Lacasa: um caso de sucesso na gestão de marcas e produtos
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Este artigo toma como referencia a empresa LACASA , lider no mercado do chocolate da Espanha, para ilustrar a importancia da gestao de marcas e do lancamento de novos produtos como meta para a consolidacao e a consecucao da excelencia empresarial. Por meio da realizacao de varias dinamicas de grupo e de um experimento, pode-se constatar a necessidade de empreender adequadas estrategias de submarcas e da utilizacao de personagens de marca como complemento a outras estrategias de marketing implantadas pela empresa.
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