Posicionamento de marca como diferencial competitivo: um estudo de caso da marca Jeep no Brasil
This work has as general objective to analyze the positioning approached as a competitive differential in the market through the case study of Jeep brand in Brazil. The study unfolds about brand and market positioning, the humanization that bring human personality traits based on the archetypes tool...
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| Formato: | bachelorThesis |
| Idioma: | pt_BR |
| Publicado em: |
Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/34471 |
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| Resumo: | This work has as general objective to analyze the positioning approached as a competitive differential in the market through the case study of Jeep brand in Brazil. The study unfolds about brand and market positioning, the humanization that bring human personality traits based on the archetypes tool in order to awaken the unexplored space in the consumer's mind. Jeep brand brings the “Make History” campaign after a long period without acting in the Brazilian market, repositioning its brand and launching the Jeep Renegade campaign that uses a poetic language associating the brand with Brazilianness. This provided the automaker significant sales results in the segment. Based on the analyzed clipping, marketing communication was important for the new moment of the organization in its brand expansion plan. |
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