TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | THE POSITION OF A BRAND: HAVAIANAS - A CASE OF SUCCESS | ||||||||||||
| Autor(es): |
CARLA MENDES OLIVEIRA |
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| Colaborador(es): |
JOAO RENATO DE SOUZA COELHO BENAZZI - Orientador |
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| Catalogação: | 30/JAN/2009 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=12993@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=12993@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.12993 | ||||||||||||
| Resumo: | |||||||||||||
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The main objective of this work is to identify the position
of the Havaianas sandals in three countries: Brazil, United
States and France. The position refers to the way how the
people see a product or a brand. The culture - as the market
and the psychological matters and brand property -
influences the consumer behavior. After the initial
research, focus groups and the interview with some
students at PUC, the information was analyzed and compared
between different cultures. The results and their analysis
show us the differences on the position of
Havaianas and which differences they are. The results can
also identify the consumer s position compared with the
strategy position adopted by Alpargatas Company. After the
conclusions, were suggested new researches related to the
theme of this monograph.
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