Market orientation and brand building: an exploratory study of a mobile telephone company

  • Geraldo Luciano Toledo FIA
  • Daniela Motta Romeiro Khauaja Universidade Católica de Santos
Keywords: Market orientation, Brand, Branding

Abstract

Competition today induces companies to adopt a philosophy of market orientation in search of creating and sustaining a competitive edge. Many organizations have turned to intangibles such as the building of a brand in an effort to achieve a long term advantage and differentiation from other companies. This empirical study analyzed, with a market oriented philosophy, the marketing strategies involved in the building of a brand. Theoretical bases of the subject were developed followed by a qualitative survey to analysis and describe the building of a solid brand (VIVO) in mobile telephone services, a highly competitive sector which has undergone intense transformations in recent years. The building of a brand, beginning with a change in the company cultural resulting from market conditions and company strategy, was stressed.

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Published
2005-12-01
How to Cite
Toledo, G., & Khauaja, D. (2005). Market orientation and brand building: an exploratory study of a mobile telephone company . REGE Revista De Gestão, 12(4), 73-88. https://doi.org/10.5700/issn.2177-8736.rege.2005.36534
Section
Marketing