Brands Repositioning: Brazilian case studies

• Autor(a) principal: Serralvo, Francisco Antonio
• Data de Publicação: 2008
• Outros Autores: Furrier, Márcio Tadeu
• Tipo de documento: Artigo
• Idioma: spa; eng; por
• Título da fonte: Revista Brasileira de Gestão de Negócios (Online)
• Texto Completo: https://rbgn.fecap.br/RBGN/article/view/88
• topic: Branding. Brand positioning. Brand repositioning. Brand equity. Content analysis.; Gestión de marcas. Posicionamiento de marcas. Reposicionamiento de marcas. Valor de la marca. Análisis de contenido.; Gestão de marcas. Posicionamento de marcas. Reposicionamento de marcas. Patrimônio de marca. Análise de conteúdo.

Based on the assumption of the increasing relevance of both brand positioning and equity in the context of marketing management in competitive environments, the objective of this work was to deepen the existing knowledge on the brand repositioning process. Four theoretical models of reference obtained after literature review supported the empiric verification represented by content analysis of six reports (cases) of Brazilian brands repositioning experiences awarded with the “Top of Marketing” prize in the period 1999-2003. Results conclude for the existence of three constituent blocks of a repositioning program, formed for the phases of diagnosis, decision and implementation, with the predomination of the two first ones in the theoretical models, while in the practical experiences the implementation phase was dominant.Key-words: Branding. Brand positioning. Brand repositioning. Brand equity. Content analysis.