Marcas cool e a competitividade das empresas. Marcas niche e mass coolness. Diversos exemplos. Marketers strive to create COOL brands, but the literature has not always offered a model that allows understanding the characteristics of these cool brands. The 10 characteristics that a brand must have to be considered cool show that the cool brand influences important outcome variables, including consumer attitudes towards satisfaction, or intentions to talk about and willingness to pay for the brand. In the beginning, most brands are interesting for a small niche, at which point they are perceived as more sub-cultural, rebellious, authentic and original. Over time, some brands are adopted by the masses, at which point they are perceived as more popular and iconic. Examples of Portuguese brands.

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• Economia e Gestão - Ciências Sociais