Gestão de marcas na internet: uma análise na percepção dos consumidores

Abstract

The internet is an advent that since its inception, has been changing society, the way how we communicate, relate and inform ourselves, and all of this impacting on our buying process and how we interact with brands. Thanks to its dynamic, these changes happen very quickly, so it became a challenge for organizations to manage their brands in this environment. The main objective of this research is understand how Internet use by the organizations affects in managing their brands. To this was addressed in the theoretical referential, the concept and evolution of marketing, segmentation and positioning, the brand concept, construction process and management, value perception, the concept of internet, social networking and how brands are present on the internet. Additionally, we applied a descriptive, quantitative, questionnaire through shared via email and social networks, where, from his analysis concluded that respondents use the Internet as an information source in their buying process affecting directly their decision, especially when this information comes from others ones. They share their satisfaction about a product / service, and more their dissatisfaction, so give enough weight to the opinion of their peers, making social networking an environment of risk and opportunity for both brands. However, brands must be present, active and constantly monitoring your audience and their connections on the Internet.