TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | THE BRAND MANAGEMENT IN THE ENERGY DRINK MARKET | ||||||||||||
| Autor(es): |
RENATO VENEZIANI |
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| Colaborador(es): |
CECILIA LIMA DE QUEIROS MATTOSO - Orientador |
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| Catalogação: | 09/JUL/2012 | 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=19831@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=19831@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.19831 | ||||||||||||
| Resumo: | |||||||||||||
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The main goal of this paper is to analyze the importance of brand management as a strategic tool and a competitive factor of business. Several authors believe that, understanding the consumer behavior and knowing how to manage the brand image are key factors to success in competitive markets. For further analysis, this study made use of the growing energy drink market, focusing on the Red Bull brand, which is known as great sponsor of sports and events. Looking for understand how a company makes use of these media to get closer to their target, which way the consumer is impacted by these initiatives of an innovative brand management and how this is reflected in the brand image
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