Como Citar
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Resumo
Os modelos de construção de marcas evoluíram à medida que as teorias de marketing se desenvolveram, incorporando novas variáveis. Inicialmente, o foco estava na lembrança da marca, mas atualmente expandiu-se para o papel social que as marcas devem desempenhar. Essa mudança reconhece três abordagens principais. Em primeiro lugar, a relação de controle que as empresas acreditavam ter sobre a marca baseava-se em uma lógica impositiva, conhecida como "Top Down". No entanto, com o tempo, essa abordagem deu lugar a um modelo de co-criação dentro de um contexto sociocultural, denominado "Bottom Up". Este ensaio analisa as características e variáveis-chave de cada etapa. Por fim, são examinados os desafios estratégicos que essa mudança implica nos processos e modelos de construção de marca, onde as dinâmicas tradicionais de controle são alteradas, exigindo que as marcas se adaptem a um ambiente mais participativo e colaborativo.
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