A perceção dos consumidores millenials do valor de uma marca

: estudo de caso : PUKKA

Abstract

We live in a century where there is a huge range of brands, so it becomes more difficult and challenging to be a differentiating and superior brand compared to its competitors. In this sense, it is crucial to find a good strategy that is stronger than the competition and that stands out in the eyes of the target, to achieve success in the market in which it operates. In this case, Cause Related Marketing is a good example of a growing area.Considering the previous premise, it is essential to enhance the brand's value. According to Aaker, Brand Equity is composed by different dimensions that helps the brand in this regard: loyalty, notoriety, brand associations, perceived quality, and other assets. All these values together and aligned helps boost the brand's value. About what the brand claims to be and what is evaluated by its consumers through the brand's identity and image, Kapferer's Brand Identity Prism appears to help ascertain.After the study carried out and the results obtained, it was possible to validate 4 of the 5 postulated hypotheses. It was found that Pukka's consumers are aware and informed about the brand, associate positive feelings to it, recognize the quality of their products, recommend it to friends and identify their identity values, despite not having shown a huge percentage of loyalty to the brand Pukka. Therefore, it was found that the characteristics of the brand were crucial for its positive brand equity and, furthermore, the brand identity and its image are aligned.

Date of Award	11 Mar 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Goulart Brandão (Supervisor)