First impressions last: a case on Hermés Contabilidade's brand positioning

• Autor(a) principal: Ribeiro, Bianca dos Santos
• Data de Publicação: 2023
• Outros Autores: Lana, Jailson, Batista, Marcos Aurélio, Partyka, Raul Beal
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Revista de contabilidade e organizações
• Texto Completo: https://www.revistas.usp.br/rco/article/view/203855
• topic: Branding; Social media; Positioning; Digital marketing; Accounting; Branding; Mídias sociais; Posicionamento; Marketing digital; Contabilidade

This teaching case portrays the scenario of Hermès Contabilidade, a young company opened by three partners in September 2020, in the center of Balneário Camboriú (SC). The company's business model is directly linked to technology. Its purpose, structure and service are designed to offer a high standard of accounting. Despite all the positioning being very clear in the minds of the partners, and a considerable work in the digital environment, the profile of the clients that arrive at the company, differs from the planned segmentation, impacting results below expectations. In this sense, the dilemma of the case questions how to make the brand positioning, which is well defined and clear in the minds of managers, be understood by the market and potential customers. The case makes it possible to promote a discussion scenario, at a theoretical and strategic level, about branding and positioning using digital channels, specifically social media. A learning space about brand positioning and content on social media platforms. The context also allows demonstrating branding resources and tools applied to a business environment, making the student reflect, in the role of manager, on brand positioning and digital presence.