Not everything is just flowers, but also brand management

Kristall Hundsdorfer Costa Pimentel; Hans Peder Behling; Silvana Zietz Alves dos Santos

doi:10.5020/2318-0722.2025.31.e16617

Autores/as

Kristall Hundsdorfer Costa Pimentel Universidade do Vale do Itajaí, Itajaí, Santa Catarina, Brasil https://orcid.org/0009-0009-6058-9340
Hans Peder Behling Universidade do Vale do Itajaí, Itajaí, Santa Catarina, Brasil https://orcid.org/0000-0003-0558-9304
Silvana Zietz Alves dos Santos Universidade do Vale do Itajaí, Itajaí, Santa Catarina, Brasil https://orcid.org/0009-0003-3039-846X

DOI:

https://doi.org/10.5020/2318-0722.2025.31.e16617

Palabras clave:

arquitectura de marca, gestión de marca, marketing estratégico

Resumen

La empresa Agrícola da Ilha, dedicada a la producción y comercialización de flores, históricamente enfrentó grandes dificultades para encontrar plántulas seleccionadas en el mercado. Ante esta situación, decidió iniciar su propio cultivo y establecer un showroom con el fin de exhibir a los clientes los resultados del proceso de selección. Gradualmente, los propietarios transformaron el showroom en un parque abierto al público, dando origen al Parque de los Hemerocallis. Con el transcurso de los años, los ingresos provenientes de la venta de entradas del parque alcanzaron el 60 % de la facturación total de la empresa, convirtiéndose en su principal fuente de ingresos. En consecuencia, los propietarios comenzaron a cuestionar la necesidad de crear una marca propia para el parque. Este caso es real y tiene como objetivo permitir que los estudiantes comprendan la arquitectura y la gestión de marca, así como reflexionar sobre los impactos derivados de esta decisión estratégica. Los datos fueron recolectados mediante una entrevista personal con el propietario de la empresa, ubicada en Joinville, Santa Catarina.

Descargas

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Traducción

Este artículo es una traducción en English del artículo: Nem Tudo São só Flores, mas Também, Gerenciamento de Marca

Biografía del autor/a

Kristall Hundsdorfer Costa Pimentel, Universidade do Vale do Itajaí, Itajaí, Santa Catarina, Brasil

Undergraduate student in Accounting at Univali and recently completed the Professional Master’s Program in Administration at Univali. Her research has addressed topics related to Social Communication, including organizational communication, organizational image, identity, and
reputation. She holds a specialization in Leadership, Executive Coaching, and High-Performance Team Development from Univali, with a study focusing on Neuro-Linguistic Programming as a leadership tool. She also holds a bachelor’s degree in Social Communication with a concentration in Advertising from Univali. She has worked in marketing, corporate communication, and event management and currently performs administrative activities at the institution where she graduated while transitioning to a new field of study.

Hans Peder Behling, Universidade do Vale do Itajaí, Itajaí, Santa Catarina, Brasil

He earned a bachelor’s degree in Advertising in 1999 and a specialization in Strategic Business Management from Fundação Universidade Regional de Blumenau in 2001. In 1996, he founded Seven Comunicação, an advertising agency where he developed entrepreneurial skills and worked on marketing and advertising campaign development until 2004. After leaving the agency, he dedicated himself to academia, completing a master’s degree in 2006 and a PhD in 2013, both in the Graduate Program in Language Sciences at Universidade do Sul de Santa Catarina. A notable experience during this period was a doctoral sandwich exchange at the Université de Montréal, Canada, in 2012, funded by Coordenação de Aperfeiçoamento de Pessoal de Nível Superior. Since 2008, he has been a faculty member at Univali, teaching undergraduate courses in Communication, including Journalism, Advertising, and Public Relations.

Silvana Zietz Alves dos Santos, Universidade do Vale do Itajaí, Itajaí, Santa Catarina, Brasil

She holds a master’s degree in Administration with a focus on Management, Internationalization, and Logistics. She has a bachelor’s degree in
International Trade and a specialization in Strategic Leadership. She is an undergraduate professor in the International Trade program at Univali. She
works in customs brokerage and consulting services related to import and export operations.

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