Sinergias entre marcas

: o caso Gold Man

Abstract

The present report describes the different steps of my traineeship, the most relevant experiences, the skills acquired, the difficulties felt, the daily frustrations and also the successes achieved along this path. It also goes into a fundamental issue connected with the current structure of the brand Gold Man and with the need of changing it in order to allow the brands of the company to increase their profits and maximise their impact. As Kotler and Kapferer advocate, nowadays, the main capital of any company is their brands – their most durable and most valuable assets, far more than any goods or any premises. Given the fact that the potential of growth and development of a company depends upon the success of their brands, the main subject of the present report are the different kinds of brands, the different strategies of brand management and the difference between notions like “branded house” and “house of brands” or, by other words, the difference between the creation of a series of brands completely independent from one another by the same company, on one side, and the creation of brands dependent from one another, which means that any incident with one of the brand will affect, in one way or another, the development of all the others. The study focuses on the company Gold Man and its brands. The analyses of this case with a relevant theoretical background allowed us to understand why the company chose to create a series of brands completely independent from one another, as well as the advantages and disadvantages of that option. At the same time, we present alternative solutions, pointing out their respective strengths and weaknesses.

Date of Award	2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)