A marca e o consumidor

Abstract

This work aims to address the brand and consumer behavior. Brands are valuable to companies. Although they are not physical assets, they are part of corporations' assets. Brand transactions (sales, acquisitions and mergers) reveal their monetary value and, therefore, determine how much they mean. In an increasingly competitive market, it is necessary to build a strong, solid and competitive brand that achieves not only the commercial objectives, but also that wins the consumer's mind.