Revisão sistemática: situação atual da personalidade da marca para posicionamento estratégico
DOI:
https://doi.org/10.22267/rtend.222301.192Palavras-chave:
estratégias de comunicação; imagem de marca; marketing; personalidade da marca, posicionamento estratégicoResumo
O objetivo desta pesquisa é expor o avanço da personalidade de marca (PM) para fins de posicionamento estratégico (PE), cuja análise envolve ferramentas, modelos e setores econômicos. A metodologia utilizada é uma revisão sistemática da literatura com janela de observação de 2018 a 2021; Os principais achados mostram que a análise de correspondência e o mapeamento perceptivo são ferramentas que permitem mensurar o PE. As principais contribuições foram nas áreas de turismo, esportes, educação, automotivo, mercado internacional, política, varejo, comércio eletrônico, produtos de higiene pessoal, serviços portuários, publicidade, bebidas e jornalismo. Os modelos que surgiram são o BCP, um modelo para atletas e o modelo STPS que permitem aprimorar o PE a partir da teoria do PM, bem como propostas inovadoras por meio da utilização de novas ferramentas como emojis, índices, tabela de divergência e text mining.
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