[{"data":1,"prerenderedAt":67},["ShallowReactive",2],{"article:rebranding-and-brand-segmentation-a-case-study-on-grupo-fleury-and-a-brand":3},{"success":4,"article":5,"request":64},true,{"parent":6,"langs":7,"_id":10,"contributors":11,"typeData":20,"data":53,"slugs":62,"slug":63},"39f260d6-d61f-4dfe-b1f7-a6c315c260bd",[8,9],"primary","secondary","6d1f69cf-e1b5-468b-bf27-6fe42d75d9a2",[12,16],{"lastName":13,"name":14,"_id":15},"Halpern","Marcelo","79c982b1-f8c2-452c-b9aa-751e71f8b867",{"lastName":17,"name":18,"_id":19},"Joas","Leo","39f896ee-2c0e-47d3-8b09-dcf59ca5f85b",{"startPage":21,"references":22,"endPage":50,"track":51,"has_file":4,"doi":52},8137,[23,26,29,32,35,38,41,44,47],{"label":24,"id":25},"\u003Cp>AAKER, D. A.; KELLER, K. L. Consumer Evaluations of Brand Extensions. \u003Cstrong>The Journal of Marketing\u003C/strong>, v. 54, n. 1, p. 27-41, 1990.\u003C/p>","06ffca01-fb8f-4cbc-8e2f-cc404722f9a5",{"label":27,"id":28},"\u003Cp>KELLER, K. L. Managing Brands for the Long Run: Brand Reinforcement and Revitalization Strategies. \u003Cstrong>California Management Review\u003C/strong>, v. 41, n. 3, p. 102-124, 1999.\u003C/p>","10d03060-a16d-4f6a-bc92-a0cb9a3efc1a",{"label":30,"id":31},"\u003Cp>KNOX, S.; BICKERTON, D. The six conventions of corporate branding. \u003Cstrong>European Journal of Marketing\u003C/strong>, v. 37, n. 7/8, 2003.\u003C/p>","f0cea449-048f-4b77-83b0-ebea7ea361e4",{"label":33,"id":34},"\u003Cp>LIU, S. W.; TANG, E. Factors influencing effective rebranding strategy. \u003Cstrong>Australian and New Zealand Marketing Academy Annual Conference - ANZMAC\u003C/strong>. Melbourne 2009.\u003C/p>","af50beef-9b31-4821-b9ea-8aacc7bb3ec4",{"label":36,"id":37},"\u003Cp>MERRILEES, B.; MILLER, D. Principles of corporate rebranding. \u003Cstrong>European Journal of Marketing\u003C/strong>, v. 42, n. 5/6, p. 537-552, 2008. ISSN 0309-0566.\u003C/p>","99eb49d2-9ed0-4047-a3b1-1608161592b7",{"id":39,"label":40},"a5d42684-b423-47d4-8361-1290017fcc6a","\u003Cp>NANDAN, S. An exploration of the brand identity-brand image linkage: A communications perspective. \u003Cstrong>The Journal of Brand Management\u003C/strong>, v. 12, n. 4, p. 15, 2005.\u003C/p>",{"label":42,"id":43},"\u003Cp>NEUMEIER, M. \u003Cstrong>The brand gap\u003C/strong>: how to bridge the distance between business strategy and design: a whiteboard overview.  New Riders, 2006. ISBN 9780321348104.\u003C/p>","cdcf9ba2-0054-44b0-9f37-89dc0db4ca7f",{"label":45,"id":46},"\u003Cp>SEETHARAMAN, A.; NADZIR, Z. A. B. M.; GUNALAN, S. A conceptual study on brand valuation. \u003Cstrong>Journal of Product & Brand Management\u003C/strong>, v. 10, n. 4, p. 243-256, 2001.\u003C/p>","e2aa50b5-a3ca-4483-928a-ed8ffbc0495b",{"id":48,"label":49},"095b414f-6b89-4831-8e26-f0324d5bf0de","\u003Cp>STUART, H.; MUZELLEC, L. Corporate makeovers: can a Hyena be rebranded? \u003Cstrong>The Journal of Brand Management\u003C/strong>, v. 11, n. 6, p. 472-82, 2004.\u003C/p>",8147,"ycfzsl69","",{"primary":54,"secondary":58},{"keywords":55,"excerpt":56,"title":57},"\u003Cp>rebranding, identidade corporativa, segmentação de marca\u003C/p>","O presente trabalho discute o rebranding como ferramenta efetiva de construção e de segmentação de marca. É apresentado um estudo de caso sobre o processo de criação e de implementação da nova marca do Grupo Fleury, a+ Medicina Diagnóstica. São explorados os seus principais contextos, cenários, procedimentos e suas motivações. Por fim, sua efetividade foi avaliada utilizando-se de um framework baseado em seis princípios norteadores proposto por Merrilees e Miller (2008).","Rebranding e Segmentação de Marca: Um Estudo de Caso Sobre Grupo Fleury e Marca a+.",{"keywords":59,"excerpt":60,"title":61},"\u003Cp>rebranding, corporate identity, brand segmentation\u003C/p>","The present paper discusses rebranding as an effective tool of brand construction and segmentaion. It presents a case study on the development process of Grupo Fleury’s newborn brand, a+ Medicina Diagnóstica. It explorers major motivations, contexts, scenarios and procedures. Finally, its effectiveness is evaluated through a framwork based on six guiding principles proposed by Merrilees e Miller (2008).","Rebranding and Brand Segmentation: A Case Study on Grupo Fleury and a+ Brand.",[63],"rebranding-and-brand-segmentation-a-case-study-on-grupo-fleury-and-a-brand",{"target":65,"query":66},"articles/get",{"slug":63},1780316023172]