduada em Comunicação Social com habilitação em Jornalismo pela Universidade de Fortaleza (Unifor) e trabalhou por 6 anos no Sistema Verdes Mares de Comunicação, também em Fortaleza. Em 2017 ingressou no Mestrado em Marketing e Estratégia da Universidade do Minho, em Portugal, e em 2019 finalizou-o com este trabalho que você tem mãos.