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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
Palavras-chave
Multichannel retailer Brand management CRM