{"id":23794,"date":"2021-01-05T05:28:55","date_gmt":"2021-01-05T10:28:55","guid":{"rendered":"https:\/\/blogs.funiber.org\/pt\/?p=23794"},"modified":"2020-12-31T05:32:21","modified_gmt":"2020-12-31T10:32:21","slug":"funiber-marca-influencia","status":"publish","type":"post","link":"https:\/\/www.funiber.blog\/pt\/empresas-e-rh\/2021\/01\/05\/funiber-marca-influencia","title":{"rendered":"Aspectos que influenciam o valor de uma marca"},"content":{"rendered":"<p><strong>H\u00e1 muitos fatores que podem influenciar o sucesso ou o fracasso de uma marca. O valor social \u00e9 um deles. <\/strong><\/p>\n<p>O site <a href=\"https:\/\/cepymenews.es\" target=\"_blank\" rel=\"noopener noreferrer\">Cepymenews<\/a> indica que o valor social \u00e9 um dos aspectos mais dif\u00edceis de medir pelos profissionais.<!--more--><\/p>\n<p>Tr\u00eas grupos devem ser estudados para medir o valor que os clientes atribuem a uma marca:<\/p>\n<ul>\n<li><strong>Finan\u00e7as<\/strong>: pre\u00e7o, investimento de marca.<\/li>\n<li><strong>Pontos fortes<\/strong>: fidelidade e reten\u00e7\u00e3o do cliente.<\/li>\n<li><strong>Consumidor<\/strong>: conex\u00e3o emocional.<\/li>\n<\/ul>\n<p>Uma das m\u00e9tricas para avaliar esse valor \u00e9 o reconhecimento da marca. \u201cO conhecimento da marca \u00e9 a medida em que os clientes est\u00e3o familiarizados com uma marca. Reflete a visibilidade on-line e off-line, pois as pessoas est\u00e3o ansiosas para usar as redes sociais para compartilhar experi\u00eancias tanto on-line quanto off-line. Al\u00e9m disso, a escuta social abrange as redes sociais e a web (not\u00edcias, blogs, etc.), o que significa que \u00e9 poss\u00edvel obter uma avalia\u00e7\u00e3o justa do conhecimento geral da marca\u201d, diz o site do Cepymenews.<\/p>\n<p>Para isso, \u00e9 necess\u00e1rio <strong>analisar o quanto a marca \u00e9 falada<\/strong> atrav\u00e9s do n\u00famero de men\u00e7\u00f5es e seu alcance. Tamb\u00e9m \u00e9 importante conhecer a cobertura da m\u00eddia e at\u00e9 mesmo rastrear os <em>influenciadores<\/em> que falam sobre o produto ou servi\u00e7o oferecido.<\/p>\n<p><strong>Assim como se monitora a pr\u00f3pria atividade da marca, deve-se replicar o trabalho com as marcas dos concorrentes<\/strong>. Outro aspecto que deve ser mencionado \u00e9 a crise de reputa\u00e7\u00e3o, que pode afetar qualquer empresa.<\/p>\n<p>\u201cMesmo quando um problema n\u00e3o se transforma necessariamente em uma situa\u00e7\u00e3o de crise, a reputa\u00e7\u00e3o da marca continua a influenciar o comportamento do consumidor e precisa de monitoramento e gerenciamento cont\u00ednuos\u201d, acrescenta o site do Cepymenews.<\/p>\n<p>A <a href=\"https:\/\/www.funiber.org.br\" target=\"_blank\" rel=\"noopener noreferrer\">FUNIBER<\/a> patrocina v\u00e1rios programas universit\u00e1rios focados em fornecer aos profissionais informa\u00e7\u00f5es completas e atualizadas sobre os diferentes fatores que influenciam a popularidade de uma marca. Um dos cursos oferecidos \u00e9 o\u00a0<a href=\"https:\/\/www.funiber.org.br\/mestrado-em-direcao-estrategica\" target=\"_blank\" rel=\"noopener noreferrer\">Mestrado em Dire\u00e7\u00e3o Estrat\u00e9gica.<\/a><\/p>\n<p>Fonte: <a href=\"https:\/\/cepymenews.es\/valor-marca-metricas-clave\/\" target=\"_blank\" rel=\"noopener noreferrer\">El valor de marca: m\u00e9tricas clave<\/a><\/p>\n<p>Foto: Todos os direitos reservados.