A construção de uma nova imagem: o impacto do reposicionamento de marca em escritório de engenharia civil

Abstract

Brand repositioning, when aligned with strategic planning and supported by consistent practices in communication, relationship management, and brand identity, constitutes an effective tool for increasing the competitiveness of civil engineering firms in business-to-business market. Using a civil engineering firm as a case study, this work aims to analyze the effects of a brand repositioning on market competitiveness through three lenses: market visibility, attraction of new customers, and customer retention. The research adopted a qualitative and descriptive approach, structured into five stages: understanding the strategic objectives of the repositioning; identifying the implemented strategies; gathering perceptions from clients, collecting secondary data, and integrating the analysis of results. Semi-structured interviews were conducted with partners of the firm, questionnaires were administered to clients and stakeholders, and performance indicators related to digital presence, commercial performance, and customer loyalty were examined. The results indicate that the repositioning increased the firm’s market visibility and contributed to customer retention, but did not produce satisfactory performance in attracting new customers. It is expected that this work will provide managerial and academic contributions to branding in B2B construction markets.