Marketing, Brand and Financial Performance: Feedback in Decision Making / Marketing, Marca e Desempenho Financeiro: Feedback na Tomada de Decisão

Arnaldo Di Petta, Renato Ribeiro Nogueira Ferraz

Abstract


ABSTRACT

 

The brand, one of the most company’s valuable intangible assets, is based on credibility and consolidated by market indicators. Business leaders and researchers in marketing have been studying brand consolidation, dealing with its concepts and components, as well as the respective managerial actions measured by financial performance. Thus, the use of the feedback provided by these results can influence the process of taking new actions required for brand’s success. This paper explored the use of feedback to convert results from market into organization knowledge. Through a literature review, it was possible to understand the adequacy of the use of feedback for brand management in companies of different sizes. It contributes for researchers in Marketing and for business leaders, to evaluate and adapt the learning process in their companies and thus, adequate the decision making process to take actions to consolidate their brands, according to the results emerging from the market.

 

Keywords: Branding. Financial Performance. Decision Making. Strategic Actions. Feedback.

SUMARIO

O objetivo deste artigo é discutir a não indicação do feedback dos resultados financeiros no modelo proposto por Keller e Lehmann (2006), para demonstrar como o valor da marca funciona, e como se dá o relacionamento entre seus diferentes componentes, desde seus antecedentes até as consequências e impactos da marca sobre os resultados financeiros da empresa. Em resposta à chamada destes autores para novas pesquisas, e a partir de uma comparação com o modelo proposto por Morgan (2012), onde o feedback e a aprendizagem dos resultados financeiros são inputs para a definição de recursos e capabilidades de marketing, foi feita uma revisão de literatura que permitiu comparações do modelo proposto com outros modelos estudados por diferentes autores. Concluiu-se que, dentro da literatura revisada, não foram encontrados novos modelos ou construtos que considerem os antecedentes e consequências da marca em relação ao desempenho medido pelos resultados financeiros. Outra conclusão é que o feedback do desempenho financeiro pode ou não ser utilizado como input para definir novas ações estratégicas da companhia em relação à sua marca, dependendo do processo de planejamento estratégico que ela adota. Além disso, mostram-se implicações gerenciais para que cada empresa identifique e aplique o modelo de planejamento estratégico que lhe seja adequado, permitindo flexibilidade para aproveitar as oportunidades e os inputs que o mercado oferecer. Assim, este artigo contribui para a discussão deste tema e motiva a realização de trabalhos futuros que gerem pesquisas empíricas do feedback dos resultados financeiros na definição dos planos de marketing.

 

Palavras-chave: Branding. Desempenho Financeiro. Tomada de Decisão. Ações Estratégicas. Feedback.

 


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DOI: http://dx.doi.org/10.12819/2019.16.5.1

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