We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
REPOSICIONAMENTO E INTERNACIONALIZAÇÃO DE MARCAS: o caso das sandálias Havaianas.
- Authors
Mourad, Aimãn Ibrahim; Serralvo, Francisco Antonio
- Abstract
This research aims to analyze the repositioning strategy and the importance to the internationalization of brands. Analyzing specifically, the strategy adopted by Havaianas to add value to your brand. The analysis are based between 1988, when lost power and opened space for their competitors, and 2002, a year of the big event that transformed Havaianas in a symbol of beauty and worldwide simplicity. The brand shows credibility, changing the view of old and new costumers of the product, untiying a low-class utility product image and achieving medium and high international class at a time when the Brazilianess of the products was not gimmick. The methodology used was a case of an exploratory nature, based on templates adapted from McKinsey and the School of Uppsala. It means that it is a theoretical study based on models and document analysis to identify the process of repositioning and brand internationalization. Finally, it is understood that the slogan everyone wears may be conferred on the streets of countries where the brand is present, supporting the success of the brand due to good communication in Brazil, in the United States and in Europe and due to the product diversification, from the basic white and blue sandals to boots, socks and sandals with Swarovski crystals.
- Subjects
BRAZIL; MARKET repositioning; HAVAIANAS (Company); BRAND image; FLIP-flops (Sandals); DIVERSIFICATION in industry; INTERNATIONAL business enterprises; MARKETING; DEVELOPING countries
- Publication
Pensamento & Realidade, 2014, Vol 29, Issue 4, p3
- ISSN
1415-5109
- Publication type
Case Study