As estratégias de marketing na criação de valor para a marca

: o caso CUF

Abstract

This study discusses the contribute of the marketing strategies for the brand equity and applies a study case, the brand CUF.
This research was developed by gathering all the marketing strategies developed
by the brand CUF and, after that, by the analysis of their contribution for the brand equity, based in the literature review previously made.
Thus, this research started by a literature review that intent to look into the
marketing tendencies and to look into the characteristics and the particularities of services marketing and healthcare marketing. After that, it was made a study around the concept of brand.
The empirical work followed an interpretativist approach.It was made an analysis gride that intent to analyse each and every strategy of internal and external communication based on the literature review.
The conclusion of this analysis is that the marketing startegies developed by CUF
contibute for the brand equity once they take into consideration the wants and needs of the consumers, the marketing tendencies and the particular characteristics of health services.

Date of Award	2 Jan 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	José Gabriel Andrade (Supervisor)