O branding como agregador de vantagem competitiva sustentável em uma agência de publicidade

Abstract

This work is the result of a high-level qualitative research. Exploratory and bibliographical and documental procedures. The strategy employed it is a case study and the analysis is done by content analysis. The general objective is identify how the use of Branding can add sustainable competitive advantage in a business. The theoretical framework runs through the marketing concept, its evolution history, tools, elements of consumer decisions and stages of purchase decision process, in addition to exposing the brand concept, its evolution, elements that make up the brands, stories of some brands and brand in the world of fashion. Also, the concept of Branding, evolution, objectives, tools, benefits and difficulties. The interview with a company in the field of digital marketing that demonstrates in a more concrete way the perspective of using Branding as a aggregator of sustainable competitive advantage in a business. [resumo fornecido pelo autor]