Competitor analysis for brand creation

a proposal for a dialog between marketing, communication and registration

Authors

DOI:

https://doi.org/10.34629/cpublica.318

Keywords:

competition, brand, digital marketing, trademark registration

Abstract

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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Author Biographies

  • Nuno Lucena, Católica University

    He completed her master's degree in Communication Sciences, specializing in Marketing and Advertising, at the Católica University, where she presented her master's thesis in 2018. He obtained her bachelor's degree in Social and Cultural Communication from the same institution in 2015. As a complement to her skills, she attended the Digital Account & Project Management course at EDIT in 2019. He began her professional career as a brand strategist in 2016, collaborating with organizations such as IVITY, Mediacom, VMLY&R, and the NOVA School of Law. She currently holds the position of Communications Specialist at Galp Natural Gas Distribution.

  • José Gabriel Andrade, University of Minho

    Assistant Professor at the University of Minho. In 2015, he obtained the title of "European Doctor in Communication Sciences" from the Católica University (UCP). In 2009, he received a master's degree in Communication Sciences: Communication, Organization, and New Technologies from UCP. He is a member of the Portuguese Association of Communication Sciences (SOPCOM) – where he coordinates the Working Group on Organizational and Institutional Communication. He is the director of the Casa do Conhecimento at UMinho.

  • Elaine Vianna, University of Minho

    Postdoctoral researcher in Communication Sciences from the University of Minho, Portugal. Ph.D. and master's degree in Intellectual Property, Innovation, and Development from the Academy of the National Institute of Industrial Property (INPI). Graduated in Social Communication from the Federal University of Rio de Janeiro (UFRJ). She has been a trademark examiner at the Trademark Directorate of INPI since 2002. She works as a speaker and professor in postgraduate courses, where she promotes reflection on the strategic use of the trademark registration system. Her research focuses on the use and consolidation of trademarks as tools for management and strategic communication.

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Published

2024-08-21

Issue

Vol. 17 No. 32 (2022): Number with Special Issue

Section

SPECIAL ISSUE: Advertising: new formats, new content

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How to Cite

Competitor analysis for brand creation: a proposal for a dialog between marketing, communication and registration. (2024). Comunicação Pública, 17(32). https://doi.org/10.34629/cpublica.318