Um estudo sobre a gestão de marca da empresa New Holland Construction

Abstract

In recent decades, it has seen great proliferation of strong brands. In this context, it is important to evaluate and analyze issues about brands and what have been made to manage this intangible item. This paper presents a study on the management of a brand in the market Business to Business (B2B), from a real situation. The subject proves important, since in an extremely competitive market like in B2B, offer a quality product or service is not enough to gain prominence. In addition, the literature’s brand is still very focused on Business to Consumer context. This study aimed to analyze the strategies used by the company New Holland Construction to manage it’s brand in Brazil in recent years. The research is exploratory in nature and happened through interviews with managers responsible for brand management, in order to analyze the strategies for positioning and brand image in the market. It was noticed that there is an extensive work brand management in the company and that the actions, in all aspects of the Marketing Mix, are coherent with the literature for the B2B context.