Market-Driven and Market-Driving as Marketing Strategies for Companies with Valuable Brands

Authors

  • Mara Paz Mauricio Nowazick
  • Paulo Roberto Vieira de Oliveira
  • Edson Roberto Scharf

Keywords:

Marketing Strategy. Market-driven and market-driving. Branding. Advertising. Most Valuable Brazilian Brands

Abstract

The purpose of the present study is to analyze the use of market-driven and market-driving strategies in the advertisements broadcast of Itaú and Porto Seguro companies, based on their structural and content attributes. Both companies are part of the survey carried out by Interbrand called “The 25 Most Valuable Brazilian Brands”. The method involves documental analysis of the commercials taking into consideration their contents in relation to text, sound and image. The results show that advertising pieces have elements that identify the use of market-driven and market-driving strategies.

 

Author Biographies

Mara Paz Mauricio Nowazick

Especialista em Marketing Digital e Redes Sociais (FURB). Mestranda em Administração de Empresas (FURB)

 

Paulo Roberto Vieira de Oliveira

Mestre em Administração de Empresas (FURB). Professor de Administração de Empresas (IFES)

 

Edson Roberto Scharf

Doutor em Engenharia e Gestão do Conhecimento (UFSC). Professor (FURB)

 

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Published

2017-08-31

How to Cite

Nowazick, M. P. M., Oliveira, P. R. V. de, & Scharf, E. R. (2017). Market-Driven and Market-Driving as Marketing Strategies for Companies with Valuable Brands. International Journal of Business Marketing, 2(2), 46–54. Retrieved from https://ijbmkt.emnuvens.com.br/ijbmkt/article/view/79

Issue

Vol. 2 No. 2 (2017): IJBMKT

Section

Articles

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