{"id":5455,"date":"2018-01-29T15:40:26","date_gmt":"2018-01-29T18:40:26","guid":{"rendered":"https:\/\/feninjer.com.br\/master-da-omega-chega-aos-60-copy\/"},"modified":"2018-01-29T15:50:14","modified_gmt":"2018-01-29T18:50:14","slug":"a-influencia-das-marcas","status":"publish","type":"post","link":"https:\/\/feninjer.com.br\/?p=5455","title":{"rendered":"A influ\u00eancia das marcas"},"content":{"rendered":"<p><em>Por Patricia Cotti<\/em><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-5457\" src=\"https:\/\/feninjer.com.br\/wp-content\/uploads\/2018\/01\/image.jpg\" alt=\"\" width=\"900\" height=\"506\" srcset=\"https:\/\/feninjer.com.br\/wp-content\/uploads\/2018\/01\/image.jpg 1067w, https:\/\/feninjer.com.br\/wp-content\/uploads\/2018\/01\/image-570x321.jpg 570w, https:\/\/feninjer.com.br\/wp-content\/uploads\/2018\/01\/image-300x169.jpg 300w, https:\/\/feninjer.com.br\/wp-content\/uploads\/2018\/01\/image-768x432.jpg 768w, https:\/\/feninjer.com.br\/wp-content\/uploads\/2018\/01\/image-1024x576.jpg 1024w, https:\/\/feninjer.com.br\/wp-content\/uploads\/2018\/01\/image-600x337.jpg 600w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/p>\n<p>O termo branding pode ser traduzido de maneira livre como \u201co ato de marcar o gado\u201d, forma existente de diferenciar rebanhos e origens. Considere, como exemplo, a exist\u00eancia de dois fazendeiros, criadores de gado, vizinhos com neg\u00f3cios e clientes similares. A harmonia entre os dois coexiste at\u00e9 que o gado de um deles resolva atravessar a cerca ou que algum resolva competir pelo mesmo cliente final. Instala-se, assim, a confus\u00e3o.<\/p>\n<p>H\u00e1 mais de dois mil anos, gregos e romanos passaram a identificar seus produtos com a \u201cmarca\u201d. Os gados s\u00e3o marcados com ferro quente para que se diferenciem e para que se saiba quem s\u00e3o os seus verdadeiros donos. Cada propriet\u00e1rio cria um sinal original para marc\u00e1-los, indicando que aquele produto lhe pertence, independentemente do lado da cerca. Quem v\u00ea de fora, a marca\u00e7\u00e3o demonstra o cuidado daquele propriet\u00e1rio para com o seu animal, com consequente indica\u00e7\u00e3o de qualidade superior.<\/p>\n<p>Com a evolu\u00e7\u00e3o dos tempos e o crescimento do mercado, esta marca\u00e7\u00e3o, at\u00e9 ent\u00e3o caseira, passa a significar algo ainda mais complexo, detentor de valor de mercado pela indica\u00e7\u00e3o da confian\u00e7a do cliente e poss\u00edvel fidelidade (resultados). De uma maneira simplista, tomando por base a defini\u00e7\u00e3o da American Marketing Association, a marca pode ser entendida como todo \u201cnome, termo, design, s\u00edmbolo ou qualquer outra caracter\u00edstica que identifique o produto ou servi\u00e7o como distinto\u201d.<\/p>\n<p>E \u00e9 esta distin\u00e7\u00e3o, de maneira expl\u00edcita, que \u00e9 capaz de gerar confian\u00e7a, ren\u00fancia, fidelidade e, por muitas vezes, alterar a qualidade de produtos at\u00e9 ent\u00e3o estabelecidos (qualidade aqui entendida como valor percebido, independentemente das caracter\u00edsticas f\u00edsicas ali existentes).<\/p>\n<p>De acordo com o escritor e professor Kevin Lane, Keller, os consumidores reagem mais favoravelmente ao produto a partir do momento que conhecem e identificam a marca. Este efeito diferencial no consumidor ocorre a n\u00edvel cognitivo, afetivo e comportamental.<\/p>\n<p>A grande pergunta que se faz \u00e9: o quanto a marca pode influenciar no processo de decis\u00e3o? Ser\u00e1 ela, a marca, capaz de criar um v\u00ednculo emocional t\u00e3o grande a ponto de reduzir a procura de informa\u00e7\u00e3o ou a avalia\u00e7\u00e3o de alternativas, de maneira cega? As experi\u00eancias demonstram que sim.<\/p>\n<p>Contudo, n\u00e3o podemos deixar de lembrar que \u201ctrabalhar a marca\u201d \u00e9 gerar constantemente expectativas. Expectativas estas que tamb\u00e9m se alteram no tempo. Como j\u00e1 afirmava o naturalista ingl\u00eas Charles Darwin, respons\u00e1vel por formular a teoria da evolu\u00e7\u00e3o das esp\u00e9cies, quem quiser se manter vivo precisa evoluir. E no contexto do mercado, tal premissa se aplica perfeitamente.<\/p>\n<p><em>Patricia Cotti \u00e9 diretora vogal do Instituto Brasileiro de Executivos e Mercado de Consumo (IBEVAR) e diretora de conte\u00fado da Academia de Varejo.<\/em><\/p>\n<p><strong>Fonte:<\/strong> <a href=\"https:\/\/revistapronews.wordpress.com\/2017\/11\/30\/a-influencia-das-marcas-por-patricia-cotti\/\">Revista ProNews<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Por Patricia Cotti O termo branding pode ser traduzido de maneira livre como \u201co ato de marcar o gado\u201d, forma existente de diferenciar rebanhos e origens. Considere, como exemplo, a exist\u00eancia de dois fazendeiros, criadores de gado, vizinhos com neg\u00f3cios e clientes similares. A harmonia entre os dois coexiste at\u00e9 que o gado de um [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5458,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":"","_links_to":"","_links_to_target":""},"categories":[102,6],"tags":[371,578,881,259],"class_list":["post-5455","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacao-e-marketing","category-gestao","tag-marketing","tag-branding","tag-influencia","tag-marca"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A influ\u00eancia das marcas - FENINJER+ 2026 | A Maior Feira de Joias da Am\u00e9rica Latina<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/feninjer.com.br\/?p=5455\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A influ\u00eancia das marcas - FENINJER+ 2026 | A Maior Feira de Joias da Am\u00e9rica Latina\" \/>\n<meta property=\"og:description\" content=\"Por Patricia Cotti O termo branding pode ser traduzido de maneira livre como \u201co ato de marcar o gado\u201d, forma existente de diferenciar rebanhos e origens. 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