IBER : International Business and Economics Review : Revista Internacional de Gestão e Comunicação, nº 3 (2012)

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Estratégias baseadas na arquitectura e processo de compra das marcas estudo de caso: relação entre a identidade e a imagem da marca AXA
(2012) Brandão, Nuno Goulart; Cordeiro, Ana Rita
Today, we live in a society characterized by hyper, where customers are increasingly demanding. For, having at their disposal a very diverse offering of products and brands, where access to information is plentiful, customers do not relate to the brands they do but by what they mean. For businesses it is imperative to build a brand that result in lasting relationships with consumers, enabling brands to gain competitive advantages. Considering that a mark can only be assumed by their identity, arises the need to create a system that handles the brand values it receives for the differentiation necessary to become distinct. This research aims to assess the relationship between identity and brand image AXA, since despite being distinct concepts are themselves complementary.