Revista daESPM –Maio/Junho de 2003
118
EXCLUSIVESTUDY
BRANDREPUTATIONAND
THEPURCHASINGDECISION
PROCESS
SNBB/novagência
The SNBBB/novagencia advertising age held, inMarch 2003, a
survey about company reputation and the process of purchase
decisionofproductsandservices.Thestudywasundertaken,because
the agency felt that traditional advertising, by itself, was losing its
effectiveness to influence the new ande ever-evolving trends in
consumerattitudesandbehavior–aswellas inanevermorecomplex
new media environment, with constantly incoming new actors in
enterprises, ingovernment and society.
Thesurveysobjectiveswere to test thishypothesisand, ifpossible,
to define the agency'smarket positioning.
ThestudywasconductedbetweenMarch17and24, inSãoPaulo
andRiodeJaneiro,with588workingmenandwomen, representing
the population. The sample was built in order to allow for
experimenting.
Results were that consumers, when comparing competing
products, take into account, besides price, quality, service and
company (or brand) reputation, and that confidence isa keyelement
in theprocess. Only 6% spontaneouslymentionedadvertisingas an
important factor of influence.
p.
7
STILLAVIVIDLESSON: THE
LAUNCHOFTHE ITAMARATY,
THEFIRSTBRAZILIANLUXURY
THEFIRSTBRAZILIANLUXURY
CAR IN1965
MauroSalles
MauroSalles– founder of oneof themajor Brazilianadvertising
agencies (today part of the international Publicis group) recalls how
–afterameteoric journalisticcareer, andstill participating, inRio, of
the creationofwhatwouldbecome theGloboTVNetwork–hewas
called back to São Paulo to help solve problems between the
automobile industryand theiradvertisingagencies.Deciding thathis
future laid inadvertising, he facedhis first bigchallenge: to launcha
luxury carwith theWillis brand.Mauro told hisAmerican clients: –
This car cannot have the samebrandasBrazilian taxicabs. Thus the
new Itamaratywas launchedwithahighprofilepromotionwith the
10mostelegantwomenofBrazil, chosenbysocial columnist Ibrahim
SuedandpublishedbyManchetemagazine. The introductionof the
new carwasaccomplishedpracticallywithout paidadvertisements.
p.
18
