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Publicação
Customer relationship management field lab at PCDIGA: brand activation and communication
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Orientador(es)
Resumo(s)
Nowadays, the concept of brand is highly related with communities – brands’ success is no longer relying just on a product benefit; instead, they must create its own culture. In addition, being customer-centric is increasingly important for companies, as building engaging relationships with customers is a source of customer loyalty. This Work Project consists of an analysis of PCDIGA’s current brand identity and positioning, and of the brand image held by its customers. Due to an identity-image gap, an updated brand identity and positioning are suggested. Moreover, as PCDIGA is a multichannel retailer, online and offline practical recommendations are made.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
Multichannel retailer Brand management CRM