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Construindo uma marca forte

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Por DENISE THOMAZOTTI (FedEx). Workshop Marketing BRT, 25-26 Maio, 2011.

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Construindo uma marca forte

  1. 1. Construindo uma marca forteRio de Janeiro, Maio 2011Denise Thomazotti
  2. 2. Sobre a FedEx A FedEx é a maior transportadora aérea expressa do mundo. Iniciou suas operações em 1973 nos EUA e em 1989 no Brasil. Países e territórios servidos: mais de 220 Volume médio de remessas: mais de 8 milhões de pacotes por dia. Total de aeronaves: 697 em todo o mundo. Funcionários: mais de 300.000 em todo o mundo. Fonte: www.fedex.com/br 2
  3. 3. Você conhece essa marca? Global Brand Management 3
  4. 4. Você conhece essa marca? 4
  5. 5. Você conhece essa marca? 5
  6. 6. Você conhece essa marca? 6
  7. 7. Você conhece essa marca? 7
  8. 8. O que é marca? Segundo Philip Kotler: Global Brand Management 8
  9. 9. Por que criar uma marca forte? A medida em que uma marca pode convencer os clientes de que oferece mais benefícios tangíveis e intangíveis que seus concorrentes determina a força de uma marca. Marcas fortes trazem e mantém margens maiores. 9
  10. 10. O que uma marca deve passar? Global Brand Management 10
  11. 11. Marcas fortes se destacam SISTEMAS QUE ASSEGURAM CONSISTÊNCIA APRESENTAÇÃO CONSISTENTE FEDEX CONSISTÊNCIA ENTREGA DA PROMESSA AOS CLIENTES 11
  12. 12. Building blocks da marca FedExInspirados pelo espírito: Absolutely, Positevely can-do Milhões • de entregas por dia Milhares • de locais de coleta Centenas • de países servidos Tecnologia • 24/7 Transparência • informação em tempo real Paixão • para entregar excelência Global Brand Management 12
  13. 13. Building blocks da marca FedEx O coração da marca FedExLigação emocional com os consumidores:- Confiam- Dependem- Crescem Acesso Inovação Soluções Global Brand Management 13
  14. 14. Identidade da marca FedEx Global Brand Management 14
  15. 15. Identidade da marca FedEx Global Brand Management 15
  16. 16. Evolução da marca FedEx Global Brand Management 16
  17. 17. Construindo a marca FedEx: 1973 Global Brand Management 17
  18. 18. Construindo a marca FedEx: 1973 - 1989Identidade da marca: consistência em todos os pontos de contato Global Brand Management 18
  19. 19. Evolução da marca FedEx Global Brand Management 19
  20. 20. Evolução da marca FedEx Global Brand Management 20
  21. 21. Evolução da marca FedEx: 1994 – 1998 Identidade da marca: nova identidade em todas as aplicações Global Brand Management 21
  22. 22. Evolução da marca FedEx : 2000 Global Brand Management 22
  23. 23. Evolução da marca FedEx : 2000–2004Identidade da marca: aplicar a mesma estratégia em todas as aplicações demarcas da empresa Global Brand Management 23
  24. 24. Missão do time de Gestão Global da Marca PROTEGER EVANGELIZAR EVOLUIR Global Brand Management 24
  25. 25. Abordagem do Sistema de Marca pessoas Literatura de propaganda Pontos de contato funcionários Garantir consistência e relações com Relações uma experiência global Comprometida investidores positiva com a marcapúblicas Confiável em todas os possíveis FedEx Web sites Modern pontos de interação. Brand veículos “DNA” Meio ambiente Moderna Literatura de Excelência aviões marketing sinalização embalagens eventos Global Brand Management 25
  26. 26. brand.fedex.com Acesso ao banco deimagens Download de vídeos Compartilha criações 26
  27. 27. Administrar uma marca requer … Investir em recursos Ter uma agência apropriada Definir sua marca (logos, cores, valores, atributos) Desenvolver e implementar um plano para sua marca Treinar funcionários Manter a consistência Dedicação Evolução Global Brand Management 27

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