2019-11-072019-11-072019-11-072019-09-30http://localhost:8080/handle/prefix/661The brand influences our decisions every day. How consumers think, feel, and most importantly choose which products and services to count on are the key factors to look at. Understand what consumers want and need without them having to express their wishes objectively. With all this, a study of the brand Coca-Cola is done in this project, showing that with a good analysis of people and their social, cultural and their psychic patterns can provide the best choice of products for each group.Acesso AbertoGESTÃO DA MARCA E POSICIONAMENTOCOMPORTAMENTO DO CONSUMIDORCNPQ::CIENCIAS SOCIAIS APLICADASRelatório de Pesquisa