O licenciamento de Star Wars no Brasil como estratégia de marketing

Abstract

This work has the theme of brand licensing, with the objective of identifying the types of licensing that were used by the brand Star Wars in Brazil, for the accomplishment of this monograph, was based on three methodological procedures, these being: bibliographic research, research Exploratory and case study. From the bibliographic research, the history of the Star Wars brand was introduced, the concepts of marketing, segmentation, consumer behavior, strategies and the types of licensing that comprise the various ways to obtain a license for cooperative or own use of some company. In the exploratory phase, a research was carried out in order to find the companies that had licensed the brand Star Wars in Brazil, for this was created a questionnaire aimed at the public fan of the brand Star Wars and from the answers obtained, five companies were identified and delimited Which serve as a focus for this work: Nestlé, McDonald's, Subway, Cinépolis and Cinemark. An in-depth analysis of the licensing strategies adopted by them - detecting the types of licensing and relationship with the objectives of companies that have a direct relationship with the Star Wars brand in Brazil.