Posicionamento de marca: uma perspectiva da evolução do conceito

This essay discusses the importance assigned to the brand, enhancing their management, inwhich two aspects are always present in the brands analysis and can be considered decisive inthe understanding and management: identity and brand positioning. The analysis and thedecision of a repositioning of brands are present in the daily marketing and communicationprofessionals, but there is no consensus or uniformity of this approach to this issue, the result,among other reasons, the limited literature on the subject developed. This work proposes astructured approach conceptually and strategically conditions, challenges and risks ofadopting a strategy of repositioning brands, using arguments based on available literature,coupled with real examples of exploratory interventions, and proposing a classification fordecisions and repositioning strategies, as well as guidelines and alternatives to brandmanagement.