Author(s): Marques, Emanuela Baltazar
Date: 2017
Persistent ID: http://hdl.handle.net/10400.14/23608
Origin: Veritati - Repositório Institucional da Universidade Católica Portuguesa
Subject(s): Successful brands; Brand building; Marketing communications; Integrated marketing communications; Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Nowadays, brand building strategies are crucial. The increase in competition offering similar products, lead to an urge for brands to differentiate themselves and to communicate their message more efficiently. This master’s thesis explored the concept of successful brands and what distinguishes them from average brands. Between the many criteria companies need to accomplish when building a successful brand, this study focuses on the marketing communication strategies and how to apply them so that a correct brand building is possible. Firstly, a more complete knowledge of what successful brands are, as well as how to build them is gathered. Secondly, it was fundamental to understand the importance of marketing communications and integrated marketing communications to build a successful brand. Furthermore, a model of how to build a successful brand through marketing communications is proposed. In this study, we followed the single case study method focusing on the marketing communications sector of an established successful brand that Mojobrands has been working with, Parfois. The proposed model was applied to the brand to test its validity on a practical level. The investigation concluded that the proposed model can be applied in practical situations. Indeed, the conceptual framework can be a practical and simple tool available for companies and agencies to apply to their brands and plan successful marketing communication strategies that will aid them developing successful brands.
