IDENTIDADE DE MARCA COMO DRIVER DE ESTRATÉGIAS DE MARKETING: UM ESTUDO SOBRE A MARCA HYUNDAI.

The brand identity can be a component of the marketing strategies of the organization. Thus, the study examines the brand identity as a driver of marketing strategies in an organization of the Brazilian automotive sector to the theoretical model proposed by Aaker (2007) and adapted by Scharf (2012). Data collection involved exploratory, qualitative research in the form of single case study and application of in-depth interviews with marketing executives from CAOA Hyundai Group in the State of Santa Catarina and analysis of advertising campaigns materials. Data analysis was done using the descriptive method, techniques of content analysis and categorization similar themes. The results revealed that the brand identity is driver of the marketing strategies of the organization, particularly in aspects related to the organization's culture, customer profiling, product attributes, credibility, value proposition and customer relationships. [ABSTRACT FROM AUTHOR]