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Gestão de Marcas para Micro e Pequenas Empresas

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O Manual de Gestão de Marcas para Micro Empresas e Empresas de Pequeno Porte foi estruturado com o objetivo de reunir os principais conceitos envolvidos na gestão de marcas e de esclarecer que esse tipo de projeto envolve diversos profissionais, com diferentes áreas de atuação e conhecimentos específicos.

Os conceitos são apresentados de maneira concisa com o auxílio de organogramas para facilitar a leitura e o entendimento. Essa forma de apresentação facilita principalmente o diálogo entre as partes envolvidas no projeto.

O Manual de Gestão de Marcas para Micro Empresas e Empresas de Pequeno Porte foi apresentado como resultado final do Trabalho de Conclusão de Curso para a obtenção do grau de Bacharel em Design com Habilitação em comunicação Visual para o Centro Universitário SENAC, recebendo nota máxima da banca examinadora.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS 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 THIS 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 THIS 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 THIS 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 THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Gestão de Marcas para Micro e Pequenas Empresas

  1. 1. Gabriel dos Inocentes MenesesInocentesmeneses@gmail.com
  2. 2. Por QuEesse tema? © Gabriel Meneses
  3. 3. Preciso da marca para ontem! só preciso de um “loguinho”para colocar no meu cartão! Mas “fulano” faz por menos! Não preciso de tudo isso, só a marca está bom! © Gabriel Meneses
  4. 4. 98%das empresasdo Brasil sãoMicro Empresase Empresas dePequeno PorteFonte: SEBRAE, 2006Mas muitas vezesse posicionamde maneira nãosatisfatóriapor falta deinformação © Gabriel Meneses
  5. 5. 1 Questão, 2 Públicos Profissionais que atuam em projetos de gestão de marcas Ex: Designers, Profissionais de Marketing, Publicitários, entre outrosEmpresários responsáveis Pelas Empresas, que integram esses projetos De diferentes idades, recursos e nível de instrução © Gabriel Meneses
  6. 6. O que é uma Marca? © Gabriel Meneses
  7. 7. “um nome, termo, sinal, símbolo oudesign, ou uma combinação de tudo isso, destinado a identificar os produtos ou serviços de um fornecedor ou grupo defornecedores para diferenciá-los dos de outros concorrentes” Fonte: American Marketing Association – AMA, 1990 © Gabriel Meneses
  8. 8. Mas além disso, marca é: © Gabriel Meneses
  9. 9. Uma Promessa © Gabriel Meneses
  10. 10. Um conjunto de associações © Gabriel Meneses
  11. 11. Um elo com o consumidor © Gabriel Meneses
  12. 12. uma estratégia © Gabriel Meneses
  13. 13. um patrimônio © Gabriel Meneses
  14. 14. A Tradução da Empresa © Gabriel Meneses
  15. 15. Evolução das funções das Marcas RevoluçãoAntiguidade Idade Média 1980 e 1990 Hoje IndustrialIdentificação Controle da Assume funções Influencia Marca como produção competitivas o valor capital primárioDiferenciação negociado em para muitas divisão do Diferenciação fusões entre empresas mercado por com base na empresas competências imagem Empresas (Marcas individuais) representa avaliadas com Preocupações capital base no valor Ligação do com o registro essencial para de suas marcas produtor com da marca as empresas o consumidor Maior atenção (superando distâncias) Diminui a Aumenta a para a gestão importância necessidade de de marcas Garantia de do preço na diferenciação qualidade escolha do com base na Criação de consumidor imagem vínculos e fidelização dos estratégias consumidores para gestão de marcas © Gabriel Meneses
  16. 16. Evolução das funções das Marcas RevoluçãoAntiguidade Idade Média 1980 e 1990 Hoje IndustrialIdentificaçãoDiferenciaçãomuitas das micro Empresas e Empresas de Pequeno porte não utilizam todoo potencial de suas marcas, e se limitam às suas funções mais primarias. © Gabriel Meneses
  17. 17. Mas como facilitar o entendimento daimportância da marca? © Gabriel Meneses
  18. 18. Muitos Rascunhos Muitos TestesSíntese Organização © Gabriel Meneses
  19. 19. Linguagem Prática Levantamento e acompanhada deTeórico e Entrevistas organogramas © Gabriel Meneses
  20. 20. Estruturando Um Manual © Gabriel Meneses
  21. 21. © Gabriel Meneses
  22. 22. © Gabriel Meneses
  23. 23. © Gabriel Meneses
  24. 24. © Gabriel Meneses
  25. 25. © Gabriel Meneses
  26. 26. © Gabriel Meneses
  27. 27. © Gabriel Meneses
  28. 28. © Gabriel Meneses
  29. 29. © Gabriel Meneses
  30. 30. © Gabriel Meneses
  31. 31. © Gabriel Meneses
  32. 32. Incentiva o usuário a participar do processo e Organizar suas ideias © Gabriel Meneses
  33. 33. A Relevância do Manual Micro Empresa Empresa de Pequeno porte Gestão Consciente da Marca © Gabriel Meneses
  34. 34. Escolha do Formato Praticidade + Conforto + Legibilidade 15 X 20 cmSimilaridade com o formato das tablets disponíveis no mercado, facilitando a disponibilização do Manual nessa nova mídia © Gabriel Meneses
  35. 35. Testes de Aceitação do manual Realizados com alguns dos entrevistados por e-mail, que disseram:• Os organogramas resolvem de forma simples,informações complexas;• Linguagem de fácil entendimento;• Material Didático;• Abordagem Pertinente e Sintética, sem ser superficial;• pode ajudar muitas empresas e também contribuir para oentendimento do trabalho do designer gráfico. © Gabriel Meneses
  36. 36. Veiculação do Manual Inicialmente Micro Empresas E Empresas de Pequeno Porte Profissionais que estão iniciando a atuação em Projetos de Gestão de Marcas Impresso e Digital © Gabriel Meneses
  37. 37. Veiculação do Manual como planos futuros Instituições Parceiras Impresso e Digital © Gabriel Meneses
  38. 38. O Manual está disponível paravisualização no website daAnama Comunicação Visualcomo conteúdo extra:www.anamacv.com.br © Gabriel Meneses
  39. 39. O Manual de Gestão de Marcas para Micro Empresas e Empresas de Pequeno Porte é parte da proposta do Trabalho de Conclusão de Curso apresentado ao Centro Universitário SENAC para a obtenção do grau de Bacharel em Design com Habilitação em Comunicação Visual pelo graduando Gabriel dos Inocentes Meneses. Autor: Gabriel dos Inocentes Meneses Orientador: Prof. Marcos Aurélio Castanha Júnior Projeto Gráfico: Gabriel dos Inocentes Meneses Banca Examinadora: Profa. Dra. Cyntia Malaguti Prof. Delfim Cesário Júnior Contato: inocentesmeneses@gmail.com Centro Universitário SENAC São Paulo, 2011 Apoio Anama Comunicação VisualO conteúdo do Manual de Gestão de Marcas para Micro Empresas e Empresas de Pequeno Porte foi desenvolvido com base em obras de referência, cuja autoria é reconhecida na seção “Fontes Consultadas”.O Manual de Gestão de Marcas para Micro Empresas e Empresas de Pequeno Porte é distribuido pela Anama Comunicação Visual e não pode ser comercializado. © Gabriel Meneses
  40. 40. Obrigado! Inocentesmeneses@gmail.com © Gabriel Meneses

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