PurposeMarketing and brand managers are under more pressure than ever before to demonstrate the impact of the managers' strategies and actions on company value, especially in an emerging market. In this context, the authors investigate the relationship between brand equity and company performance using the rankings of most valued brands from Brand Finance (BF), Brand Analytics (BZ) and Interbrand (IB).Design/methodology/approachThe authors use used a panel from the period between 1990 and 2018 (29 years), consisting of a sample of 689 companies with shares traded in an emerging market representing 7,970 observations with unbalanced data. The authors applied a dynamic Differences-in-Differences Ordinary Last Squares (DID OLS) method.FindingsThe main finding of this study is that brands ranked as valuable significantly increased the brands' companies' intangible assets, return on assets, free cash flow (FCF) and market value.Research limitations/implicationsThe present study helps brand and marketing managers show to chief executive officers (CEOs) and shareholders the importance of brand development. In addition, valuable brand companies of an emerging market may represent an interesting opportunity for market investors.Originality/valueThis study contributes to the marketing literature, addressing the fields of marketing and finance, by analyzing the performance of companies separately over a long period, with different metrics, an unconventional model in the marketing area and different rankings of valuable brand names.

The development of new products or services can be considered one of the main processes to guarantee the competitiveness of a company in the environment in which it operates. However, it is necessary that this development and supply process be well planned and structured in order to respond to the needs of the consumer market. In this sense, marketing plays a valuable role in seeking to reveal and understand information regarding potential customers, with the purpose of ensuring the success of the new service or product, as well as its acceptance and dissemination. In this context, marketing communication stands out, an inseparable tool from the reality of organizations, responsible for transmitting the competitive advantages of the organization, highlight the main attributes related to the product or service and assist in the construction and maintenance of the relationship with customers. Thus, this study aims to develop and implement marketing communication strategies for the launch of an event with a career focus in the central region of Rio Grande do Sul. The method used was a qualitative and quantitative action research. The communication strategies developed can be summarized in five groups: Advertising Strategies, Sponsorship, Promotion, Direct Marketing and Digital Marketing. Among these, the ones that were most effective were the Digital Marketing strategies, represented by dissemination via social networks, mainly Facebook and Advertising strategy, consisting of visits to universities; while radio advertising proved to be less effective.

The Quality of Life at Work (QWL) has become essential with the evolution of organizations, as it provides a better work environment and employee performance. This study aimed to analyze the quality of life at work from the perspective of the employees of a credit union located in the north of the state of Rio Grande do Sul. For this, a descriptive research was carried out, with a quantitative approach, with data collected through the scale of Walton (1973). Thus, the dimensions analyzed were: fair and adequate compensation, use and development of skills, opportunity for growth and development, social integration at work and total work space in personal life. The investigated agency has 7 employees, who were part of the sample. The results obtained contribute strongly to the cooperative, as it was possible to understand the perception of the collaborators about the studied theme, favoring decision making.