TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | SENSORY BRANDING RELEVANCE ON NESPRESSO’S BRAND EQUITY CONSTRUCTION PROCESSES | ||||||||||||
| Autor(es): |
MARCELLA COHEN |
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| Colaborador(es): |
JOAO RENATO DE SOUZA COELHO BENAZZI - Orientador |
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| Catalogação: | 12/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=19874@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=19874@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.19874 | ||||||||||||
| Resumo: | |||||||||||||
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The main purpose of this work is to analyze how sensory branding can help build the value of a brand. Due to a competitive market as well as to several changes in the consumer behaviour not only do the companies search for ways to make a difference from their competitors but also to get closer to the consumers. Through the sensory branding it is possible to improve the value of a brand since qualities of their product that weren t observed before by their target clients can become feasible to their consumers. To go deeper in this study we have the brand Nespresso as an example. In this work Nespresso´s marketing strategies will be identified in order to understand how they can help the brand build its value.
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