The impact of a rebranding in Continente’s private label

• Autor(a) principal: Rato, Inês Brito
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/25986
• topic: Rebranding; Private label brand; Communication; Image of the products; Supermarkets; Marca própria; Comunicação; Imagem dos produtos; Supermercados; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Since the birth of Sonae MC, in 1985, the opening of Continente first supermarket and the creation of their private label in 1991, the brand suffered four rebranding. In 2017, to celebrate the 25th anniversary of the private label, Continente decided to change the image and communication of the products, with the purpose of increasing the perception of the quality and keep their position as market leaders in the sector. By focusing in the last rebranding, the aim of this study is to analyze the strategies used during the process, as the challenges faced. To do it, a market research was conducted with the purpose of analyzing the perception of the customers about the products and to understand if the rebranding would change their perception about the brand and affect their decisions when buying it. The findings indicated an increasement in the perception of the brand, mainly regarding the quality of the products, as it insinuates a direct relationship between the brand image and the packaging with the quality. Moreover, there was an improvement in the organization of the brand, becoming easier to identify. Regardless all the positive arguments, it was not possible to conclude the existence of an increasement in sales. Therefore, it would be important in the future to maintain a monitorization of the sales and loyalty cards, in order to understand the direct influence of the rebranding in the profits of the company.