A importância da gestão da marca nos mercados B2B

: o caso da marca RAR Açucar

Abstract

The purpose of this study is to make a contribution in theoretical and practical terms about the importance of brand management in business-to-business markets. Due to the existence of a global economy and the consequent increase in competitiveness, the brand and its strategic management in the context of B2B has become as relevant as in the B2C context, to the acquisition of a critical competitive advantage. Applying the conceptual model proposed, through a qualitative study of the case of a B2B brand - RAR Açúcar brand – we concluded that there is a scepticism of managers about the relevance of the B2B brand, and that they do not regard brand management as a set of strategic and integrated long-term activities, with a holistic approach, creating value for all stakeholders. We also concluded that, among other reasons, managers do not bet in the strategic management of B2B brands, due to the scarcity of resources, especially financial resources, and because they see themselves as providers of commodities. Moreover, we found that the involvement of end consumers, directly or indirectly, is crucial for B2B companies, providing greater visibility to theirs brands and a greater bargaining power with the intermediaries. Additionally, it we found that keeping close relationships with the customers is a critical factor in B2B markets. Indeed, it is crucial to establish and maintain strong long-term partnerships that, in turn, will help to create confidence and value. Finally, the corporate brand proved to be crucial in B2B markets since it works as a primary risk reduction heuristics adopted by buyers and transmits credibility.

Date of Award	7 Dec 2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)