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INDICE  |  Bem-­vindo

Ìndice

06

A PUBLICIDADE E O OVO QUADRADO           

Por:  Edson  Athayde

10

TOCA-ME E SENTE       Por:  Lorenço  Lucena

14

O 7º MASS MEDIA     Por:  Riaz  Jassat

 

18

ESQUIZOFRENIA DA INOVAÇÃO  !     Por:  Diogo  Teixeira


INDEX  |    Welcome

20

POLANA SERENA HOTEL       

22

A CAIXA NEGRA DAS MARCAS         Por:  Luís  Couto

24

O COMPROMETIMENTO COM AS MARCAS  

  

30

AS MELHORES MARCAS DE MOÇAMBIQUE 2011 !        

38

RANKING DAS MELHORES MARCAS E NOTORIEDADE    

     

 


PUBLICIDADE  |  Ovo  quadrado

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7º  |  Mass  Media

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ESQUIZOFRENIA  |  Inovação

A  esquizofrenia  da   inovação Por:  Diogo  Teixeira

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SCHIZOPHRENIA  |  Innovation

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CAIXA  NEGRA  |  Marcas

A  Caixa  Negra            das  Marcas

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The  Black  Box   of  Brands By:  Luis  Couto

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L;H?<O:?H;9JBOH;IKBJI?DI7B;I87I;:EDBOEDDE?I; 

 


PESQUISA  |  O  início

O  comprometimento       com  as           Marcas 9?C7:;JK:E ;IJ;FHE@;9JEF;HC?J;I7?H:7

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LAND-­TRADEMARK  |  Country

 


PESQUISA  |  O  início

Sectores  em       avaliação  em  2011 IJ;7DEED]C;HE:;I;9JEH;I;C7L7B?7VUEWEC7?EH:;I;CFH; *7KC;DJE:; I;9JEH;I:;L; I;FEHKCB7:ES?D9BKIUE:;DELEII;9JEH;I9ECE9VUE.E9?7B ;/KH?ICE <HKJE:7IIK=;IJ\;I:EIF7HJ?9?F7DJ;ID7]BJ?C7=7B7:7I(;B>EH;I (7H97I:;(EV7C8?GK; 8;C9ECE7IK8:?L?IUE:;I;9JEH;I;N?IJ;DJ;IGK; F;HC?J;KCEB>7HC7?IFHE<KD:E:7IC7H97I;C EC;IJ77BJ;H7VUEE D]C;HE:;C7H97I;C7L7B?7VUE;IJ;7DEIE8;F7H7

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SURVEY  |  The  beginning

  Sectors  under   evaluation  in  2011 />?IO;7H J>;DKC8;HE<I;9JEHIKD:;H;L7BK7J?ED?IJ>;B7H=;IJ  ;L;H />; ?D9H;7I;E<I;9JEHII>EKB:8;EDED;>7D:J>;?D9BKI?EDE<D;MI;9JEHIIK9> 7I/EKH?IC7D:.E9?7B2;B<7H; J>;H;IKBJE<IK==;IJ?EDI<HECF7HJ?9?F7DJI7J J>;B7IJ(EP7C8?GK;;IJH7D:"7B7 7IM;BB7IJ>;IK8:?L?I?EDE<;N?IJ?D= I;9JEHIM>?9>7BBEMI7:;;F;HBEEA7JJ>;8H7D:I?D 2?J>J>?I9>7D=; J>;DKC8;HE<8H7D:I?D7II;IIC;DJJ>?IO;7HH?I;IJE

Acção Social Social  Welfare

ElectrĂłnica de Consumo Electronics

Preservativos Condoms

Ă guas Water

Energia Energy

Produtos Limpeza Cleaning  Products

Arroz Rice

Ensino Superior Higher  Education

RĂĄdios Radios

AutomĂłvel Automobiles

Eventos Events

Seguros Insurance

Banca Banking

Higiene Hygiene

Sumos e Refrigerantes Juice  and  Soft  Drinks

Bebidas Alcoólicas Alcoholic  Beverages

IndĂşstria Industry

Telemóveis Mobile  Phones

Bebidas Desidratadas Dried  Drinks

InformĂĄtica Informatics

Transportes Transport

Canais de Televisão Television  Channels

Internet Internet

Turismo Tourism

Clubes Desportivos Sports  Clubs

Jornais Newspaper

TV Paga Pay  TV

CombustĂ­veis Fuel

Operadoras Operators

VestuĂĄrio Clothing

Doces e Bolachas Sweets  and  Biscuits

Outros Produtos Alimentares Other  Food  Products

 


PESQUISA  |  O  início

BPI  -­  BRAND   POTENTIAL  INDEX® *?D:?97:EHKJ?B?P7:EF7H77L7B?7H7IC7H97IWEH7D: +EJ;DJ?7B$D:;N^ +$^ :7"<& GK;;D=BE87 ?D:?97:EH;IGK;H;FH;I;DJ7C77L7B?7VUE;CE9?ED7B; H79?ED7B:;KC7C7H97IE87F;HIF;9J?L7:E?D:?LY:KE 8;C 9ECE7IIK7IJ;D:XD9?7I9ECFEHJ7C;DJ7?I<79;SC7H97  IJ7I9ECFED;DJ;IIUE<HKJE:;KC9EDJYDKEFHE9;IIE:; 7DRB?I;DE:;F7HJ7C;DJE:;$DL;IJ?=7VUE;I;DLEBL?C;DE :7"<&;7=HKF7EIFH?D9?F7?I<79JEH;IGK;:;J;HC?D7C7

  ATTRIBUTES

7JH79J?L?:7:; <EHV7:7C7H97

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AL R U N IO TIO V HA EN E B DIM

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ÃO AM S T EN OR M P DI OM C

AL T EN

(%

'(&.,/0% Purchase Intention .-1%'('( 0(&.,(-'%0%,%0&% Will  to  recomend a  brand

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DIMENSÃO EMOCIONAL  


SURVEY  |  The  beginning

BPI  -­  BRAND   POTENTIAL   INDEXŽ />;?D:?97JEHKI;:JE;L7BK7J;J>;8H7D:I?IJ>;H7D: +EJ;DJ?7B$D:;N^ +$^ "<& M>?9>?D9BK:;I?D:?97JEHI J>7JH;FH;I;DJJ>;;CEJ?ED7B7D:H7J?ED7B7II;IIC;DJE< 78H7D:<HECJ>;F;HIF;9J?L;E<J>;?D:?L?:K7B 7IM;BB7I J>;?H8;>7L?EKH7BJ;D:;D9?;I?DJ>;<79;E<J>;8H7D: />;I; 9ECFED;DJI7H;J>;H;IKBJE<79EDJ?DKEKIFHE9;IIE< 7D7BOI?I?DJ>;"<&H;I;7H9>:;L;BEFC;DJ:;F7HJC;DJJ>7J @E?DIJ>;C7?D<79JEHIJ>7J:;J;HC?D;J>;7JJH79J?L;D;II  IJH;D=J>E<J>;8H7D:

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Aceptance  of higher  prices

.1.0*('%'( '%,%0&% Notoriedade da  marca

/%1*%&., ,%0&% pathy  with he  brand

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2%+*'%'( Quality

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R DI AT M IO EN N TI AL ON

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EMOTIONAL DIMENTION

 


MERCADO  |  As  Melhores  Marcas  de  Moçambique

As  melhores

MARCAS de  Moçambique C L;H?f9RCEI7C7DKJ;DVUE:;7B=KC7I

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