Imagem da marca

: o caso Renova

Abstract

Currently, brands in the marketplace are less judged according to the tangible attributes associated with them. Thus, the competitive advantage of a brand has to focus more on intangible attributes, less likely to be shared by competitors. How have brands stood up to these new challenges? The importance of brand management and brand image, allied with the trend of emotional brands are the concepts explored here. Renova is the brand chosen for this study. In addition to being a leading european national brand of highly-consumed products, it is a brand that has stood up to these challenges in a particular way. Thus, by means of a case study, the Renova’s brand image is investigated, emphasizing the proximity which this brand has established with its consumers. For this, an exploratory study based on brainstorming was carried out, as well as a subsequent quantitative study through a survey via questionnaires. In this last study, the data was analysed using the Statistical Package for the Social Sciences software (SPSS).

Date of Award	2010
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Côrte-Real (Supervisor)