| dc.description.abstract | This study aims to identify the existence of a brand ideal within the culture of Tramontina S.A. and analyse the coherence of the ideal according to the company’s practices. To do so, a qualitative kind of research with use of the content analysis technic on profundity interviews was done with managers, directors and the president of the Tramontina’s companies. As the main results of the work, it is observed that there is a brand ideal present within the company, formalised through their mission, and that their practices are coherent with their ideal. On the other hand, it was possible to identify motivations and practices that are part of the ideal which are not explicit in Tramontina’s mission, like the search for simplicity. It is concluded that Tramontina has and practices its band ideal since the beginning, and it could formalise its ideal within the company. | es |
