Gestão de marcas em uma empresa mineira de laticínios

Abstract

This study aims at analyzing brand management in a large dairy supplier from Minas Gerais. The impact of brand strategies in companies financial performance is featured in national and international studies, showing the brand as a valuable financial asset, and also stimulating the development of more effective strategies for managers performance. However, few researches have been devoted to the investigation of how the process of brand management is conducted. Moreover, the improvement in building Brazilian brands was appointed as an urgent need for the country. Therefore, there is a theoretical gap related to brand management, with few academic papers published in Brazil. In order to develop this study, literature review showed the issues that should be covered in brand management. Once identified, these issues were grouped into categories, adapted from Tavares (2009): organization for the brand, brand portfolio, brand building, brand evaluation and improvement. Data from interviews, institutional publications and other documents were submitted to content analysis technique, using the aforementioned categories for material analysis. The research developed consisted of a single case study, and the selected firm (Alpha) started and is located in the state that stands out in the context of Brazilian dairy economy: Minas Gerais. Moreover, Alfa figures among the largest dairy companies in Brazil and its brand was considered top of mind for several times. The results of this study show that, in the management process of its brands, Alfa takes into account all the proposed issues, giving special attention to brand portfolio strategies (decision making about brands and brand extension); operationalization of 4P for brand positioning (especially for communication in point of sale POS); style of decision making, which relies mainly on brands´ performance evaluation and outsourced researches. Alfa houses several sub-brands (created for higher value added products), which are always endorsed by the corporate brand. Therefore, Alfa´s management favors the enhancement of brand value.