REPOSICIONAMENTO DE MARCA: UM ESTUDO EM UM FRIGORÍFICO DE ABATE DE AVES

Abstract

The current market is changing daily, taking on new guises and characteristics, and with this, companies face daily challenges, mainly because they need to observe opportunities, adapt to reality and make changes as necessary, which also involves managing their brands. The company must be concerned with having a clear, attractive message and be in the process of evolving to win over and retain customers. In many cases, the rebranding process is necessary, that is, a change not only in the company logo, but the search for new strategies that positively impact the business and create a closer relationship with the customer. Readings on this research topic gave rise to curiosity about the subject, which was strengthened by contact with a company from the interior of Goiás that recently carried out such a process. The aim of this research is to discuss the possible impacts of brand repositioning on the end consumer of a poultry slaughterhouse. To this end, a bibliographical discussion was carried out based on authors such as Bencke (2022), Almeida (2023), Rodrigues (2023), among other authors who discuss the proposed problem. Subsequently, a case study was carried out in a poultry slaughterhouse in the interior of Goiás, analyzing how the rebranding was carried out, why this idea arose and the impacts it had on this institution. As results of the research, it is mentioned that rebranding seeks to bring a new look to the company, draw the public's attention to its brand, produce innovation and a new relationship with the customer, being seen as more modern, interesting and attractive to consumers, having been a process that has achieved positive results in the company analyzed.