Estratégias de branding em países da América do Sul: uma análise comparativa no segmento de smartphones

Abstract

Nowadays, technology and innovation is one of the fastest growing segment in both commercial and economic areas, generating vast competition between several companies. Therefore, it is pertinent to understand how the main players in the market manage their intangible property, considering these help the organization to keep their value and market share. In this scenario, and bearing in mind that the basic proposition of this research is that the brand is the central intangible property for any company's value generation, this study aims to identify which are the most adequate branding strategies to increase sale volumes of smartphones in underdeveloped countries of South America. In order to accomplish this objective, both quantitative and qualitative methodologies were applied, respectively in exploratory and descriptive levels, through Survey and documental research. Based on the collected data and its proper analysis, the results found display that the branding strategy that tends to have finer commercial effects in the countries analyzed is the position called Mass Brand, whose rational/functional and emotional appeals are considered moderate, as well as the level of prices charged. [resumo fornecido pelo autor]