Marketing factors for building strong brands: an exploratory Brazilian study

  • Daniela Motta Romeiro Khauaja
  • Fauze Najib Mattar
Keywords: Brand building, Brazilian brands

Abstract

Strong brands developed for use by Brazilian owned companies were investigated to better understand marketing aspects involved. A qualitative exploratory case study was conducted for each of the brands, Gol, O Boticario and DPaschoal. Work was done and reported separately to facilitate identification of the extent of replication logic. Results indicated that a combination of all Marketing factors was necessary to achieve the current solidity of these brands which, however, did not necessarily imply perfection. Conclusions were included in recommendations for building strong Brazilian brands.

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Published
2006-12-01
How to Cite
Khauaja, D., & Mattar, F. (2006). Marketing factors for building strong brands: an exploratory Brazilian study . REGE Revista De Gestão, 13(4), 25-38. https://doi.org/10.5700/issn.2177-8736.rege.2006.36572
Section
Marketing