Change target, focus, develop, increase the perceived value: a case of successful branding.

Situation
After having companies in different regions but managing the same Brand, this company happened to have a unified administration and focused on the target road transporters, although they had little presence in cities, particularly away from the driver.

Challenge
Make show everything they have to offer
Enter the lubricants higher price differentiated market.
Increase the participation of private markets segment.

Action
We diagnosed and developed the principles of brand positioning.
Communication and activation campaigns were adjusted.
Guidelines for visual expression change occurred.
Guidelines for the launch of new products in the category of lubricants were established.
Brand architecture for lubricants was developed.

Result
The market share went from 30% to 35% in 2 years (2007 to 2009) with sustained leadership until 2014, reaching 42%.

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