Caso Puma: Uma análise das mudanças de posicionamento da marca

Abstract

The work aims to discuss how the changes in the positioning of the German sports brand Puma kept it in the market and what was the role of communication in this process. In order to be able to develop the proposed theme, we set out as a major objective the function of investigating positioning changes and their reflexes in the permanence in the market. We also seek with the monograph, report the history of the brand and through various theoretical foundations, point out some concepts related to the theme. With this theoretical support and through a content analysis, we investigated three pieces of communication produced by Puma, in order to identify changes in brand positioning. The findings reveal that there has been a change in positioning, however, some features repeat. It also revealed the sensitizing role of communication in this case and also the ability to convey ideals, ideas and personality characteristics of the brand.