Competitor analysis for brand creation
a proposal for a dialog between marketing, communication and registration
DOI:
https://doi.org/10.34629/cpublica.318Keywords:
competition, brand, digital marketing, trademark registrationAbstract
This article aims to offer an interdisciplinary study in which marketing, branding, communication, and aspects of the trademark registration system contribute to confirming the analysis of competition as a fundamental dynamic for the creation of a new brand. Using the process of creating the Dr. Well’s brand, a case study was developed in which, through the identification of the various components of the brand, the role of competitive analysis in each of these components was demonstrated. The work was developed in sequential stages, the first of which was the literature review on the analysis of competition. Then, the theoretical aspects about the creation of brands were valued, through the knowledge contained in the authors about the areas of marketing and branding. The third point of approach of the work focused on the fundamental aspects of the trademark registration system and the possibilities of using the information contained therein for studies of competition. Then, the study on the creation of the Dr. Well’s brand, in which the theoretical aspects of communication were addressed, was analyzed. With this work, we intend to understand how competition plays a crucial role in the creation of the main structural pillars of the brand and how competition plays a crucial role in the creation of the main structural pillars of the brand, such as the criation of a concept, a positioning, and an ideology, influencing all the other elements indirectly will influence all the other elements indirectly, since the process of Branding is not one-sided, and all components interact with each other.
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