Ativação de marca

: uma abordagem inovadora para a gestão de marca?

Abstract

This study discusses an emerging concept of brand management, brand activation, and aims to contribute to a better understanding of the importance that brand activation has as a tool of brand management. The relevance of this study is not only as brand activation can be used, but also how it has been and will develop. With the market competitiveness, and the saturation of information with which the public are overwhelmed daily, the brand activation increasingly emerges as a mean of differentiating communication and draws the brand to the stakeholders. However, the brand activation is much more than communication, it is also it’s positioning, it’s assignment of a price and working the variables of the mix, but we decided to focus on communication as the most important part of this management. This research was based on documentation, reviews and interviews with marketing and communication professionals. The interviews had a key role in ascertain brand activation, once the focus was on the work with brands, more particularly on this tool of brand management, brand activation. Based on this analysis it was concluded that the primary role of brand activation is to draw the brands to the stakeholders, a factor that becomes more evident day by day. According to the interviews we were able to identify the value that marketers attach to the communication and brand activation and how essential this concept becomes as brand management tool. I should point out that it is interesting to study and ascertain this issue to be an improved formula for previous actions or make it a new designation by being more personalized, more striking, and meeting the minds of the stakeholders in the study.

Date of Award	29 Apr 2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	José Manuel Seruya (Supervisor)