Título: | THE IMPORTANCE OF BRAND EXPERIENCE PLATFORM AT COCA-COLA BRASIL | ||||||||||||
Autor(es): |
ISADORA MIZUTANI D AVILA |
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Colaborador(es): |
LUIS FERNANDO HOR MEYLL ALVARES - Orientador |
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Catalogação: | 17/AGO/2017 | 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=31050@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=31050@2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.31050 | ||||||||||||
Resumo: | |||||||||||||
This study aimes to investigate the importance of the events and experiential marketing to Coca-Cola Brazil, using as reference sponsored activations during Rio 2016 Olympic Games such as Parada Coca-Cola at the Olympic Boulevard and promotions at the Olympic Torch Relay. The research involved interviews with company managers who are directly connected to brand experience projects. As a result, recommendations were generated in order to improve internal processes and contribute to the measurement of the results acquired through consumer s experiences.
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