‘’A Coelce virou Enel’’ um estudo da percepção do cliente sobre mudança de marca

Abstract

Brands can change in order to develop a new image or a new placement for the clients to understand. Based on this context, the aim of this present work is to investigate how the clients of an established company on the market perceive a change of its brand. In order to achieve this goal, the consumer‘s perception is investigated under three perceptive processes: the selective attention, the selective distortion and the selective retention. The survey, held in Fortaleza with 360 participants, about the change of the brand Coelce to Enel Distribuição Ceará, shows that most people is aware of the change of the brand (selective attention), evaluates the change as a quality loss, alienation from the society and increase in prices (selective distortion) and, does not see the company as an open organization, does not perceive it as a flexible organization, and does not associate it with innovation or diversification, running against the placement intended by the organization.