My diploma work goal is to make 2012 marketing plan of OTC brand COMPEED. Based on detailed market analysis marketing and financial targets of the brand were created and so the strategies how to achieve laid down targets. Within strategy brand marketing mix is being explored and based on it positioning was created. In next step I created tactics how to execute strategy and described detailed action plan containing monthly planning of marketing activities in 2012 and their budgets. Activities will be evaluated in P&L. For the first time in history of COMPEED online campaign was included in the plan. Results of online campaign are provided in last chapter of my work. Conclusion of my work is to evaluation of COMPEED brand plan.

Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-03-01T13:40:54Z No. of bitstreams: 1 Erlana_Castro.pdf: 1838318 bytes, checksum: 9a7f3a27611787ca466f20d648a0a552 (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-03-01T13:42:00Z (GMT) No. of bitstreams: 1 Erlana_Castro.pdf: 1838318 bytes, checksum: 9a7f3a27611787ca466f20d648a0a552 (MD5) / Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2018-03-01T18:45:15Z (GMT) No. of bitstreams: 1 Erlana_Castro.pdf: 1838318 bytes, checksum: 9a7f3a27611787ca466f20d648a0a552 (MD5) / Made available in DSpace on 2018-03-05T10:51:17Z (GMT). No. of bitstreams: 1 Erlana_Castro.pdf: 1838318 bytes, checksum: 9a7f3a27611787ca466f20d648a0a552 (MD5) Previous issue date: 2015-06-29 / Decisions on the international branding strategy are among the most researched themes in global branding, but there is no predominant theoretical framework that guides research in this academic field, nor in its management practice. The present study aims to propose a conceptual model for global brand management based on the identification of the critical factors that influence this activity. To reach the proposed goal the research is divided into two stages. In the deductive stage a systematic review of the most cited articles in the field of global branding is carried out to identify the determining factors 'a priori'. At the inductive stage, 14 experienced global brand managers of different nationalities are interviewed in order to identify critical factors that emerge from their perspective and practice. Confronting literature with management practice, it is also possible to conclude that main theoretical principles of global branding are still valid and under discussion; even though globalization‘s current phase is presenting a much more complex business environment than it was predicted 30 years ago, when the theoretical foundations of this field were created. The main contribution of this study is the establishment of a relationship between internal and external determinant factors and its influence on the global management of brands. The aim is to contribute to the formulation of a theory on Global Branding. / As decisões sobre a estratégia internacional de marcas figuram entre as questões mais pesquisadas no âmbito do Global Branding, porém não há um framework teórico predominante que oriente as pesquisas no campo acadêmico, tampouco a prática gerencial. O presente estudo tem objetivo propor um modelo conceitual para gestão global de marcas a partir da identificação dos fatores que influenciam esta atividade de maneira crítica. Para alcance do objetivo proposto a pesquisa é dividida em duas etapas. Na etapa dedutiva realiza-se uma revisão sistemática de literatura dos artigos mais citados no campo de Global Branding para identificação dos fatores determinantes ‗a priori‘. Na etapa indutiva, são entrevistados 14 gestores de diferentes nacionalidades, com atuação e experiência na gestão global de marcas a fim de identificar fatores críticos emergentes. Por meio do método de análise de conteúdo qualitativa dirigida é proposto o modelo conceitual. Confrontando a literatura com a prática gerencial conclui-se que os princípios teóricos do Global Branding são válidos e continuam em discussão; não obstante a atual fase da globalização apresente um ambiente de negócios mais complexo do que era possível prever há 30 anos, quando as bases teóricas do campo foram criadas. A principal contribuição alcançada foi o estabelecimento da relação entre fatores determinantes internos e externos à empresa e sua influência sobre a gestão global de marcas. Busca-se assim contribuir com a formulação de uma teoria sobre Global Branding.

Made available in DSpace on 2010-04-20T20:47:52Z (GMT). No. of bitstreams: 0 Previous issue date: 2003-05-26T00:00:00Z / Ainda existe muito questionamento sobre a eficiência da comunicação Global. A tese aborda as variáveis que influenciam o processo de globalização e as conseqüências sobre a CIMG - Comunicação Integrada de Marketing Global, estabelecendo um paralelo sobre a sua aplicação no Brasil por meio de pesquisa junto às agências de São Paulo, Brasil. Apresenta novas definições para a comunicação integrada de marketing em três níveis de abrangência geográfica e propõe um modelo das condições necessárias para que a comunicação possa produzir melhor resultado. / Many questions remain over how advertising can be implemented successfully. The thesis considers the variables that have some influence in the globalization process and its consequences on GIMC - Global lntegrate Marketing Communication. The author traces the level of GIMC implementation in São Paulo through a survey among advertising agencies. Furthermore, a new definition is presented for IMC - Integrate Marketing Communication in three geographical coverage levels - domestic, regional and global - and proposes a model for the use of integrate communication establishing the necessary conditions for better results.

Submitted by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-22T13:48:48Z No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-22T13:49:29Z (GMT) No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-22T13:49:37Z (GMT) No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) / Made available in DSpace on 2013-10-22T13:50:08Z (GMT). No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) Previous issue date: 2010 / Considerando o crescente número de empresas brasileiras que tem investido em unidades operacionais no exterior e a necessidade de criar a identidade de uma corporação transnacional, esta pesquisa objetivou explorar a existência e a influência de um processo estruturado de construção de marca corporativa global por parte de empresas transnacionais brasileiras do segmento business to business. Um estudo múltiplo de casos foi realizado entre cinco empresas significativas listadas no ranking de transnacionalidade. Ao final desta pesquisa, foi possível verificar que embora todas as empresas estudadas afirmarem possuir um processo de construção de marca corporativa global, tal fato não se confirmou. Também verificou-se que o nível de maturidade do processo entre as empresas é diverso, bem como a sua importância no sucesso da internacionalização, diante das características distintas das corporações estudadas. Uma série de dificuldades neste processo, bem como as soluções adotadas e propostas são indicadas. A relevância dos diversos stakeholders no Brasil e no exterior no processo de internacionalização foi analisada, e entre as empresas estudadas não houve uma forte distinção destes no Brasil e no exterior. Verificou-se haver aderência entre os processos espontâneos de construção de marca corporativa das empresas e as linhas de pensamento dos pesquisadores estudados, existindo peculiaridades na maneira em como o processo se estabelece e em como a identidade corporativa se expressa. / Considering the increasing number of Brazilian companies that have invested in operational units overseas and need to establish the identity of a transnational corporation, this research aimed to explore the existence and the influence of a structured process of building a global corporate brand by Brazilian TNCs from the business to business segment. A multiple case study was conducted between five major companies listed in the ranking of transnationality. At the end of this study, we observed that although all the studied companies claimed to have a process of building the corporate brand globally, that fact was not confirmed. It was observed that the maturity level of the process and its importance in the success of the internationalization is diverse among companies, given the distinct characteristics of the corporations studied. A number of difficulties in this process and the solutions adopted and proposals are indicated. The relevance of the various stakeholders in Brazil and abroad in the internationalization process was analyzed, and among the studied companies there were not solid differences in Brazil and abroad. It was found to have adhesion between the spontaneous processes of building the corporate brand and the lines of thought of the researchers studied, even though there are peculiarities in the way as the process is established and how the corporate identity is expressed. KEYWORDS: