{"id":26524,"date":"2018-04-29T10:20:06","date_gmt":"2018-04-29T10:20:06","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=26524"},"modified":"2026-01-26T16:57:07","modified_gmt":"2026-01-26T21:57:07","slug":"pesquisa-de-mercado-de-reformulacao-da-marca","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/pt\/solucoes\/solucoes-de-branding-e-pesquisa-de-clientes\/pesquisa-de-mercado-de-reformulacao-da-marca\/","title":{"rendered":"Pesquisa de mercado de reformula\u00e7\u00e3o da marca"},"content":{"rendered":"

Pesquisa de mercado de reformula\u00e7\u00e3o da marca<\/span><\/h1>\n\n\n\n

<\/p>\n\n\n\n

\"Pesquisa<\/figure>\n\n\n\n

One can expect car design, computer operating systems, and clothing styles to change. Shouldn’t it be the same with the look of a brand? When is it time to give a brand an update? The first sign is a subtle change in what a brand is \u201cabout.\u201d Market research<\/a> is a critical element in expressing the new brand. Well-executed market research enables<\/a> companies to redesign their brand. The end product should define what they do, who they are, and why people can count on them.<\/span><\/p>\n\n\n\n

Redefinindo Marcas em uma Economia Global<\/span><\/h2>\n\n\n\n

Strong brands outperform competitor brands. They also outstrip the financial markets index. Many businesses now reserve sizable portions of their marketing budgets for digital media<\/a>. This digital budget is necessary to remain relevant in the marketplace. It also helps them to forge deeper connections with their customers.<\/span><\/p>\n\n\n\n

Al\u00e9m disso, uma nova gera\u00e7\u00e3o de marcas globais est\u00e1 evoluindo. As marcas mais antigas devem observar as estrat\u00e9gias que est\u00e3o usando. Nos \u00faltimos anos, tornou-se uma prioridade construir uma cultura de marca robusta e confi\u00e1vel. Os clientes devem ser capazes de reconhecer a cultura da marca em qualquer lugar do mundo. A ascens\u00e3o dos canais digitais mudou a \u00eanfase da marca da estrutura para a cultura.<\/span><\/p>\n\n\n\n

The upswing of digital has also transformed the way marketers<\/a> communicate. Marketers now connect with their agency partners and customers using digital technology. The primary duties and the central features of marketing<\/a> stay the same. The functions have had to increase in scope, though. The new tasks are to accommodate the shifting nature of the world in which brands operate.<\/span><\/p>\n\n\n\n

An example of a brand redefining itself in the global economy is an American hotel group. The company recently overhauled its 16 brands. It also invested in new technology<\/a> and modernized its hotel properties. Furthermore, the group announced brand-new partnerships and benefits to serve economy minded tourists.<\/span><\/p>\n\n\n\n

Marcas mais antigas precisam acompanhar as marcas mais novas<\/span><\/h2>\n\n\n\n

Algumas empresas vendem hoje os mesmos produtos que vendiam em 1920. Como fazem isso? Suas ofertas s\u00e3o t\u00e3o valiosas e difundidas quanto eram h\u00e1 cem anos. Ainda assim, essas empresas sabem que suas necessidades de marketing atendem ao seu p\u00fablico em constante mudan\u00e7a. Por exemplo, a LEGO come\u00e7ou como uma pequena empresa em 1939, fabricando brinquedos de madeira na Dinamarca. A LEGO Company desenvolveu recentemente um videogame para PlayStation, Xbox e Nintendo.<\/span><\/p>\n\n\n\n

Another example is Kraft Macaroni & Cheese. Kraft wanted to tap into the market of health food<\/a> enthusiasts but didn\u2019t want to spook customers. The company rolled out the new product without fanfare. They then ran a Twitter campaign several months afterward. This tactic gave people enough time to conclude that they #didntnotice the difference.<\/span><\/p>\n\n\n\n

Marcas que seguirem seus velhos h\u00e1bitos perder\u00e3o relev\u00e2ncia. Eles precisam ficar por dentro das tend\u00eancias em mudan\u00e7a. A Kraft explorou a tend\u00eancia crescente para op\u00e7\u00f5es alimentares mais saud\u00e1veis e um estilo de vida limpo. As experi\u00eancias tamb\u00e9m desempenham um papel importante no estilo de vida moderno. Marcas experientes est\u00e3o prestando aten\u00e7\u00e3o a este novo desenvolvimento. Este conceito \u00e9 o que est\u00e1 por tr\u00e1s do LEGO'S Legoland. A empresa lan\u00e7ou a Legoland em 1968 e ainda \u00e9 popular hoje.<\/span><\/p>\n\n\n\n

Como reinventar marcas mais antigas<\/span><\/h2>\n\n\n\n

As marcas devem espelhar o mercado existente \u00e0 medida que os neg\u00f3cios crescem e mudam. Em suma, a concorr\u00eancia vai melhorar a sua marca. Ela adotar\u00e1 logotipos mais recentes e desenvolver\u00e1 novas maneiras de se conectar com o p\u00fablico. Se as empresas decidirem permanecer as mesmas, acabar\u00e3o por perder a sua vantagem competitiva. A atualiza\u00e7\u00e3o da marca informa ao p\u00fablico que a empresa \u00e9 relevante e moderna. Tamb\u00e9m mostra uma conex\u00e3o entre uma empresa e seu setor.<\/span><\/p>\n\n\n\n

The trick to reinventing older brands is to maintain an eagle eye on the customer. Companies must listen to the customer\u2019s wants and needs. They must use this information to create and maintain relevancy for the brand in today\u2019s world. They must also be able to tell the brand’s story<\/a> to inspire affinity and the intent to buy. These are the secrets behind why some brands stay relevant, and some do not. Marketers would do well<\/a> to pay heed and always strive for relevance, regardless of the market.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

Marcas fortes superam marcas concorrentes. O que acontece quando sua marca envelhece ou fica desatualizada? Fornecemos a pesquisa para reinventar marcas. <\/p>","protected":false},"author":1,"featured_media":62847,"parent":14650,"menu_order":10,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-26524","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/26524","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/comments?post=26524"}],"version-history":[{"count":6,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/26524\/revisions"}],"predecessor-version":[{"id":81605,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/26524\/revisions\/81605"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/14650"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media\/62847"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media?parent=26524"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}