brand extension marcos hiller - twitcam
TRANSCRIPT
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BRAND
EXTENSION
@marcoshiller
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Gilles Lipovetsky
“O termo hipermodernidade define a situação paradoxal da sociedade
contemporânea, dividida de modo quase esquizofrênico entre a cultura do excesso
e o elogio da moderação”
Pós-modernidade ou
hipermodernidade
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“Um nome diferenciado e/ou símbolo destinado a
identificar os bens ou serviços de um vendedor ou de
um grupo de vendedores e a diferenciar estes bens e
serviços daqueles dos concorrentes.”
Segundo David Aaker
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Marca
“A marca é uma conexão simbólica e afetiva
estabelecida entre uma organização, sua oferta
material, intangível e aspiracional e as pessoas
para as quais se destina” (Perez, 2007).
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Muitas marcas, mas todas no mesmo ninho
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Marcas e Embalagens NESCAFÉ, NESCAO, e NESTLÉ em Anúncio de 1931 ao Leite em Pó.
Adaptado de Watin-Augouard, J. Le Dictionaire des Marques.1997: 285
Lencastre, P. & Pedro, M. A Marca. In Brito, C. & Lencastre, P. Os Horizontes do Marketing. 2000: 28.
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Unilever’s mission
is to add vitality to
life.
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Unilever’s mission is to add vitality to life.
We meet everyday needs for nutrution,
hygiene and personal care with brands that
help people feel good, look good and get
more out of life.
Unilever Report 2005
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“Você quer continuar
vendendo água com açúcar?
Ou quer mudar o mundo?”
Steve Jobs
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Muito
Obrigado!