This monographic work aims to demonstrate how major brands are positioning themselves in the soci... more This monographic work aims to demonstrate how major brands are positioning themselves in the social media digital universe. It discusses the tools employed, languages adopted, and strategies applied to attract and win over consumers. As a case study, it analyses how Honda Automative Brazil brand led its manufacturer to use the social media platform Facebook as a means of advertising insertion. Over the course of a year, aspects such as brand identity, target audience definition, content coherence, and relationship with the target were observed. The outcome is attributed to the advantages the brand gains when working on positioning in the minds of consumers and on the internet, thereby expanding the reach of the message.
Este trabalho monográfico tem a finalidade de mostrar como as grandes marcas
estão se posicioname... more Este trabalho monográfico tem a finalidade de mostrar como as grandes marcas estão se posicionamento no universo digital. Discute quais ferramentas são utilizadas, quais linguagens são adotadas e quais estratégias são aplicadas para atrair e conquistar o consumidor. Sendo um estudo de caso, analisa como a marca Honda levou seu fabricante, Honda Automóveis do Brasil, a utilizar como mídia de inserção publicitária a rede social Facebook. No período de um ano, observaram-se questões como identidade da marca, definição de público, coerência de conteúdo e relacionamento com o target. Atribui como resultado as vantagens que a marca tem quando trabalha o posicionamento na mente dos consumidores e na Internet, aumentando o alcance da mensagem.
This monograph is intended to show how the big brands are positioning themselves in the digital universe. Discusses which tools are being used, which languages are being adopted and which strategies are being implemented to attract new consumers. As a case study, examines how the brand “Honda” took its manufacturer, Honda Cars of Brazil, to be used as advertising insertion media at the social network Facebook. During one year, some issues such as brand identity, definition of public, consistency of content and relationship with the target were considered. Assigns as results some advantages that the brand has when working branding focus in share of minds on the Internet, increasing the reach of the message.
Keywords: Marketing, Advertising, Brand positioning, Social Network, Communication, Facebook.
This monographic work aims to demonstrate how major brands are positioning themselves in the soci... more This monographic work aims to demonstrate how major brands are positioning themselves in the social media digital universe. It discusses the tools employed, languages adopted, and strategies applied to attract and win over consumers. As a case study, it analyses how Honda Automative Brazil brand led its manufacturer to use the social media platform Facebook as a means of advertising insertion. Over the course of a year, aspects such as brand identity, target audience definition, content coherence, and relationship with the target were observed. The outcome is attributed to the advantages the brand gains when working on positioning in the minds of consumers and on the internet, thereby expanding the reach of the message.
Este trabalho monográfico tem a finalidade de mostrar como as grandes marcas
estão se posicioname... more Este trabalho monográfico tem a finalidade de mostrar como as grandes marcas estão se posicionamento no universo digital. Discute quais ferramentas são utilizadas, quais linguagens são adotadas e quais estratégias são aplicadas para atrair e conquistar o consumidor. Sendo um estudo de caso, analisa como a marca Honda levou seu fabricante, Honda Automóveis do Brasil, a utilizar como mídia de inserção publicitária a rede social Facebook. No período de um ano, observaram-se questões como identidade da marca, definição de público, coerência de conteúdo e relacionamento com o target. Atribui como resultado as vantagens que a marca tem quando trabalha o posicionamento na mente dos consumidores e na Internet, aumentando o alcance da mensagem.
This monograph is intended to show how the big brands are positioning themselves in the digital universe. Discusses which tools are being used, which languages are being adopted and which strategies are being implemented to attract new consumers. As a case study, examines how the brand “Honda” took its manufacturer, Honda Cars of Brazil, to be used as advertising insertion media at the social network Facebook. During one year, some issues such as brand identity, definition of public, consistency of content and relationship with the target were considered. Assigns as results some advantages that the brand has when working branding focus in share of minds on the Internet, increasing the reach of the message.
Keywords: Marketing, Advertising, Brand positioning, Social Network, Communication, Facebook.
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Papers by Nastassja Lousada
Keywords: Marketing, Advertising, Brand Positioning, Branding, Social Media, Organisational Communication, Facebook.
estão se posicionamento no universo digital. Discute quais ferramentas são
utilizadas, quais linguagens são adotadas e quais estratégias são aplicadas para
atrair e conquistar o consumidor. Sendo um estudo de caso, analisa como a marca
Honda levou seu fabricante, Honda Automóveis do Brasil, a utilizar como mídia de
inserção publicitária a rede social Facebook. No período de um ano, observaram-se
questões como identidade da marca, definição de público, coerência de conteúdo e
relacionamento com o target. Atribui como resultado as vantagens que a marca tem
quando trabalha o posicionamento na mente dos consumidores e na Internet,
aumentando o alcance da mensagem.
Palavras-chave: Marketing, Publicidade, Posicionamento de marca, Redes Sociais,
Comunicação Organizacional, Facebook.
This monograph is intended to show how the big brands are positioning themselves
in the digital universe. Discusses which tools are being used, which languages are
being adopted and which strategies are being implemented to attract new
consumers. As a case study, examines how the brand “Honda” took its
manufacturer, Honda Cars of Brazil, to be used as advertising insertion media at the
social network Facebook. During one year, some issues such as brand identity,
definition of public, consistency of content and relationship with the target were
considered. Assigns as results some advantages that the brand has when working
branding focus in share of minds on the Internet, increasing the reach of the
message.
Keywords: Marketing, Advertising, Brand positioning, Social Network,
Communication, Facebook.
Keywords: Marketing, Advertising, Brand Positioning, Branding, Social Media, Organisational Communication, Facebook.
estão se posicionamento no universo digital. Discute quais ferramentas são
utilizadas, quais linguagens são adotadas e quais estratégias são aplicadas para
atrair e conquistar o consumidor. Sendo um estudo de caso, analisa como a marca
Honda levou seu fabricante, Honda Automóveis do Brasil, a utilizar como mídia de
inserção publicitária a rede social Facebook. No período de um ano, observaram-se
questões como identidade da marca, definição de público, coerência de conteúdo e
relacionamento com o target. Atribui como resultado as vantagens que a marca tem
quando trabalha o posicionamento na mente dos consumidores e na Internet,
aumentando o alcance da mensagem.
Palavras-chave: Marketing, Publicidade, Posicionamento de marca, Redes Sociais,
Comunicação Organizacional, Facebook.
This monograph is intended to show how the big brands are positioning themselves
in the digital universe. Discusses which tools are being used, which languages are
being adopted and which strategies are being implemented to attract new
consumers. As a case study, examines how the brand “Honda” took its
manufacturer, Honda Cars of Brazil, to be used as advertising insertion media at the
social network Facebook. During one year, some issues such as brand identity,
definition of public, consistency of content and relationship with the target were
considered. Assigns as results some advantages that the brand has when working
branding focus in share of minds on the Internet, increasing the reach of the
message.
Keywords: Marketing, Advertising, Brand positioning, Social Network,
Communication, Facebook.