Medição do brand equity, no sector automóvel

: estratégias para aumentar o brand equity da Cardan

Abstract

Nowadays, cars market is very competitive and, therefore, Cardan felt the need to stand out from the competition and increase your reputation with your target audience in order to generate new business opportunities. Thus, this document is the report of the stage with the aim of measuring the current of the Cardan brand equity and, consequently, develop strategies to increase its brand equity. In this sense, the research questions were defined: • What is the current brand equity of Cardan? • What strategies Cardan should be taken to increase its brand equity? In this sense, a literature review that resulted from a thorough research on the subject of brand equity was held, more specifically, the consumer-based brand equity. In this concept, special attention was given to the author Aaker (1991) and its approaches and dimensions, such as brand awareness, brand associations, brand loyalty and perceived quality. Since Cardan considers that knowledge that companies have on the brand in the minds of consumers is one of the most valuable assets of a company. Through the literature review, metrics were identified for measuring this knowledge. Also through the literature review identified various marketing strategies to increase the brand equity of the brands, has been identified as the basis for the development of recommendations suggested to Cardan.

Date of Award	14 Sept 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Martins (Supervisor) & João Luís Andrade Serra Moreira de Campos (Co-Supervisor)