Brand repositioning in small retailer on footwear industry

• Autor(a) principal: Rossini, Fernando Henrique
• Data de Publicação: 2016
• Outros Autores: Mangini, Eduardo Roque, Urdan, André Torres, Santos, Ariane
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Ciências Administrativas (Fortaleza. Online)
• Texto Completo: https://ojs.unifor.br/rca/article/view/4157

The brand is an intangible asset that can have high value in the market and its positioning is critical to the consumer buying process. The aim of this paper was to evaluate a retailer brand repositioning which operates in the footwear industry using the fundamentals of segmentation and market positioning. Through a qualitative study that had as a single case study method, there was the collection and triangulation data owner, consultants and consumers of the company, which was the object of study, in order to ensure reliability research. From the data analysis, it was possible to infer that, even without major investment in communication values, the company is repositioning process on the market and correct actions in the marketing mix can leverage the company. Keywords: Brand Positioning. Differentiation.Marketing Segmentation. FootwearIndustry