O valor da marca no mercado B2B: o caso do setor de telecomunicações

Abstract

This study consists of an exploratory research using quantitative methods to assess how Telecommunication companies develop their Brand strategy and what are the decisionmaking elements used to build a B2B Brand in this industry. The theoretical framework encompassed matters relating to Brand, Brand Equity (BE), Market B2B Branding and Brand Equity, Positioning and Identity. For data collection, a sample of 30 different profiles for Telecommunication sector clients were selected to receive by email the data collection instrument specifically designed for this purpose, addressing the four dimensions of brand equity - loyalty, perceived quality, brand awareness and associations - in order to describe and analyze the customer's perception about the brand. One of the items identified as most relevant in brand building is the company's internal commitment (stakeholders and shareholders). For all the respondents, the corporate brand is one of the most important assets of a company and 87.71% indicates that the price is not always the biggest problem on the continuous and systematic reduction of prices currently demanded by the market. In B2B environment companies work on a scheme of partnership and collaboration with great interaction among the parties and based on a commitment to achieve common goals. All indications show that this is an one way trip. Collaboration among companies is expected to increase not only in frequency but also in strategic importance. The trend is that over the next few years more and more the term "alliance" will become part of that scenario