Análise dos aspectos de propaganda para comunicação de valores da marca Mota Machado

Abstract

This paper aims to study and understand the evolution of marketing, communication and marketing as key pieces that guide the development and positioning of a brand. From the analysis of the needs, desires and demands of the consumer and understanding of the theoretical foundation, the communication of a brand effectively transmits the values to be perceived by the consumer market. Through the case study of the construction company Mota Machado, the objective is to see how the development and planning of communication of a brand should be based on the definition of business, positioning and values thereof; using of brand management (branding), advertising and relationship with stakeholders (shareholders, employees, suppliers, consumers and society) to establish personality differences and emotional involvement.