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>H\u00e1 muitos fatores que podem influenciar o sucesso ou o fracasso de uma marca. O valor social \u00e9 um deles. O site Cepymenews indica que o valor social \u00e9 um dos aspectos mais dif\u00edceis de medir pelos profissionais.<\/p>\n","protected":false},"author":10,"featured_media":23795,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[8],"tags":[1242,365,1683,3192,803,855,285,408,172,119,248,911,5728,834,87,671,79,641,255,487],"jetpack_publicize_connections":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Aspectos que influenciam o valor de uma marca<\/title>\n<meta name=\"description\" content=\"H\u00e1 muitos fatores que podem influenciar o sucesso ou o fracasso de uma marca. 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O valor social \u00e9 um deles.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2021\/01\/05\/funiber-marca-influencia\" \/>\n<meta property=\"og:site_name\" content=\"FuniBlogs - FUNIBER\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/funiber\" \/>\n<meta property=\"article:published_time\" content=\"2021-01-05T10:28:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-12-31T10:32:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blogs.funiber.org\/pt\/wp-content\/uploads\/2020\/12\/funiber-marca-empresas.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"532\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Michelle\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@FUNIBER\" \/>\n<meta name=\"twitter:site\" content=\"@FUNIBER\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michelle\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2021\/01\/05\/funiber-marca-influencia#article\",\"isPartOf\":{\"@id\":\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2021\/01\/05\/funiber-marca-influencia\"},\"author\":{\"name\":\"Michelle\",\"@id\":\"https:\/\/blogs.funiber.org\/pt\/#\/schema\/person\/a1eaaa5e57eac866a8c5946946bcf80d\"},\"headline\":\"Aspectos que influenciam o valor de uma marca\",\"datePublished\":\"2021-01-05T10:28:55+00:00\",\"dateModified\":\"2020-12-31T10:32:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2021\/01\/05\/funiber-marca-influencia\"},\"wordCount\":345,\"publisher\":{\"@id\":\"https:\/\/blogs.funiber.org\/pt\/#organization\"},\"keywords\":[\"Bolsas\",\"Comunica\u00e7\u00e3o\",\"Comunica\u00e7\u00e3o Empresarial\",\"dire\u00e7\u00e3o de empresas\",\"Dire\u00e7\u00e3o estrat\u00e9gica\",\"Doutorado\",\"Educa\u00e7\u00e3o\",\"Educa\u00e7\u00e3o a Dist\u00e2ncia\",\"Empresas\",\"Estudos\",\"Funiber\",\"FUNIBER Opini\u00f5es\",\"imagem corporativa\",\"Marca\",\"Marketing\",\"mestrado\",\"Negocios\",\"Opini\u00e3o FUNIBER\",\"Opini\u00f5es Funiber\",\"Venda\"],\"articleSection\":[\"Empresas, Dire\u00e7\u00e3o e RH\"],\"inLanguage\":\"pt-BR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2021\/01\/05\/funiber-marca-influencia\",\"url\":\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2021\/01\/05\/funiber-marca-influencia\",\"name\":\"Aspectos que influenciam o valor de uma marca\",\"isPartOf\":{\"@id\":\"https:\/\/blogs.funiber.org\/pt\/#website\"},\"datePublished\":\"2021-01-05T10:28:55+00:00\",\"dateModified\":\"2020-12-31T10:32:21+00:00\",\"description\":\"H\u00e1 muitos fatores que podem influenciar o sucesso ou o fracasso de uma marca. 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