Percepção de marca no futebol: um estudo de caso do Clube Red Bull Bragantino

Abstract

This monograph has as main objective to understand the effectiveness of the incorporation of the Red Bull brand in Clube Atlético Bragantino and its relationship with the consumer public. Through the case study carried out in this work, we seek to understand the relationship between Red Bull and football through the analysis of its partnership with Clube Atlético Bragantino. In order to capture the perception of the football consumer public regarding the brand and the club, interviews were conducted using digital forms in which respondents answered questions about their perception of the brand's relationship with football. The research also relies on bibliographical and documentary surveys in the areas of Sports Marketing, Branding and Consumer Behavior, in order to substantiate the data collected. At the end of this study, it is concluded that this partnership generated a positive perception of the consumer public, being very beneficial for the club, but with possibilities to evolve even more. [resumo fornecido pelo autor]