Responsabilidade social e valor da marca na perspectiva dos gestores da empresa Dupont Pioneer.

Abstract

One of the major challenges faced by companies through the development of a capacity for differentiation that is not based solely on the profits that the product can bring , or competitiveness in the market, therefore more quickly, could be overcome by the competition. In this context , the brand that works with project partners and their management gains importance encompasses concepts such as image, reputation , personality and loyalty . In this sense, management has invested in stocks that value the brand of the organization as a strong , consistent and enduring competitive factor , allied to the emotions , gives the " humanization " of the marketing strategy . Phasing emerges and emotions are , increasingly , the source of inspiration for communication to other individuals . This study presented is prepared to be studied under these two themes: the management of social responsibility coupled with social value to the brand . The Sow Friends brand of choice for the realization of this study , is a brand that works with social projects in Brazilian cities in which has processing units . Belonging to the world of Brazilian and international agribusiness demonstrates a tough entrepreneurial spirit and a potential for innovation and technology . Thus , and worried about the future , aims to become one of the best techniques agribusinesses in corn and soybeans. The brand has, nowadays , of paramount importance in the management of organizations forming one of its main objectives . How to manage brand is critical to society in order to present the social values of the company , both for consumers and the managers themselves and other employees . In this context , this study intends to identify and evaluate the factors of the brand with social brand value Sow Friends who works with social projects . To this end the researcher sought to study the brand in order to investigate the managerial perception given its dimensions , and evaluating how the themes of social responsibility reflected in the organization. For this purpose , the variables related to brand attitude and the attitude of the management were analyzed in this study. To test the importance of the dimensions of the model we chose a quantitative methodology , a questionnaire has been developed via online . The results revealed that the brand operates with thematic Social Responsibility is supported by knowledge management in presenting the organization 's social actions.