Branding: o posicionamento de uma marca na crise

Abstract

This work seeks to produce a brand positioning manual for micro and small companies; score and compare the scenarios of the Brazilian economic structure in times of crisis; conceptualize terms that are related to Branding and strategic planning and develop a methodology to validate the proposed manual. Thus, it relies on the methodologies of an applied, qualitative and descriptive study and allows us to perceive that some theories guide on the steps to develop a strategic planning and others present optics through which to observe it. The validation of the proposed methodology that involves the use of the manual occurs through a perception survey using a Likert scale model. In this way, the manual developed was divided into three stages: realizing the scenario and positioning of the brand; realize the need to reallocate it and how to reposition it with this new essence and, thirdly, draw up a plan that will allow it to be put into practice. In this sense, the result of this work will support micro and small entrepreneurs to leverage their business and position their brand in an attractive way in the consumer’s imagination.